POSTED: August 27th 2009
SpeakingUp
Q&A: Masa Takaya - putting Tokyo's energy into 2016 media relations
LAURA WALDEN / Sports Features Communications
TAMPA/LONDON: Masa Takaya, Manager, International Communications for Tokyo 2016, has talked exclusively to SportsFeatures.com about his experiences on working with bid communications and Olympic media worldwide.
What led you to take up the media position on the bid?
I not only am passionate about sport, I am thrilled to participate to our national effort to bring the Games in Tokyo. I am convinced the Games in Tokyo would be truly inspirational for the youth worldwide and ultimately return the Games to the athletes. Tokyo 2016 is setting the stage for heroes by offering the most compact, sustainable and athlete-focused Games Plan ever. Moreover, I am equally confident that we can encourage the youth to take up sport and adopt a better lifestyle by promoting the universal values of Olympism.
I have dreamt of being involved in the Olympic Movement since I was an athlete in college, so this has been a life goal for me. I wasn’t good enough to live the Olympic dream as an athlete, but the passion in me, as well as in my fellow Tokyo 2016 team members, has never faded. I am now working to ensure the best conditions for athletes to exceed their best performances in the heart of our dynamic capital city.
I had a great opportunity to work for the IAAF World Championships in Athletics Osaka 2007, just after I finished taking a degree in public relations in the United States. It was a tremendous chance that led me to this position.
How many people are on your media team?
The Tokyo 2016 communications team includes eight full-time staffers, half of whom are involved in the international communications campaign.
What prompted you to work on a different time schedule and what part of the world is your main focus?
Most of the journalists reporting on the Olympic Movement are based in Europe and the United States. They are an integral part of the Olympic Family and key actors to promote the universal values of sport and friendships. They are very knowledgeable of the Olympic world and are following the bidding race closely. I really have enjoyed working with them to make sure they get the most accurate information on our vision and concept of hosting an inspirational Games leading to an unprecedented 100-year legacy.
Being available to answer media inquiries at anytime is an important part of my job. I usually join several meetings during the daytime in Tokyo, so my evenings and late nights are when I really engage the global media. I must say I have never felt that it is an inconvenience.
The Tokyo Bid seems to be especially strong on brand building for the city. How do you see that you have made Tokyo more familiar for people around the world?
Tokyo 2016 is working closely with various government bodies to facilitate the world’s greatest metropolitan makeover in preparation for the 2016 Games, as well as to establish Japan as an eclectic, must-visit destination on the world map.
Tokyo already is one of the most vibrant cities in the world, yet it hasn’t reached its peak in terms of international visitors. We embrace the Japan’s Tourism Agency’s goal to encourage 20 million foreign visitors to the country by 2020, which would enable the world to better appreciate and experience Japan’s rich history and culture.
Tokyo 2016’s ‘Musubi Promise’ is a goal to connect Japan’s vibrant capital city with the rest of the world through a shared passion for sport uniting all people.
During the bidding stage, part of our strategy has been to go beyond stereotypes and showcase the real Tokyo. Our capital is a green, healthy and highly efficient city. At the same time, it is carrying out a major transformation programme to become a model for sustainable urban development in the 21st century.
Tokyo is a real asset for us and a key pillar of our Setting the Stage for Heroes pledge. Visitors constantly praise Japanese hospitality and the countless attractions in Tokyo. Fine dining is one of them, and the city currently has more restaurants than any other city in the world.
But while Tokyo offers the very best of food and culture, the city also caters to all budgets, a distinctive aspect of our metropolis. Tokyo wants to welcome the world and host the 2016 Games by promising everybody a fantastic 24/7 experience in the heart of the city.
Photographs have been your strength – how have you strived to make the media’s job easier?
Photography is a key element of the Japanese culture; Japanese global brands stand out in this industry and are fierce sponsors of numerous sport events worldwide. It is natural for us to make the most of visual opportunities.
In working with the media, our motto has been to listen and learn. In meeting media from all over the world, this approach has enabled us to better understand their needs. They have provided us with great insights, and this has enabled us to generate more relevant info and material to fit their needs and ease their jobs. We know that the media are under tight schedules, so we do everything possible to provide them with accurate, timely info as their most dependable and trustworthy partner, thus mirroring the pledge of Tokyo 2016 to the Olympic Movement.
How have you tried to take a very personal approach to working with the media?
We work with the media as partners. We help them gain access to news and they help us to explain our vision and communicate our passion.
Establishing close relationships with the media is very important for us, so it has been one of my key roles. This has proved to be very fruitful, because the Olympic writers have provided us with excellent feedback about our communication activities and with precious insight into how to improve our work. I am eagerly looking forward to meeting them face-to-face in Copenhagen in the last stage of the bid.
What is your favourite part of the bid to highlight?
I am thrilled to help promote the values of sport and friendship. I am passionate about sport and love to encourage others to adopt a better lifestyle and take up physical activity. I am proud to be part of the Olympic Family and to share the same goals as my sporting heroes.
Working for Tokyo 2016, I have met countless people who are filled with passion. Their acts and beliefs have truly inspired me to achieve my dream of the Games in Tokyo. What a wonderful moment it would be for our athletes to compete in front of their families, friends and passionate fans in the heart of our city.
What advice would you pass on to anyone thinking of working on media for an Olympic Bid?
Passion, determination and hard work. One needs to be driven to work in this industry and the work is very demanding, so passion is a key to success. Working for an Olympic bid, especially for your country, is a lifetime opportunity. I see it as the most precious thing in my life, and I can assure you that others who take this job in the future will feel the same way.
Picture (above right): Masa Takaya spreading the word on Tokyo 2016 / Image: Tokyo 2016
Keywords · Tokyo 2016 · Masa Takaya · Olympic bids · communications
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