The Mint Partners has expanded its integrated communications services in Japan.
The independent agency has designed a specialist, dual-country marketing product focused on communications and ambassador collaborations for Japanese brands looking to target Australian and New Zealander customers.
Miranda Bryce, managing director and Japan specialist for The Mint Partners, worked in tourism and hospitality in Japan for four years.
She and her team have recently led several campaigns in Japan for high-profile Australian and International brands, including Virgin Australia, Charles and Keith, and Roger Vivier.
Bryce noted that in 2023, there was a 23% increase in Australian tourists in Japan, leading to an appreciation of Japanese culture and demand for Japanese brands.
“The time is ripe for Japanese brands to connect with an Australian and New Zealand audience, both in Australia and on the ground in Japan,” she added.
To help with the expanded services, The Mint Partners has hired Susie Krieble, a locally-based brand and lifestyle consultant, to provide management of activity on the ground in Tokyo and market intelligence to Mint’s Australian and New Zealand operations.
Krieble, originally from New Zealand, has lived in Japan for over seven years, working in travel and hospitality branding as well as running customised tours.
Bryce said: “She has the knowledge to surface the hidden gems within the country as well as an in-depth understanding of how to market them to an Australian and New Zealand audience.”
Recent campaigns in the Japanese market include designing and hosting a bespoke Virgin Australia flight for 10 Australian media, the launch of Charles and Keith’s flagship in Shibuya, and the Roger Vivier Spring/Summer 2023 collection launch in Tokyo.
Mint’s client roster includes The Ritz-Carlton, Seabourn, &Beyond, Champagne Bollinger, TAG Heuer, and Celine.
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Top image, left to right: Miranda Bryce and Susie Krieble