Tokyu Land Corporation
Tokyu Plaza Harajuku “HARAKADO” Opening PR
- 活動期間：
- January 2023 - April 2024
Tokyu Plaza Harajuku “HARAKADO” is a commercial facility at the core of the Harajuku/Jingumae area in the greater Shibuya area (an area within a 2.5 km radius of Shibuya Station) that Tokyu Land Corporation is developing. Based on the history of the Harajuku/Jingumae area, which has produced various cultures, and the current era in which everyone can express themselves and their own unique expressions through social media, it opened on April 17, 2024, as a “place to stimulate the sensibilities of diverse people and create and experience new Harajuku culture.” SUNNY SIDE UP was in charge of communication strategy design, press release creation, media approach, and operation and response for the opening press conference and preview for the opening PR of Tokyu Plaza Harajuku “HARAKADO.”
背景
● The opening of "HARAKADO" amidst the opening of many notable facilities, including Tokyu Land Corporation's commercial facilities
・From 2023 to 2024, notable facilities in Tokyo such as Azabudai Hills, Toyosu Senkyaku Banrai, and Odaiba's Immersive Fort Tokyo, opened one after another.
・Tokyu Land Corporation is promoting urban development to enhance the appeal of the Shibuya Station area and Daikanyama within the greater Shibuya area, and is also promoting development in the Harajuku/Jingumae area with the aim of creating a cultural hub.
施策
アイデア
● Continuously communicated the unique features of "HARAKADO," which differ from previous facilities, to raise media interest and expectations
・Based on the characteristics of the area, represented by "Harajuku Central Apartment," which has created and disseminated culture, we continuously communicated to the media for about a year before the opening that the facility would be a cultural hub and that it would have diverse and attractive tenants and spaces to realize this, successfully increasing the interest and expectations of many media outlets.
成果
● Secured airtime on over 50 programs during the opening period. In addition, more than half of these were long exposures of nearly 5 minutes or more.
・By providing input through advance approaches and allowing the media to thoroughly view the facility at the preview, we succeeded in having it featured on over 50 TV programs during the opening period alone. More than half of these programs showcased the facility's appeal from various angles in long segments of nearly 5 minutes or more. Media exposure further attracted coverage, and even after the opening, interviews flooded in. Due to the buzz, it was also ranked in Nikkei MJ's "2024 First Half Hit Product Ranking."
・We also secured in-depth coverage of Tokyu Land Corporation's and the stores' "thoughts" on the opening in a close-up feature on TV Tokyo's "Gaia no Yoake."
