A new source of hope during the COVID-19 pandemic
A tourism campaign that avoids the “Three Cs”
Overview
The “Find Your YOKOHAMA Campaign” was launched to restore visitor numbers to Yokohama City, which had declined due to the spread of COVID-19. Tourism-related and MICE-related businesses in the city worked together to encourage visits from nearby areas, starting with the city and the prefecture, with the aim of stimulating tourism demand within the city and expanding the direct effect on the local economy.
We were consulted by the secretariat of the Go Find YOKOHAMA Campaign, carried out as part of this initiative, and took charge of its promotion.
The “Go Find YOKOHAMA Run & Walk Campaign – Discover a New Yokohama –” uses the GPS-enabled smartphone app “DISTRICT.” Within a time limit, participants run or walk around checkpoints set up in the app at tourist attractions and recommended local spots in Yokohama City. Points are earned by clearing the “challenge” (task) specified at each checkpoint, allowing participants to discover new attractions of Yokohama while having fun. Points earned enter participants into a prize draw for Yokohama-related prizes and also give access to special offers. It is a campaign that can be enjoyed like a game while avoiding the “Three Cs.”
* This campaign ended on March 15, 2021
What We Did
At the time we were consulted, (1) campaign details, (2) campaign announcements and (3) campaign operation details were all under consideration. We first compiled the plans created by each person in charge into a single document, identified missing items based on our past experience handling promotions, and supported a smooth campaign design.
During the campaign period, we also supported campaign operations, focusing mainly on promotion, and after the campaign ended we prepared various reports based on the figures from the results.
Documents Prepared (Excerpts)
For the promotion we were responsible for, in addition to planning the promotion strategy, we handled a wide range of creative production, including creating the campaign logo, press events, video, the website, a reservation system, and printed materials such as flyers.
In addition, we were also involved in some media placements, such as YouTube ads and listing ads.
Deliverables (Partial)
Press Announcement Event (1)
Press Announcement Event (2)
Promotional Video (no longer available)
Various Graphics
Campaign Website
Implementation Flow
01. Research & Analysis
◯ Interviews
◯ Internal environment analysis (Yokohama City's attractions and resources, etc.), external environment analysis (tourism industry trends during the COVID-19 pandemic, review of points to note, etc.)
02. Basic Strategy Design
◯ Setting hypotheses for strategic direction
◯ Setting the basic strategy
03. Marketing
◯ Planning the promotion strategy
◯ PR: press release writing, press announcement event production and operation, production of various graphics
◯ Web: design and production of the website and application system, social media operation, web advertising
◯ Video: production of the promotional video and web ad videos
◯ Media buying
04. Operations
◯ Regular meetings for verification and improvement (PDCA)
◯ Compiling and preparing campaign design documents
◯ Compiling and preparing campaign reports
