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The Key Points of the "Eye" That Hit the Spot [5/5]Keywordizing the facts of affluence
Eye for detail
Diverse initiatives are now underway across various regions to address wide-ranging local challenges. Precise problem identification and exceptional solutions born from unique perspectives offer valuable insights. We present case studies alongside interviews with key individuals.
Miyazaki Prefecture
Miyazaki Prefecture possesses many "treasures." It boasts diverse charms, including a warm climate, premium Miyazaki beef, Japan's top-volume authentic shochu, nationally renowned fully ripened "Sun Egg" mangoes, historical sites and kagura performances that preserve local myths, and the warm nature of its residents. However, the Brand Research Institute's regional brand survey indicates that the prefecture's recognition and appeal are somewhat low. How can the prefecture effectively promote its appeal and revitalize the local economy?
Keyword: "Facts of Abundance"
"Japan's Sunny Side: Miyazaki Prefecture" Promotion
Last December, Miyazaki Prefecture launched a full-scale promotion campaign to communicate its appeal. The unified catchphrase, "Japan's Sunny Side: Miyazaki Prefecture," leverages the region's abundant sunshine and will be used across various fields: promoting local products, attracting tourists, encouraging relocation and settlement, and revitalizing communities.
"This is truly an 'All Miyazaki' promotion, working with many residents, private companies and organizations, and municipalities to deliver our abundant ingredients, warm people, and hope and vitality nationwide," says Mr. Sakano. "We aim for its appeal to permeate gradually, like sunshine, steadily expanding the circle of Miyazaki fans." Within the prefecture, initiatives include video and photo contests to foster understanding and momentum, the Hinata Dance, pin badges (over 20,000 sold), logo placement on private sector products and services, and fairs featuring processed foods and ingredients inspired by the "sunny spot" image. Outside the prefecture, initiatives include posters, booklets, and videos featuring celebrities and residents connected to Miyazaki as "Hinata people" who deeply love the region. These are complemented by transit ads, digital signage, a dedicated portal site, and events.
Regarding the future, Mr. Sakou expressed his passionate vision: "We need to work on creating mechanisms and systems where not just the prefecture, but various entities proactively disseminate information. We want to advance to a stage where 'All Miyazaki' encourages people to take action—to like Miyazaki, buy its products, eat its food, and visit—and connect this to a developmental expansion that attracts people and money. We want to promote this not just domestically, but also overseas." Like the comfort of the sun's warmth that slowly seeps in, its appeal continues to spread.
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Eye for detail
We introduce exceptional solutions to challenges, developed from unique perspectives, alongside interviews with key figures.