Onomichi-City: Cat street view

This case study shows how Onomichi-city, a small port town located in Japan's Hiroshima Prefecture, created an ingenious campaign using stray cats as the city's tour guides.

Onomichi-City: Cat street view

Daisuke Sasaki, Susumu Yamamoto

Campaign details

Brand: Onomichi-CityBrand owner: Hiroshima PrefectureLead agency: KOO-KI, I&S BBDO Japan GroupContributing agencies: BBDO JAPAN, BBDO J WESTCountry: JapanIndustry: Destinations and locationsMedia: Internet - microsites, Online videoBudget: Up to 500k

Executive summary

The Onomichi-city is a small port town that is located in Japan's western Hiroshima prefecture. It still retains intricate alleys and nostalgic Japanese landscapes.

Although Hiroshima prefecture with two World Heritage sites sees a smooth increase in its number of visitors, Onomichi-city, which lacks...

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