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CASE STUDY #15

Creating Impact: JTB America's Standout Booth for Bushiroad at Anime Expo 2024

CLIENT:
Bushiroad US

INDUSTRY:
Card games

PARTICIPANTS:
400,000[AT1]

DESTINATIONS:
Las Vegas, USA

PERIOD:
Early July 2024 (4 days)[AT2]

Summary
• Successfully set up a visually striking booth at Anime Expo, the largest anime convention in North America.
• Build trust with the client through tailored consulting based on their requirements and budget.
• Delivered exceptional results through Japanese attention to detail and efficient project management.
• Achieved cost-effectiveness while boosting brand visibility and overseas recognition.

OBJECTIVES

JTB’s client in question is the U.S. subsidiary of Bushiroad, a Japanese entertainment company that develops card games and games based on anime and manga. Bushiroad sought to enhance its brand visibility and sales in the U.S. by showcasing its products at Anime Expo. JTB America provided end-to-end support, from initial design planning to on-site booth setup. By leveraging expertise in Japanese hospitality combined with deep client understanding, a standout booth experience was achieved.

CHALLENGES

Building a trusting client relationship with Bushiroad presented a challenge as a first-time client for JTB in the major exhibition space. The next challenge was designing a high-quality, engaging booth within a defined budget. Finally, navigating unique U.S. exhibition business practices, including union regulations and logistical risks was a factor to consider.

Key Points

Proposed creative, cost-effective strategies to enhance brand recognition.
Designed and executed a visually striking booth tailored to client needs.
Ensured smooth project progression with robust management and on-site quality control.
Navigated U.S. business practices to avoid disruptions and ensure a successful event.

SOLUTIONS

Streamlined Client Support by Allocating Expertise-Based Responsibilities

JTB America's top management conducted thorough interviews to understand Bushiroad’s requirements. Further, a dual-team approach was leveraged, with experienced Japanese staff handling client communications, while the American team managing logistics and on-site execution. This approach ensured seamless collaboration across all levels to deliver a high-quality exhibition booth.

Resourceful design planning

We addressed budget constraints with innovative solutions that brought in greater engagement with controlled costs. For instance, replacing LED installations with vertically aligned logo pillars increased booth visibility while staying within budget, successfully capturing attendee attention.

Ensuring High-Quality Execution Through Proactive Project Management

The team anticipated risks such as delayed deliveries and misaligned exhibition execution, and ensured proactive contingency planning. The implementation of Japanese-standard on-site quality checks, ensuring every detail from display boards to booth alignment, allowed the project to progress on track.

Adapting Seamlessly to American Business Practices for Smooth Execution

The team at JTB America proactively navigated local union regulations and deadlines to prevent disruptions during setup. This ensured timely delivery and construction, avoiding costly delays and ensuring smooth operations.

CONCLUSION

JTB America’s consistency in consultation, planning and execution of Bushiroad’s booth were pivotal in achieving significant brand visibility and sales growth at Anime Expo. The eye-catching booth design drew international attention and marked a successful entry into the North American market.

This collaboration demonstrated JTB America’s strength in balancing budget and demand, making it a reliable partner for global exhibitions.The success lays the groundwork for future large-scale marketing projects, reflecting the value of JTB’s expertise in events and exhibitions.

You Envision,
We Create