SUB CATEGORY :

BEST USE OF PRINT

COMPANY ENTERING :

DENTSU INC., TOKYO

ENTRY TITLE :

GLEAMING NEWSPAPER

BRAND :

HATO BUS CO.,LTD

ADVERTISER :

HATO BUS CO.,LTD

AGENCY :

DENTSU INC., TOKYO

CHIEF CREATIVE OFFICER :

NOBUAKI HATTORI

COPYWRITER :

TOMOAKI MIYATA/HIROKI MIKAMI

ACCOUNT EXECUTIVE :

TAISEI NAKANO

PRINT PRODUCTION COMPANY :

UNCLE, TOKYO

ILLUSTRATOR :

SHO ONISHI

DESIGNER :

RYO MAEDA/SHINTARO KAWAHARA/YAMAZAKI YURI

PRODUCER :

KANAKO KAERIYAMA

THE BRIEF :

ON MARCH 26, 2016, THE HOKKAIDO SHINKANSEN OPENED. THE SHINKANSEN LINE WAS EXTENDED ACROSS THE WATER TO HOKKAIDO, LINKING TOKYO AND THE NORTHERNMOST ISLAND OF THE FOUR MAIN ISLANDS WITH ONE BULLET TRAIN LINE. TAKING THIS OPPORTUNITY, HATO BUS CO., LTD., THE LARGEST SIGHTSEEING TOUR COMPANY IN TOKYO, DEVELOPED A PLAN TO PROMOTE SIGHTSEEING TOURS IN TOKYO FOR HOKKAIDO RESIDENTS AND INCREASE THE NUMBER OF HATO BUS USERS.

THE STRATEGY :

HAKODATE, WHICH IS NOW HOME TO A NEW SHINKANSEN STATION, OFFERS A VARIETY OF MUST-SEE SPOTS. MOST NOTABLY, ITS BEAUTIFUL NIGHT VIEW IS WELL-KNOWN ACROSS THE COUNTRY, AND MANY HOKKAIDO CITIZENS ARE PROUD OF IT.WE DECIDED TO LEVERAGE THE HOKKAIDO SHIMBUN, A NEWSPAPER WITH THE HIGHEST CIRCULATION RATE (71.3%) IN HOKKAIDO, BY PUBLISHING A “GLEAMING NEWSPAPER,” A NEWSPAPER WITH NIGHT VIEWS OF HAKODATE TO ATTRACT THE ATTENTION OF SUBSCRIBERS, AND DELIVER A VARIETY OF INFORMATION ON SIGHTSEEING IN TOKYO.

THE EXECUTION :

MOREOVER, WE DISTRIBUTED THE NEWSPAPER ALONG WITH INFORMATION ON SIGHTSEEING IN TOKYO IN CITIES ALONG THE SHINKANSEN LINE, SUCH AS AOMORI, SENDAI, AND TOKYO.

THE RESULT :

MANY SUBSCRIBERS WERE AMAZED AT THE “GLEAMING NEWSPAPER,” WHICH RECEIVED A GREAT DEAL OF MEDIA EXPOSURE, INCLUDING ON LOCAL TV STATIONS AND THE INTERNET. AS A RESULT, THE NUMBER OF TOURISTS FROM HOKKAIDO WHO USE OUR HATO BUS HAS INCREASED BY 123.5%.