Overview

Tama New Town, a symbol of rapid economic growth and “Japan’s first new town,” had been the subject of redevelopment discussions among residents for many years, culminating in a consensus. Given its unique history, distinct from the high-rise condominiums found near central Tokyo, the client wished to move beyond conventional real estate advertising. They aimed to create value not only in the property itself but also in the land and lifestyle it offered, contributing to sales through PR. The goal was to enhance recognition of the property and expand sales by leveraging PR techniques in real estate marketing.

Activities

We implemented a comprehensive PR campaign for the demolition and reconstruction of the “Suwa 2-chome Housing,” which began occupancy in 1971 as a pioneer of “Tama New Town.” Beyond the specifications of the “building” itself, we used the power of PR to disseminate and raise awareness of the new urban development from various perspectives, including the historical background of the 40-year-old housing complex and its surrounding area, the community of existing residents, and the expectations for the reborn “town.”
By focusing on the historical background of the town, rather than simply promoting the property, we identified PR value and secured extensive media coverage. As a result, we successfully increased interest in the new property even before its completion. Furthermore, during the construction process, we opened a model room featuring a unique two-family residence type, characteristic of a “new new town,” and showcased the completed rooms. By securing publicity that contributed to the purchase of the product (property), we helped to achieve early completion of sales.