DNP Aims to Boost Name Recognition of Japanese Goods for Inbound Chinese Visitors with New Service

Dai Nippon Printing Co., Ltd. (DNP) has launched a service designed to boostname recognition of Japanese goods and services, as well as promoting real storevisits, by listing such information in itineraries distributed to Chinese cruiseship passengers planning to visit Japan.

[Background]

Almost 20 million inbound visitors arrived in Japan in 2015, setting a newrecord.

In particular, against the backdrop of an easing in visa requirements andthe softer Japanese yen, there has been a sharp increase in the number of Chinesevisitors, and further growth in Chinese tourism to Japan is expected. As a consequenceof this development, many Japanese companies are strengthening marketing measurestargeting inbound tourism designed to boost the name recognition, and subsequent,sales of their products and services, with increased effort on improving servicestargeting Chinese visitors. DNP already offers a variety of services for inboundtravelers, such as navigation systems for guidance-based digital signage atvarious commercial facilities, the distribution of customer support applicationsfor tablet terminals, and tablet terminal-based interpreter/operator guidanceservices.  

In this latest development, DNP, in conjunction with two major China-basedtravel agencies, has launched a service designed to boost the name recognitionof Japanese goods and services, as well as promote real store visits by Chinesetourists planning to visit Japan.

[Service Features]

Under the newly launched service, the major Chinese travel agencies willdistribute itineraries to Chinese cruise ship passengers planning to visit Japan.At the same time, however, concerns have recently emerged for a slowdown inthe Chinese economic markets and worries are being expressed regarding possiblefalls in the numbers of inbound Chinese visitors to Japan and reduced spending.In the face of this challenge, DNP has developed an original media with an outreachto Chinese visitors, and aims to firmly capture repeat visitors, who are expectedcontinue to increase even amongst forecasts for a broader downturn.

[Cruise Ship Itinerary]

The cruise itinerary is an A5, 16 page booklet comprised of a travel itinerary,basic information on Japan, including an introduction to Japanese culture, andother notes. The final four pages are advertisements, listing goods and servicesfrom Japanese companies. DNP has entered into a tie up with two major China-basedtravel agencies regarding the rights to use these advertisements. These adsmake it possible to reach out to the approximately 5,000 cruise passengers thatwould be the maximum capacity of a single large-scale cruise ship. In additionto the ads, DNP has also caters for ad production in a design that appeals specificallyto Chinese tourists. The ad effect is expected to be increased by the fact thatcruise passengers generally carry the itinerary with them at all times, andtend to refer to it as a way to pass time on long journeys.

[Advertising Rates (per vessel on a pre-tax basis)]

Quarter page:  JPY 1.0 million

Half page:  JPY 1.5 million

Full page:  JPY 2.0 million

* Prices current as of February 2016. Fees may be adjustedwithout notice, as a result of changes in foreign exchange rates etc.

[Forward Looking Developments]

DNP will implement advertising that is effective in targeting Chinese visitorsto Japan, mainly offering this service to companies looking for such visitorsto purchase and use their products and services, aiming for a total of 800 millionyen in sales over a five year period. In addition to deploying similar measurestargeting visitors from Southeast Asia, in particular Thailand, the Companywill also develop and offer other marketing measures for inbound tourists.

* Product prices, specification and service contents mentioned in this newsrelease are current as of the date of publication. They may be changed at anytime without notice.