Tokyo Metropolitan Government released its new branding strategy on March 31 2015 to become a selected tourist destination in the world. The strategy was upgraded from the basic idea announced in late January this year to two defined targets: (1) an international tourist city to welcome 15 million foreign visitors in 2020 and (2) an icon city in the world for tourists to wish to visit once in a life time or once again after 2020. Tokyo is trying to establish Tokyo brand as one of the famous tourist cities in the world.
The strategy consists of three major efforts of (1) establishment of a system to design Tokyo brand, (2) sharing a branding concept with people living in Tokyo and private sectors and (3) sending a message of Tokyo brand to the world. The government will work together with leading creative directors to make a logo or a tag line and also perform a variety of branding campaigns including appointment of a celebrity as Tokyo brand ambassador.
At the same time the government is making up a unified concept to consolidate partnerships among organizations involving the branding efforts and also to foster a domestic awareness to welcome foreigners with prides and loves of Tokyo.
Tokyo governor Yoichi Masuzoe says on the strategy paper that the branding strategy has a goal to establish Tokyo brand by sharing understandings for a wide variety of tourist attractions of Tokyo in Japan and simultaneously communicating them to the world.
In Japanese
