CTC, Tourism Prince Edward Island and Air Canada capitalize on new TV series with major media and marketing campaign.
She’s not just any red-haired girl with pigtails. The Canadian Tourism Commission (CTC) has teamed up with Tourism Prince Edward Island and Air Canada for a major media and marketing campaign around a new TV series in Japan related to “Anne of Green Gables.”
The classic children’s novel by the Canadian author L. M. Montgomery has an almost mystical place in Japan’s consciousness. From March 31, NHK will broadcast a 156-episode six-month drama series, “Hanako and Anne,” which tells the story of Hanako Muraoka, the Japanese woman who first translated and introduced “Anne of Green Gables” to Japanese readers in 1952. The series is based on the novel “Anne's Cradle,” written by Eri Muraoka in 2008.
Capitalizing on this heightened interest, CTC has launched a series of pages on its Japanese consumer website that showcase PEI as a tourism destination (its destinations, experiences and, of course, cuisine), Anne of Green Gables and the 150th anniversary of the 1864 Charlottetown Conference. The website also includes a series of special PEI packages and PEI plus eastern Canada tour packages.
The website will act as the central repository of all the campaign’s key elements, including social media. CTC is using its Facebook and Twitter channels to leverage opportunities generated by the TV series, with fans invited to join the conversation on Twitter using the #AnnePEI hashtag. Later in the spring, CTC and Tourism Prince Edward Island are co-hosting a blogger and media event at the Canadian Embassy in Tokyo featuring the 2014 Anne projects.
Wait, there’s more: an exhibition, in partnership with NHK Promotions, featuring Anne, Hanako, Montgomery and Prince Edward Island, complements the TV series and is on the road across Japan to 15 different locations throughout 2014. As part of that, one of Japan’s leading newspapers, Yomiuri Shimbun, will promote the exhibition in Tokyo at the Beans Exhibition and feature related stories in its newspaper, online and magazine outlets.
The overall NHK “Asadora” (“Morning Drama”) TV series first ran in 1961 and has been a blockbuster hit ever since, averaging 60 million viewers per series. Each series runs six days a week over a six-month period and the 15-minute episodes are re-aired five times throughout the day.
“This TV show will help create destination buzz for Canada and provide a rallying point for tour operators to promote Canada,” says Maureen Riley, CTC managing director, Japan. “We’re excited to see the wide range of new tourism product that showcases both new and existing experiences being pulled together by tour operators.”