Brief Explanation

Instead of an image-only campaign, we marketed Tohoku Support Pass train ticket packages under the slogan “Get Back, Tohoku”.

The Brief

A marketing campaign by East Japan Railway’s Tohoku Shinkansen brand to solicit visitors to the Tohoku Region, which was significantly damaged in the Great East Japan Earthquake.

How the final design was conceived

Shinkansen train cars were painted with dynamic designs connecting the regions of Eastern Japan.

Indication of how successful the outcome was in the market

In support of Tohoku’s recovery through tourism business, the campaign successfully gathered a large number of travellers and followers among a demographic that has been difficult to entice. An overwhelming response was received during the launch of the event via online social network sites such as Facebook and Twitter. Above all, this promotion strengthened ties between clients and fans through helping to extend encouragement to locals affected by the disaster and instill hope in local children.