Hiroshima Prefectural Government

Information Support Services Outside the Prefecture to Enhance Hiroshima’s Brand Value

業種：: Government and Municipalities
実施内容：: PR
活動期間：: April 2024 – March 2025

By securing media exposure through information dissemination that enhances evaluation and reputation from outside the prefecture, we carried out PR activities to strengthen the “Hiroshima Brand” and boost the confidence and pride of residents. We communicated values based on the brand statement, including Hiroshima’s rich and peaceful climate, its commitment to peace, and its proactive spirit.

背景

● Tourism (Visiting) → Repeat Visits → Purchasing → Ultimately Leading to Migration

The objective is to communicate the value of Hiroshima nationwide using Tokyo-based media, enhancing its reputation outside the prefecture. By increasing interest and providing experiences, the project aims to build loyalty and create a flow from tourism (visiting) to repeat visits, purchasing, and ultimately migration.

施策
アイデア

● Information Development with Hiroshima Natives (Experts)

• While Hiroshima's tourism resources are already frequently featured, we approached the project by developing additional information under the themes of "Hidden Hiroshima" and "Deep Hiroshima" in collaboration with "Kenjin" (experts/natives) who love the prefecture. We specifically strengthened our approach to TV information, variety, and travel programs.
• We planned and conducted media tours twice a year with a view toward generating articles, making effective use of tourism assets within the prefecture.
• We placed particular focus on promoting Hiroshima Prefecture's appeal as a location for startups and business.

成果

● Major and High-Quality Exposure on Key Stations

As a result of actively providing information on "Tourism and Food" in collaboration with the prefecture, we secured several major segments on key broadcasting stations.
Furthermore, we implemented projects to convey the appeal of featured content such as "Hiba Beef" and "Setouchi Seafood and Sake," successfully securing high-quality media exposure.