|Title||RED RESTAURANTS LIST|
|Product / Service||CITY PROMOTION|
|Category||F01. Local Brand|
|Entrant||HAKUHODO KETTLE INC Tokyo, JAPAN|
|Idea Creation||HAKUHODO KETTLE INC Tokyo, JAPAN|
|Media Placement||HAKUHODO INC. Tokyo, JAPAN|
|PR||MATERIAL Tokyo, JAPAN|
|Production||TOW CO.,LTD Tokyo, JAPAN|
|Production 2||TOKYO AD DESIGNERS Tokyo, JAPAN|
|Production 3||TAIYO KIKAKU CO., LTD. Tokyo, JAPAN|
|Additional Company||TBWA\HAKUHODO INC. Tokyo, JAPAN|
|Shota Hatanaka||Hakuhodo Kettle Inc.||Creative Director|
|Yuhei Ito||TBWA\HAKUHODO||Art Director|
|Masanobu Hino||HAKUHODO Kettle||Producer|
|Takahito Ijuin||HAKUHODO Kettle||Editor|
|Ryo Suruga||HAKUHODO Inc.||Copywriter|
|Nobutoshi Kawashima||TOW CO.,LTD||Producer|
|Takuma Uchida||TOW CO.,LTD||Assistant Producer|
|Takashi Aoki||TOW CO.,LTD||Web Director|
|Yuta Nojiri||Freelance||Web Designer|
|Noriyoshi Kaizu||TOKYO AD DESIGNERS INC.||Designer|
|Teppei Nezu||VONS pictures||Retoucher|
|Wataru Seki||Material||Executive Storyteller|
|Hisataka Takenaka||Material||PR Director|
|Sayaka Asahi||Material||PR Planner|
|Naoki Takahashi||Material||PR Planner|
|Momoko Ishida||Material||PR Planner|
|Yuko Inada||Material||Media Planner|
|Yuko Inada||Material||Media Planner|
|Saki Iwamoto||Material||Media Planner|
|Shunta Tada||Material||Media Planner|
|Go Tanabe||TAIYO KIKAKU Co.,Ltd.||Producer|
|Toshiyuki Takei||TAIYO KIKAKU Co.,Ltd.||Producer|
|Shingo Hinokimoto||Freelance||Book Designer|
|Hiromi Suwabe||HAKUHODO Inc.||Account Executive|
The RED RESTAURANTS LIST is essentially a PR project that changed people's perception of the restaurants from “irrelevant, worthless and simply old” to “valuable, scarce, and worth visiting right now.”
Takasaki city, Japan. Left behind from the excitement for the upcoming Olympics, the town was getting desolate with an aging population. With this impacting the food industry, more and more private restaurants were closing down. Amid the receding customer and lack of successors, our objective was to save the old restaurants in this town.
We created the world’s first gourmet guide, RED RESTAURANTS LIST that conserves “endangered restaurants.” The conditions to be selected for the RED RESTAURANTS LIST, the owner has to be old, the restaurant has to be worn-out, and have no successor. The food has to be so good that we want to keep it alive for generations to come.
When people hear about the fact that the “good old restaurants” are closing down, they rush to eat at the store and the media picks that up. So we designated these just old private restaurants as “valuable, scarce restaurants that people should go to right now.” This is how we created a new gourmet rating guide similar to the Michelin Guide. We have two types of targets. One is citizens of Takasaki. We needed them to know that there are many good old restaurants and be proud of them. The other is people who live outside of the city. We need to let them know the unique food culture of this town and attract them to come to the city. In order for us to take this gourmet guide and effectively reach those various targets and media, the guide expanded into a website, books, tools and even television programs.
We introduced these restaurants that have been in town for years as “valuable restaurants that people should eat at and preserve” through gourmet website, book, and through national television program. Furthermore, in order to preserve the taste and flavor for future generations, recruitment ads were posted for the restaurants to find long-awaited successors to protect the diminishing restaurants in the city.
The unprecedented project received attention across the country, popularizing the rural town. As the result, this PR project brought huge economic effect to this local town. Detailed results are as follows. （Media Outputs） - Publicity Exposure: $15 million - Trending topic on Twitter and Google and Yahoo! in Japan （Target Audience Outcomes） - Social Mentions of the city: 1200% Increase compared to last year - About 60% of citizens said that their love and pride for the town increased - Visitors to the city: ＋400,000 compared to last year （Business Outcomes） - Restaurants Sales: 30% Increase on average - Economic Effect on the city: $5 million Furthermore, by posting recruitment ads, multiple restaurants found long-awaited successors. The RED RESTAURANTS LIST change the people’s behavior in other prefectures of Japan, as well. The conservation activity is now in action across the country.
Currently, the major cities in Japan are pushing a large urban development project in preparation for the Tokyo 2020 Olympics. Takasaki is a rural town with a population of 400,000 people. Left behind from the excitement for the upcoming Olympics, the town was getting desolate with an aging population. With this impacting the food industry, many local restaurants that have been around for generations are having to close down one by one and this has been a serious point of concern for the city. The people therefore wanted Takasaki City to revitalize the old local restaurants in the area.