THE HAPPIEST CLOSING DOWN

TitleTHE HAPPIEST CLOSING DOWN
BrandJAPAN PARK&RESORT
Product / ServiceAMUSEMENT PARK SPACE WORLD
CategoryD01. PR Excellence in Effectiveness
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO PRODUCT'S Tokyo, JAPAN

Credits

Name Company Position
tomohiko kawanishi hakuhodo creative director
Kawanishi Tomohiko HAKUHODO Inc. Copy Writer
Asano Shinji HAKUHODO PRODUCT`S Inc. Producer
Kobayashi Toshiki HAKUHODO PRODUCT`S Inc. Production Manager
Tanida Tokuo FREELANCE Production Manager
Koga Hiromi FREELANCE Production Manager
Nishioka Satoshi HAKUHODO PRODUCT`S Inc. Mixer
DAIZO IMABAYASHI hakuhodo Art Director

The Campaign

Idea: To instead announce the park closure in a more happy way. And by doing this we could change the negative attitude towards visiting a very small theme park.

Results

News of a small amusement park facing closure was covered by over 20 national television programs. ?KPI?2) Retweeted over 100,000 times, and generated free advertising worth the equivalent of over 4 million USD. After airing the commercial, in the period of a month up to April, 2017, visitor attendance comparing pre-airing with post numbers rose by 250% in four month. This also served to increase the client’s revenues.

Execution

March, 2017, we aired the rather happy “Its gonna be gone! So come on down!!” park closure announcement on local television stations. This television commercial trended, and circulated the PR nationwide. We aimed for increasing attendance by having people who came across the commercial to react like, “funny!” and “its got me curious”.

News of a small amusement park facing closure was covered by over 20 national television programs. Retweeted over 100,000 times, and generated free advertising worth the equivalent of over 4 million USD. After airing the commercial, in the period of a month up to April, 2017, visitor attendance comparing pre-airing with post numbers rose by 250% in four month. This also served to increase the client’s revenues.

The Situation

This TV commercial only spent $100,000 on airtime. Because this was a campaign with taking advantage of “PR at the center”, by relying on buzz that was generated, and using that buzz to change people’s attitudes in getting them to come to the theme park.

The Strategy

Target: Anyone who has ever been to Space World before. Strategy: Stoking sympathy for,“we are closing the park”, is not going to bring anyone to a theme park on the decline. It is necessary to establish a different emotion. PR Planning: We started by running TV commercials on local stations, then spread the information out nationwide through the internet and social media.

Links

Website URL