[Bringing Mie's Beauty to the World] Globally promoting Mie's charm through multilingual PR videos and digital promotion

Nishinippon Shimbun Media Lab Co., Ltd. (Headquarters: Chuo-ku, Fukuoka City, Fukuoka Prefecture; President: Shinya Kiyota; https://medialab.co.jp) has produced overseas-facing PR videos and conducted digital promotions in various countries as part of an inbound promotion project driven by the Mie Prefecture Overseas Visitor Attraction Division.

Mie Prefecture has long been referred to as "Umashi Kuni" (Land of Beauty). This name signifies a fulfilled land blessed with a wealth of delicacies from both the sea and the mountains, where the warm daily lives of the people have continued unbroken throughout history.

In this project, we have expanded the diverse charms that live in Mie into a total of six languages: French, Chinese (Traditional), Thai, Korean, English, and Japanese. By utilizing optimal promotions tailored to the viewing habits of each country and region, we are delivering the charm of Mie to people around the world.

Capturing Mie's atmosphere on video.

For this promotion, we produced a variety of videos tailored to each language and device, allowing viewers to intuitively feel the appeal of Mie.

[French version: (3-minute ver. / Horizontal)]

You can view the variations for each language on the official Mie Prefecture channel [Japan Travel "Mie"].

Three key commitments in this promotion

1. A "non-verbal" design that conveys charm as it is

The quiet atmosphere of Ise Jingu and the Kumano Kodo, the handiwork inherent in Ama culture and traditional crafts, and numerous gourmet foods. To make the wonderful resources that Mie boasts the main feature, we prioritized "non-verbal" expression. We aimed for a composition that allows people from any country to intuitively feel like they "want to travel to Mie" through the videos.

2. Response to the global viewing trend: "Vertical videos"

It is said that over 75% of video viewing worldwide is done via smartphone. For this project, we also created "15-second vertical videos" specialized for social media viewing. By delivering the colors of Mie to the full screen of a smartphone, we are creating opportunities for people to encounter Mie's charm in fleeting moments of their daily lives.

[MIE in JAPAN Your Beautiful Time – Thailand｜Vertical Short]

https://youtube.com/shorts/n3E1yqNgSnE?si=kz__swdolERYcYv_

[MIE in JAPAN Your Beautiful Time – Traditional Chinese｜Vertical Short]

https://youtube.com/shorts/DLIx264W63s?si=FpaQp6vCZRoYIk2u

[MIE in JAPAN Your Beautiful Time – France｜Vertical Short]

https://youtube.com/shorts/Ld64p74PyhY?si=0UBZhtR3nIKoxgdp

3. From video to "actual travel." Cooperation with the official tourism site

To smoothly guide users who have become interested in Mie through advertisements distributed across various media toward considering specific travel plans, we direct them to the official Mie Prefecture tourism site, "Kanko Mie" (which supports multiple languages), as the transition destination.

Please experience the scenery and local atmosphere of the "Land of Beauty" that Mie Prefecture boasts through our multilingual promotional videos and tourism site.

[Inquiries regarding this matter]

Nishinippon Shimbun Media Lab Co., Ltd.

Business Produce Department: Maika Mori

TEL: 092-731-2282 [Weekdays 10:00–17:00]

MAIL: mori@medialab.co.jp