Japanese Tourism Board:
2017 | Sydney, VIC
in collab with MKTG
Okinawa wanted to target wealthy 35- 45 year olds who like to 'choose their own adventure' when travelling. They wanted to showcase some of the history, natural beauty, art, culture, karate, calligraphy, food and beverage from Okinawa.
We sourced a unique venue which would create a tropical environment to reflect Okinawa. We partnered with Flight Centre to create a special package to Okinawa for our guests, flew over a Karate Master (the grandson of Mr Miyagi), and hosted a PR launch with special guests that resulted in write-ups in local press, including timeout, urban list, event finder, and concrete playground. We gave visitors free karate classes, free yoga classes, and free tea ceremonies throughout the 3 weeks of the activation.
The response? 2,000 visitors, 60 yoga participants, 120 karate participants, and 468 reposts on Instagram.
Services provided: concept development, design, install and event management