ANNUAL REPORT 2 016 Culture and Tourism Bureau TEL:(+81)- 45-671-4123 Web:www.city.yokohama.lg.jp/bunka/ City of Yokohama Culture and Tourism Bureau E-mail:[email protected] Annual report 2016 Cover photo : View of Nippon Maru Memorial Park Introduction Introduction Highlights At the Yokohama Culture and Tourism Bureau, we focus on promoting synergy between our efforts and those of other government The city is filled with music! Promoting Yokohama as the host city for the Introduction bureaus and companies. We aim to approach issues currently facing the city through understanding and analyzing relevant data, YOKOHAMA OTOMATSURI 2016 50th ADB Annual Meeting and by continuously observing the PDCA (plan-do-check-act) cycle. By launching and strategically applying new data management Highlights systems (EBPM: Evidence Based Policy Making) to this collected data, we are implementing effective policy promotion. The opening of the “THE BAYS,” a Creation Base for cross-platform collaboration and a trial case for a new community initiative, and the YOKOHAMA OTOMATSURI 2016, a music festival that welcomed over one million visitors to the city and provided an opportunity for citizen presentations, showcase how Yokohama is always embracing challenge as a Culture, Art and Creative City. Also, as the 50th Asian Development Bank Annual Meeting demonstrated, with over 5,000 participants from all over the world, international conferences are growing larger every year. We will meet this demand by promoting establishment of new MICE Highlights (Meetings, Incentives, Conferences, and Exhibitions) facility and enhancing Yokohama’ s presence as a Global MICE City. TM Also, in preparation for the upcoming Rugby World Cup 2019 and Tokyo 2020 Olympic and Paralympic Games, we are Promotion implementing the “Creative Children” and “Creative Inclusion” policies to harness the creativity inherent in culture and the arts to generate new appeal and vitality for the city, and exemplify Yokohama’s liberating and innovative urban brand: “Inspire Your Soul – Find Your YOKOHAMA.” Working together as a team, the Culture and Tourism Bureau will steadily work toward making YOKOHAMA OTOMATSURI 2016 ©oono ryusuke The 50th Asian Development Bank Annual Meeting ©ADB Yokohama a world-class city. YOKOHAMA OTOMATSURI, the Yokohama Music Festival, was held for the In May 2017, Yokohama hosted the 50th Asian Development Bank (ADB) Annual second time in 2016 under the theme of “super-universal.” This time, with the Meeting. A record number of participants, made up of ministers of finance and “18-ward Yokohama Short Films & Concerts” presented at public halls in each and central bank governors from 67 affiliated countries and regions, attended the Kozue Nakayama every ward of the city and the “Street-spread Sound Project” live street meeting to discuss Asiaʼs economic development and the challenges it faces.* As Promotion Director General of the City of Yokohama Culture and Tourism Bureau performances held on stages and open spaces making use of Yokohamaʼs unique host city, Yokohama held formal seminars on “Women Empowerment” and views, it was truly a music festival that filled the city with music. “Fostering the Next Generation,” and presented exhibitions featuring companies Prosperity The festival had 456 programs, and over a million people attended the programs based in the city. Local high school students participated in a special performance Three Enhancement Categories for Culture and Tourism Bureau Budget organized and co-organized by the Yokohama Arts Festival Excecutive Committee. during the opening session. Yokohama will continue to enhance its presence as a Achievement of Targets Global MICE City by attracting and assisting with the coordination of large-scale （Yen） international conferences. * Approximately 5,000 attendees from among 6,000 registrants, the most for any Annual 10 Promotion Capabilities billon Meeting to date. 8 billon UP 6 Prosperity billon Regional brand from collaboration of Transmitting the appeal overseas using 4 companies creators “texi yokohama” the City of Yokohamaʼs official Instagram billon ¥8.5 ¥7.5 ¥7.3 × Yokohama City Appeal Marketing Capabilities billion billion billion Culture and Art Policy 2 @findyouryokohama billon UP UP 0 FY2015 FY2016 FY2017 By utilizing data and the PDCA cycle to build a firm basis for execution Yokohama City of works while engaging in unified pursuit of all three enhancement general account ¥1.50 trillion ¥1.51 trillion ¥1.65 trillion categories, we strive to achieve increased prosperity and economic budget (original budget) vitalization. Culture and Art Policy Creative Inclusion Creative Children Organization of the Culture and Tourism Bureau Planning Division City Brand Promotion Office General Affairs Division Ambiente 2017 international trade fair (Frankfurt, Germany) General Affairs Department Creative City Promotion Division By bringing together the advanced technical capabilities of small and Yokohama began using Instagram from July 19, 2016, primarily for the purposes medium-sized companies in Yokohama (technic) with the ideas of local creators of boosting Yokohamaʼs recognition and brand image overseas. With over Creative Children Creative Inclusion Culture and Culture, Art and Creative City Culture Promotion Division (idea) in support of product development and market cultivation, the City of 10,000 followers, it is the largest among all municipalities using Instagram. Tourism Bureau Promotion Department Yokohama is creating new business opportunities and advancing support for Through Instagram, which can be used for intuitive transmissions and creative industry. communications going beyond words via photographs and moving pictures, we Basic Information Tourism and MICE Tourism Promotion Division Promotion Department * texi is a coined word for technic×idea are boosting the number of Yokohama fans and the cityʼs brand image overseas The creators visit the companies several times, make use of technologies to prior to Tokyo 2020 Olympic and Paralympic Games. MICE Promotion Division propose commercialization ideas, and engage in product development. The Cultural Programs Promotion Department developed products were exhibited at three exhibitions overseas (China, Taiwan, Cultural Programs Promotion Division Germany), domestic sales efforts were also conducted, and decisions have been made on sales of some of the products. Culture and Tourism Bureau / Annual Report -1- -2- Culture and Tourism Bureau / Annual Report Basic Information Promotion Brand Slogan Proactive Information Transmission Yokohama: cherishing and protecting things with historic value, We work at proactive information transmission via our website and SNS. constantly offering new discoveries filled with sensations characterized by refined sensibilities, and bursting with excitement ■ Website Page Views that will make your heart leap. We have established the slogan in Japanese and English as a symbol to upgrade the Yokohama City FY2013 FY2014 FY2015 FY2016 brand image and are implementing promotional measures Yokohama Official Visitors' Guide 21,753,081 26,637,717 25,220,014 23,792,749 primarily revolving around videos and tools. Yokohama Art Navi 3,295,567 2,872,315 3,729,987 4,066,273 Creative City Yokohama 1,555,143 1,803,316 1,455,324 1,616,167 ■ Video example : Yokohama promotional movie ■ Tool example : ticket holders ■ Number of SNS followers SNS FY2013 FY2014 FY2015 FY2016 Facebook 6,078 Find Your Yokohama － － － Instagram － － － 13,236 Facebook 22,747 52,545 65,957 92,076 Yokohama Visitorsʼ Guide Twitter 9,498 10,746 11,531 13,403 weibo 8,046 16,185 29,766 30,329 *Yokohama Visitorsʼ Guide Facebook shows the total number of fans in Japanese, English, Korean, and Chinese (traditional Chinese characters) *Yokohama Visitorsʼ Guide Twitter shows the number of followers in Japanese. Ticket holders with the brand slogan printed on are used at opportunities such as travel fairs and large-scale exhibitions to publicize the attractiveness of Yokohama. Find Your YOKOHAMA We are broadcasting the movie “Find Your YOKOHAMA,” which condenses My Trip to Yokohama the appeal of Yokohama, at conferences and event halls and on digital signage in My Trip to Yokohama (Watashi no Yokohama Torippu), a series of short television programs, was aired in the Tokyo the metropolitan area. metropolitan region and other major urban areas across Japan in order to raise people's interest in Yokohama and boost the city's brand. Taking the "Inspire Your Soul Find Your YOKOHAMA" slogan as its central theme, this show elegantly introduces various appealing aspects of the city including urban scenery, cuisine, history and culture, all from the viewpoint of a woman with refined, adult tastes. BS-TBS Priority Promotion Projects May 2 – July 25, 2016 Oct. 3 – Nov. 28, 2016 Projects for which intensive communication of information is considered an attraction Every Monday 22:54 – 23:00 for cultivation of the Yokohama brand are designated as priority promotion projects. J:COM TV (rebroadcast) May 8 – July 31, 2016 We carry out effective and focused promotional programs for these projects. Oct. 9 – Dec. 4, 2016 Every Sunday 19:55 – 20:00 Priority Promotion Projects in 2016 Inclusion Advertising No. of Visitors Project in Media Value Conversion (people) Yokohama Film Commission Projects Creative Inclusion Creative Children 2016 ITU World Triathlon Series YOKOHAMA 412,000 654 ¥1.34 billion Including roadside support We are communicating the attractiveness of Yokohama