Niseko Promotion Board (NPB), a local DMO in the Niseko area of Hokkaido, announced a new brand message ‘Niseko by Nature’ to aim at transforming from a winter tourist destination to a year-round tourist destination.
Considering the generational shift among businesses that have driven inbound tourism, and the increasing appeal of Niseko not only as a place to stay but also as a place to live, locals looked for a clear direction and a shared message for the entire region.
Under the new message, Niseko is communicating the many attractions beyond snow, appealing 15 tourism elements From three perspectives—experience, place, and natural environment. They create a unique logo and a 14-color palette derived from the local landscape to convey the everyday interaction between people and nature as it is.
Featuring the message, NPB is driving promotions both domestically and internationally, as well as long-term communication plan.
