WELCOME TO THE SAFARI PARK MOST FARAWAY

TitleWELCOME TO THE SAFARI PARK MOST FARAWAY
BrandHIMEJI CENTRAL PARK
Product / ServiceHIMEJI CENTRAL PARK
CategoryG01. Local Brand
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
PR QUOD LLC Tokyo, JAPAN

Credits

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

Why is this work relevant for PR?

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.

Background

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.

Describe the creative idea (20% of vote)

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.

Describe the PR strategy (30% of vote)

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.

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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%.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

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.