Saga City Hall, General Affairs Department, Public Relations Division, City Promotion Office

Balloon Festa / Creator Collaboration

業種：: Government and Municipalities
実施内容：: Casting

Creative

Digital

Younger generation

PR
活動期間：: August 2024 - December 2024

Saga City promotes balloons (hot air balloons) as a feature of the city, including the annual “Saga International Balloon Festa.” In order to expand recognition of “Balloon City Saga,” we proposed and were awarded a project for a promotional campaign centered on “creating buzz through posters,” aimed atyoung people who are good at spreading buzz, mainly in the Tokyo metropolitan area. Five popular creators from Generation Z, who have a track record of designing GirlsAward and Pokémon cards, were hired to create five types of posters. In addition to OOH postings in the Tokyo metropolitan area, PR activities were carried out in combination with postings at schools and SNS campaigns.

背景

● Lack of nationwide recognition

・Despite the annual "Balloon Festa" attracting as many as 800,000 people, the recognition of "Saga City = Balloon City" is low nationwide.
・To expand recognition, a new PR approach was needed to simultaneously generate interest and create buzz in the Tokyo metropolitan area, where information dissemination is highly effective.

施策
アイデア

● Designing a multifaceted PR campaign to resonate with Generation Z

・Five types of posters were created using popular creators targeting Generation Z, who are sensitive to trends.
・We proposed and implemented OOH and postings at universities in Tokyo, plus SNS campaigns and PR linked to releases. We developed a multifaceted approach that aimed for accidental contact on the target's path and expanded contact with young people.

成果

● Achieving both buzz and media exposure

・The release design improved the news value as an administrative measure, resulting in exposure in numerous media outlets. It was featured on NHK, Saga TV, Yahoo!, and more.
・SNS campaigns and posts on universities in Tokyo, which were proposed as poster locations, spread on SNS, sparking empathy among Generation Z.