Overview

A campaign to gain fans for Yamanashi prefecture. Tokyo women—market mavens in their 30s and 40s—were selected as the targets for this campaign. These women were provided with information related to topics of high interest to them, including “beauty,” “health,” and “relaxation,” over a period of time. Yamanashi’s tourist attractions were introduced as “vitamins for beauty” using letters of the alphabet. For example, “F” was for Mt. Fuji, and “W” was for wine.