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CTTC's Japan office had an awesome opportunity to partner with the Miss Universe pageant in February. This was a great chance to increase exposure for California and reach out to our target audience by utilizing Miss Japan finalists and the National Director of Miss Japan as California spokespeople to deliver CTTC's message throughout the Japanese media.
Miss Universe has a different look and feel in Japan. In 2007, Miss Japan was crowned Miss Universe, causing a media explosion and rampant public interest. The Miss Universe brand has persuasive influence on Japanese women, particularly those in CTTC's target category - ages 20-30.
To capitalize on this popularity, CTTC brought five journalists, three past Miss Universe contestants and the National Director, Japanese style icon Ines Ligron, on a California fam. Media were from An-An (circ. 280,673), Hanako (circ. 88,847), Voce (circ. 112,250) and Elle Japan (circ. 100,000+). A representative from Mook, the official Miss Japan program, also attended.
The fam tour took the group to Beverly Hills, Los Angeles and Santa Barbara, providing guests with a glimpse of the fabulous things that await them in California. Attendees enjoyed a cooking class, sustainable wine tour, spa party, bike tour and more. The group drew attention everywhere they went, resulting in immediate media coverage by the Santa Barbara News-Press. |
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Related Images
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Click on the thumbnails to the left for full-size photos. Right-click, then choose "save picture as" to download. Contact Brooke Byrd at bbyrd@visitcalifornia.com for high-res images.
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