Title | THE BEST PLACE FOR GRATITUDE |
Brand | KINTETSU CORPORATION |
Product / Service | RAILWAY, HOTEL & LEISURE |
Category | A06. Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | FRONTAGE Tokyo, JAPAN |
Entrant Company | FRONTAGE Tokyo, JAPAN |
Advertising Agency | FRONTAGE Tokyo, JAPAN |
Production Company | TAIYO KIKAKU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tomohiro Kamaya | FRONTAGE INC. | Creative Director |
Yohei Okawa | FRONTAGE INC. | Communication Designer |
Yui Kashima | FRONTAGE INC. | Web Director |
Koichi Minami | FRONTAGE INC. | Agency Producer |
Shuhei Yamabe | TAIYO KIKAKU Co./Ltd. | Director |
Hiroki Ando | Free | Cameraman |
Hideya Takita | TAIYO KIKAKU Co./Ltd. | Producer |
Kenjiro Fukuda | TAIYO KIKAKU Co./Ltd. | Production Manager |
Toru matsui | FRONTAGE INC. | Agency Producer |
Kuniei okada | O/THANKS | Art Director |
Yoshiki endo | O/THANKS | Designer |
Michiharu baba | BABA PHOTOGRAPHY OFFICE | Photographer |
The objective was to attract more tourists to Ise Shima area, one of the major tourist spots in Japan. In this area, the number of visitors has been decreasing to about a half in this past two decades. In response to such situation, our client, Kintetsu Corporation, the local rail transit and tourism corporation, requested us to come up with an idea to bring tourists back to Ise Shima area.
Our solution was to stimulate the potential needs of Japanese people, who are not usually expressing gratitude to someone close, by combining “trip” and “expressing gratitude.” In Japan, there are many attractive tourist spots such as Kyoto, Osaka, and Okinawa. To rival these resorts, we have challenged to create a totally different purpose of traveling. Firstly, we defined Ise Shima as “THE BEST PLACE FOR GRATITUDE” in regard to its famous site, Ise Jinguu. Then, we focused on to create Ise Shima as a place where people can express their gratitude, by making “Thanks-Spot Map” and special dinner menu.
The campaign has been successful in inviting more tourists to Ise Shima. Many hotels in Ise Shima marked the increase in guests up to 150% from the previous year. The sales of tourism and leisure section of Kintetsu also increased 230% from the previous year. Moreover, the number of visitors to Ise Jinguu marked a record high of 14.2 million, which is in calculation, one in every ten Japanese people have visited the shrine.
We set out “gratitude” as a theme of this campaign, in regards of the traditional Japanese mindset to worship Ise Jinguu, the central place of Ise Shima which is considered to be the most revered shrine in Japan. 1,300 years ago, the purpose of pilgrims to come afar to Ise Jinguu was to appreciate their lives. By reviving this original purpose in our times, we proposed a new value of Ise Shima to the society. The theme “expressing gratitude” was timely for many Japanese people who recognized the importance of someone who supports him or her after the great earthquake.