Overview

The “Tokyo Great Santa Run” was held for the first time in December 12, 2018, at Meiji Jingu Gaien in Tokyo. Participants dressed in Santa Claus costumes to run, walk, and enjoy the event stage. A portion of the participation fee is used to support children fighting illnesses and children in poverty overseas through this charity event.In December 12 of its 2nd year, 2019, the event was expanded and held at Komazawa Park. Governor Yuriko Koike also attended, and the venue was lively with live performances by Maki Ohguro, Anna Tsuchiya, and others, celebrating Christmas with approximately 3,500 participants. Afterward, student executive committee (Student Children’s Council) members delivered presents and messages to 1,000 hospitalized children.

URL: https://santarun.jp/

Activities

Using the first Tokyo event as a hook, PR activities were carried out to promote understanding and attract visitors. By utilizing the past achievements of the Osaka event and footage from Edinburgh, UK, where the Santa Run originated, we worked to gain recognition as an event that connects enjoyment with charity. As a result, we attracted coverage from all television stations, newspapers, and news agencies, and disseminated news of the first Tokyo event worldwide through overseas news agencies, contributing to maximizing the buzz.In the 2nd year, we strengthened promotional activities through media appearances by Special Ambassador Maki Ohguro. The use of official theme song making-of videos and the implementation of courtesy visits to the Governor contributed to attracting visitors through advance announcements. As a new winter tradition in Tokyo, we gained more exposure than the previous year.