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Launch of Japan’s Largest Promotion for Inbound Tourism from Europe

November 07, 2016

JNTO has launched a large-scale campaign targeting 15 European countries as part of its “Visit Japan” project on November 7, 2016.

The campaign is entitled "Japan―Where tradition meets the future" and is the largest ever promotional campaign for inbound tourism from Europe. It targets 15 European countries: UK, France, Germany, Italy, Spain, Sweden, Netherlands, Finland, Belgium, Denmark, Austria, Norway, Poland, Israel and Turkey.

For the campaign, coordinated creative content will be placed in advertisements in different media such as Internet, television, cinema, and transportation and distributed in target countries all over Europe in order to communicate the campaign’s message and raise tourism demand for Japan.

Based on consumer survey results showing that Japan’s attraction comes from the mingling and coexistence of “tradition” and “innovation”, together with two keywords – “identity” and “authenticity” – coordinated creative content was created around this concept in order to convey Japan’s attraction. This includes a new short movie showing vivid scenes from 45 locations in Japan including Tokyo, Kyoto, Kumano and Ise, as seen through the eyes of a European traveller. The movie has been made by German filmmaker Vincent Urban, who produced the movie “In Japan – 2015”, which has been played over 2 million times, and can be viewed on a dedicated website (http://visitjapan-europe.jnto.go.jp/) in a special interactive format.

The movie presents Japan from the contrasting viewpoints of "tradition" and "innovation", interspersing snapshots of the bustle and noise of its dynamic big cities with the profound and tranquil silence of its religious sites and regions with outstanding natural beauty. It opens with modern Japanese landmarks such as Tokyo Skytree and Tokyo Tower before switching to breath-taking views of majestic Dorokyo gorge in Wakayama prefecture and the imposing Great Buddha in historic Todaiji temple in Nara.

Over its 3-minute runtime, it continues to juxtapose scenes illustrating the preservation of traditional culture such as Buddhist rites, tea ceremony, mochi rice-cake pounding and Japanese archery with quintessential snapshots of everyday modern life in Japan such as a video arcade in Akihabara, offbeat shopping destination Don Quijote and yokocho small backstreet alleys lined with izakaya pubs – as well as a nod to the future with glimpses of a humanoid robot from the National Museum of Emerging Science and Innovation (Miraikan).

Its 45 carefully selected scenes showcasing the contrasting charms of Japan also include a large number of bird's eye view scenes captured by state-of-the-art drones. Picturesque scenery such as the Kumano Kodo pilgrimage routes and dynamic images of rafting in the Dorokyo gorge in Wakayama prefecture are captured from unusual angles that are normally impossible to see.

The video’s special interactive format allows viewers around the world to access detailed information on the different tourism destinations featured in the video simply by pausing and clicking on a scene. These dynamic action elements enable viewers to gain deeper insight into Japan through interacting with the movie content rather than passively "watching" the movie, meaning major tourist spots in Japan can now be accessed from all over the world - even before setting foot on a plane to Japan for the holiday of a lifetime.

Please forward enquiries to:
JNTO “Japan – Where tradition meets the future”
Mai Abe jnto_pr-ml@aur.co.jp

 

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JNTO Partners