Hill+Knowlton Strategies signed a $900K contract on July 2 to develop a North American communications push “to reinvigorate tourism to Japan” in 2021.

The WPP unit’s effort on behalf of the Japan National Tourism Organization is through its relationship with All Nippon Airways.

The launch of H+K’s thrust is subject to “the ongoing situation with COVID-19 and the impact on leisure travel to Japan,” according to the firm’s “statement of work” document.

The campaign is expected to launch in September and end by December with a full wrap-up report by March 11, 2022.

Japan’s prime minister Yoshihide Suga on July 8, declared a state of emergency in Tokyo due to the resurgence of COVID-19.

It is the fourth pandemic-related state of emergency for Japan’s capital city and will run through Aug. 22.

The spectator-less Tokyo Olympics are set to start July 23 and end Aug. 8. Only about a quarter of Japan's people have received the COVID-19 vaccination.

H+K’s nine-member ANA team includes Marvin Singleton (executive VP & US head of mobility & transportation), Victoria Willimott (global head of content & publishing) and Daniel Holmes (creative director).