FIRST GENERAL ENTERTAINMENT PREMIUM HD JAPANESE TV CHANNEL IN SINGAPORE ®® Copyright © 2014 J Food & Culture TV Pte. Ltd & HELLO! JAPAN. All Rights Reserved. AN INTERSTITIALS CONCEPT PROPOSAL FOR PRIME TRAVEL

東京東京 Client: Prime Travel Target Audience: Affluent PMEBs 20-40s, Free Independent travelers, HELLO! JAPAN viewers (18 – 55 years old) Area(s) of Promotion: Tokyo Format: Short form (Interstitials) Period: August – December Objectives: To position Prime Travel as the agency to go to when consumers think about going to Tokyo. To instill brand preference and brand recall for Prime Travel. To showcase and educate viewers the best of Tokyo and create awareness, instill interest and desire and encourage action 2 CLIENT’S BRIEF '’ ‘‘

東京東京 1. Tokyo Station (overview) 2. Tokyo Station – Ekiben 3. Shinjuku 4. mAAch ecute 5. Hotel Chinzanso 6. Hakone Kowakien Yunessun 7. LUMINE Est (for the ladies) 8. LUMINE Est (for the family) 9. Ikebukuro 10. Travel Tip – Useful Signs 11. Best of Tokyo – Hippie Tokyo 12. Best of Tokyo – Tokyo at Night 3 THE 12 INTERSTITIALS '’ ‘‘ WHAT YOU WILL BE SEEING

東京東京 The coverage given to Tokyo Station will span over two interstitials. The first presents it as a destination, highlighting a select few of the exciting things that one can find there. The second then focuses on a special aspect of the Japanese culture – the ekiben. In this interstitial, viewers will be given a visual treat of the colourful and delicious ekibens gathered from all around Japan. 4 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 1. & 2. – TOKYO STATION

東京東京 A familiar name to most fans of Japan, Shinjuku’s beauty will be illustrated through the coverage of the various options that it has to offer. 5 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 3. SHINJUKU Viewers of HELLO! JAPAN will be introduced to one of the newer place of interest in Tokyo in our feature of mAAch ecute. A highlight will be the N3331 café, which boasts to be the café nearest to the train tracks! 4. mAAch ecute

東京東京 The oasis in the bustling city of Tokyo. Viewers will be taken through a tour of this luxury hotel, from its exquisite garden to the lavish meals. 6 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 5. HOTEL CHINZANSO An exciting destination, just a couple of hours away from Tokyo, offering the perfect combination of the traditional and the modern. HELLO! JAPAN viewers will see for themselves the appeal of Hakone Kowakien Yunessun in this spot. 6. HAKONE KOWAKIEN YUNESSUN

東京東京 Featuring 3 carefully chosen fashion brands and a buffet with a huge selection of desserts, female viewers will get to know the shopping haven known as LUMINE EST. 7 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 7. LUMINE EST (for ladies) At LUMINE EST, it’s not just the females who will leave happy. The comprehensive shop range ensures that the needs of the husbands and children get fulfilled as well! 8. LUMINE EST (for families)

東京東京 A name often left out from the Tokyo itinerary, viewers will be introduced to Ikebukuro in this interstitial. The character of this bustling city center will be shown through the shops featured. 8 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 9. IKEBUKURO Worried about visiting a country whose language you do not speak? In this installment, we bring the viewers some survival signs. No more fear of not speaking Japanese! 10. TRAVEL TIP – USEFUL SIGNS

東京東京 This one’s for travelers who want something different from the typical Tokyo itineraries. Get to know Shimokitazawa and Kichijoji, two of the hippest neighbourhoods in the city. 9 THE 12 INTERSTITIALS - CONCEPTS '’ ‘‘ 11. BEST OF - HIPPIE TOKYO Not to be left out is Tokyo after the sun sets. The city comes alive with the boisterous alleys that dot the city and the curious entertainment scene that fully brings across the idea of what’s available “Only in Japan”. 12. BEST OF - TOKYO AT NIGHT

東京東京 We begin with a brief introduction of Tokyo Station, one of the busiest stations in the city. More than just a transportation hub, it is also a cultural property rich in history. Now restored to its former glory, Tokyo Station is fast becoming one of the more popular destinations in Tokyo. 10 THE 12 INTERSTITIALS - FLOW '’ ‘‘ TOKYO STATION (OVERVIEW)

東京東京 If it’s your first time in Tokyo, Tokyo Station is a great place to start your trip with. The JR EastTravel Service Center at the station provides a wide spectrum of services, ranging from travel information to luggage storage services. Don’t worry if you don’t speak Japanese – being a travel facility specially catered for tourists, the Service Center is staffed by team who can speak English, Chinese and Korean. 11 THE 12 INTERSTITIALS - FLOW '’ ‘‘ TOKYO STATION (OVERVIEW)

東京東京 After arming yourself with all that you need for your trip, it’s time to take a look around the station. One must-go area in the station is the Ichibangai, where you will be spoilt for choice. The Character Street is all your favourite characters brought together, and if you are a huge fan of Japanese TV, you’ll be pleased to know that the major broadcasters have stores here as well. Move on to the Okashi Land for your favourite snacks, sweets and more! 12 THE 12 INTERSTITIALS - FLOW '’ ‘‘ TOKYO STATION (OVERVIEW)

東京東京 Having made both yourself and your tummy happy, check into the Tokyo Station Hotel, directly connected to the station. A designated Important Cultural Property of Japan, the hotel offers you more than just a comfortable night’s stay. Immerse yourself in its deep heritage, and feel Tokyo for yourself, the 100 years of history behind this iconic buiding. 13 THE 12 INTERSTITIALS - FLOW '’ ‘‘ TOKYO STATION (OVERVIEW)

東京東京 If your impression of onsens is one of traditional indoor and outdoor baths, Hakone Kowakien is set to change your mindset. Just a couple of hours away from Tokyo, Hakone Kowakien Yunessun is a hot spring spa resort and a water amusement park all in one! 14 THE 12 INTERSTITIALS - FLOW '’ ‘‘ HAKONE KOWAKIEN YUNESSUN

東京東京 Go all out to have fun at the amusement park area of Yunessun, where you’ll be welcomed by a whole myriad of theme spas! If green tea, red wine and coffee spas are not enough to excite you, the monthly special ensures a surprise with every visit. For those who have always been shy about having to enter onsens naked, here’s good news for you! Swim suits are perfectly okay at this section of Yunessun. 15 THE 12 INTERSTITIALS - FLOW '’ ‘‘ HAKONE KOWAKIEN YUNESSUN

東京東京 For those who prefer traditional onsens, the Mori no Yu section will be perfect for you. Equipped with onsens both indoors and outdoors, and even private ones, you’ll definitely find one that can take all your weariness away. The thoughtful wrist band system at Hakone Kowakien Yunessun also means you don’t have to worry about losing the keys to your lockers. Sounds good so far? 16 THE 12 INTERSTITIALS - FLOW '’ ‘‘ HAKONE KOWAKIEN YUNESSUN

東京東京 For those of you on a day trip, you can then take the evening bus back, and continue to enjoy the sights and sounds of Japan in Tokyo. If you would prefer to a more relaxed trip, check into Hotel Kowakien, where you can catch up on rest before heading back to Tokyo for more fun. 14 THE 12 INTERSTITIALS - FLOW '’ ‘‘ HAKONE KOWAKIEN YUNESSUN

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