Japan National Tourism Organisation teams up with super Subaru enthusiast to promote the nation’s tradition, cuisine, cities, nature and art
In February 2018, the Japan National Tourism Organisation (JNTO) launched the “Enjoy my Japan” global campaign aimed at frequent travellers from the American, European, and Australian market who may not be considering Japan as a holiday destination.
As part of the current campaign, which aims to convey to travellers a personalised Japan geared towards their individual interests, JNTO decided to collaborate with car manufacturer, Subaru, to communicate Japan’s appeal in new ways, believing that the auto brand has a large foreign fanbase centred in North America.
The video features Robert Champion, the creator of SubieEvents LLC and the event director for large Subaru festivals, travelling around Japan to discover the global campaign’s seven passions with Subaru Motorsports’ iconic blue (#myjapanblue) as its theme. The campaign begins at the recently reopened Mitaka STI Gallery in Tokyo, a Subaru fan’s mecca in a documentary-style promotional video. The seven passions are: Tradition, Cuisine, Cities, Nature, Art, Relaxation, Outdoors.
The promotional video was aired on October 13 in California at the Subie Fest, a large-scale event for Subaru fans, in addition to being broadcast worldwide via JNTO. At the event, a panel session with Champion was held alongside a showing of new footage of his first trip to Japan to promote the nation’s charm.
Event-goers who viewed the videos expressed their interest in visiting Japan despite its their homes.
As the official tourism board of Japan, JNTO is involved in a wide range of promotional activities to encourage international travellers to visit Japan. Through a variety of campaigns and initiatives, JNTO is inspiring more American travellers to visit Tokyo, Kyoto and beyond.