World Trade Center Alaska: Promotional Signage
Promoting Alaska in the lucrative Asian market calls for a campaign that is both eye-catching and cognizant of local sensitivities and imagery. So when the World Trade Center Alaska came to us to update their promotional signage (for launch firstly in Tokyo, Japan then later in Seoul, Korea and Hong Kong), we knew that “getting it right” would take creative muscle and also consultation with local experts.
At the heart of the campaign, we developed a series of four backlit panels demonstrating the concept that in Alaska there are no boundaries. We highlighted four areas of interest to Asian markets: Alaska’s seafood, Alaska as a travel destination, Alaska as a trading partner and Alaska as a desirable place to do business. With this concept we used four Japanese Kanji symbols, one on each panel, to effectively tap into Asian heritage and values: Serenity, prosperity, purity and nature.
At the heart of the campaign, we developed a series of four backlit panels demonstrating the concept that in Alaska there are no boundaries. We highlighted four areas of interest to Asian markets: Alaska’s seafood, Alaska as a travel destination, Alaska as a trading partner and Alaska as a desirable place to do business. With this concept we used four Japanese Kanji symbols, one on each panel, to effectively tap into Asian heritage and values: Serenity, prosperity, purity and nature.
