Test marketing to domestic creative class (female)

Market trends |

・20~30代Women are highly motivated to travel and are more likely to attract customers.
・The “trigger” for action is an event that allows you to realize your ideal way of life and lifestyle.
- Expanding the form of local experiences, tourism and lifestylecross the border"LifestyleDemand is increasing for “proposals”
　→ “Travel as if you were living”

Domestic brand survey results conducted in FY2021 |

① Regarding “Visit experience to Nagasaki City”

• Awareness rate is over 9%, and visit experience is high at 5%. The key is how to cultivate the 35% of non-visitors who are interested.
• The interested group is the F1 group by age group. By region, the focus is on Kanto. High income group by income
 

② “Reasons for hesitating to visit Nagasaki City”

• Other than distance, the top answer for both men and women was “There seems to be not much to see.”
• This impression is especially strong in F1, and the charm of Nagasaki city is not reaching people.
• It has not reached even those who seek intellectual curiosity.

It is necessary to capture these market trends, cultivate a new fan base, and increase the desire to visit and satisfaction with the stay.

Among the creative class group set as a strategic target, we conducted test marketing targeting women in their 20s and 30s, who have a particularly high consumer appetite.
We created and proposed content that suggests lifestyles that will increase motivation to visit and improve stay satisfaction.

With the aim of creating a new style of sightseeing in Nagasaki, on August 8st (Saturday), we held a meeting with NEXTWEEKEND's Moe Murakami titled "#discovernagasaki editorial department launched! Nagasaki conference to help Nagasaki people love Nagasaki even more." We held an online workshop.

This event is inviting people who live in Nagasaki City as well as people who are related to Nagasaki, such as people who have lived in the city before, or who go there often as a tourist destination, to become Nagasaki people, and a total of 27 people were selected by lottery (in the 14 people participated in the afternoon session and 13 people participated in the afternoon session. Through the workshop, participants shared their thoughts on Nagasaki and their recommended plans for Nagasaki.

The theme of this event is to explore the appeal of tourism from the perspective of ``Nagasaki, where you can spend your time in your ideal way.'' Although the event was held online, it was a great success, with participants actively exchanging opinions using the chat function.

*Please see the attached file for details.

By planning a ``1-night, 2-day trip plan that fulfills Nagasaki City's WISHLIST'' based on the ideal way to spend time obtained from the workshop, we aim to foster enjoyment for travelers and behavioral changes during their travels. Masu.

① Produce a WISHLIST that will come true in Nagasaki based on the ideal way to spend your time obtained at the workshop
②Planning and implementing a 1-night, 2-day monitor tour that will make your WISHLIST come true
③ Convert the monitor tour into content and produce videos and booklets
 

In particular,
NEXTWEEKEND, in collaboration with DMO, planned and implemented a one-night, two-day monitor tour to fulfill the five WISHLISTs.
We have compiled Nagasaki's rich resources and experiences not as spots but as ways to spend time.

DMO marketing seminar
Theme: “Traveling as if you were living there” - How can we help you spend your ideal time in Nagasaki City? ~
 

■Date and time: October 3, 10 (Friday) 8:13-00:17 (scheduled)

■Venue: i+Land nagasaki "Iojima Beach Costa del Sol" (851-1201 Iojima-cho, Nagasaki City, Nagasaki Prefecture 1-2129)

Targeting business owners in Nagasaki City,
We will share our initiatives aimed at the creative class, from the perspective of how tourism should be and how to "travel like you live" and how to spend your time.
The purpose of this event was to create an opportunity to share and think about what is important for tourism in Nagasaki.

This seminar will consist of two parts.
The first part is a beach picnic and wind tourism experience on Io Island.
The second part was held at Nagasaki City's unique venue, ``Iojima Beach Costa del Sol,'' where participants deepened their learning by having a talk session with Mr. Moe Murakami of NEXTWEEKEND and discussions with business operators.

On the day of the seminar, a wide range of business operators including accommodation, food and beverage, retail, and transportation participated, and despite the long seminar held on a weekday, a total of 38 people participated.
Also, the overall satisfaction level of the seminar was 100% (47.6% very satisfied + 52.4% satisfied).
``Nagasaki's deficiencies and areas for improvement were clearly verbalized, and I was able to recognize the issues.'', ``I was able to understand the details of DMO's initiatives,'' and ``Initiatives that allow for more interaction with other industries.'' We have received requests for an increase in the number of people.

We will continue to set up opportunities for a wide variety of stakeholders to understand the details of DMO's activities and the content of our efforts with related businesses.
We also hold workshops to create horizontal connections between city businesses and create new ideas, deepening collaboration with everyone and working to improve acceptance as a tourist destination.