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"Enjoy my Japan" Global Campaign Launched in NY on March 13, 2018

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JNTO

"Enjoy my Japan" Global Campaign Launched in NY on March 13, 2018

At the event, JNTO Chairman explains new campaign
targets long-haul travelers while guest of honor,
Mr. Chick Corea spoke about Japan's
"under-the-radar" attractions

 

March 29, 2018 - Japan National Tourism Organization (JNTO) New York office hosted a launch event on March 13 in New York to promote the organization's multilingual "Enjoy my Japan" Global Campaign. The event was attended by more than 130 media and industry partners. As part of the launch, JNTO unveiled a special video series to kick-off the campaign, which can be viewed on YouTube.


A cornerstone of the Campaign is the message that Japan literally has something for everyone, and that long-haul travelers will find that in Japan, the destination offers a diverse and dynamic array of experiences that will meet their passions. In addition to familiar, iconic sites and activities the country has long been known for, this new Campaign is intended to foster a richer and more personal experience by making lesser-known places and activities more accessible, especially to entire families and adventurous travelers.


As the Tokyo 2020 Olympic and Paralympic games approach, JNTO's main mission is to introduce under-the-radar attractions and points-of-interests to Americans and international travelers. In this sense, culture is a good motivator for travelers visiting Japan and helps connect people and countries. Mr. Chick Corea is knowledgeable and passionate about Japan, especially the country’s music and culture. Showcasing the many faces of Japan through frequent visitors and storytellers such as Mr. Corea is an effective way to feature the destination's key unique selling points.


JNTO


At the event, Mr. Chick Corea spoke about the diversity and dynamism of Japan. "You can do anything in Japan. Japan has a beautiful countryside in addition to energetic big cities, such as Tokyo," Mr. Corea said. He also emphasized its warm hospitality, saying that "the service quality, especially the human quality is the first thing that you notice about Japan," he continued. "Sometimes I've heard it spoken about Japanese politeness and their manners in a negative way…but that’s not true, it’s a kind of humanity and politeness that was built into the culture from a long, long time ago."
With regards to Japan's polite hospitality, Mr. Corea shared an anecdote about a local elderly man who helped him find his way through Tokyo. The man spoke little to no English, but upon seeing a lost looking foreigner and hearing him say "Ginza?" he deftly showed Mr. Corea on a map how to get from point A to point B.
Mr. Corea said that from start to finish, experiencing Japan is like entering another world. Once you are in a plane to Japan, Japanese airlines provide service that really puts the "attend" in "flight attendant." "No matter whether you're going to go for a vacation or you go for business reasons you’re in this unique environment. It’s really beautiful, it's a cut above. It's something to experience if you haven't experienced it yet. That's the most salient thing about Japan, the beauty of Japan."
While he wouldn't give any advice on what to do in Japan specifically (when asked for any tips on what to do his exact words were, "My philosophy is people should do whatever they want to do!") he stated to the audience "You can do anything in Japan!"


In addition, JNTO president Ryoichi Matsuyama stated that "Japan offers enriching experiences like adventure spots, beach resorts, mountain treks as well as ancient traditions that still exist such as Zen Buddhist Mediations. I believe that you've found your own new "my Japan" in the activities shown in the movie. By starting new Global Campaign, JNTO will accelerate promotional activities and improve travel-friendly environment in Japan towards to the year 2020 of Tokyo Olympic and Paralympic Games." 


JNTO


About Chick Corea: Solo Piano
Chick Corea has attained iconic status in music. The keyboardist, composer and bandleader is a DownBeat Hall of Famer and NEA Jazz Master, as well as the fourth-most nominated artist in Grammy Awards history with 63 nods - and 22 wins, in addition to a number of Latin Grammys. From straight-ahead to avant-garde, bebop to jazz-rock fusion, children's songs to chamber and symphonic works, Chick has touched an astonishing number of musical bases in his career since playing with the genre-shattering bands of Miles Davis in the late '60s and early '70s.
Yet Chick has never been more productive than in the 21st century, whether playing acoustic piano or electric keyboards, leading multiple bands, performing solo or collaborating with a who's who of music. Underscoring this, he has been named Artist of the Year three times this decade in the DownBeat Readers Poll. Born in 1941 in Massachusetts, Chick remains a tireless creative spirit, continually reinventing himself through his art. As The New York Times has said, he is "a luminary, ebullient and eternally youthful."


About "Enjoy my Japan" Global Campaign
The "Enjoy my Japan" Global Campaign seeks to entice long-haul travelers to visit Japan and explore the country beyond the well-known popular attractions, and immerse themselves in the rich depths of Japanese nature and culture that exist off the beaten tourist path.

• Web:  https://www.enjoymyjapan.jp/en/
• Concept movie: 2m30s https://youtu.be/8VDngZGRDnA
                              60sec https://youtu.be/4iDGvyGRINc
The Campaign theme, "Enjoy my Japan," expresses the interaction of the international traveler with the Japanese people themselves, in addition to inviting visitors to create their own personal relationship with the country as a preferred destination. An intrinsic component of the campaign is to connect the Japanese people with travelers so that they can learn first-hand from locals what is so special about their country.
In constructing and honing the focus of the Campaign, avid travelers were surveyed to identify the things they find most alluring when choosing a destination abroad. Survey results revealed a series of commonly recurring "passion points" that make up a satisfying trip. In turn, these were categorized and compiled into a list of locations and experiences designed to fulfill a traveler's passions—cuisine, tradition, nature, city, relaxation, art, outdoor—and a series of brief video clips, available for viewing at EnjoymyJapan.jp, were produced to Showcase these experiences.



About JNTO
Japan National Tourism Organization (JNTO), an independent agency of the Japanese government, promotes Japan as a leisure and business destination to further exchanges between Japan and the world.


Media Contact:
Japan National Tourism Organization (JNTO) New York Office
Jntonyc_press@jnto.go.jp

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