Bring to life the relatively unknown (at the time) Setouchi region in the UK and Ireland and generate media coverage to bring mass awareness to the destination.
Establish the region through a series of press releases, newsletters and proactive pitches informing the trade and consumer press of the variety of activity that can be experienced across the seven prefectures and 350 islands. Press trips also formed an instrumental element to the strategy ensuring the media experienced a mix of culture, food and inspiring landscapes first hand.
Due to the success of this launch and ongoing activity with the Japanese Tourism Authority, a number of Prefectures have since put their modest investments in Black Diamond.
737 pieces of coverage
177 media meetings
45 press trips (2019-20)