The Brief

The Tohoku earthquake on March 11th, 2011 made us realize how fragile the unity of the Tohoku district is. Having different cultural backgrounds and a history of warring, it was rare for cities in this district to help each other. This time, however, the affected area was too vast. For a swift recovery, it was necessary for Tohoku cities to stand together.

Describe how the promotion developed from concept to implementation

We have found that the people in Tohoku are proud of their hometown summer festivals. Our solution was to unite these festivals throughout the Tohoku district. Holding one big summer festival together, for the unity of the Tohoku district. Favoring this idea, the cities let go of the past. The festival was named the ''United Souls Festival.'' ''Tohoku stands together for the recovery.'' The news spread quickly via TV news and social media. More than 60 enterprises became the sponsors, and people from all over Japan gathered in Tohoku.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 370,000 people visited the festival for 2 days, more than 3 times predicted. - The festival had an economic impact of 10 billion yen. - The festival was reported by more than 120 media. - It attracted 15 million tourists to Tohoku last summer. - The Tohoku region strengthened its linkages, and its inhabitants are walking the long path of recovery together. - All Tohoku cities have agreed to hold the festival annually, as a symbol of Tohoku unity.

Explain why the method of promotion was most relevant to the product or service

It is relevant to hold this kind of festival because the people in Tohoku are so proud of their hometown summer festivals. We expected that the idea of holding one big summer festival together, for the unity of the Tohoku district should excite every people throughout the Tohoku district. Actually, favoring this idea, the cities and all people let go of the past and united together.