Hiroshima Tourism: Oyster Kanji Dictation

Susumu Yamamoto

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Campaign details

Brand: Hiroshima TourismBrand owner: Hiroshima PrefectureLead agency: I&S BBDO, KookiContributing agencies: KOTONOHACountry: JapanIndustries: Destinations and locationsMedia channels: Direct marketing, Public relationsBudget: Up to 500k

Executive summary

Hiroshima Prefecture is the largest oyster production site in Japan. However, the consumption of oysters is dropping year after year within the prefecture. Its citizens are not familiar with oysters and lack the willingness to grow them as a tourism resource.

To increase the consumption of oysters and make them into a local tourism asset, the prefecture's...

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