Newspaper! What we can do now. What we can only do now. [24]Regional Newspapers Challenging Regional Revitalization (3) The Toyama Moyou Project
~Regional Newspapers Are Now Challenging New Initiatives, Leveraging Their Bonds with Readers as Assets~
Today, regional newspapers are leveraging their strong local networks to create new businesses and undertake initiatives that significantly contribute to regional revitalization. Each company is breaking out of traditional frameworks, continuously generating successful cases in new fields that lead to regional revitalization. This column, "Regional Newspapers Challenging Regional Revitalization," picks up unique examples from these efforts and presents them over six consecutive weeks!
Local Newspapers Challenging Regional Revitalization (3)
Hokuriku Shimbun
Toyama Moyou Project
Wrapping in "Toyama's Charm" to Create Value Beyond Print
From August 2 to 4, 2014, subscribers of the Hokuriku Shimbun received morning editions wrapped in full-page, vibrant patterns for four consecutive days. The first day's motif was the "Tateyama Mountain Range," symbolizing Toyama Prefecture's rich nature. The second day featured the "White Shrimp," known as the jewel of Toyama Bay. This was followed by the beautiful "Water Flow" and the thriving "Glass Crafts" of Toyama.
These designs were created by textile designer Masaru Suzuki, inspired by Toyama's charms. The concept was "If I were to gift Toyama to someone, I'd want to wrap it in a pattern like this." This initiative marked the start of the Hokuriku Shimbun's 130th Anniversary "Toyama Patterns" project. Ahead of the Hokuriku Shinkansen opening, the aim was to help people rediscover Toyama's appeal, boosting awareness for attracting tourists and revitalizing the region.
Nobuo Komazawa, the company's Managing Director of Sales, reflected, "Four consecutive days of wrapping is probably unprecedented in newspaper history. We received numerous positive responses from readers, many saying they looked forward to the newspaper arriving. Newspapers deliver words, but this wrapping contained no text. Yet, we were able to convey our gratitude, emotion, and joy. It was groundbreaking to create new value for the newspaper beyond just printed text."
Furthermore, on March 14th, the opening day of the Hokuriku Shinkansen, a special edition wrapped in Toyama-moyou featuring cherry blossoms and the Shinkansen was published. It was distributed to morning edition subscribers and also handed out on the streets at stations and event venues.
The Toyama pattern is spreading beyond just wrapping; it's permeating the city. At Toyama Daiichi Hotel, it's been made into a tapestry and displayed in the entrance hall. Deputy General Manager Katsuyuki Oowari states, "As part of our hospitality, we welcome guests with this tapestry. It's an honor for us as a local hotel to participate in this project."
Regarding future plans, Komazawa stated, "We've received feedback from many readers who made eco-bags, bookmarks, wall hangings, and more using the wrapped pages. We want to continue this so it can add color to our customers' lives." Products utilizing Toyama Moyou are also under consideration, expanding its potential as a source for promoting Toyama's appeal.
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Back Numbers
Author
Media Services / Newspaper Division
Dentsu Inc.
For newspaper media, this is a time of major transformation. Precisely because of this, newspaper advertising now offers opportunities for diverse challenges, and the scope for creative advertising has expanded dramatically. In this column, Dentsu Inc. Media Services / Newspaper Division staff will serialize articles themed around "What newspaper media can do now. What can only be done now." We'll deliver the cutting edge of newspaper advertising to show you why "Newspaper advertising is exciting right now!"