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Published:
11/03/2010
Samurai and sustainability – Kyoto eyes UK meetings market
Former Japanese capital Kyoto is hoping to become a popular meetings destination for Westerners by appointing a UK PR agency. The Kyoto Convention Bureau has employed Soaring Worldwide (formerly Soaring PR) to help raise its profile in both Europe and America.
The campaign, which will initially run for six months, is a first for Kyoto CVB and, among other things, will seek to promote the sustainable legacy left by the Convention on Climate Change held in the city in 1997, when the Kyoto Protocol was agreed.
James Kent, international marketing coordinator, Kyoto Convention Bureau said: “Despite being Japan’s second most significant city for meetings and events - and world famous for our bullet train - Kyoto’s cultural heritage and excellent conference and incentive offering is far less well known. Our infrastructure and superb international access are perfect for groups of all types, including events for thousands in our larger venues.
“2010 is Japan’s MICE year, an initiative Kyoto is firmly supporting and promoting through our own external marketing activity. In particular we intend to focus on Kyoto’s ability to increase ROI on events through features that are intrinsic to the city and daily life, such as the honesty of Japanese people, which costs no money and delights all visitors; as does the concept that there is no local word for ‘customer’ or ‘client’ so you are a highly-valued guest where ever you go.”
Adam Baggs, managing director, Soaring Worldwide, added: “Kyoto is a very old city with an immense amount of history and culture, but from an industry point of view it’s an emerging destination. We are truly excited at the prospect and challenge of increasing its profile worldwide.”
