East Japan Railway Company: Get Back, Tohoku

East Japan Railway Company, a passenger railway company, increased ridership and travel intent in Japan by launching a low-price free pass and communication programme to encourage local travel.

Campaign details

Brand: East Japan Railway CompanyAgency: Dentsu Inc.Country: Japan

Objectives

JR East realized they needed to not just rebuild the damaged railroads, but take a further step and take leadership in restoring the region and bringing people back to Tohoku. As a part of this effort, they decided to launch a communication program inviting people around Japan to visit Tohoku and ride JR East trains around the region. The key challenge was to strategically launch bold creative work that would uplift people while the audience mood was extremely sensitive. And further, to do this...

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