With Setouchi, THIEL PR is bringing one of Japan’s most diverse travel regions into the focus of German-speaking media. On behalf of Iglooo Japan, the agency supported media relations in Germany for the multifaceted destination on the Seto Inland Sea.
Setouchi is considered one of Japan’s most exciting regions for travellers seeking authentic experiences away from the country’s best-known routes. The region stretches along the Seto Inland Sea and comprises seven prefectures, including Hiroshima, Okayama and Kagawa. Its defining features include maritime landscapes, numerous islands, impressive coastlines and an exceptionally diverse cultural and culinary offering.
Among the region’s special highlights are the art island of Naoshima with its museums and installations, the internationally renowned Setouchi Triennale and the historic Shikoku 88 Temple Pilgrimage. The region also offers strong culinary themes for tourism communications — from fresh seafood to the famous Sanuki udon noodles.
The collaboration focused on positioning Setouchi as a high-quality Japan destination for the German-speaking travel market. THIEL PR supported communications through targeted media relations, the thematic preparation of relevant travel occasions and outreach to suitable editorial teams. The aim was to increase Setouchi’s visibility as an inspiring destination for travellers interested in culture, art, active experiences and culinary discovery.
Setouchi combines key themes of modern Japan tourism: cultural heritage, contemporary art, nature experiences, regional cuisine and slow travel. This gives the destination a wide range of angles for high-quality travel media, lifestyle publications and editorial formats looking for new perspectives on Japan.
With this project, THIEL PR further expands its expertise in international destination communications. The collaboration shows how targeted tourism PR can help position lesser-known regions in the German market in a differentiated way and make their distinctive travel experiences visible in the media.
Services
- Strategic media relations in the German-speaking market
- Thematic preparation of travel topics
- Targeted outreach to travel, culture and lifestyle media
- Destination positioning for the German market
- Support for international tourism communications
