【Summary Report 2019 | Niijima】

Many treasures including the vast natural landscape, specialty products, and unique traditions and cultures can be found on 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 Niijima took in FY 2019.

<Contents>
Niijima's Treasures and Brand Value
Niijima's Target Persona
Niijima's Brand Concept and Initiative Ideas
Presentation at the Tokyo Treasure Islands Branding Debriefing Session
FY 2019 Niijima Initiatives
Participant Feedback

Niijima's Treasures and Brand Value

Niijima's island meetings began by organizing the island's treasures. The connection between people, visitors interacting with islanders, koga stones and Niijima glass, the white sandy beaches of Habushiura Coast that stretch for 7km, and the open-minded islanders were some of the things and characteristics the islanders took care of and listed as treasures.The brand value of Niijima was thus decided as the connections that are created from engaging with the appealing treasures, which in turn allow one to become a member of the island.

As the discussion delved deeper, it was mentioned that the treasures are scattered throughout the island. Transportation methods used to interact with the treasures are limited, making it a challenge to move around.

Niijima's Target Persona

The target persona for Niijima is someone who understands the island, which is a prerequisite, has a playful or curious personality, and is someone who is engaged in creative work and wants to create something together. As such, the target persona was described as someone who can make the island their foundation.

In order to create connections that make people a member of the island, the participants wanted to provide appealing people and spaces that are scattered throughout the island, so they invited members of CREW, a mobility platform, and TABICA, a regional lifestyle experience matching service, to the island to give them a tour and exchange opinions. During the study tour, they learned hints on improving the transportation issue while creating a unique experience plan in Niijima.

Niijima's Brand Concept and Initiative Ideas

The brand concept of Niijima that emerged after multiple island meetings, is "an island that connects with the new."

In order to communicate the brand value to the target persona, the initiative idea was set as connecting the appeals, providing a secondary method of transport for touring, and creating experience-oriented contents. The implementation and combination of CREW and TABICA which the participants learned about during the study tour were also considered.

For example, one of the plans under consideration involves moving between the interactive space for making koga stones that were mined and the glass museum, while learning about the glass and the history of Niijima's history and culture as it relates to the koga stone. To communicate the treasures of the island to its visitors, the participants can drink tea with the residents or use the glasses they made to enjoy a drink afterwards.

Presentation at the 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 ridesharing services that use camping cars and outdoor gear manufacturers that produce E-bikes, as well as companies that showed interest in the contents of Niijima's presentation, which became an opportunity to realize the initiative ideas later.

FY 2019 Niijima Initiatives

June 19, 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
July 9, 2019 Second Island Meeting | Sharing the image of the target persona
September 3, 2019 Third Island Meeting | Consideration of brand values
October 16-17, 2019 Fourth Island Meeting | Study tour
November 25, 2019 Fourth Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Interim reporting on brand concept and initiative ideas
December 2, 2019 Fifth Island Meeting | Brush-up of initiative ideas
February 18, 2020 Tokyo Treasure Islands Branding Debriefing Session | Presentation