Yokohama adopts dedicated MICE brand

YOKOHAMA Convention & Visitors Bureau (YCVB) has developed a new brand and tagline to better reflect the Japanese city’s status as a destination for conventions.

Kana Nomoto, chief coordinator, convention sales department of YCVB, told TTGmice e-Weekly that the new brand and tagline, Japan’s First Port of Call, “was constructed to target the international and regional associations, with a focus on life sciences, environment, medical, IT and biotechnology industries”.

Japan’s First Port of Call was inspired by the city’s history – it was the first Japanese port to open up to the rest of the world, some 154 years ago.

Nomoto said: “(We found that) Yokohama is first in many ways, from being the first Japanese port to open up, to hosting first-time-in-Asia congresses, and to being the first in innovation, research and development. For international meeting organisers who want to bring their events to Yokohama, YCVB is, of course, their first port of call as we are a full service bureau.”

The new brand is reflected in a logo that uses a Japanese nami pattern, representing waves and reinforcing Yokohama’s status as a harbour city that is open and dynamic, and at the same time offering Japanese tradition, hospitality and efficiency.

A key image, capturing the port of Yokohama and the main convention area which is anchored by PACIFICO, has also been created.

Besides adopting a new and targeted MICE branding, YCVB is also revamping its website to incorporate fresh content and brand visuals, as well as creating a promotional movie that will be made available to event planners.

Meanwhile, Nomoto revealed that MICE business was promising for Yokohama last year.

“Last year, YCVB secured multiple high-profile meetings like the Goldschmidt Conference (2016), Biennial Congress of the Asian-Pacific Hepato-Pancreato Biliary Association (2017) and the International Orthodontic Congress (2020).

“Also in 2012, Yokohama hosted large-scale international meetings such as the 2012 IEEE 75th Vehicular Technology Conference VTC2012 Spring (800 delegates), Annual Meeting of the International Society for Stem Cell Research (3,500 delegates), 15th International Conference on Behçet’s Disease (500 delegates), 4th Congress of the World Union of Wound Healing Societies (3,000 delegates), and the 48th Session of the International Tropical Timber Council (1,000 delegates),” she said.

Yokohama continues to be on a roll this year, with the 5th Tokyo International Conference on African Development coming to town for the second time. The event, hosted by the Japanese government, United Nations, United Nations Development Programme and the World Bank, will be attended by more than 3,000 attendees.

The city will also host the International Congress of Chemotherapy and Infection (2,500 attendees) and the Human Proteome Organisation Congress (2,000 attendees) this year.

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