|Title||HIDE 'N RIDE|
|Product / Service||AMUSEMENT PARK|
|Category||A05. Product Launch/re-Launch or Multi-Product Promotion|
|Entrant||HAKUHODO PRODUCT'S Tokyo, JAPAN|
|Entrant Company||HAKUHODO PRODUCT'S 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|
For the oldest amusement park with diminishing visitors, we introduced a very simple promotion plan to relaunch the existing attractions by just adding eye masks. As a result, the number of attendance increased.
Objective：Bring people back to “Hirakata Park”, Japan’s oldest amusement park, which had been overwhelmed by competing global giant ,Universal Studio Japan. Challenge：Because it is the oldest amusement park in Japan, all the equipment are old with no budget to replace them. Strategy：It is quite simple. New attractions will bring more visitors. So, we developed a brand new attraction in small budget.
①The campaign was mentioned in many TV shows, newspapers, SNS, and 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.
Existing attractions themselves became a center of brand new campaign. 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 promotions. 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.