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About
Campaign Title:
Government Campaign to Promote Region’s Hospitality, IT and Other Sectors.
Campaign Duration:
1 year - 2 years

Brand Name:
State Government of Victoria, Australia (Tokyo Office)
Industry Sector:
Travel & Leisure, Alcohol & Tobacco, Beverages, Food
Agency Name(s):
CUSTOM MEDIA K. K.
Countries & Regions:
Japan
Key Objectives:
Brand - Loyalty, Brand - Awareness, Brand - Loyalty, Customer Acquisition, Event Promotion, Increase Market Share
Target Audiences:
Family, Male, Female, Professionals, Luxury
Ad Spend in USD:
$100,000 - $249,999
Testimonial
 “We have worked closely with Custom Media on our trade and investment promotion activities in Japan. The Custom Media team have provided an enthusiastic and responsive service to both our Tokyo and Melbourne offices that has included supporting ministerial visits, trade missions, strategic communications and visiting journalist programs. We have been particularly impressed by their superior media contacts and the flexibility of their support.”
- Mr. Daniel Williams Manager—Marketing
Department of Economic Development, Jobs, Transport and Resources, State Government of Victoria
 Australia
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Government Campaign to Promote Region’s Hospitality, IT and Other Sectors.

After the 2014 historic signing of the Australia-Japan Free Trade Agreement/Economic Partnership Agreement, Victoria State asked Custom Media to be its PR/ Communications Agency in Japan, to promote tourism, wine, food, IT and other Industries.

Although the state capital of Melbourne was fairly well known in Japan, Victoria’s awareness was relatively low and the state was often confused with that of another country.

Planning & Execution

Through proactive PR initiatives, we helped raise the general awareness and increase Victoria’s brand positioning. CM created and distributed well-planned stories for targeted media, attracted journalists to trade shows, media conferences, and trips to Australia. We also helped organize other related events and created valuable publicity for visiting politicians, delegates and other VIPs.

Effectiveness / Results

Secured editorial in two food/wine/ travel magazines in Tokyo (below). Submitted monthly report of activities, results, future plans and KPIs

Wrote and translated 14 bilingual press releases about:
• FoodandBeverage(4)
• Education(4)
• Tourism(2)
• IT(1)
• Engineering(1)
• Medical(1)

• Finance(1)

Contacted 156 journalists about:
• Business(71)
• Wine/Food(24)

• Travel(23)
• ICT(23)
• Medical(15)

Advertising Value Equivalency Approx. ¥17.5 million (October 2014 to September 2015)

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The Campaign Asia-Pacific Team