Following a competitive pitch, Japan’s national tourism board in Australia, Japan National Tourism Organization’s (JNTO) Sydney office, has engaged Stand Out to lead its media relations and PR strategy for the 2021/22 financial year.
Stand Out’s PR & Marketing Director, James Cooley, said, “it goes without saying that marketing international destinations is tough right now, but we know people have a strong appetite for getting away. We’ll be working with the JNTO team to identify opportunities to keep Japan top of mind.”
“The groundwork laid by us now will help Aussies remember what an amazing and dynamic destination Japan is – one that needs to stay at the top of their list for when we can realistically plan and book travel again.”
The agency will take the reins of the tourism board’s PR program, provide market intelligence and competitor destination reporting, and develop strategies for future years.
JNTO’s Executive Director of the Sydney office, Yoko Tanaka, added: “Stand Out has a proven track record of supporting tourism boards and travel brands and put forward a compelling proposal for PR activities for JNTO.”
“We look forward to having them support JNTO’s efforts, particularly around the Tokyo Olympic and Paralympic Games, as we navigate another unpredictable year for travel destinations.”
Stand Out will be implementing dynamic PR programs, including engaging several high-profile Australians to help tell the Japan story.
“Even with the pandemic holding back more comprehensive Tokyo Olympic and Paralympic Games marketing campaigns, with a bit of creativity and ‘out of the box’ thinking, there are still plenty of opportunities to leverage the global event,” Cooley added.
“If there’s only one country in the world where you’ll easily find yourself in a labyrinth of travel planning, research, and dreaming – Japan has to be it.”