WE ARE TOKYO

TitleWE ARE TOKYO
BrandTOKYO INTERNATIONAL AIR TERMINAL CORPORATION
Product / ServiceINTERNATIONAL AIRPORT
CategoryD04. Installation & Environment
EntrantINTERBRAND Tokyo, JAPAN
Idea Creation INTERBRAND Tokyo, JAPAN
Production INTERBRAND Tokyo, JAPAN

Credits

Name Company Position
William Woduschegg Interbrand Japan, Inc. Chief Creative Officer - Japan
Hiroyuki Yabe Interbrand Japan, Inc. Executive Director
Yumi Suzuki Interbrand Japan, Inc. Director
Kazuo Suguro Interbrand Japan, Inc. Director
Yosuke Azuma Interbrand Japan, Inc. Senior Designer
Masashi Tanaka Interbrand Japan, Inc. Design Director
Hiroyuki Suzuki Interbrand Japan, Inc. Junior Designer
Aki Kawai Interbrand Japan, Inc. Senior Designer
Seppo Kurki Interbrand Japan, Inc. Director
Mark Garland Interbrand Japan, Inc. Consultant
Keiko Ueda Interbrand Japan, Inc. Senior Consultant
Shoji Mitsuhata Interbrand Japan, Inc. Chief Marketing Officer – Japan
Yugo Hiroi Interbrand Japan, Inc. Director

The Campaign

Haneda is the only international airport in Tokyo. Therefore, it is able to use all the positive attributes of Tokyo in its own branding. For example, the hospitality of people and shops, the modern facilities and convenience of its public amenities, its unique culture, its vibrant art and music, and its sense of tradition. All these things can be used to create a strong and powerful personality for what is usually a characterless and functional space.

Creative Execution

Brand book Launch event Environmental designs Photography shooting with employees Branded goods Employees message cards

Indication of how successful the outcome was in the market

The rebranding had a huge effect on internal motivation and staff pride. Rollout achieved positive feedback from all levels of TIAT employees and management. Haneda is now in a strong, positive position to welcome visitors to the 2020 Tokyo Olympics.

The phrase “We are Tokyo” motivated and inspired employees to do more, to be more, to do better, to be authentic, original and real. The megaphone-like treatment, supported by proud personal declarations, encouraged a culture traditionally seen as reticent to step up boldly to proclaim that each employee is a brand ambassador for the city they represent.