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CASE STUDY #14

Golden Bears Shine on U.S. Stage: A JTB Success Story

CLIENT:
Mino Jiyu Gakuen High School

INDUSTRY:
Incorporated Educational Institution

PARTICIPANTS:
63 (53 students, 10 teachers, coaches and officials)

DESTINATIONS:
Atlanta, Georgia (USA)

PERIOD:
Late February 2024 (4 nights, 6 days)

In February 2024, 63 participants from Mino Jiyu Gakuen High School, including 53 students and 10 staff members, embarked on a transformative journey to Atlanta, Georgia, for a (groundbreaking) cultural and athletic exchange.

OBJECTIVES

Mino Jiyu Gakuen High School, home to Japan’s renowned Golden Bears cheerleading team, sought a standout international experience for its students to revitalize activities after a period of global event cancellations. JTB collaborated with its Japan Division to organize a memorable trip to Atlanta, including performances at local schools and universities, joint events, and attendance at cheerleading competitions. A highlight was a halftime performance for a national professional sports team, secured through JTB USA’s networking efforts, showcasing the Golden Bears on an international stage.

CHALLENGES

Scheduling Conflicts: Coordinating multiple destinations and creating a feasible schedule within a limited time frame posed a significant challenge. Negotiations with the U.S. Sports Association were particularly difficult due to the already finalized halftime schedules during the sports season.

Cultural Barriers: There was no precedent for a Japanese cheerleading team performing during a U.S. professional sports game, requiring extensive discussions to align expectations.

Venue Arrangements: The uncertainty around performance approval until the last moment necessitated the preparation of alternative plans to ensure a seamless experience.

These challenges spurred innovative problem-solving, highlighting JTB’s adaptability and commitment to delivering exceptional results.

Key Points

Crafting a memorable tour experience for the Golden Bears
Overcoming scheduling conflicts through creative negotiation strategies.
Ensuring a safe and supportive environment for performers.

SOLUTIONS

Leveraging JTB's Extensive Network

Recognizing the challenges of securing a halftime performance, JTB tapped into its U.S. network, including the Japan-America Society of Georgia, to establish connections. This collaboration enabled campus tours, social events, and performances at university basketball games.

Inspiring Negotiations

JTB highlighted the Golden Bears' resilience and passion by showcasing their achievements and a demonstration video. A cheerleader from the professional team supported these efforts, helping secure last-minute approval for the halftime performance. The team’s excitement was palpable as they practiced in the professional venue for the first time, cheering loudly at every perfected routine.

Thoughtful Accommodations and Dining for Athletes

JTB arranged a home-like environment with long-stay hotels, shared rooms, and stoves for cooking familiar meals, ensuring the team’s comfort and well-being.

Proactive Medical Support

To address potential health concerns, JTB partnered with a Japanese hospital in Atlanta to provide online medical consultations, offering peace of mind to all participants.

Securing a practice venue

JTB negotiated practice time at a local gym and at the performance venue, giving the Golden Bears ample opportunity to perfect their routines. The team’s energy soared as they rehearsed under stadium lights, ready to captivate the crowd.

These solutions not only addressed logistical challenges but also created a memorable and seamless experience for the Golden Bears.

CONCLUSION

This historic halftime performance by the Golden Bears symbolized a groundbreaking achievement for Japanese cheerleading, made possible by JTB's expertise and network. Officials from visiting universities and U.S. professional sports teams expressed their desire to facilitate similar events on a regular basis in the future. The overwhelming success not only created lifelong memories for participants but also paved the way for future cultural exchanges and international collaborations. The success of this project was a result of the diverse personal connections that our staff cultivated in the U.S., their wealth of experience and expertise in international exchange events, and negotiations that took into consideration the cultures of both Japan and the U.S.

You Envision,
We Create