www.japantravel.co.uk The Japan National Tourist Organization has launched new campaign with the theme Cool Japan – Fusion with Tradition. Through this theme JNTO will promote the "cool" urban side of Japan - thriving metropolises, neon lights, outrageous fashion, high tech gadgets, manga, animation, food - juxtaposed with the traditional and relaxing side of Japan - onsen natural spas, Mt. Fuji, Buddhist retreats, ryokans and so on.
The Cool Japan – Fusion with Tradition campaign is running till 5 November. This is to be followed by a "Cool Japan" press trip in late October. Early in 2007 the campaign is likely to involve joint advertisements with tour operators and an in-store promotion with a major Japanese restaurant chain.
"The Japan National Tourist Organization is launching the Cool Japan - Fusion with Tradition campaign to make people aware that Japan is much more than geisha, sumo, gardens, temples and Mt Fuji.
One of Japan's key charms is its dynamic blend of old and new. In a holiday to Japan people can experience ancient temples, gardens and cultural traditions at the same time as enjoying some of the world's most futuristic and technologically advanced cities. Through the campaign we wish to highlight that Tokyo, along with New York, Paris and London, is now one of the world's leading cities when it comes to trends in food, fashion and pop culture. The aim of the campaign is to diversify the types of travellers going to Japan. Currently Japan's main market is “empty nesters” - couples over 50 with a keen interest in Japanese culture such as gardens and temples. It is hoped that by highlighting Japan's cool modern attractions we will soon see more young couples, single young professionals and families travelling to Japan", said Kylie Clark, PR Manager, Japan National Tourist Organization.
The Cool Japan - Fusion with Tradition underground advertising campaign will run for four weeks from 9th October with posters in the following stations Euston, Kings Cross, Leicester Square, Moorgate, Oxford Circus, Tottenham Court Road, Victoria and Waterloo. The ads are co-sponsored by ANA and Japan Travel Centre and promote a great value six-day flight and accommodation package to Japan priced from Ă‚ÂŁ689. |