【Summary Report 2019｜Aogashima】
Many treasures including the vast natural landscape, specialty products, and unique traditions and cultures can be found in the 11 islands of Tokyo. The Tokyo Treasure Islands Project, which began in FY 2018, is an initiative carried out by the inhabitants of the islands that aims to brand the Tokyo Islands region through polishing and widely communicating these treasures.
Following the four islands of Oshima, Kouzushima, Miyakejima, and Hachijojima, which participated in FY 2018, residents from seven islands consisting of Toshima, Niijima, Shikinejima, Mikurashima, Aogashima, Chichijima, and Hahajima participated in FY 2019 and held island meetings to discuss the branding of the islands.
The following is a reflection of the initiatives that Aogashima took in FY 2019.
Aogashima's Treasures and Brand Value
Aogashima's Target Persona
Aogashima's Brand Concept and Initiative Ideas
Presentation at the Matching Event
FY 2019 Aogashima Initiatives
Participant Feedback
Aogashima's Treasures and Brand Value
Aogashima's island meetings began with a discussion of the island's treasures. In addition to the starry skies, the sceneries in the island, geothermal energy, salt, Ao-chu, traditional cultures, local cuisines, and children, what may seem (or hear) like negative characteristics at first, such as the small population and the fact that there is not much information available, were raised as ideas after people said that those would be treasures if the perspective was changed.
It was thus decided to focus on how the high reclusiveness from geographical and natural conditions make the people's lifestyles close to nature yet allow people to live an abundant life even under the restricted conditions, which led to the brand value to be set as "a world-class natural scenery and the chance for visitors to meet tough people who have overcome various obstacles living on a solitary island."
Aogashima's Target Persona
The residents want young people and children, who will lead the next generation of Aogashima, as well as skilled people who will make Aogashima more appealing. The emphasis was on people who have a heart that can take care and have fun with the nature, people, and cultures.
Since there has been an increase in recent years of people visiting the island to film its natural environment with drones, an idea was proposed using that as a hint. Then, during the study tour, the participants visited the Japan Photo Tourism Organization, which plans tours that film the appeal of a region, the Japan Drone Academy, which specializes in drone safety management, and the Rito Kitchen, which is a restaurant that operates as a point of interaction for remote islands and the urban areas.
Aogashima's Brand Concept and Initiative Ideas
Through the discussions at meetings, the brand concept of Aogashima was set as "an island with picturesque views and superb oceans that waken your strengths." The aim is to come into contact with nature, tough people, and the local arts passed down through generations to let the visitors widen their perspectives.
In terms of initiative ideas that will communicate the brand values, Aogashima is planning to conduct limited filming sessions using the scenery of the island, as well as an Aogashima fan meetup event in the capital.
The island will coordinate opportunities to utilize aerial footage shot on a drone, creating spaces for visitors to interact with the residents at the filming site or during the production of footage. The aim is to create quality footage that satisfies the residents, create spaces to present the footage in and out of the island, and using the footage widely to increase the interacting population. Furthermore, by holding interactive gatherings limited to fans who have visited the island, a mechanism to maintain connections with core fans is being planned.
Presentation at the Tokyo Treasure Islands Branding Debriefing Session
A debriefing session was held on February 18, 2020 at the Marunouchi vacans. During the session, those that participated in the island meetings presented their brand concept and initiatives for ideas to business operators on the mainland.
After the presentation, opinions were exchanged with drone manufacturers and advertising agencies that conduct drone filming sessions, as well as various other companies that showed interest in the contents of Aogashima's presentation, which became an opportunity to realize the initiative ideas later.
FY 2019 Aogashima Initiatives
June 3, 2019 First Island Meeting | Consideration of the island's treasures
July 8, 2019 Third Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Study tour and talk session on regional brand
August 1, 2019 Second Island Meeting | Consideration of the brand value and target persona
August 29, 2019 Third Island Meeting ① | Brush-up of the brand value and target persona
September 30, 2019 Third Island Meeting ② | Consideration of initiative ideas
November 25, 2019 Fourth Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Interim reporting on brand concept and initiative ideas
November 26, 2019 Fourth Island Meeting | Study tour
January 17, 2020 Fifth Island Meeting | Brush-up of initiative ideas
February 18, 2020 Business Matching Event | Presentation
People in Aogashima live in a solitary island with polished nature. The Tokyo Treasure Islands Project is continuing to let more people know about their appeal.
Participant Feedback
Since there weren't many places to talk with one another in the island, I think sitting down with others and thoroughly discussing and confirming what is important for the island was a good result. As for challenges, we need to move to execute the initiative ideas as we do our daily work on this small island and share the hardships and fun. I think having common understanding and having good communication will allow an open team to be created. I will appreciate the opportunities to continue talking with everyone as we move into FY 2020. (Satoshi Arai, Regional Coordinator, Aogashima maintenance factory)