Skift Take
Reaching far back into history for a branding message is a bit of a stretch that provides ample opportunity for the impact to get lost in translation. They should go with the simpler: "Yokohama: It's Close to Haneda Airport."
Yokohama Convention & Visitors Bureau recently announced the new branding of Yokohama as Japan’s premier international convention city.
“Japan’s First Port of Call” was designated as the selling message for Yokohama. The idea behind it comes from the City’s history, when 154 years ago, Yokohama was the first port that opened up to the world, after 200 years of seclusion in Japan’s history.
Kana Nomoto from YCVB explains: “From being the first Japanese port to open up, to hosting first-time-in-Asia congresses, and the first in innovation and research and development, our open, “can-do” approach has made this city Japan’s first port of call. And, for any international meeting organiser who wants to bring their event to Yokohama, the YCVB is, of course, their first port of call as we are a full service bureau.”
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Tags: branding, marketing, meetings and conventions
Photo credit: Minato Mirai 21, often shortened to Minato Mirai or MM, is a large urban development, and the central business district of Yokohama, Japan. Yokohama Convention and Visitors' Bureau