Attractiveness Ranking What is the secret to Ibaraki's emergence from the bottom?
October 16th, 18:26
The attractiveness ranking of prefectures, which attracts a lot of attention every autumn.
Ibaraki Prefecture, which has been at the bottom for seven consecutive years, has risen to 42nd place this year.
Ibaraki Prefecture has been aiming to improve its attractiveness by raising the public and private sectors.
We asked research companies and Ibaraki Prefecture about the secrets and background of raising the ranking.
(Mito Broadcasting Station Reporter / Shun Suzuki Network News Department Reporter / Ken Memida Takumi Deguchi Natsumi Yoshinaga)
Escape from the long-sought "Biri prefecture"
The "Prefecture Attractiveness Ranking" released every fall by the private research company "Brand Research Institute".
In Ibaraki Prefecture, which was the lowest for seven consecutive years until last year, prefectural government officials were watching the announcement of this ranking.
"Ah! 42nd place!"
"The ranking has risen, but it's still a long way off." The
staff seemed relieved for the time being, with a
feat
that surpassed the highest ever 46th place.
"Escape from the bottom with 42nd place in Ibaraki Prefecture"
NHK Mito Broadcasting Station also reported as a preliminary report.
Self-deprecation comments on the net
On SNS, there are also "masochistic" tweets as well as joyful voices.
"It was worth the effort that Ibaraki Prefecture made a budget."
"I'm happy and more complicated feelings lol. I like Ibaraki at the bottom lol."
"The bottom is attractive. Ibaraki's only identity."
What kind of survey is it?
We asked Mr. Akio Tanaka, President of "Brand Research Institute, Inc." who conducted the survey.
We have been conducting surveys targeting prefectures since 2009, and we are asking questions on the Internet about the attractiveness of each region.
This year, we received valid responses from 31,734 people.
Asked "how attractive" the area presented in the survey was, asked them to rate it on a scale of 5 from "very attractive" to "not attractive at all", and weighted the results to give a ranking score. Is calculated.
President Tanaka paid attention to the increase in the score of Ibaraki prefecture.
It was the third largest in the country.
The percentage of those who answered "very attractive" or "somewhat attractive" increased significantly from 16.5% in the previous year to 21.3%.
Looking at the percentage of people who answered "very attractive" by age group, the number of people in their 20s increased to 7.8%, more than triple the previous year, and the percentage of people in their 40s and 50s also increased significantly.
President Tanaka points out that the epidemic of the new coronavirus and the efforts of local governments may be the background.
President Tanaka
"In my 40s, the awareness of agricultural, forestry and fishery products with place names in Ibaraki Prefecture has increased significantly. Due to the influence of the new corona, Ibaraki Prefecture's specialty vegetables have increased opportunities to eat at home without going out. I think there are more opportunities to be aware of Ibaraki when buying vegetables and fruits. "
In addition, the number of people who answered that they came into contact with Ibaraki information in dramas, movies, and animations related to Ibaraki Prefecture increased.
President Tanaka
"The movement to refrain from going out has spread, and it can be inferred that there were many people in their twenties who came into contact with Ibaraki Prefecture through dramas and animations. In addition, Ibaraki Prefecture used YouTube to disseminate information and compete in competitive games. There is a possibility that the promotion of "e-sports", which is carried out as a company, may also have an effect. "
How did Ibaraki Prefecture move?
Ibaraki Prefecture has been working to improve its attractiveness with that skill in order to return the lowest stigma.
What I was doing up to three years ago was an image-enhancing strategy with "self-deprecation", which took the bottom of the list.
I posted a lot of posters featuring local talents ...
Person in charge of Ibaraki Prefecture
"At that time, it was taken up by the media, but it did not lead to an increase in the attractiveness ranking, and it remained at the bottom ..."
Sending "stuck" information
So I changed my strategy.
Ibaraki Prefecture has been working on disseminating information that "sticks" to people who like it.
Focusing on the popularity of "Virtual YouTuber" where fictitious characters send online videos, two years ago, we created the first officially recognized virtual YouTuber "Ibara Hiyori" in local governments nationwide.
The aim was not to disseminate information unilaterally, but to create interaction with the people who watch the video.
Ibaraki Prefecture has produced nearly 10,000 videos introducing tourist spots and special products and published them on the Internet, but the number of views has been sluggish at several thousand times, and the situation continues to be unsuccessful. Because it was.
When "Ibara Hiyori" solicited opinions and impressions from the people who watched the video, many voices such as "I want you to introduce the special products of Ibaraki Prefecture" and "I support Ibaraki Prefecture" are received. became.
The video of "Ibara Hiyori" has been played hundreds of thousands of times at most, and it has become an opportunity to expand exchanges with people inside and outside the prefecture.
Recently, I posted a video to enjoy the game software "Animal Crossing: New Clothes", which became a worldwide hit with "Ibara Hiyori", and attracted a lot of attention.
Created the first official account of "TikTok" in all prefectures in Japan.
We are appealing the scenic spots in the prefecture and dishes using special natto.
We also focused on effective information dissemination to increase the degree of exposure in the media.
Although it boasts the highest production of melons in Japan, it was struggling to attract tourists to the melon hunting that was popular in early summer due to the influence of the new coronavirus.
So I planned online melon hunting.
It was widely reported on TV, newspapers, and articles on the Internet.
According to an estimate by an advertising agency, the number of times Ibaraki's topic was taken up on TV, newspapers, the Internet, etc. last year is converted into advertising expenses, which is about 12.3 billion yen.
The budget that the prefecture put into the advertisement was about 43 million yen, so the advertising effect was about 300 times higher.
In July, the public and private sectors collaborated to launch the "Ibaraki Biri Prefecture Escape Liaison Conference," aiming to further disseminate its appeal.
It will grow more!
Ibaraki Prefecture
Governor Oikawa of Ibaraki Prefecture, who is aiming for the first place in the ranking.
Governor Oikawa
"I feel that Ibaraki Prefecture has a very large potential, so I am convinced that it is a prefecture that will grow even more, not the number 42."
For the neighboring Tochigi prefecture, which was the lowest for the first time.
Governor Oikawa
"I've been in 47th place until last year, so I understand your feelings. I'd like to say,'Don't worry too much. Don't worry.'"