David Blecken
Jan 18, 2019

Airbnb and Toei join hands to promote old Tokyo

The Tokyo government is working with the US company to highlight the faded charm that still exists in the world's biggest city.

Airbnb and Toei join hands to promote old Tokyo

Airbnb and Toei Transportation, which is operated by the Tokyo metropolitan government (TMG), have launched a joint initiative that promotes a tram line that runs through the city, as well as Airbnb’s cultural experiences offered by hosts living in the area.

The ‘Toden Life Tourism’ collaboration focuses on the Tokyo Sakura Tram, which runs on the 12-kilometre Toden Arakawa Line from Minowabashi to Waseda. According to the government, the streetcar is the only one remaining in central Tokyo. Airbnb is offering five separate experiences, including a shamisen performance and participation in various traditional arts and crafts.

The government is promoting the initiative to further potential experience hosts with a video that documents the experiences of international tourists who have participated. Airbnb is operating a dedicated web page in Japanese as well as offering the experiences on its regular site.

Campaign’s view: The tie-up is a good way for Airbnb to raise awareness of its activities to a new audience and show how it can contribute to society in Japan, where, as in a number of markets, it has proved controversial. It also stands to benefit a less-known area of Tokyo by attracting visitors. It is encouraging that the government is at last starting to see value in joining hands with innovative services that have at some point or other been negatively branded as “disruptors”.

Source:
Campaign Japan

Related Articles

Just Published

15 hours ago

Campaign Crash Course: Leadership lessons for ...

How do leaders create effective teams? Dentsu Aegis Network Greater North chief Cheuk Chiang explains how to foster better talent by applying leadership principles, tips and learnings from past mistakes. Watch his video and test your knowledge with a quiz.

15 hours ago

The most beautiful pizzas you will ever see

INSPIRATION STATION: How a pizzeria in Vietnam teamed up with boutique agency Ki Saigon to create beautifully inspiring (and edible) tributes to world peace.

15 hours ago

Lenovo eschews high-voltage celeb endorsements for ...

Consumer electronics brand embraces functionality over bells and whistles as it seeks to stand out in competitive market in a campaign by SuperHeroes.

17 hours ago

How remote pitching is showing up the agency showmen

With the pandemic stalling the traditional pitch process and the rise of the remote or virtual pitch, what is known is showmanship is no longer winning the day.