Branding for Shimonoseki City's regional revitalization project through outdoor sports.

Leveraging rich natural resources, unique activities are the core of PR efforts to establish a new foundation for regional revitalization.

Shimonoseki, not traditionally known for outdoor sports, aimed to revitalize the region through this sector by collaborating with Asoview. Together, they launched a project and website to showcase the appeal of outdoor activities available in Shimonoseki.
Focusing on PR for newly developed, unique activities, the initiative created a platform to unify and promote the region’s scattered outdoor experiences. As a result, the project gained significant recognition within Shimonoseki and surrounding areas, leading to a rise in outdoor-related businesses, which had previously been scarce in the city.

Issue

Despite its abundant natural resources, Shimonoseki City felt it had not fully harnessed its potential. Seeking further regional revitalization through outdoor sports, the city aimed to attract more visitors by building a strong brand in this sector. However, Shimonoseki lacked an established image for outdoor sports, and public awareness was low. Additionally, there were no existing business structures or communication platforms in place to support and promote this vision.

Creation

The project began by establishing a strong foundation, including concept development and the creation of brand assets. Outreach efforts engaged existing businesses while also identifying new operators, bringing together scattered outdoor experiences into a unified platform. A dedicated website was developed to centralize promotion, booking, and sales.
Additionally, unique activities were designed to fully leverage local resources, shaping a distinctive "Shimonoseki Outdoor" identity that boosted recognition. This approach not only increased awareness but also drove traffic to other plans, ultimately revitalizing the entire sector from the ground up.