Title | WELCOME TO THE SAFARI PARK MOST FARAWAY |
Brand | HIMEJI CENTRAL PARK |
Product / Service | HIMEJI CENTRAL PARK |
Category | G01. Local Brand |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
PR | QUOD LLC Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tomohiko Kawanishi | HAKUHODO Inc. | Creative Director |
Atsushi Takegami | HAKUHODO Inc. | Art Director |
Ken Haseda | HAKUHODO Inc. | Account Executive |
Mariko Niiro | HAKUHODO Inc. | Account Executive |
Masatoshi Nakagawa | quod LLC | PR Director |
Kazuto Nishimura | Ray Corporation | Film Producer |
Jun Itakura | Ray Corporation | Film Producer |
Hideyuki Gouda | Ray Corporation | Film Producer |
We made fun of the fact "people think it takes 3 hours from OSAKA to Himeji Central Park" and openly claimed itself as "The Safari Park Most Faraway". It became a talked about campaign throughout a year.The campaign earned PR worth 1 billion yen which is 20 times the budget.
Himeji Central Park is less than 1-hour-drive away from Osaka. But, many people had misunderstood that it might take 3 hours. We needed to resolve their misunderstanding and attract more visitors.
We made fun of ourselves by openly claiming the fact "people think it takes 3 hours from OSAKA to Himeji Central Park". At the same time, we let people know "it only takes less than 1 hour" to shift their mindsets and actions.
TARGET:ALL PR Strategy:We chose to be self-abusive because such attitude tends to be popular and spread in social media. Start from posts in social media and earn PR and more exposure.
TAGLINE:"Welcome to The Safari Park Most Faraway" We launched self-abusive TV-CM, posters, and website of "The Safari Park Most Faraway" in April 2019, a summer campaign in July 2019, a fall campaign in October 2019, and a winter campaign in December 2019.
It became a talked about campaign throughout a year. The campaign earned PR worth 1 billion yen which is 20 times the budget.Ranked 2nd on Twitter trend, The annual visitors increase by 100000 people/20%.
Himeji Central Park is a relatively small safari park which mainly targets regional people. Though the park is less than 1-hour-drive away from Osaka. even regional people had misunderstood that it might take more because of its remote location.