Japan’s largest broadcaster NHK starts international marketing ahead of 2020 Tokyo Olympics

Japan’s biggest, and only public, broadcaster NHK World TV has partnered with Virgin Media to target UK consumers as it starts to push its brand ahead of the 2020 Tokyo Olympics.

The three-day campaign marks the start of activity in which it promotes its English language service and travel shows to an international audience.

The campaign, which kicks off in the UK this week, will go live across Virgin Media channels, including a homepage takeover, ads on Virgin Media’s wifi network on London Underground and ads on Virgin Media TiVo set top boxes.

Creatively, the ads aim to draw people into travel shows, such as Tokyo EYE 2020 and Journeys in Japan, and uses the tagline ‘Hit the road with NHK World TV’.

NHK has also hired specialist TV PR company tpr media to promote the shows and its brand in the run up to Tokyo 2020.

In the UK, viewers can find the English Language channel on Sky, Freesat, TVPlayer, Virgin Media and on a dedicated mobile app.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte