LIGHT DELIGHT PROJECT

TitleLIGHT DELIGHT PROJECT
BrandNAGATORO-MACHI TOURIST ASSOCIATION
Product / ServiceTOURIST TRADE
CategoryA02. Use of Live Shows/Concerts/Festivals
EntrantPYRAMID FILM QUADRA Tokyo, JAPAN
Entrant Company PYRAMID FILM QUADRA Tokyo, JAPAN
Advertising Agency PYRAMID FILM QUADRA Tokyo, JAPAN
Production Company PYRAMID FILM QUADRA Tokyo, JAPAN

Credits

Name Company Position
jun ishikawa PYRAMID FILM QUADRA Producer/Creative Director
junichi moriga PYRAMID FILM QUADRA Production Manager
hikaru shiiki PYRAMID FILM QUADRA Production Manager
shogo suzuki PYRAMID FILM QUADRA Director/Planner
yuta hirane PYRAMID FILM QUADRA Art Director
sarasa yonenaga PYRAMID FILM QUADRA Designer
syuichi keira PYRAMID FILM QUADRA Technical Director
ayano takahashi PYRAMID FILM QUADRA Web Developer
masato ishida PYRAMID FILM Teramonkeys CGI Producer
kazuto iwai PYRAMID FILM Teramonkeys Programmer
yukihiro mori PYRAMID FILM Teramonkeys Programmer

Brief Explanation

We invited the media to cover the event and spread the word on various social networks, and saw 150% more participants over last year. People have heard about what we are doing, and people in dozens of other tourist spots are contacting us to ask questions.

The Brief

This issue Nagatoro faces is that the tourists disappear at night. Neither the must-try river boating nor the excellent local culinary delights are available for people to enjoy at night, and even the shopping street closes in the evening. As one way of bringing in more visitors at night, we came up with a plan to hold an annual cherry-blossom “light-up” event in Nagatoro.

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

We invited the media to cover the event and spread the word on various social networks, and saw 150% more participants over last year. By providing participants with photographic mementoes of the event as gifts, we were able to use the social networks to publicize even farther. People have heard about what we are doing, and people in dozens of other tourist spots are contacting us to ask questions. We are now showing some real success in attracting tourists using digital content.

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

In April 2014, we developed a program that had the lights move as visitors moved their hands. The goal of the first year was to teach people about the challenge we face, and to encourage the active participation of the town’s people, most of whom have little experience with the digital content. For April 2015, we designed the lights to change colors automatically and make it easier for people to take photographs.