The project “Mori Building Digital Art Museum: EPSON teamLab Borderless Opening PR Campaign,” undertaken by SUNNY SIDE UP Inc. (Shibuya-ku, Tokyo; President: Etsuko Tsugihara), has won the top prize at the “Golden World Awards,” the highest international PR award hosted by the International Public Relations Association (IPRA).

The “Mori Building Digital Art Museum: EPSON teamLab Borderless” is a “museum without a map” created by Mori Building Co., Ltd. and art collective teamLab, featuring borderless art. SUNNY SIDE UP Inc. was in charge of PR activities for approximately one year prior to its opening in June 2018. Based on the concept of “Borderless,” we actively disseminated information to the rapidly increasing inbound tourism sector at the time, focusing on the existence of a world where borderless art connects, the seasonal changes in the artwork, and the unique “experience of creating with others” and “active experience using the body” that can only be obtained here. We also focused on cultivating a brand image of a museum that attracts attention not only in Japan but also overseas. As a result, in the first year after its opening, it contributed to attracting approximately 2.3 million visitors annually from over 160 countries and regions. The museum’s contribution to enhancing the appeal of Tokyo as a city, as well as the museum itself, was recognized, and it received the top prize in the “Art Entertainment” category.

This year’s GWA, the 30th anniversary of its founding in 1990, received entries from all over the world, and 80 projects in all categories won the top prize.

■ About IPRA “Golden World Awards”

The “Golden World Awards” is an industry award presented by the International Public Relations Association (founded in 1955, headquartered in London), an international PR industry organization, to recognize outstanding PR activities around the world, and was established in 1990. Projects that meet international standards for excellence in public relations activities are recognized by judges selected from around the world, and it is considered one of the highest international PR awards. https://www.ipra.org/