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 i

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