Japan works with Tug and Firass Dirani for new campaign with Manu Feildel and Gary Mehigan

Gary Mehigan and Manu Feildel star in Japan National Tourism Organisation’s (JNTO) latest campaign videos, launched on VOD, social and B2B platforms, sharing their favourite experiences while travelling in Japan.

The campaign, which runs from 15 January to 28 February, is designed to encourage Australians to remember how travel made them feel and to start dreaming and planning their next trip to Japan, when borders re-open.

Gary and Manu at a Japanese restaurant

The video features Manu and Gary reminiscing on their time in Japan and dreaming of travelling when borders open.

Feildel said, “On my last trip I was able to experience the art of sumo and was lucky enough to have a training session with professionals.  Skiing in Japan is some of the world’s best, but of course the culinary experiences are a big draw card for me, and I was very fortunate to learn how to make soba noodles in Tokyo.  I can’t wait to return to Japan and continue my journey to discover the endless types of ramen.  That’s my new obsession!”

Yoko Tanaka, executive director of JNTO Sydney office said, “The campaign demonstrates how happy travelling makes us feel and the long-lasting memories travel creates.  Manu and Gary were the perfect fit for this project, having experienced Japan on many occasions, being so passionate about the destination and delivering this with their engaging and fun personalities.  We look forward to Australians being able to return to Japan to continue to explore and experience our beautiful country”.

Manu noodle making in Tokyo

Tourism is a key strategy for economic growth and regional revitalisation in Japan. Approximately 621,800 Australians visited Japan in 2019 which was a 12.5% growth on the previous year.

Gary Mehigan described the experience working with Manu Feildel as, “Hilarious!”.

“The campaign showcases us participating in a traditional tea ceremony, the beauty in the precision of Japanese gardens, Japanese hospitality, sporting experiences and learning new cultural skills – it is a country offering so much diversity and I can’t wait to get back there as soon as we are able to”.

The video was directed by Firass Dirani best known for his roles in Underbelly and House Husbands and more recently on SAS Australia and was jointly produced by TalentINK and Julie King & Associates.

Digital marketing agency Tug planned and implemented the digital buy and the campaign is now live.


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