"Japan's Powder Nirvana”
Niseko Village - YTL Hotels
YTL Hotels owns and manages a prestigious collection of award-winning resorts, hotels, boutique experiences and Spa Villages around the world, one of which is ski resort Niseko Village in Japan’s Hokkaido Prefecture. Noticing a big trend in American travelers seeking new or non-western ski destinations, IMAGINE PR made Niseko’s white season a major focal point in its strategy for YTL Hotels.
When IMAGINE PR was appointed, the goal was to create a stronger media presence in the American market for the micro-destination of Niseko Village as well as the destination of Niseko Ski Resort as a whole. IMAGINE PR focused on several of Niseko’s unique selling points beyond snow activities to drive well-rounded and varied coverage of the destination.
The target audience for this campaign was high-end travelers who were looking forward to discovering a lesser known destination in Japan. They are travelers who appreciate the unique location, nature, an active lifestyle, wellness and exceptional culinary offerings, in addition to forward-thinking design and impeccable service.
Through group and individual press trips and highly targeted, intelligent pitching, IMAGINE PR garnered over 200 significant media placements in print and online outlets such as Vogue, AFAR, the New York Post, Men’s Journal, Departures, and Bloomberg. Highlights of top coverage appear on the following pages.
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