Thursday, August 18, 2011

Reshape the image after the earthquake: Japan put in multinational advertising and PR

Moonrise

April 11, in the "3.11" earthquake one month anniversary, the Japanese government in the mainstream newspapers more than the Prime Minister Naoto Kan autographed thank you. In early August, the Japanese government in the mainstream Chinese newspaper ads, about Japan's recovery after the earthquake. Full-page ads do not promote the use of celebrity model, not beautiful fitted Chen, published only eight ordinary foreigners living in Japan a few pictures and words, I hope to convey the Japanese society is gradually on the right track of new information, to attract Chinese tourists to visit Japanese tourist, this series of public relations behavior of the Japanese government has also caused quite a response from China.

- Advertising that foreigners can understand

User Peng-Peng: intuitive, straightforward, creative unique, is a good national image advertising.

Beijing university students in Japanese high sensitivity: to build the country's image should reflect the focus on "human" factor, after all, "who is its most vivid expression." Japan's series of image ads to spread approachable manner, so that foreigners can read, listen to understand, quick to help Japan out of the shadows of tourism has indeed played a role.

Tokyo, Japan University Mikuriya you: show the image of the country survive a disaster is essential. If we can rebuild blueprint translated into multiple languages ​​to pass to the world, the result may be better.

- The image of public relations efforts need to

Han Zheng users: These ads appeal to overseas tourists in the end how much fear is not optimistic. After all, nuclear radiation and different natural disasters in general, it creates a psychological fear can not disappear in the short term.

Ping Chen a tour guide: The company's "Japan Tour" project is slowly recovering state. From the tourism point of view, not two years of restoration, "Japan Tour" difficult to achieve the level before the earthquake. In other words, for a long period of time, Japan will continue to advertise and do public relations image, or the tourism industry recovery will take longer.

Japan, China Academy of Social Sciences researcher at the Institute high flood: Japan's first nuclear crisis in information disclosure, discharge of sewage and other aspects with radiation, especially in dealing with relations with neighboring countries, do not actually put in place. Discriminatory practice was so affected by nuclear radiation neighbors unhappy.

On the current situation, the Japanese government to fight the image of advertising in many countries have a positive effect, but this effect should not be exaggerated, not to build the country's image from a simple ad. Out on media advertising, but the combination of measures as part of Japan. Japanese government attaches great importance to the tourism industry's role in boosting the Japanese economy, as early as 2003, was founded to develop and implement a tourism strategy. VJC's policy to stimulate the local economy was included in one of the important policy goal is to present an annual 10 million foreign visitors to 30 million. On March 8 this year, the Japanese government has announced a development framework to stimulate tourism to increase tourism revenue to GDP, and plans to the end of 2016 this proportion will increase to 3 percent, to European countries level. However, the "3.11" earthquake, a sharp decline in tourist arrivals to Japan, the Japanese tourism industry was stagnant. In this case, the Japanese government adopted a series of urgent measures to remedy. Which, for overseas especially for short-term visa policy China has played a vital role in opening up. July 1, Japan's second time to relax China's personal travel to Japan visa policy which provides that where there is sufficient economic capacity, the annual income of $ 250,000 and above can apply for multiple entry visas to Japan, a single most long residence time from the past 15 days to 90 days. Given the significant policy stimulus, the Japanese government in less than two months time they launched a preferential policies for Chinese people to Japan to tour almost turned into a "zero threshold." Japan's Foreign Ministry has announced that starting September 1 this year, Japan, China will further reduce the reporting individual threshold tourist visa to Japan, tourists no longer subject to restrictions on employment and economic capacity, but also the duration of stay from 15 days to 30 days . It is estimated that in the implementation of preferential policies, visitors to Japan may increase three percent.

Make information more transparent national image of Japan's rapid recovery of the tourism industry and one of the secrets. In order to reduce radiation and other overseas visitors to the security concerns, the Japanese government is to provide timely, accurate public information. I see, the Japanese National Tourism Administration's website in Chinese, English and other languages ​​version, updated radiometric data. At the same time, the Japanese government and other agencies have also stepped up food, drinking water, the radiation of the inspection, timely information and data are also open for visitors to create safe and secure travel environment, which is rebuilding people's confidence is of great significance.

I think, the greatest loss to Japan may not be the magnitude 9 earthquake, waves up to 28 meters above the tsunami and nuclear radiation, but the loss of trust. August 15 is the anniversary of World War II victory in the war against Japan. On this day, the Prime Minister Naoto Kan, the Cabinet, such as last year, no one "ghosts", although at the shrine of more than 50 members branded as "not Japanese", but for Japan to win the goodwill of many Chinese people. In a sense, the effect brought about the move as much as a successful advertising.

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