Campaign details

Brand: Hiroshima Tourism
Brand owner: Hiroshima Prefecture
Lead agency: I&S BBDO, Kooki
Contributing agencies: KOTONOHA
Country: Japan
Industries: Destinations and locations
Media channels: Direct marketing, Public relations
Budget: 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 tourism office started a campaign to encourage its citizens to become more knowledgeable about oysters and change their indifference into love for them.