The Campaign

Our idea is, using the force of gravity. When people ride on the roller coaster, the gravity applying to human body sometimes increases up to 4G. So, we made vests with bumps for acupressure points of human body. People wear the vests and ride on the existing old roller coaster. And increasing gravity will massage the spots automatically. The world’s first roller coaster that is healing and relaxing was born.

The Brief

Overall budget 2000$ Breakdown costs 1000$ for 10 vests 1000$ for the PR

Execution

From July 2017, the old roller coaster started a new version with the vest targeting people in summer vacation. People wear vests and ride. They receive a massage by 4G of The force of gravity. The PR has spread soon after announcing this new attraction. And we made buzz through SNS at the same time of the PR.

This low budget roller coaster was taken away by more than 100 medias and became the topic in their hometown. Visitors came back to the small amusement park. They made a long line. The attendance was doubled. The rival spent 6 million dollars and we spent only 100 dollars. And at that year visitors of the rival were decreasing, and we increased the visitors.

The Situation

This work is about a new attraction based on the existing old roller coster in a small amusement park in Japan. So our purpose is to make people come to the local amusement park by spending less money. PR played the most important roll at this work. That's why this work is relevant for this category.

The Strategy

The visitors will come back to Space World, if we can make a new attraction. But, we had almost no money to spend. So,we change the existing attractions into a new attraction by idea spending less budget. And we planned to use PR to spread the information and make people's mind change to come to Space World by buzz. PR has the quality of information much more than paid media.