Civic Pride for the tourism strategy: Tamba, Japan (2014)
Tourism is one of the next leading industry of Japan, and, like many municipalities, Tamba, one of the small municipality in the central of Japan, tried making strategy for tourism., but the straregy has been based on the one-way promotion with traditional PR & marketing using advertising, and it has been ignored local people inside the region.
However, true PR would be born inside the region, by word of local people. They would be a strong influencer when they become a fun of their living place, and their voluntary PR would be one of the most trustworthy reputation. To encourage them the fun, it is the 1st step to grow their Civic Pride.
In 2014, a new project launched in Tamba, as a 1st step of the new tourism strategy; Booklet to discover the allure of the region by cutting-edge view The booklet was inspired KINFOLK in Portland, the magazine supported by young generation with good taste, but it was different that main target was local people, not ouside of the region. The project aim to make local people re-discover their living place, and grow civic pride on their mind.
The 2 booklets published in 2014, and were gained a good reputation. According to the questionare for the readers. 98% of respondents wanted to reccommend the booklet to the friends, and some respondents actually found out the booklet by the introduction of their friends.
The project will continue until 2016 to grow more civic pride as a base of the new tourism strategy.