Japan National Tourism Organization will launch a new brand campaign with its incumbent ANZ PR The Lucid Agency as the company adds Italian National Tourist Board (INTB) as a client.
The Lucid Agency has retained the PR account for Japan National Tourism Organization (JNTO) for a third consecutive year and will expand its remit to include media and trade marketing activity in Australia and New Zealand, kicking off with the development of a new brand campaign.
The campaign, running across digital and social channels, will highlight how to ‘experience Japan your way’, aiming to shift common perceptions of Japan as a destination for neon lights and ski holidays.
JNTO Executive Director of the Sydney Office Yoko Tanaka said: “Lucid has been with us throughout Japan’s border closure and reopening and their creative media strategies, insights and ideas continue to add much value to JNTO’s objectives.”
“The creative positioning in their campaign proposal aligns perfectly with JNTO’s charter to move travellers beyond well-worn paths in Japan and we look forward to seeing their ideas come to life.”
Ciao Italia!
The appointment of The Lucid Agency to deliver marketing communications and media relations and drive awareness of Italy in the Australian and New Zealand markets comes as “Italy is well and truly back open for travellers”, said INTB Australia & New Zealand Country Manager Emanuele Attanasio.
“We needed a strategic and creative partner to help us diversify the messages about what Italy can be as a travel destination as well as highlighting major events, including the Cortina2026 Winter Olympics.”
“Lucid has a deep understanding of travel marketing and offered a compelling proposal and we’re very much looking forward to working with them.”
The Lucid Agency Director & Co-Founder James Cooley added: “Italy and Japan are both incredible countries to visit and we couldn’t be more excited to have the opportunity to represent both their tourism boards and help inspire people to travel to these amazing destinations.”
“As two of the most culturally diverse and historically enriched foodie paradises on the planet, we can’t wait to tell some of the many great stories about Japan and Italy.”
The agency also represents the Philippines Department of Tourism (PDOT) in Australia and New Zealand.
For more info, head to thelucidagency.com.au
