Hakuhodo Hong Kong scoops JNTO’s 'Visit Japan' campaign

ADK had worked on the ‘Visit Japan’ campaign for six years, Hokuhodo Hong Kong reported that a total of seven agencies joined the pitch, including, Asatsu DK, West JR Communication, and Asahi Advertising.

Hakuhodo, which has previously worked on the All Nippon Airways (ANA) account, will be charged with building the creative, media and events aspects for the new ‘Visit Japan 2011-2012’ campaign, which is scheduled to roll out in late November or early December. It will be OOH and online-driven targeting 20 to 40-something holiday-makers.

Hakuhodo China worked on this ‘Visit Japan’ campaign account for the China market last year. The agency added that there ihas been a separate China pitch, but the result has not yet been announced.

Winnie Lam, business director of Hakuhodo Hong Kong pointed out that Hong Kong people always like to go to Tokyo to splash out on shopping and Japanese food, but there is also a trend that more holidaymakers are venturing out to other parts of Japan for sight-seeing and exploring.

The reputation of Japan as a safe and secure destination has been shaken by the earthquake and tsunami in March. According to the JNTO, the number of international visitors to Japan for March 2011 dropped to 352,800 (down 50.3 per cent year-on-year), and the numbers took a further fall in April to 295,800 (down 62.5 per cent), less than a half of the April 2010 figure.

The radiation issue in Fukushima is the main deterrent for the potential visitors to Japan. But with the frequency of aftershocks having now dropped, life in the cities of Japan is back to normal. The JNTO is now looking to pick up on its pre-earthquake promotion plans.

Hiroshi Mizohata, commissioner of the JNTO said last February, said that their goal was to energise Japan with tourism, by creating new destinations to attract foreign visitors, particularly taking account the fast economic growth of China, Japan has relaxed regulations for issuing individual sightseeing visas, cooperating with the China UnionPay card, and asking hotels and inns in Japan to make Chinese TV channels available.