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Published on : Saturday, May 14, 2016
A travel agency in Tokyo was compelled to cancel a promotion where they were offering passengers the privilege to travel with five female university students they claimed. Their campaign advocated the woman would enlighten the passengers about the destination with their knowledge and that would be a ‘fun’ travel for the chosen passengers who would choose the package, “pictorial book of beautiful girls”.
Online backlash from local media who considered the campaign to be a cheap publicity option and the agency was forced to scrap off the campaign. The campaign had planned “Todai Bijo Zukan university student will sit next to passengers for a fun flight to their destination” – It stressed the women’s intelligence was chosen over their looks. The women were to be chosen from Pictorial Book of Beautiful Girls at Todai, sold at the university. The winners of the campaign were given a choice to select five females to spend their journey with them in a meaningful way. They were namely engineers, a science student, a literature student and an education student. But the nature of the campaign showed an evident shift in the intention of the agency.
The campaign was criticised as being sexist and the agency has come under the glare of social media with comments flooding in against their intentions. The campaign was removed before 12 hours of its launch .H.I.S. Co said that their intention was to offer customers a new way of spending their time in-flight, in a “fun and meaningful way”, but the misunderstandings about their intentions have forced them to scrap the promotion.