Black Diamond adds four new Japanese PR & Travel Trade clients to Asia Pacific portfolio

LONDON, 2020-Sep-16 — /Travel PR News/ — London-based communications agency, Black Diamond, has been appointed as the travel trade representation and PR agency for multiple destinations across Japan. Following a competitive pitch process, Black Diamond now represents Visit Hachinohe, Kyushu Tourism Promotion Organisation, Three Star Road and Gifu-Ishikawa in the UK and Irish markets. Known for its unique culture, art and design, active adventure, food and drink, as well as festivals, focus will now be put on highlighting these lesser known regions and prefectures of Japan.

The second largest of four main islands in Japan, Kyushu encompasses seven prefectures in Southern Japan; Saga, Oita, Kumamoto, Nagasaki, Fukuoka, Kagoshima, Miyazaki. Blessed with a subtropical climate, Kyushu is a year-round destination renowned for hot springs, local delicacies and vast areas of natural beauty.

Approximately 2.45 hours from Tokyo by Shinkansen, the Hachinohe area encompasses eight regions in Aomori Prefecture, Northern Japan; Hachinohe City, Sannohe, Gonohe, Takko Town, Nanbu Town, Hashikami Town, Shingo Village and Oirase Town. Once included within the domain of the Nanbu clan, Hachinohe is rich in history for visitors to enjoy as well as vast areas of natural beauty to explore.

Three Star Road

Spread across five cities and running through four prefectures, the Three Star Road, or Mitsuboshi Kaido, cuts through the Japanese Alps and offers visitors a chance to have an authentic Japan experience. The region boasts a wealth of tradition and culture as well as stunning wildlife and nature. It was given its name after its three-star rating on the Michelin Guide Japan.

Gifu – Ishikawa
A partnership between Gifu and Ishikawa prefectures, this project aims to promote the Japan Alps region on Japan’s main island of Honshu. Ishikawa Prefecture is located on the coast of the Sea of Japan in the Chubu Region. The capital and largest tourist attraction is Kanazawa, best known for Kenrokuen Garden. Located nearby, Gifu is a large, landlocked prefecture in the center of Honshu. Takayama, a beautiful town in the mountains, and Shirakawa-go, a collection of small villages even deeper in the mountains, are Gifu’s main tourist attractions.

Black Diamond is already the retained PR & Marketing agency for the Japan National Tourism Organization (JNTO) and Tahiti Tourisme in the Asia Pacific, as well as numerous destinations worldwide. The JNTO is the official tourism body for the country of Japan and Black Diamond will focus on building tourism post-Covid, as well as looking ahead to the Tokyo Olympics in 2021.

Sarah Barnett, Head of PR & Communications at Black Diamond, said: “To emerge from the pandemic and secure more new business in Japan is truly encouraging, and demonstrates how important the UK and Irish markets are in terms of traveller demographic. As we look forward to future events and a different traveller experience, it is our mission to ensure Japan is kept top of mind with the local consumer and to increase knowledge of the country as a whole, bringing to life the must-see, must-do experiences for travellers in Japan.”

Black Diamond brings to the accounts a wealth of destination positioning experience having retained a number of travel and tourism clients over its 27 years in business. The Japan portfolio will be overseen by Company Director/Travel Trade, Jim Odoire, and Head of PR & Communications, Sarah Barnett, working alongside Senior PR Account Manager, Sophie Morgan, Senior Travel Trade Account Manager, Adam Forsdike and PR Account Executive, Imogen Frew.


About Black Diamond:

Black Diamond is a full service integrated communications agency offering public relations and travel trade representation, creative solutions, media planning and buying, alongside digital development and content production. Black Diamond specialises in the travel and consumer industries. Existing clients include Japan National Tourism Organization, Tahiti Tourisme, Visit California, Colorado Tourism Office, Visit Pittsburgh, Alterra Mountain Company, Lufthansa Group and the luxury property, Post Ranch Inn. For information about Black Diamond visit

For more information, please contact Sarah Barnett:

About Kyushu Tourism Promotion Organisation
Kyushu Tourism Promotion Organization is a membership organisation that supports the development of business and tourism in the region. Kyushu includes the seven prefectures of Saga, Oita, Kumamoto, Nagasaki, Fukuoka, Kagoshima, Miyazaki. Known as the ‘Land of Fire’ due to volcanic activity on the island, Kyushu is famous for Onsen springs and Ibusuki sand bathing. Often referred to as the Matsuri Island, Kyushu hosts a myriad of seasonal events; from autumn leaves and cherry blossom festivals, to traditional Kagura and theatre shows, and local food matsuri. Home to four UNESCO World Heritage sites, Kyushu is also known for its quality produce, such as Tonkotsu ramen from Fukuoka, Shochu, Yamaga-gasa and Nagasaki Vidro. For more information, please visit

About Visit Hachinohe
Visit Hachinohe includes eight regions that make up the Hachinohe Region; Hachinohe City, Sannohe, Gonohe, Takko Town, Nanbu Town, Hashikami Town, Shingo Village and Oirase Town. Hachinohe is known for its scenic coastline along Tanesashi Coast including the famous Tanesashi Beach and Kabushima Island. Various events take place throughout the year including Hachinohe Sansha Taisai, Japan’s biggest float festival, where 27 different floats move through Hachinohe City. This area is also celebrated for its local produce from the sea, mountains and land, made with great care and producing only the best quality, such as Wagyu beef. For more information, please visit

About Three Star Road
“Mitsuboshi Kaidou” Three-star Road is part of the Nostalgic Route of Shoryudo, which is included in Michelin Green Guide Japan as a three-star tourist attraction. One of the greatest sightseeing routes in Japan, it includes Kenrokuen Garden in Kanazawa, the historical townscape of Takayama, thatched-roof houses in Gokayama and Shirakawago, designated as a World Heritage Site, and Matsumoto Castle, a national treasure. For more information, please visit

About Gifu – Ishikawa
Gifu is a prefecture in central Honshu, Japan’s main island. It’s home to traditional mountain villages, including Gujo Hachiman and the skiing destination Takayama. The city of Gifu, the prefecture’s capital, is famed for cormorant fishing to catch trout, while the Nagara River Ukai Museum in town demystifies this ancient sport. Above town, the reconstructed Gifu Castle topping Mount Kika offers far-reaching views. For more information, please visit:

Sitting on the seacoast, Ishikawa’s capital city of Kanazawa is home to the “perfect garden” of Kenroku-en, designed to be beautiful during every season. The adjacent Kanazawa Castle, once home to feudal lords, has been partly reconstructed. Across the Asano River, teahouses from the Edo period have been preserved in the Higashi Chaya District. For more information, please visit:

About JNTO

Japan National Tourism Organization (JNTO), a public organization of the Japanese government, promotes Japan as a leisure and business destination with the aims of encouraging international visitors to delve deeper into Japanese culture, and furthering exchange between Japan and the wider world. The JNTO London office works across 8 designated markets to disseminate information on Japan, conduct publicity and exhibitions around travel to Japan, develop tours to Japan, and much more. For more information, please visit