East Daily Co., Ltd. (Head Office: Sapporo City, Hokkaido; President: Motoki Maeda) supported the planning and operation of the event "Wind from Higashikawa," which promotes the charms of Higashikawa Town, the "Town of Photography" and a Capital of Photographic Culture. The two-day event concluded with great success, attracting many visitors, primarily families. ■ Event Objectives The event was held with the aim of promoting the charms of Higashikawa Town by comprehensively connecting its tourism, hometown tax donation system, and relocation initiatives. By conveying the town's appeal from multiple perspectives, we aimed to gain new fans of Higashikawa. ■ "Key Points" of the Planning We naturally integrated Higashikawa Town's city promotion with event content, incorporating numerous elements that allowed visitors to casually experience the town's charms. 1. Participatory Content to Attract Families and Natural Promotion of "Hometown Tax Donations" For families, the main target audience at the venue, we held events such as the "Rice Scooping Challenge" using "Higashikawa Rice," a flagship return gift for hometown tax donations, and a "Children's Mochi-Throwing Festival." Furthermore, all prizes for the giant "Gara-pon" lottery and other activities were unified as "Higashikawa Town's Hometown Tax Donation Return Gifts." By allowing participants to enjoy themselves while interacting with actual local specialties, we aimed to increase awareness of the hometown tax donation system. 2. "Shopping Tie-in" Event Design to Encourage Facility Circulation and Purchases The participation requirements for various events (Gara-pon, rice scooping, etc.) were linked to purchases made at the "Higashikawa Meets" specialty product sales booth within the venue and at Mitsui Outlet Park. This not only promoted participation in events and purchases but also created opportunities for visitors to naturally and deeply engage with Higashikawa Town's specialty products and charms as they explo