Japan National Tourism Organisation to work with Black Diamond in UK

Tuesday, August 21, 2018



JNTOAfter a competitive pitching process, Black Diamond , the London –based communication agency was appointed by the Japan National Tourism Organisation (the official tourism body for the country of Japan) to work as its first retained public relation agency.


Black Diamond will be focused on highlighting the upcoming Rugby World Cup  in 2019 and the Tokyo Olympics in 2020 along with other homegrown events.



The desire of visiting Japan is surging with 300,000 annual UK visitors to Japan having an annual growth rate ranging from 10-15%.


Japan is known for its culture, art, design , adventure, food and drink along with festivals while traffic will be driven to the UK office’s digital platforms.


Tomohide Ichikawa, executive director at JNTO in London stated that the JNTO decided to increase its activity in the United Kingdom and via this partnership the event will be highlighted that will take place throughout the country in the coming years.



He further mentioned that it was their mission to ensure that Japan was the main destination for the UK consumer and to increase the knowledge about their country. It will reveal to the British travellers the must-see and must-do experiences in Japan.



The agency was earlier appointed in July 2018 along with DMO Setouchi Tourism Authority by Hiroshima and Miyagi Prefectures.



Sarah Barnett, head of travel PR at Black Diamond was delighted to be chosen as the inaugural PR agency for JNTO in the UK.  She stated that to work with this exciting destination was an achievement for them.

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