Visit Japan Journeys across Europe to Inspire Travel

The Japan National Tourism Organisation in London has added to its Visit Japan efforts by launching an ad push targeting 15 countries.  

The Japan National Tourism Organisation office in London has launched a major advertising campaign targeting 15 European countries, as part of the wider Visit Japan project. Titled Where Tradition Meets the Future, the push goes live across the aforementioned region on 7 November.

A recent survey showed how culture and innovation mixed and co-existed to capture the essence of the place and create attraction. Based on the poll’s findings, the campaign’s narrative was developed to reflect the destination’s identity and authenticity as a global explorer’s true paradise.

To deliver compelling storytelling, German filmmaker, Vincent Urban, was hired to produce a three-minute movie portraying vivid scenes from 45 locations around Tokyo, Kyoto, Kumano, and Ise. Featuring an interactive format, the creative was shot through the eyes of a European traveller.

The exercise entails ad placements across several channels to include digital, television, transportation, and cinema advertising as well as other media platforms to depict the charms of Japan. The key target markets for the push are the UK, France, Germany, Italy, Spain, Sweden, and Finland.

The others carrying the Visit Japan exercise include Belgium, Denmark, Austria, Norway, Poland, Israel, Turkey, and the Netherlands. The movie opens with modern landmarks like Tokyo’s Skytree and Tower, and the nature elements of the Dorokyo gorge in the Wakayama prefecture.

The film also features the Great Buddha Hall located within Nara’s historic Todaiji Temple, a video arcade in Akihabara, robot from the National Museum of Emerging Science and Innovation, and iconic rituals like the tea ceremony and archery, alongside Don Quijote or Yokocho.

Meanwhile, matching clamour to silence for a display of contrast, the Visit Japan short incorporates aerial views of Hyakkengura’s scenic backdrop (Kumano Kodo in the Wakayama prefecture) and the waterfront wonders of rafting in the Dorokyo gorge—which were captured by drones.

The movie was afforded dynamic ‘action’ elements, so viewers are able to gain deeper insight into the attractions of Japan through interactive content, instead of passively just watching the movie. When paused at a scene of a viewers’ interest, detailed information on the scene will appear.