|Title||THE HAPPIEST CLOSING DOWN|
|Product / Service||AMUSEMENT PARK SPACE WORLD|
|Category||E01. Integrated Campaign led by PR|
|Entrant||HAKUHODO 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|
|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|
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.
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.
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.
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.