The Lucid Agency retains PR account for Japan's national tourism board

Agency re-appointed to drive media relations and PR strategy for JNTO Sydney office

Following a competitive pitch, The Lucid Agency has been re-engaged by Japan National Tourism Organization (JNTO) Sydney Office, to lead its media relations and PR strategy for the next 12 months. Lucid's PR & Marketing Director, James Cooley, said on the news:

“Many Australians have an innate curiosity about Japanese culture as well as a keen interest in travel to this unique destination, which has given ground for our continued creativity and many PR successes for JNTO over the past year, despite borders remaining closed.

“We couldn't be happier to continue our work with JNTO as we look forward to travel to Japan becoming a reality again and the new opportunities this will bring to generate excitement and drive awareness of the destination.”

The agency will spearhead the tourism board's PR program, provide market intelligence and competitor destination reporting, and develop audience and media target strategies.

JNTO's Executive Director of the Sydney office, Yoko Tanaka, added: “Despite the border challenges, the JNTO team has been impressed with the solid PR results The Lucid Agency has achieved for JNTO during the past 12 months, as well as their strategic insights and reporting which will be used to inform future activities. We were delighted to see Lucid put forward another strong and compelling proposal to continue activities for the upcoming year.

With business travellers and international students now able to enter Japan, the border is gradually reopening, and we expect consumer travel to be the next logical step. We can't wait to welcome Australians back to Japan, and we look forward to The Lucid Agency working with us to entice and support travellers who may be considering their next adventure.”

The growing Sydney-based agency also continues to lead PR activities for one of Australia's fastest growing tiny house accommodation providers, Tiny Away, and has recently been engaged in projects for the Samoa Tourism Authority and the Ministry of Education Malaysia involving strategic content development and PR activities. Lucid plans to implement a dynamic and responsive PR program for JNTO which involves creative, informative, and timely content creation and media pitching.

“We know that things can change quickly in the travel sector which can shape audience interests and media appetite. Having worked with JNTO for the past year and with a growing portfolio of clients in the travel and tourism space, our momentum remains steadfast and we're prepared and ready for the exciting opportunities ahead,”  James concludes.

ENDS

About JNTO

Japan National Tourism Organization (JNTO) is a government body whose aim is to promote Japan internationally as both a leisure and business travel destination. Consisting of offices around the world, JNTO is the ultimate resource for travel-related information on Japan. JNTO Sydney Office services Australia and New Zealand.

About The Lucid Agency

JNTO remains part of The Lucid Agency's diversified portfolio of retainer and project clients including tourism brands Tiny Away, Destination Coromandel, Samoa Tourism Authority, Tourism Australia, Australis Cruises and The Singular Hotels; lifestyle brands, Comvita, Hettich, Meriton, Rawson Homes and Glen Dimplex; and business services and fintech clients, Live group, Robert Half, and Indeed.

Notes to editor

Japan National Tourism Organization uses the American English spelling of organisation. The Lucid Agency recently rebranded from Stand Out while leading JNTO's PR activities in the Australian market for the previous Japanese financial year, ending in March.