Design > Graphic Design & Design Crafts
GET BACK, TOHOKU.
DENTSU, Tokyo / EAST JAPAN RAILWAY COMPANY / 2012
Awards:
Overview
Credits
Overview
BriefExplanation
A marketing campaign by East Japan Railway’s Tohoku Shinkansen brand to solicit visitors to the Tohoku Region, which was significantly damaged in the Great East Japan earthquake.
ClientBriefOrObjective
Instead of an image-only campaign, train tickets were sold as a Tohoku Support Pass package.
Effectiveness
In support of Tohoku’s recovery through the tourism business, the campaign successfully gathered a large number of travellers and followers among a demographic that has been difficult to entice. An overwhelming response was received during the launch of the event via online social network sites such as Facebook and Twitter. Above all, this promotion strengthened ties between clients and fans through helping to extend encouragement to locals affected by the disaster and instil hope in local children.
Execution
Under the slogan ‘Get Back to Tohoku’, the body of Shinkansen train cars were painted with dynamic designs that served to connect the regions of Eastern Japan.
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