Step1

As the company began direct sales, the need for a localized marketing strategy became clear. While the global headquarters had a centralized marketing department, each country was left to develop its own marketing approach.
We decided to begin with a data-driven assessment of the market and strategic discussions — including brainstorming sessions — to define the primary target segments.
With Mr. Noda from Bluemoon serving as facilitator, we launched weekly meetings based on a marketing execution timeline.

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Step2

Short-term (1-year) and mid-term (3-year) marketing strategies were finalized.
We discussed and budgeted for PR and communication efforts to raise market awareness.
At the same time, we assessed the needs of the target segments and reviewed the solutions offered by Sabre.
To broaden understanding of those solutions, PR initiatives were expanded beyond the travel industry to include media targeting business, strategy, and HR professionals.

Step3

Based on the marketing strategy, PR and sales activities were launched.
Weekly meetings continued, with regular evaluations of results and adjustments — following a clear PDCA (Plan-Do-Check-Act) cycle.
As a result, both PR and sales efforts steadily gained traction, ultimately achieving the initial goals.