1. What are the anniversary and the campaign?
1) The anniversary
Although Kyoto had long been the Capital of Japan and now Tokyo is, Nara, with many historic temples and national treasures of Zen culture, was the Capital of Japan 710 – 794, i.e. it became the capital of Japan 1300 years ago. In contrast “Heian-Kyo”, a word used to describe Kyoto being the capital, “Heijo-Kyo” is used to describe Nara being the capital (Kyo = capital). The anniversary is named “Heijyo-Sento” 1300th anniversary (sento = capital relocation) http://www.1300.jp, and is celebrated throughout 2010.
2) The campaign
As part of the celebrations, a special device has been exhibited at the Heijo Palace site, the main venue for the anniversary events in Yamato-Saidaij in Nara. Variety of events and exhibitions are held for visitors to enjoy and learn histories and experience the facts and lives of people 1300 year ago.
All the campaign is planned, executed and promoted by Nara City, with supports from 498 companies/organizations and 69 individuals (as of August 31), with the objective of attracting tourists/visitors nationwide and abroad. For this reason, 1-1/2 (fee = 300 yen) or 2-1/2 (fee = 500 yen) hour guided tour in Japanese is available (fee necessary), and 1 hour guided tour in English, Chinese and Korean is also available (free of charge). Checking out of self guide system is also available in Japanese, English, Chinese, Korean and French (fee = 500 yen).
2. How is the campaign promoted and in what is it unique and Japanese?
1) An image character called “Sento-kun”
An image character called “Sento-kun” was created, that symbolizes the anniversary. The name “Sento-kun” comes from “Heijyo-Sento” 1300th anniversary (sento = capital relocation) http://www.1300.jp mentioned earlier in the article, and “kun” is the word added at the end of a name “usually of boys” in Japanese. The idea of creating such a character is a typical marketing methodology in Japan, and the naming is very Japanese.
Parts constituting Sent-kun are all related to symbols of Nara. The total figure is of Buddhist monk including the monk featured in “Monkey Magic” who travelled Silk Road to bring back Buddhist scriptures in Nara period. Horns on the head symbolize deer, many of which are found in Nara Park, a historic spot of Nara. And, the total touch is made cute, more of an animation character, which are common and popular in Japan.
Sento-kun is used in all advertising and promotions (TV, magazine, online, prints and collaterals including catalogues and flyers etc.). There was also a doll of Sento-kun shown in the photo, which is about 1 meter high in the station near the house of the author, which is about 1 hour ride on the train, and the pamphlet/flyer holder of the campaign was next to Sento-kun doll. The author had seen advertising in the trains about the campaign but it was with the doll that she found the pamphlet with more details.
2) Sento-kun Heijo-kyo one-day train ticket
14 public and private railway companies and a nearby bus company collaborated to develop one-day train ticket called “Sento-kun Heijo-kyo” to help visitors from Kansai/Kinki area to travel to the place. The fee is fixed according to from which line the visitor travels from.
With this pass, visitors can travel from the station of his/her residence to the transfer station to change to Kintetsu Line and then to the nearest station of the event venue and go back the same route. He/she can also ride on a shuttle bus to and from the nearest station to the event venue or Nara station to the event venue.
Moreover, he/she can also ride as many times as possible the specified zone of Kintetsu Line including the nearest station to the event venue and of some others with good access to historic sightseeing spots including national treasure temples and Nara Park. The author utilized the pass to visit 2 national treasure temples called Yakushiji Temple http://www/nara-yakushiji.com and Toshodaiji Temple http://www.toshodaiji.jp near Nishino-kyo station after the event. (She could have visited Todaiji Temple famous for the Big Buddha and Nara Park near Nara Station but she had been there a few times and wanted to visit somewhere she had not yet visited).
One-day (or few days) pass of trains including Shinkansen bullet train is a popular marketing and promotion methodology in Japan because train is a popular transportation for many Japanese. What is unique about the Sento-kun Heijyo-kyo one-day train ticket is the fact that so many companies collaborated. The many other one-day ticket/pass are of one railway companies.
3) Complimentary ticket, a tie-up promotion of the one-day train ticket
Complimentary ticket, a series of coupons that can be used in specified restaurants and cafes (about 30 altogether) near Nishino-kyo and Nara, was included in the one-day train ticket. With the complimentary ticket valid for one day, the author benefited 10% discount for her lunch and 50 yen discount for her coffee.
Coupons are probably popular in many countries but this kind of coupon system developed with collaboration with many shops might not be so popular. This tie-up campaign turned out to generate synergy, and is extremely effective in Japan.
