The Campaign

The background of the marketing: Japanese amusement park market has reduced 30% for last ten years Hirakata Park, the oldest amusement park in Japan, suffers from reducing visitors because it cannot invest new attractions. 2005 1.5 million visitors -> 2010 1.01 million visitors -> 2012 0.88 million visitors Besides a new attraction about Harry Potter opens at USJ recently. In this situation, Purpose: increasing visitors however we can without investing money. Regulation: To build a new attraction, we need from a few hundreds million yen to a few billion yen and more maintenance cost.

Results

Purpose: Not spend much money but attract visitors Insight: People will come to an amusement park when a new interesting attraction opens. Strategy: Inventing new attraction with less budget Idea: The attraction itself becomes media and it becomes experience-based machine for visitors. Unique of the idea: The world’s first attraction in the world Creation: The world’s first new attraction “Blind Ride”, visitors wearing eye masks ride an existing free fall and an existing roller coaster. (There are two kinds of eye mask, free black eye mask and paid symbol talent eye mask)

The world’s first new attraction “Blind Ride”, visitors wearing eye masks ride an existing free fall and an existing roller coaster. (There are two kinds of eye mask, free black eye mask and paid symbol talent eye mask) To create an interesting attraction, which is the closest content as a brand of an amusement park, we attract visitors.

It became a news about our invention that just wearing eye mask, an existing roller coaster becomes new type of it, and PR exposes about two hundreds million yen in spite of we didn’t invest much money. Beside we achieve increasing an average of 20,000 visitors every month. We contribute considerably to increase visitors. So we sold ten thousands of character eye masks, which is seven hundred yen each, there is more effect than we invest.