[Overseas Expansion Case Collection vol.4] Rediscover local appeal through overseas exhibitions, improving on-site responsiveness is also a major weapon (Mr. Hiromi Kobayashi, Tochigi City Hall General Policy Department)

“Overseas Expansion Case Collection” vol.4 released!

The “Overseas Expansion Case Collection” series interviews people who have exhibited at events managed by Japan Promotion so far, and listens to valuable stories about reactions from countries around the world that they have actually witnessed and their subsequent activities.

In this section, which is the fourth in the series,Tochigi City Hall General Policy Department City Promotion Division Mr. Hiromi KobayashiWe asked about inbound promotion and marketing, and the activities of the local character Tochisuke, which makes use of the awareness and experience gained through overseas exhibitions.

≪Click here for past articles≫
●vol.1 “Succeed in attracting tourists with a PR strategy that combines local characters and SNS! (Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City)”
●vol.2 “Local reactions are the greatest harvest! Exhibited at Japan Expo Paris that got a lot of insight (Kyushu Economic Federation, Mr. Chiken Shigeyoshi)”
●vol.3 “Overseas exhibition experience triggered the “Oyabe Fairy Tale Party” (Mr. Yukihiro Funami, Tourism Promotion Division, Oyabe City, Toyama Prefecture)”

≪About current activities≫

Appeal Tochisuke's activities to Tochigi citizens and Parisians

Tochigi city's local character ·TochisukeSince 2014, when the Secretary and Public Relations Division was born, we have renewed our look as the City Promotion Division, and have continued activities to raise the name recognition of Tochisuke and Tochigi City through the launch of the Tochisuke account on SNS and Tochisuke's appearances at events outside of the city. I participated with Tochimisuke as the first overseas expansion project in the 2nd year after the department was establishedJapan Expo Paris 2017. The first year was completely fumbling, but as time went by, I was able to scoop up my needs, and the experience I gained thereAttracting inbound tourists and marketingIt's useful. In addition, when Tochimisuke participated in Japan Expo Paris, awareness in the character world increased, and connections between characters were made,Tochisuke's activities provide topics for citizensAlso, being loved and being familiar with them is a nice result.

≪Advice/Future Goals≫

Strengthen branding for local characters and review of tourism resources

Overseas expansion is a major business as part of the City Promotion Division,Obligation to communicate progress and results in a form visible to citizensThere is. When I went to the site, I was keenly aware that even if a different reaction came from what I had initially anticipated, the ability to accept and respond was necessary. As long as we use taxes, we are always aware of cost effectiveness. Take care so that Tochimisuke doesn't just become a lively character,”Loved by the locals, I went to Paris and got even more powerful” As an entity, it successfully controls and operates character settings. Also, as a result of traveling at Japan Expo Paris, I learned that foreign tourists have already gone to major travel destinations such as Tokyo and Kyoto, so Tochigi City will be selected as the next tourist destination they want to visitSet the direction of PR and carry out careful brandingI think this is also an important theme for the future.

≪Know-how for success≫

[Before exhibiting]
‍● As a secretary and public relations department, she carried out PR activities for Tochigi City, mainly domestically.
↓
[Support and ingenuity]
● We carefully thought about what should be done to obtain results by exhibiting at Japan Expo Paris, and repeatedly examined Tochimisuke's branding and operation.
● It was my first experience with all of the overseas expansion, so it was nice that the Japan Promotion Staff took care of everything from departure to return home.
● Advice from Japan promotion staff that met the needs of local governments exhibiting for the purpose of attracting tourists was useful.
● The purpose was to raise the name recognition of Tochisuke, and the results were conscious so that citizens could also feel the results.
★ Point ★
The system was changed in preparation for overseas exhibitions.
First, detailed branding was carried out on how to use the local character Tochimisuke.
The purpose was clarified so that citizens could feel the effects and significance of overseas expansion.
↓
[Results]
● By continuing to exhibit at Japan Expo Paris, Tochisuke's name recognition increased, and domestic value as “Tochimisuke who went to Paris” was also able to increase.
● Lanterns, origami, etc. which are local specialties of Tochigi City were exhibited at the booth, and by watching the reactions of local people, it became clear what would be received locally.
● There was a different reaction from what was anticipated before the exhibition, but it is now possible to accept and respond flexibly.
★ Point ★
They experienced overseas exhibitions, and succeeded in raising the name recognition of Tochimisuke domestically.
By interacting with visitors and knowing their reactions, it became clear what items should be launched and what tourism products were required.
I have gained the ability to capture local needs and respond to them.
↓
[After that]
● In order to attract tourists who have already traveled to Japan several times, we plan to review and leverage tourism resources.
● We will pursue creating impactful exhibition booths and stage performances so that Tochigi City's presence can be further promoted.
★ Point ★
Based on the experience of exhibiting 3 times in a row, we will find a PR method that resonates more and put it into practice.
We plan to review and leverage Tochigi City's inbound tourism resources.

Thank you very much, Mr. Kobayashi, for sharing this valuable story!
In vol.5 that follows, they run around the world and convey the appeal of “Awa Odori”Creative dance group Takarabune-samaI would like to ask about each country's attitude when standing on stage and their enthusiasm for connecting Japanese traditions to the future.

◎ Interviewee: Mr. Hiromi Kobayashi, City Promotion Division, General Policy Department, Tochigi City Hall

[Events you exhibited at]
Japan Expo Paris “WABI SABI” (2017-2019)

●Tochigi City Homepage＞＞＞https://www.city.tochigi.lg.jp/
●Tochisuke Twitter＞＞＞https://twitter.com/Tochi_suke
●Tochisuke Instagram＞＞＞https://www.instagram.com/tochisuke.t/

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