Mosaic Canada focuses on increasing Japanese visitation

Published on : Tuesday, July 7, 2015

Mosaic CanadaIt’s show time! “Mosaic Canada,” a 12-episode two-year docudrama series, has just screened its first episode on Japanese TV. The series, which was developed by the Japan office of Destination Canada (DC) and Imagica BS, is being broadcast on the Imagica BS network, as well as affiliated partners and DC-Japan’s website.

“Mosaic Canada” forms the cornerstone of the Canada Theatre project being run by DC-Japan. This major marketing initiative features content created by Japanese broadcasters, bloggers, print and online media that showcases and differentiates Canada as a tourism destination. The website also contains 100-plus tour-operator packages.

The Canada Theatre project aims to inspire—via the site’s intriguing content— high-yield Japanese consumers to travel to Canada, as well as build deeper integration with trade, media relations and social marketing. Over the next 18 months, the cast and crew of “Mosaic Canada” will make multiple visits to Canada in all four seasons to film the remaining episodes of the drama across the country.

To help build buzz, DC-Japan held a special event at the Canadian Embassy in Tokyo on June 18 for Japanese media and travel trade. The event included a preview of the first episode of “Mosaic Canada” and a talk-show style interview with the docudrama’s three main actresses: Ms. Saki Yasuda, Ms. Aki Maeda, (Yoko Kajikawa) and Ms. Hisako Manda. The actresses shared stories from their past visits to Canada and their thoughts on being part of the series.

According to the latest Tourism Snapshot, arrivals from Japan (+4.0%) rose in April after several months of strong growth, aided by increased air capacity between Tokyo (Haneda) and Vancouver/ Toronto. Year-to-date April 2015, Japan arrivals are up 2.7% compared to the same period in 2014.

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