We were in charge of public relations activities during the Japan tour of the prestigious French soccer club “Paris Saint-Germain (hereinafter referred to as PSG),” which has visited Japan for two consecutive years in 2022 and 2023, aiming to generate buzz from both a PR and social perspective. In 2023, we were also in charge of public relations for “Inter JAPAN TOUR 2023” and “Al-Nassr JAPAN TOUR 2023,” the latter being the powerhouse Saudi Arabian club to which Cristiano Ronaldo currently belongs, making us a pioneer in holding pre-season matches in Japan for European clubs, implementing strategic information dissemination.
*In 2023, we also handled PR for “Inter JAPAN TOUR 2023” and “Al-Nassr JAPAN TOUR 2023.”
背景
● The unprecedented first year of a JAPAN TOUR by a major overseas club / The struggles of the second year, when visits from other teams overlapped
- In 2022, when there was still no movement for major overseas clubs to hold tours in Japan, PSG's visit, with stars such as Messi, Neymar, and Mbappé, generated significant buzz.
- In 2023, the second year, other teams followed suit due to the success of the previous year's PSG tour. Amidst challenges in attracting customers and limited exposure, we were responsible for planning PR initiatives that contributed to ticket sales.
施策
アイデア
● Planning and design of PR content to promote the entire tour
- SSU members were in charge of coordinating filming at various locations, such as the bus arrival before the match, flash interviews after the match, and the mixed zone.
- In addition to the matches, we combined all kinds of content, such as holding press conferences upon arrival in Japan, planning content for players to "experience Japan," and even having major celebrities watch the matches and providing hospitality programs, to generate buzz from both a PR and social perspective.
成果
● Achieved over 2 billion yen in advertising value in two months
- By enhancing the PR content during the tour period, we achieved continuous exposure.
- We created angles not only in sports media but also in culture, men's magazines, and business media, achieving buzz.
