BRAND ROADMAP - NIIGATA, ALL ABOUT EXPERIENCE - A BRANDING PROJECT

A brand that captures your mind gains your behavior. A brand that captures your heart gains your commitment.
-Scott Talgo


CONTACT INFORMATION

950-8570
Niigata Prefecture
Department of Industry, Labor, and Tourism
Tourism Promotion Division

SYNOPSIS

CORE VALUES
Learning and involvement
Interaction with people
Harmony with nature

MESSAGE
All about experience

PERSONALITY TRAITS
A genuine and open-minded middle-aged man, ready to teach you unique skills and enrich your Niigata experience

ICONS
Sake
Rice
Crested Ibis
Snow Camellia

INTRODUCTION


Niigata is one of the forty-seven prefectures of Japan. It is very accessible from the Kanto region and has a lot to offer to tourists all-year round. It is famous for its rice, sake, spa resorts and beautiful nature.

This brand roadmap is written to serve international experiential tourists and tell them the story of Niigata. We believe that Niigata has a lot to offer to this group with its unforgettable learning experience.

In order to convey this message, Niigata produced this brand roadmap, which will set it apart from Japan’s other prefectures and establish it as the leading prefecture in experiential tourism in Japan.


BRAND COMPONENTS


A brand is made up of four components:

Core values: The values our brand is built on. Core values are the foundation of our company and the pillars of every message we deliver.
Brand message: The overall key message we’re trying to communicate. All other messages should support and add credibility to this message.
Brand personality: The overall tone and attitude we use to deliver our message. Brand personality is the key emotional component that determines whether we’re a likable brand.
Brand icons: The executional tools we use to deliver our brand message and brand personality: for example colors, typefaces, voice-over, logo, layouts, and music. Brand icons are the elements that make all our marketing materials uniquely us.

When these elements are delivered in a consistent and cohesive manner, we have the building blocks of a long-term, successful brand.


BRAND PERSONALITY


Our brand is:
Male
Middle-aged
Sophisticated
Local

It is best described as:
Genuine
Welcoming
Open-minded
Experienced


CORE VALUES

What core values are inherent to the Niigata experiential tourism experience?

- Learning and involvement
Niigata teaches new skills via rice cultivation and processing, as well as rice-based arts through special workshops
- Interaction with people
Niigata’s people are warm and welcoming and visitors can learn and experience Niigata’s traditions directly from them
- Harmony with nature
By experiencing rural life, the experiential tourists can learn how to live in harmony with nature


CORE MESSAGE

NIIGATA: ALL ABOUT EXPERIENCE

Niigata is all about experience and this is not just an empty statement. We offer experiential tourism to people looking to take a break from urban life and immerse themselves in nature, while at the same time enrich themselves through involvement in traditional activities and interaction with the local people.

Experience best describes Niigata tourism for tourists are directly involved in it through constant interaction with local people and cultural activities and gain personal enrichment through that. Experience is a strong word, which sets the level of tourists’ expectations for Niigata high, which makes us only happy to fulfill them. Because Niigata is exactly that: all about experience.