Young Lotus Competition 2020

< Japan Preliminary Brief >“Prevent Overtourism in Japan and promote inboundtourists to explore and experience the deeper andunknown parts of Japan for more valuable encounters.”

Client: Japan Tourism Association*(*A fictitious organization for this brief only)

Background:
Japanese Government initiatives to attract people to Japan have beensuccessful with more than 30 million visitors in 2018. This figure is about tripleof what it had been five years ago. The government has set goals to bring in 40
million visitors to Japan in 2020 and 60 million in 2030.
Annual spending by tourists to Japan tops JPY 4 trillion and the ripple effects areconsiderable. However, as the number of tourists rises across the country,
overtourism is expected to become an issue. Tourists concentrate in certain
areas during certain times. Thus, efforts to better disperse tourists around thenation will become more important.
Overtourism is defined as “the excessive growth of visitors leading toovercrowding in areas where residents suffer the consequences of temporaryand seasonal tourism peaks, which have enforced permanent changes to theirlifestyles, access to amenities and general well-being”.
Locals protest against the impact of overcrowding or overtourism in their region,
which lead to the rising cost of rental properties, the negative impact on theenvironment, the anti-social behavior of seasonal visitors, and the overallpressure placed by a throng of people descending upon a town that can no longer
sustain it.

Challenge:
To create a campaign to prevent overtourism in cities such as Kyoto, and shift
destinations of tours in Japan to locations alterative to the current Golden Route,which is visited by more than 80% of inbound tourists.
- Propose communication targets and expected results.
- Present communications that motivate the target audience to explore
destination options other than the Golden Route.

Target Audience/Key Markets:
Any possible audience and markets in Japan for inbound tourism
Budget:No more than JPY 5 million
Timeline:
Plan the campaign to be launched in September 2020 and to be sustained overa period of at least six months.
Deliverables:- One B4-sized landscape sheet, summarizing your core idea, including astatement of intent, and overall campaign structure.
- File must be in JPG format, 300dpi, less than 3MB, and viewable on Windows
PC.
- Entrants can enter only once, with one idea.
- Entrants must not use copyrighted material, such as music or celebrities aspart of their idea.
- Sponsorship by Getty Images JapanAll entrants are free to use images provided by Getty Images, though this is notcompulsory. For those who wish to make use of such images, see the attacheddocument in Japanese for instructions.
- All work must be submitted by email to: younglotus@ad-zenkoren.org- Entries will not be returned. All rights reserved by Japan Advertising
Federation.

Deadline: Friday 5 p.m., January 17th, 2020
Announcement of Results：The finalists teams will be announced at the PreAdfest event. All entries will be displayed at the venue.
‘Pre-Adfest’
Date: Wednesday, February 5th, 2020
Time: 18:30 - 20:30
Place: 2nd Floor, Ginza Phoenix Plaza (3-9-11 Ginza, Chuo-ku, Tokyo)
Admission Free