|Title||HIDE 'N RIDE|
|Product / Service||AMUSEMENT PARK|
|Category||D02. Costs/Creative Performance PR Campaign|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company||HAKUHODO Tokyo, JAPAN|
|Advertising Agency||HAKUHODO Tokyo, JAPAN|
|Media Agency||HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN|
|Production Company||HAKUHODO PRODUCT'S Tokyo, JAPAN|
|Tomohiko Kawanishi||Hakuhodo Inc.||Creative Director|
|Atsushi Takegami||Hakuhodo Inc.||Art Director|
|Taishi Yabushita||Astrakan Osaka||Designer|
|Kazuo Miyabayashi||Toei CM||Producer|
|Takuya Suwa||Toei CM||Production Manager|
|Shinji Asano||Hakuhodo Product's Inc.||Producer|
|Tomohiro Inoue||Hakuhodo Product's Inc.||Production Manager|
|Fran Miller||Hakuhodo Inc.||Narrator|
Objective：Bring people back to “Hirakata Park”, Japan’s oldest amusement park, which had been overwhelmed by competing global giant ,Universal Studio Japan. ChallengeHirakata Park has a limitation in its scale and capital. Strategy: It is quite simple. New attractions will bring more visitors. So, we invented a brand new attractions in little budget. Execution：In summer of 2014, we introduced “HIDE 'N RIDE”, the world first blindfolded ride on existing roller coasters and free falls. Outcome: Though Hirakata Park spent only US$1000 for this campaign, the new attractions generated more than enough publicity. ①The campaign was featured in many TV shows, newspapers, SNS, and the exposure was equal to 6 million dollars in advertisement costs. ②The number of attendance increased by 100,000 from the previous year, and by 160,000 from 2012. ③15,000 pairs of special eye masks $5 each, were sold, and the sales amounted to US$100,000. Because of limitation in budget, we spread the news using PR.
To bring people back to long-standing amusement park,”Hirakata Park”. The research showed that youngsters go to an amusement park seeking for thrills.
① The campaign was featured in many TV shows, newspapers, SNS, and exposure was equal to 6 million dollars in advertisement costs. ② The number of attendance increased by 100,000 from the previous year, and by 160,000 from 2012. ③ 15,000 pairs of special eye masks, $5 each, were sold, and the sales amounted to US$100,000.
In summer of 2014、we introduced “HIDE 'N RIDE, which pumps up heartbeats by 180%, by riding existing roller coasters and free falls with eye masks. We spread the news using PR. As expected, the news generated buzz on SNS, and people kept spreading the words which attracted many visitors. “HIDE 'N RIDE”is still in operation, and keeps attracting visitors.
Total cost for this campaign was only $1000 to produce eye masks. That cost was fully collected with the $100,000 sales of $5 eye masks
“Hirakata Park “is Japan’s oldest amusement park. This modest amusement park had been overwhelmed by Universal Studio Japan, and the number of attendance had decreased greatly. Since they had limitation in budget for capital investment and advertising, they could use a good PR campaign.
Youngsters, who are our target audience, crave for new attractions. So we invented a thrilling new attractions without much budget.