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Hokuriku Shinkansen Opens ~ Diverse Communication Activities
On March 14th, the long-awaited Hokuriku Shinkansen extension opened.
Marking the opening, various communication activities are actively unfolding across the region, energizing the dawn of a new era for Hokuriku. Here are a few examples.
〔JR!〕
JR's advertisements featured illustrations and local participation, celebrating the opening with diverse expressions.
JR East
The ad theme, "Ufufu! Hokuriku Shinkansen," captures the excitement of the opening and the way the front of the Hokuriku Shinkansen train seems to be smiling. It ran in TV commercials, newspapers, magazines, and transit ads. The key visual featured work by Paris-based illustrator Paul Cox, highlighting the appeal of the Hokuriku region's food, nature, traditional crafts, festivals, and the joy of the opening. The first phase, January 20 to February 16, featured ads with illustrations only. The second phase, February 23 to March 15, added live-action footage featuring local residents participating alongside the illustrations, expressing the shared excitement with the community.
JR West
Television commercials and transit advertisements featuring actress Yukie Nakama will be rolled out sequentially starting January 20.
The campaign depicts Nakama visiting tourist spots and famous locations in Hokuriku, interacting with local residents. The commercials feature the original song "Hokuriku Romance," written and composed by singer-songwriter Shinji Tanimura, evoking a sense of travel.
[Local Newspaper!]
The long-awaited local paper on opening day. Its unique coverage for this day conveyed the joy.
Hokuriku Shimbun
A special edition of 240,000 copies was printed featuring the Hokuriku Shinkansen version of the "Toyama Moyou" wrapping, which became a hot topic last year with its four consecutive days of display. It was delivered to all households subscribing to the morning edition, as well as distributed at three Shinkansen stations in Toyama Prefecture, event venues, and the prefecture's antenna shop in Tokyo.
Hokkoku Shimbun
A special edition (16 pages) introducing Ishikawa Prefecture's specialties and attractions was distributed to passersby in front of Yurakucho Station in Tokyo and in front of the Ishikawa Prefecture antenna shop.
[Local!]
The three Hokuriku prefectures used this opening as an opportunity to further strengthen existing projects and enthusiastically pursue new initiatives. With the cooperation and participation of local residents, they heightened momentum for regional revitalization.
New! Hokuriku Our Town Project
The three Hokuriku prefectures of Toyama, Ishikawa, and Fukui united to launch two participatory projects.
① Our Town Poster
Jointly implemented by JR West Japan, Hokuriku Shimbun, Hokoku Shimbun, and Fukui Shimbun. Children from 24 elementary schools across the three prefectures collaborated with local creators to produce posters highlighting the charms, landmarks, and special products of "Our Town." These posters were displayed on the Shinkansen and at stations along the line. The fresh perspectives and ideas unique to elementary school students, combined with professional skills, convey the essence of "Our Town" to visitors.
Details of the poster creation process and the finished works can be found on the project website: http://magazine.hokuriku-w7.com/wagamachi/index.phpで閲覧できる.
② Our Town Stars
JR West Japan and nine TV stations from three prefectures jointly produced mini-programs introducing "Our Town Stars" – local figures who are sources of pride and energy for their communities. These aired from January 4 to February 28. Featured individuals included a female fireworks artist, a foundry artist, a streetcar driver, and a master brewer.
Project website
http://magazine.hokuriku-w7.com/wagamachi/index.phpで番組 を視聴できる.
Forum in Ishikawa Just Before the Hokuriku Shinkansen Opens
Held at Kanazawa City Cultural Hall on February 28. This event was organized as part of the "Discover Hokuriku Project" (hosted by the project committee comprising Hokkoku Shimbun, Fukui Shimbun, Hokuriku Shimbun, Ishikawa Prefecture, Fukui Prefecture, and Toyama Prefecture), which focuses on discovering and enhancing the appeal of the three Hokuriku prefectures. Through a keynote speech by Showa Women's University President Mariko Bando titled "Creating Attractive Regions" and a panel discussion on "Regional Development Leveraging the Shinkansen Opening," the forum explored strategies to sustain the increase in visitor traffic and other exchanges brought by the Shinkansen opening.
[Metropolitan Area!]
In the Tokyo metropolitan area too, various initiatives were actively launched ahead of the opening, sparking interest and curiosity about the Hokuriku region. Here, we introduce the efforts of TV Tokyo and Toyama Prefecture.
Friend-Ship Project
Dentsu Inc. and TV Tokyo collaborated with TV stations in Toyama and Ishikawa Prefectures to produce the 12th installment of the "Friend-Ship Project": "Hokuriku Shinkansen/Friend-Ship Project ~Parent-Child Baton~".
TV Tokyo aired it from February 12 to 27, while the seven stations in Toyama and Ishikawa prefectures aired it on February 28, March 7, and March 14. This project involves TV Tokyo and Dentsu Inc. jointly producing infomercials and mini-programs that convey messages centered on the theme of "bonds." This installment broadcast a three-part story about the bonds of a family living in Kanazawa. It depicts a son who, knowing his father's wish, moved to Tokyo, and how the opening of the Hokuriku Shinkansen this year helps reconnect the parent-child bond.
Toyama Week in Tokyo 2015
From March 2 to 8, Toyama Prefecture held the tourism PR event "Toyama Week in Tokyo 2015" at the JP Tower "KITTE" in Marunouchi, Tokyo. The event introduced the prefecture's diverse attractions, including its food, traditional culture, and nature.
The event featured displays and sales of approximately 300 specialty products, including masu sushi, kamaboko fish cakes, sweets, local sake, and crafts, along with traditional craft workshops. At the opening ceremony on the 7th, Governor Ryuichi Ishii of Toyama Prefecture and actress Shigeru Muroi, a native of the prefecture, promoted Toyama's appeal.
[Major Upcoming Events in 2015]
Following the opening of the Hokuriku Shinkansen, large-scale events are scheduled to take place one after another in the three Hokuriku prefectures. Expectations are high for attracting visitors not only from the Tokyo metropolitan area but from across the nation.
- The 63rd All Japan Advertising Federation Kanazawa Convention (May)
- Toyama Marathon 2015 (November)
- JCI (Junior Chamber International) World Congress Kanazawa (November)
- Kanazawa Marathon 2015 (November)
- JR Group "Hokuriku Destination Campaign" (October–December)
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