Media Buyer Planner: Japanese Tourism Org. Sends Messages via Tissues

Advertising on tissue packs is common in Japan, with over four billion branded packs given away annually. So it made sense for the Japan National Tourism Organization to run a campaign using promotional tissue packs to encourage North American travel to Japan.

The campaign, via AdPackUSA, will launch at this week's New York Times Travel Show at the Javits Center. The tissue packs feature the "Yokoso (Welcome) Japan, East of Ordinary" campaign slogan, along with scenes of different symbols of Japanese culture.

Now through March 2007, AdPack USA is holding a tissue pack design contest. The Tissue Tactics competition provides a fun way for brand managers and the creative community to learn about the effectiveness of tissue pack marketing. For contest rules and information on how to enter, go to www.AdPackUSA.com.