Focusing on the Appeal of "Time of Day" "Azumino: A Town Where You'll Love Mornings" Campaign

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Diverse initiatives are now being rolled out across various regions to tackle a wide range of local challenges. Precise problem identification and exceptional solutions born from unique perspectives offer valuable insights. We present case studies alongside interviews with key figures.

Azumino City, Nagano Prefecture

Located almost at the center of Nagano Prefecture, Azumino City was formed in October 2005 through the merger of five towns and villages. Its majestic Northern Alps towering to the west, abundant spring water, clear blue skies, and wasabi fields captivate even international travelers. However, many visitors leave for the next tourist spot without staying overnight after visiting attractions. What are the city's branding initiatives that leverage new attractions emerging from the daily lives of its own citizens?

Focusing on the Charm of "Time of Day"

"Azumino: The Town Where You'll Love Mornings" Campaign

In March 2015, Azumino City unveiled a new city logo and the catchphrase "Azumino: The City Where You'll Love Mornings," launching initiatives to promote mornings. "This innovative approach highlights the appeal of a specific 'time of day,' rather than local products or tourist spots. It was sparked by numerous responses from citizen interviews expressing a love for 'morning'. Each person has their own morning story—doing this, doing that. There are exceptional mornings to savor with all five senses: scenery shining in each season, delicious air, and birdsong. We wanted citizens to share this wonder, fostering local pride, and ultimately made it a theme for external communication," recalls Mr. Watanabe.

Section Chief, Brand Promotion, Tourism and Exchange Promotion Division

Mamoru Watanabe

The city uses the visuals not only for printed materials and banners but also to create brochures and guidebooks focused on mornings, distributing them to restaurants and tourist spots within the city. Posters featuring views of the Northern Alps from Jikkasegi and rural landscapes are displayed at stations along the line, accompanied by copy that sparks interest in Azumino mornings: "In this town, the morning boom started decades ago." "What a waste to sleep in here!" These posters, displayed at stations along the line, feature copy designed to spark interest in Azumino's mornings. The poster won an award in April at the Japan Tourism Promotion Association's "Japan Tourism Poster Contest." Additionally, the tourism association ran a "Dawn Scenic Tour" last year, visiting spots with beautiful sunrises, which was well-received.

"There's a growing mood among citizens to gradually build excitement around mornings," says Watanabe, showing enthusiasm. "Moving forward, we want to collaborate with lodging facilities, restaurants, and the tourism association to uncover and provide content that lets people enjoy the morning, creating a system to deliver it." The day when tourists can fully enjoy an exceptional morning is drawing near.

A pamphlet introducing cafes and walking courses enjoyable from morning