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May 14, 2015

Asia: Japan Gets New MICE Brand

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Japan has launched a new MICE brand designed to underline the nation's combination of modernity and tradition, experience and convenience.

Introduced in late April, the updated Japan MICE brand will be prominent at IMEX 2015 in Frankfurt from May 19, where the The Japan Stand will emphasise the new brand logo through handouts, activities and presentations.

Atsushi Nishida, director of the project development division at ADK International, engaged by Japan National Tourism Organization to advise the agency on promotion and provide strategic advice, spoke to TTGmice e-Weekly about the new logo.

“Until the launch of the new brand, Japan used the 'MICE Japan' logo for meetings and incentives,” he said. "However, there was no corresponding brand identity.

“The new brand was developed on the basis of detailed market research about the value that Japan offers to meeting and incentive planners and in what way Japan should further develop its meetings and incentives industry…The result of this is a clear brand identity and message."

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