Japan Airlines invites Aussies back to post-disaster Japan

Doq, a creative agency founded two years ago by Kobe earthquake survivor Yoshinori Sakuno, has launched a campaign for Japan Airlines and the Japan National Tourism Organisation to encourage Australians to visit Japan, which was hit by a devastating earthquake and tsunami in March.

Doq won the local Japan Airlines business in February, one month before the disaster struck, and the airline’s advertising plans have been on hold until now.

The campaign aims to convey the message that the majority of Japan continues to operate as usual as the ski season approaches, traditionally a popular time for Australians to visit the country.

Yuki Hino, regional sales and marketing director at Japan Airlines, said: “Although parts of Japan has been severely damaged by the earthquake, with the exception of the Tohoku region, most of the other regions of this country remain completely untouched. Travel is still functioning normally within the unaffected regions of Japan. Japan Airlines would like to invite all Australians to come and experience the true beauty of Japan.”

The campaign included print and online executions.

Hino added: We believe that doq has successfully captured omotenashi (translated as ‘Japanese pure hospitality’), a unique value that strikes to the core of Japan Airlines. The simplicity and understated beauty of this advertising execution fits with our new brand logo tsurumaru beautifully. We also appreciated the support of doq in acting as a true business partner for us in those uncertain and difficult times immediately after the earthquake.

Doq, which was launched in 2009 by former Beacon Communications Tokyo and Leo Burnett Chicago account man Yoshinori Sakuno, operates as a buyer and seller of Japanese creative work as well as a creative agency, and mediates between Japanese creatives and clients in Australia through the ‘Doq creative port’.


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