# Recipe-Based Travel Promotions This Campaign Rewards Travelers for Their Culinary Creations By Katherine Pendrill | Published 2015-12-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rewards-travelers References: [srv2.shoutlet](https://srv2.shoutlet.com/service/v2/canvas_wa/5633da3effc09287078b458d) & [ana.co.jp](http://www.ana.co.jp/tastesofjapan/en/) All Nippon Airways (ANA) recently teamed up with the Japanese National Tourism Organization (JNTO) for a campaign that rewards travelers for creating original recipes. In recently years, many airlines have adopted a [gamification model](https://www.trendhunter.com/trends/in-airport-activation) for long and short-term promotions. This campaign adds a [creative culinary element](https://www.trendhunter.com/trends/feel-good-foodie-challenge) to the traditional travel rewards model. The new ANA campaign asks US residents to put together a recipe that involves their favorite beer. Once contestants have come up with an original recipe, they must submit a photo of their dish and a 500 character description of what they have created. The winner will be rewarded with a trip to Aichi, Japan, which is a city that is renowned for its soy-based craft beer. Unlike traditional [travel promotions](https://www.trendhunter.com/trends/seven-nights-in-paradise), this contest involves a competitive and interactive element that rewards travelers for being creative. As a result, the unique contest gives consumers a different way to connect to airlines and earn rewards. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 28% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Gamification Model:** Airlines adopting gamification models for long and short-term promotions. - **Culinary Travel Rewards:** Travel promotions that reward travelers for creating original recipes. - **Competitive Interactive Contests:** Contests that involve a competitive and interactive element to reward travelers for creativity. ### Who This Affects Most - **Airlines:** Airlines leveraging gamification and interactive contests for travel promotions. - **Tourism:** Tourism organizations partnering with airlines to offer culinary travel rewards. - **Food and Beverage:** Food and beverage industry benefiting from recipe-based travel promotions. ## Related on Trend Hunter - [Fried Chicken Travel Promotions](https://www.trendhunter.com/trends/bbq-chicken-and-korea-tourism-organization.md) - [Adventurous Restaurant Promotions](https://www.trendhunter.com/trends/wings-to-korea.md) - [Gamified Travel Companions](https://www.trendhunter.com/trends/countryquest.md) - [Artistic Libation Campaigns](https://www.trendhunter.com/trends/paint-your-pint-competition.md) - [Grand American Tours](https://www.trendhunter.com/trends/american-eurotrip.md) - [Customer-Driven Retailer Recipe Contests](https://www.trendhunter.com/trends/7eleven-hawaii-recipe-contest.md) - [All-Inclusive Pop Culture Trips](https://www.trendhunter.com/trends/klook-1.md) - [Travel-Focused Summer Campaigns](https://www.trendhunter.com/trends/national-sweepstakes.md) - [Protein Snack-Brand Travel Sweepstakes](https://www.trendhunter.com/trends/out-of-travel-bs.md)