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Combining mass media and social media to maximize PR strategy “Roppongi Art Night” PR&PROMOTION ACTIVITY

Roppongi Art Night Executive Committee [Mori Art Museum, MORI Building Co., Ltd., The National Art Centre, Tokyo; ROPPONGI Shopping Streets Association, Suntory Museum of Art, Tokyo Midtown, 21_21 DESIGN SIGHT *In alphabetical order]
Period of Contract


Staged in the district of Roppongi, Roppongi Art Night was a two-night, all-night, art extravaganza featuring contemporary art, design, music, video and performance art.


What we did

Sunny Side Up handled comprehensive PR activities from publicity planning and implementation, as well as media coverage on the days of the event and afterwards. The 2010 Roppongi Art Night attracted 700,000 visitors over 2 days. We were expected to deliver an effective PR plan within a limited budget, so we used mass media for publicity and social media for communication. It increased public interest in the event, and elevated its appeal to the general public as well as to art enthusiasts.

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