To promote the Kinokuniya Travel Section

Much of the fun of travel lies in the discovery – whether it is of places or people or events or sights. The “discovery” of the hidden message (the sentence “Travel far & wide by book”) woven into this series of routes/maps is a playful reminder of this excitement of travel – and of the pointers to potential discoveries in each of the countless travel books in Kinokuniya.

Increased traffic and sales in the travel section. Customers were observed looking at what they thought were maps or legends, then smiling the moment they “discovered” the message.