Dentsu Inc. and Shobunsha's 'Kotorippu' Launch "More Girls' Travel Project" to Boost Regional Revitalization Using "Girls' Power" as Keyword
Based on insights gained through customer services from the regional brand project "abic"*1 launched in 2006, Dentsu Inc. has partnered with Shobunsha's travel guidebook "Kotorippu" to launch the "More Girls' Travel Project" on Thursday, October 31, 2013. This project aims to boost regional revitalization through "women's appeal."
abic × Kotorippu "More Girls' Travel Project" http://www.dentsu.co.jp/abic/co-trip/index.html
Kotorip and abic collaborate to address "women's tourism needs"
Through abic's consulting services for numerous local governments on regional branding and revitalization, a common challenge emerged: "How to effectively address women's tourism needs." Consequently, abic launched the "More Girls' Travel Project" with Shobunsha's "Kotorippu"※2, which possesses extensive expertise in girls' travel. Through more specialized research and new service development, abic will provide consulting services primarily to local government clients.
Planning Travel Tailored to You, Not Packages
From mid-August to early September, the "More Girls' Travel Project" conducted a survey themed "Girls' Travel Planning" targeting 300 "Kotoriina"※3 women (ages 20-40) who are Kotorippu newsletter subscribers. The survey revealed insights: "gathering all possible information from guidebooks and the internet before traveling" and "planning trips perfectly suited to themselves while also sharing their own information." Analysis showed a tendency to prepare customized travel plans tailored to themselves, referencing local word-of-mouth rather than relying on packaged tours.
Detailed Results of the "Girls' Trip Planning" Survey : http://co-trip.jp/research/2013_1031
The "More Girls' Travel Project" combines abic's unique programs with Kotorippu's network of travel-loving women and expertise in girls' travel. It develops new services centered on the keyword "girl power" and proposes initiatives to contribute to regional revitalization and enhance the brand power of regions and companies.
※1 abic is a project developing regional brands through collaboration with university researchers led by Professor Emeritus Mitsuo Wada of Keio University, an expert in brand strategy theory. Based on research into regional brand revitalization cases and surveys of consumers regarding regional brands, it provides advanced consulting services supporting the development of product brands and the branding of "the region itself" to inspire feelings of "wanting to visit" or "wanting to live there."
※2 Shobunsha's 'Kotorippu' is a guidebook targeting women in their late 20s to early 30s, proposing 2-night, 3-day weekend trips. With cumulative sales exceeding 9 million copies, it has established its position as a leading guidebook in the women's travel market.
※3 We named the travel-loving female fans of 'Kotorippu' "Kotori-na" and built a system to reflect women's needs.
Dentsu Inc. NEWS RELEASE http://www.dentsu.co.jp/news/release/2013/pdf/2013113-1031.pdf
