Japan Marketing Awards, Honoring Groundbreaking Business Models like "Roadside Stations"

The Japan Marketing Association (JMA) held the 7th Japan Marketing Awards ceremony on May 26 at the Arcadia Ichigaya in Chiyoda Ward, Tokyo. Among 183 entries, the Grand Prize was awarded to the National Roadside Station Association for "Regional Revitalization Marketing through Roadside Stations." Four Encouragement Prizes and three Regional Prizes were also presented.
Takuya Goto, Chairman of the Grand Prize Executive Committee (JMA Chairman), stated regarding the selection criteria, "We evaluated not just hit products, but what activities were undertaken from a marketing perspective." The award selection committee comprised 18 members, chaired by Nobuyoshi Takahashi (Managing Director in charge of Advertising, Yomiuri Shimbun Tokyo Headquarters).

The winning projects are as follows.

【Japan Marketing Grand Prize】

● National Roadside Station Liaison Council: "Regional Revitalization Marketing through Roadside Stations"

Roadside stations, which serve as rest areas, information hubs, and regional collaboration points while also functioning as disaster response bases. This initiative realized a new marketing approach entrusted to the autonomous management of each region, establishing a groundbreaking business model that contributes to all stakeholders: travelers, local residents, agricultural producers, local governments, and road authorities.

【Encouragement Award】

● LINE: "Co-creation Business with Users via 'LINE Creators Market'"

A new business model where companies and users both profit through a public recruitment system for sticker creation. This became a major movement, currently selling over 120,000 types of works.

● Ryukyu Broadcasting Corporation "Next-Generation 4WIN Business Model: RBC Okinawa Health & Longevity Project 'Walk-Pon'"

A successful example of social marketing through broadcasting and retail. The pedometer app "Walk-Pon," developed to raise health awareness among Okinawa residents, offers free FamilyMart coffee and other items just for walking, also contributing to customer attraction.

● Euglena: "Creating the 'Algae' Market: A New Material Solving Humanity's Challenges"

Successfully mass-producing "Euglena," a microalgae with infinite potential. Redefined as a resource solving societal challenges, it promoted new marketing through collaborations across diverse industries.

● Level-5 "Yokai Watch: The Success of Cross-Media Marketing"

The culmination of content marketing utilizing every medium: games, anime, TV, toys, music, and film. Its effective cross-media strategy sparked a social phenomenon.

【Regional Award】

● Hankyu Railway "Marketing Activities for Takarazuka Revue's 100th Anniversary"

Celebrating its 100th anniversary in 2014, Takarazuka Revue successfully revitalized the Takarazuka brand. Alongside aggressive mass media campaigns, it held commemorative performances mobilizing all alumni in addition to regular shows.

● Huis Ten Bosch "Theme Park Revitalization"

Implemented a new strategy focused on being "One and Only, Number One" to enhance customer satisfaction, achieving dramatic operational improvement. Attendance reached 2.8 million in 2014, achieving record profits.

● Kitami City: "Tourism Development Centered on the 'Mountain Aquarium'"

A small aquarium at the foot of Daisetsuzan in Hokkaido displaying freshwater fish. After its 2012 renovation, unique initiatives like the world's first "frozen river tank" and Japan's first "waterfall basin tank" revitalized the local economy despite its modest scale.