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2020: The Year Locals Started to Buzz. Asahikawa's Beloved Local Media 'Motocracy' [Part 2]
The year 2020 was a huge blow, with the disappearance of tourists due to the COVID-19 pandemic.
"We started with a 'tourist's perspective,' but now, two years later, it's the locals who are reading it more than the tourists.
Especially in 2020, with the pandemic and the lack of tourists, I was worried if we could even distribute all 10,000 printed copies. But it turned out that local people were using it and appreciating the charm of their own region. It was the year we started to get a real response."
Motocracy, which has been carefully crafted with dedication since 2015, received the Grand Prize at the Japan Local Information Contents Award in 2020, a year when it was hit hard by the disappearance of tourists during the pandemic.
But during that time, we had people coming to pick up back issues and inquiries about being featured in Motocracy. We received various reactions from the local community, which made me realize that local people were using it and appreciating the charm of our region.
Winning the award at such a time made me truly happy. And above all, I applied with the hope that it would be an encouragement for my two subordinates who do 80-90% of the work, so I was truly happy and still surprised that we received the Grand Prize."
I knew nothing about Asahikawa before starting this job, but since I began making the free paper, I've met people from various shops and many different individuals, which has enriched my own life. I hope that through Motocracy, more people can have similar experiences.
A big change I've noticed since I started making Motocracy is that I, an indoor person, now go out more on my days off, and my holidays have become more fulfilling.
Whether I'm meeting friends or on my own, I visit the shops I've connected with through Motocracy. Since they know us, sometimes they'll say things like, 'Here's a little extra for you'...(laughs)"
In the year since Ms. Kono joined in April 2019, she has apparently worked with over 400 people.
Having such a large number of deep, not superficial, connections with so many people speaks to the profound bond they have with the community.
"The places, people, and experiences that locals feel are 'great!' or 'interesting!' will also resonate with people from outside the region. And if you're trying to promote something that locals don't eat or experience, it's just not very convincing."
However, activities like rafting as a family can be expensive, creating a high barrier for those who haven't made it a habit.
"I was confident that if they tried it once, they would find it fun. So, I was thinking about how to lower the barrier to that first experience and create an opportunity for them to try it."
This led to the creation of "Motocracy Gift," based on the concept of 'Gifting Your Hometown.'
With Motocracy Gift, you can choose from an incredible 51 plans, including dining, experiences, and crafts.
Even for physical items like crafts, they are designed so that customers receive them directly from the shop owner, rather than having them delivered to their homes.
"We asked the shops to do it this way because we want customers to connect directly with the shop owners and enrich their own lives.
Then, one local shop owner suggested, 'Just the item is boring, so let's include a workshop tour as a set.' Thanks to that, we were able to create plans that offer priceless experiences."
This catalog gift, the "Motocracy Gift," is something that could only be created by Motocracy, which has built relationships of trust by doing work where you can see the "faces" of the local people.
One aspect is that it's designed to be used as a local information magazine long after it's been read once.
"I feel a strong sense of urgency about locals saying, 'There's nothing in Asahikawa.' So, I created this with the hope that we can say, 'Well, at least there's this!'"
Motocracy Gift features 51 plans that could only be created by the three team members who have explored the Asahikawa area on foot.
After reading and experiencing this, the phrase "There's nothing in Asahikawa" will surely vanish from your mind.
Another aspect is conveying the charm of the region at its true value, without discounts.
"When we were making the free paper, people suggested we should include coupons. But I wanted to convey the pure information about the shops, without discounts. The Motocracy Gift is also not a bargain; a 10,000 yen item is sold as a 10,000 yen item. I felt it was even more important to emphasize this during these times."
They are also particular about circulating that value within the local community.
"We don't outsource to other regions, so all the money circulates within our community. Not a single yen of this 10,000 yen value leaves our region. We have 1,000 copies in stock this time, which means a total economic impact of 10 million yen. We may not be able to match the quality and reach of Tokyo or Sapporo, but we create this with the strong spirit and pride of being local."
Attracting people by conveying true value, rather than by offering discounts.
The Motocracy Gift, created with a strong policy and love for the region, makes you want to give it as a present to someone.
I strongly felt that this stance creates fans of the "people" featured in Motocracy, as well as fans of the three creators themselves, and that this is creating a ripple effect in the community.
Once the pandemic is over, be sure to visit Asahikawa and pick up a copy at one of the shops featured in Motocracy.
"We started with a 'tourist's perspective,' but now, two years later, it's the locals who are reading it more than the tourists.
Especially in 2020, with the pandemic and the lack of tourists, I was worried if we could even distribute all 10,000 printed copies. But it turned out that local people were using it and appreciating the charm of their own region. It was the year we started to get a real response."
Motocracy, which has been carefully crafted with dedication since 2015, received the Grand Prize at the Japan Local Information Contents Award in 2020, a year when it was hit hard by the disappearance of tourists during the pandemic.
Read Part 1 here
A Commitment to Being “Unhyped.” Asahikawa's Beloved Local Media 'Motocracy' [Part 1]Winning the Grand Prize and What Was Gained Through Motocracy
日本地域情報コンテンツ大賞2020 from 旭川日帰り旅行 / Day Trip Asahikawa on Vimeo.
Mr. Kazuhiro Hayashi
But during that time, we had people coming to pick up back issues and inquiries about being featured in Motocracy. We received various reactions from the local community, which made me realize that local people were using it and appreciating the charm of our region.
Winning the award at such a time made me truly happy. And above all, I applied with the hope that it would be an encouragement for my two subordinates who do 80-90% of the work, so I was truly happy and still surprised that we received the Grand Prize."
Ms. Manae Ogawa
I knew nothing about Asahikawa before starting this job, but since I began making the free paper, I've met people from various shops and many different individuals, which has enriched my own life. I hope that through Motocracy, more people can have similar experiences.
A big change I've noticed since I started making Motocracy is that I, an indoor person, now go out more on my days off, and my holidays have become more fulfilling.
Whether I'm meeting friends or on my own, I visit the shops I've connected with through Motocracy. Since they know us, sometimes they'll say things like, 'Here's a little extra for you'...(laughs)"
Ms. Momo Kono
In the year since Ms. Kono joined in April 2019, she has apparently worked with over 400 people.
Having such a large number of deep, not superficial, connections with so many people speaks to the profound bond they have with the community.
Lowering the Barrier for Locals to Experience Their Own Town | The New Initiative "Motocracy Gift"
Motocracy has always focused not only on outreach to those outside the region but also on how to refine the local tourism resources so that residents can use them in their daily lives."The places, people, and experiences that locals feel are 'great!' or 'interesting!' will also resonate with people from outside the region. And if you're trying to promote something that locals don't eat or experience, it's just not very convincing."
However, activities like rafting as a family can be expensive, creating a high barrier for those who haven't made it a habit.
"I was confident that if they tried it once, they would find it fun. So, I was thinking about how to lower the barrier to that first experience and create an opportunity for them to try it."
This led to the creation of "Motocracy Gift," based on the concept of 'Gifting Your Hometown.'
Motocracy Gift
Click the image to view the purchase page.
With Motocracy Gift, you can choose from an incredible 51 plans, including dining, experiences, and crafts.
Even for physical items like crafts, they are designed so that customers receive them directly from the shop owner, rather than having them delivered to their homes.
"We asked the shops to do it this way because we want customers to connect directly with the shop owners and enrich their own lives.
Then, one local shop owner suggested, 'Just the item is boring, so let's include a workshop tour as a set.' Thanks to that, we were able to create plans that offer priceless experiences."
This catalog gift, the "Motocracy Gift," is something that could only be created by Motocracy, which has built relationships of trust by doing work where you can see the "faces" of the local people.
An example of Motocracy Gift
The Passion for the Region Embodied in "Motocracy Gift"
Motocracy Gift was created with a strong passion for the region.One aspect is that it's designed to be used as a local information magazine long after it's been read once.
"I feel a strong sense of urgency about locals saying, 'There's nothing in Asahikawa.' So, I created this with the hope that we can say, 'Well, at least there's this!'"
Motocracy Gift features 51 plans that could only be created by the three team members who have explored the Asahikawa area on foot.
After reading and experiencing this, the phrase "There's nothing in Asahikawa" will surely vanish from your mind.
Another aspect is conveying the charm of the region at its true value, without discounts.
"When we were making the free paper, people suggested we should include coupons. But I wanted to convey the pure information about the shops, without discounts. The Motocracy Gift is also not a bargain; a 10,000 yen item is sold as a 10,000 yen item. I felt it was even more important to emphasize this during these times."
They are also particular about circulating that value within the local community.
"We don't outsource to other regions, so all the money circulates within our community. Not a single yen of this 10,000 yen value leaves our region. We have 1,000 copies in stock this time, which means a total economic impact of 10 million yen. We may not be able to match the quality and reach of Tokyo or Sapporo, but we create this with the strong spirit and pride of being local."
Attracting people by conveying true value, rather than by offering discounts.
The Motocracy Gift, created with a strong policy and love for the region, makes you want to give it as a present to someone.
Conclusion
Conveying their own region, in their own words, without falsehoods.I strongly felt that this stance creates fans of the "people" featured in Motocracy, as well as fans of the three creators themselves, and that this is creating a ripple effect in the community.
Once the pandemic is over, be sure to visit Asahikawa and pick up a copy at one of the shops featured in Motocracy.
Motocracy
Motocracy is a local media outlet that introduces information mainly related to tourism in the area accessible as a day trip from Asahikawa Station, located almost in the center of Hokkaido.
Motocracy
