Japan TBWA\HAKUHODO

AD“VAN”TURE

Promoting Regional Revitalization in Collaboration with Clients

In collaboration with its clients, TBWA\HAKUHODO Inc. has started a project to resolve issues facing local governments and local business operators across Japan. As the first step of this project, the Company piloted AD“VAN”TURE together with Nissan Motor Corporation and Takahagi City, Ibaraki Prefecture. This pilot project aimed to encourage people to take part in outdoor activities and sightseeing using vehicles with overnight accommodations, thereby creating new settings for vehicle use.

Drawing on its abundance of nature, Takahagi City is striving to promote itself as a city where people can enjoy outdoor activities in the beauty of nature under the slogan “Takahagi— the city for the great outdoors.” Meanwhile, Nissan Motor’s Nissan Caravan is being used by an even greater number of customers not just as a commercial vehicle but also as a private one, due to the increased demand for outdoor activities as a result of the COVID-19 pandemic. Given these circumstances, TBWA\HAKUHODO believed that new sightseeing experiences could be created that resolve local tourism-related issues if the activity of staying overnight in vehicles, which is garnering attention as a new lifestyle and form of accommodation, could be used for sightseeing as well. Based on this belief, the company made efforts to revitalize the tourism industry in collaboration with local governments and tourism associations.