SoftBank's human-like robot named 'Pepper' performs

JNTO | Goodbye Rio... Hello Tokyo!


The challenge

Following the end of the Rio 2016 Olympics, Japan National Tourism Organization wanted to attract as many visitors as possible to the country ahead of and during the Tokyo 2020 Olympics and Paralympics. Specifically, JNTO wanted to focus on Japanese culture and what visitors can expect and enjoy if they visit the country in the run up to the Games. This is all part of Japan’s ‘Towards 2020’ campaign which aims to create legacies for the country as it plays host to such a prestigious sporting event.


The solution

We offered a Video News Release (VNR) campaign to JNTO, due to the newsworthiness of the topics, and because we knew the global media would be interested in the Tokyo 2020 Olympics – and the country’s offering.



With a selection of stories, relevant footage and interviews that were filmed, edited and then distributed to the media via Reuters broadcast and online distribution platform, JNTO was able to instantaneously reach the global media – and therefore a captive audience.


The JNTO video news releases were each distributed to more than 2,500 broadcasters and online editorials and covered various stories and themes, such as: how and why Japan attracts 20 million visitors per year; Artificial Intelligence and its role in Japan’s visitor experience; and how Tokyo is striving to find the perfect theme for its 2020 Olympics.

Get in touch

Like what you see? Find out more from the team covering your region