Title | BLINDFOLDED RIDE |
Brand | KEIHAN ELECTRIC RAILWAY |
Product / Service | HIRAKATA PARK |
Category | B04. Consumer Services |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Production Company | HAKUHODO PRODUCTS Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tomohiko Kawanishi | HAKUHODO | Creative Director |
Tomohiko Kawanishi | HAKUHODO | Planner |
Atsushi Takegami | HAKUHODO | Art Director |
Taishi Yabushita | Astrakhan Osaka | Designer |
Kazuo Miyabayashi | Toei CM | Producer |
Takuya Suwa | Toei CM | Production Manager |
Shinji Asano | HAKUHODO Products | Producer |
Tomohiro Inoue | HAKUHODO Products | Production Manager |
Fran Miller | HAKUHODO | Narration |
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.
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) Creation: This is a new attraction using an existing attraction.
The background of the marketing: Hirakata Park, the oldest amusement park in Japan. However since they don’t have enough budget to invest building a new attraction, they suffer from reducing visitors. 2005 1.5 million visitors -> 2010 1.01 million visitors -> 2012 0.88 million visitors 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