The Japan National Tourism Organization (JNTO) encourages travel from Australia to Japan, with a focus on inspiring travel beyond the most major cities and well-trodden travel spots.
Japan's national tourism board in Australia engages The Lucid Agency to lead its full-service media relations and PR strategy.
The Lucid team implements a dynamic PR program, working with the JNTO team to identify opportunities to keep Japan top of mind during the COVID-19 pandemic. We're focussed on uncovering every way to tell the Japan story in the context of immediate challenges and with a longer term lens that plays into consumers' pent up demand for travel. Our tailored media relations campaign is designed to not only keep travellers informed and inspired around future travel to Japan, but is also laying the foundation for future coverage as travel restrictions ease and consumer confidence grows.
To shape the strategic direction, Lucid researches and provides JNTO with media and market intelligence and monthly competitor destination reporting as well as delivering a comprehensive market analysis and promotional strategy report to influence wider marketing activities in the following year.
Lucid succeeds in generating media coverage for Japan by creating and pitching monthly media releases which are attuned to the changeable COVID-19 situation and promote topical stories around Japanese culture, trends, events, activities, and landscapes.
Responsible for all of JNTOs media relations activities and strategy, Lucid produces a monthly competitor analysis report and monthly media monitoring report. As part of an annual project, Lucid has delivered a detailed media landscape report as well as a market analysis and promotional strategy report in preparation for future activities.