MUMBAI: The Tokyo 2020 Olympic Games’ official partners, Tokyo Metro and East Japan Railway Company (JR East) have collaborated for a joint venture called ‘Tokyo Sports Station’ which will educate people on the sports to be played at the event and the highlights of the past editions on display screens inside the trains of the city.
According to Ms. Tanaka, the Assistant Manager, Olympic and Paralympic Project, Management Planning Department, JR East, the project was conceptualized during a special event called ‘1000 Days to Countdown’. The positive response following their test marketing events gave both the companies the encourage to create such a hype around the Olympics that can be sustained during the long term.
“During the 1,000 Days to Go countdown event, the conversation turned to whether it might be possible for the two official partner companies in the Passenger Rail Transport Services category to do something together. We held a brainstorming session to come up with ideas on how we might work together towards building momentum and excitement in the lead up to the Games, and that’s how we hit on the idea of the TOKYO SPORTS STATION, which will introduce sports and show highlights of Games competitions. JR East and Tokyo Metro placed posters in each other’s trains to announce the start of the project.
“By using trivia and fun ways of introducing things, I think we can pique people’s interest in the Tokyo 2020 Games, and they will also start to become more engaged in the Games. We place importance on evoking reactions such as “Wow, that’s interesting,” or “Well, I never knew that!” And this will guide our planning going forward.
“We received a comment from a customer saying, “I saw a video featuring Wheelchair basketball, and I would love to see more Para sports and other sports that are not very well-known. Good luck with your planning.” When I read this message, I was over the moon. It really made an impression on me, and served as further motivation to continue the project.”, Tanaka said.
The project has made Tokyo Metro much more interested in sport and contributing to the success of the Games. There are many initiatives which will be undertaken to make infrastructure world-class for locals as well as outsiders by both the companies.
“Tokyo Metro is undertaking various initiatives aimed at realising our corporate group philosophy “Keeping Tokyo on the Move.” During the Tokyo 2020 Games, we will also continue to share the charms of Tokyo by playing the role of a “Navigator of Tokyo” and provide smooth passenger rail transportation services, as a “Vital link in Tokyo’s transportation network”. We are also carrying out a range of initiatives including flood countermeasures, installing platform gates, constructing barrier-free facilities, installing multilingual signage and the renewal of the Ginza Line. All these initiatives are being carried out under the following key phrases “world-leading level of reassurance to passengers”, “Easy-to-understand and comfortable metro system” and “Cooperation with communities and residents of areas along our lines to make Tokyo fun!
“We also anticipate that many more people than usual will be using stations close to the Games venues, and based on our inspections of passenger safety within the stations and identifying flow obstructions through simulations in stations close to Games venues, we are already examining such procedures as increasing the numbers of station and security staff and where they should be positioned, operations to handle huge increases in passenger numbers, as well as increasing the number of trains we operate and extending the times of last trains.”, Ms. Nagata of Tokyo Metro’s Olympic and Paralympic Promotion Office said.
“JR East is also conducting a number of construction projects at Shinanomachi station, Sendagaya station and Harajuku station as well as other stations that are close to Games venues. We have informed staff that they should see the success of the Tokyo 2020 Games as an essential part of their personal growth, and everyone feels part of the various ongoing initiatives. We are working hard on projects to raise momentum among not only station staff, train drivers and conductors who come into direct contact with passengers but also our maintenance workers and other staff.” Mr. Ishikawa, Deputy Manager, Olympic and Paralympic Project, Management Planning Department, JR East said.
Nagata and Tanaka expressed their views over the legacy that they wish to create through this project beyond the Tokyo Games. JR East is planning for their next 30 years courtesy this initiative, after celebrating their 30th anniversary in 2017.
“Last year, JR East celebrated its 30th anniversary. For the next 30 years we have devised a communications slogan “Ticket to Tomorrow” to encourage each and every one of our staff to challenge themselves and discover new possibilities, and raise overall company performance levels. It’s difficult to sum up our legacies in just a word or two, but I think our efforts to encourage a mindset of challenging oneself and discover new possibilities, which is encompassed in our slogan “Ticket to Tomorrow” will be one of JR East’s major legacies. I am constantly pondering how best to connect this with our initiatives for the Olympic and Paralympic Games towards the year 2020 and beyond, and I will do my best to come up with measures to realise this.
“I really believe that the key to the high level of Japan’s passenger railway services is the professionalism of all members of staff and the thorough improvements. Tokyo’s stations are often described as ‘the face of Tokyo’, and I am really looking forward to seeing what kind of changes they undergo by 2020.” Tanaka added.
“I think there will be several initiatives both tangible and intangible including countermeasures against earthquake, floods and other natural disasters; the construction of barrier-free facilities; the installation of platform gates; further improvements in the provision of information both in stations and on the trains; and raising excitement ahead of the Games. These initiatives will lead to further enhancing Tokyo’s branding capabilities and attractions as an international city. I also believe that being part of these efforts to support the urban functions of our nation’s capital city will give me greater self-confidence and pride in my work.”, Nagata signed off.
