JNTO Ainu Culture Promotion
- Client
- Japan National Tourism Organization (JNTO)
Creative promotion for northern Japan’s newest tourist destination
The UPOPOY National Ainu Museum and Park is a newly opened tourism spot in Japan. The facility focuses on the culture of the Ainu – an indigenous people of the northern regions of the Japanese archipelago, particularly in the country’s northernmost prefecture of Hokkaido. Through this project, K&L has been supporting the promotion of inbound tourism demand and interest in Ainu culture with JNTO for the European, U.S., and Asian markets.
Challenge
Improve awareness of UPOPOY during the Covid-19 pandemic
While it was difficult to travel internationally due to the ongoing pandemic, K&L aimed to establish a brand image of UPOPOY in Hokkaido as an “attractive destination” to visit. During their trip to UPOPOY, tourists can enjoy experiencing Ainu culture in the vast natural surroundings of Hokkaido.
Approach
Creatives designed for international tourists distributed to 10 key markets
A non-Japanese creator with extensive knowledge of Ainu culture was hired to develop advertisements for 10 key regions – the UK, Germany, France, Hong Kong, Taiwan, Thailand, Malaysia, Australia, New Zealand, and the U.S.
K&L’s Value Proposition
Planning
- Communication branding
- Creatives
- Media planning
- Localization
Execution
- Creatives (articles, videos)
- Media buying, running advertisements
- Performance analysis
Online advertising
Online advertising
French
Chinese
Thai