The new name was chosen as a reflection of Yokohama’s history when, 154 years ago, the city became the first entry point into Japan. At that time, for more than 200 years, Japan had been secluded from the rest of the world. Upon re-opening it’s borders, Yokohama was the first functioning port for outside visitors.
Today, Yokohama CVB is hoping that the new tag will remind potential visitors of the city’s unique blend of Western and Japanese culture and encourage more meeting groups to travel to the city.
Kana Nomoto from YCVB explains: “Our city council currently adopts an Open Yokohama brand, and it is important that the convention brand not only supplements it, but strengthens it. Through a Brand Wheel process, we identified that one of Yokohama’s characteristics is – we are the first in many ways. From being the first Japanese port to open up, to hosting first-time-in-Asia congresses, and the first in innovation and research and development, our open, ‘can-do’ approach has made this city Japan’s first port of call. For any international meeting organiser who wants to bring their event to Yokohama, the YCVB is, of course, their first port of call as we are a full service bureau.”
The new strap line is accompanied by a new logo, designed to reflect Yokohama’s status as a port. Branding will be rolled out across all sales and promotional literature, including the YCVB’s website which is currently undergoing an upgrade. The YCVB already has a number of high profile meetings booked to take place this year. The International Congress ofChemotherapy and Infection which will have 2,500 attendees and the Human Proteome Organisation Congress which will have 2,000 attendees.