Posts by Kazuto Shibayama - Tokyo

Japanese travel agency HIS gets buzz with special rates for disaster victims

Thousands of people were left homeless by Japan’s earthquake and tsunami, most of whom struggled with enormous stress living in crammed evacuation sites. To help them escape for a while, HIS, one of Japan’s major travel agencies, began offering disaster victims overseas exclusives in late March. People could travel to destinations around the world for as long as two weeks to a month, paying special low rates ranging from ¥50,000–¥90,000 (about $600–$1,100), which included flight, accommodation and breakfast. HIS took care of all paperwork, including replacing lost passports. By the end of April, all the packages had sold out.

Many companies have done something to help the victims, mostly making donations and sometimes donating a percentage of sales, which enables consumers to help too. HIS’s initiative was unique in asking actual victims to buy the company’s product. Since the prices were so low, however, it was seen as a contribution to recovery efforts that was unique to HIS and the category.

Ever since the Tohoku earthquake, it has became the norm for companies to contribute to disaster-relief efforts, purely as a “social obligation” rather than a branding activity, given the risk that overt marketing around such efforts be seen as “hypocritical commercialism.” But since the HIS plan benefited victims both functionally and emotionally, there was no criticism. Using the company’s core competency and at the same time dealing with its inevitable overstock of vacation packages resulting from the disaster, HIS gained more public recognition than it would have with a typical cash donation. This is a great example of addressing both a business problem and consumer need at the same time.

Photo Credit: http://www.his-j.com/Default.aspx

H.I.S. 被災者向けの海外長期滞在プランを格安で提供

柴山 一人 (東京)

大手旅行会社のエイチ・アイ・エス(以下H.I.S.)は、自宅に留まることができない被災地の多くの人々のために、落ち着くまでの一定期間を海外の地で過ごすという選択肢もあるのではないかと、被災者向けの海外長期滞在プランを提供した。期間は2週間~1か月ほどで、料金は渡航費+宿泊費+朝食込で5万~9万円と格安。また震災に伴うパスポート紛失など各種手続きのフォローも行っており、同プランは4月末に完売した。

被災地のために各企業とも様々な取り組みを行っているが、消費者からの購入金額の一部寄付・もしくは現金寄付の呼びかけが一般的だ。そんな中、同プランの特長は「被災者が購入する」というもので、格安大手旅行会社だからこそできるユニークな支援の形ととらえられた。

また、「ブランディング・アクティビティ」というよりは、もはや「社会的義務」であるという見方が一般的となっている各企業の支援行為は、露骨な方法では売名行為と捉えられがちでイメージダウンにつながるケースもある。しかし今回のH.I.S.のプランは、一般的な寄付行為よりも話題性に富み、かつ自分たちのブランディングを生かした良い例ではないだろうか。