Setouchi Tourism Authority’s clever UK strategy


Setouchi Tourism Authority has hired London-based communications agency, Black Diamond, to act as its agency of record in the UK following a competitive pitch process.

Created as a new tourism body in 2016 — one year on from Prince William’s successful state visit and meeting with Prince Naruhito — Setouchi Tourism Authority, is the largest Destination Marketing Organisation (DMO) in Japan and the first to oversee multiple prefectures. The appointment of Black Diamond is the first time the DMO has launched in the UK.

Encompassing the Seto Inland Sea Region of Japan, the area west of Kyoto includes seven prefectures (Hyogo, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, Ehime); the cities of Naoshima, Kobe and Hiroshima, and the iconic art of Miyajima Island.

With over 300,000 annual UK visitors to Japan and an annual growth rate of between 10 -15 percent, the desire to visit Japan has never been greater. Known for its unique culture, art and design, active adventure, food and drink, as well as festivals, Black Diamond will position the Setouchi brand so it is optimised for the UK market.

The organisation will maximise activity around the opening of London’s Japan House in spring 2018, as well as highlight the 2019 Art Triennale, the Rugby World Cup in the same year and the 2020 Olympic Games.

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