Tokyo Tokyo Old Meets New showcased at CATO Christmas Lunch 2024

Tourism Garden represented Tokyo Tourism at the Council of Australian Tour Operators (CATO) Christmas Lunch 2024 on 5 December 2024 as a major sponsor. A strategic approach successfully achieved the client’s objectives of increasing brand visibility and engagement to over 420 key stakeholders in the travel industry.

Objectives

Brand exposure: Increase awareness and visibility of Tokyo Tokyo Old meets New branding campaign among Australian tour-operators, travel agents, media, and industry professionals.
Engagement: Create memorable experiences that resonate with attendees and highlight Tokyo’s unique cultural offerings.

Strategy

To achieve these objectives, Tourism Garden implemented a multi-faceted approach:

Sponsorship and branding:
- Secured a prominent sponsorship position at the CATO Christmas Lunch.
- Ensured Tokyo Tourism’s branding was prominently displayed throughout the event venue.
Cultural activation:
- Organised a captivating performance by Japanese Taiko drummers, which served as a highlight of the event and drew significant attention to Tokyo Tourism.
- Distributed branded materials and gifts to the Tokyo Tourism attendees, reinforcing the brand.
Trade media engagement:
- Leveraged the event’s high profile to secure trade media coverage and press clippings, further amplifying Tokyo Tourism’s reach.

Results

The sponsorship of the CATO Christmas Lunch yielded impressive results for Tokyo Tourism:

Enhanced brand visibility: The event provided Tokyo Tourism with extensive exposure to a targeted audience of travel agents and industry professionals. The Japanese drummers’ performance was particularly well-received, creating a lasting impression of Tokyo’s vibrant culture.

Media coverage: The event resulted in significant media attention, with articles published in prominent industry trade publications:

Positive Feedback: CATO and attendees expressed high levels of engagement and interest in Tokyo as a travel destination, with many noting the unique and memorable cultural activation.

“On behalf of the CATO Board and our Managing Director Brett Jardine, I would like to extend our heartfelt thanks for your generous support of the 2024 CATO Christmas Lunch. Tokyo Tourism’s sponsorship plays a pivotal role in bringing this celebration to life. It enables us to create an event that fosters connection, celebrates our vibrant industry, and looks ahead to a bright future for our members and partners. As Sponsor, this year’s lunch would not be possible without Tokyo Tourism’s valued contribution. The Taiko drummers were phenomenal, and it was a privilege to experience them. We are truly grateful for the opportunity to work with you to make it a success. Most importantly, we hope you and your guests enjoyed the event. Thank you once again for your partnership and support.” Josie Gruber, Membership and Communications Manager at CATO.

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European Tourism Board Director

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Hi there Alison and Yukiko, I hope you’re both well. This is just a short note to say thank you so much to both of you for your assistance for my recent trip to Tokyo. I had an amazing time, collected material for so many stories, and both of the hotels were really incredible properties, both perfect for Traveller.