Tokyu Land Corporation
Katsuura Blue Burger
- 実施内容：
- 活動期間：
- September 2025
Tokyu Fudosan Co., Ltd. and Tokyu Resorts Stays Co., Ltd. held a media preview tasting event prior to the launch of the sustainable hamburger “Katsuura Blue Burger,” which was developed as part of their seaweed bed conservation activities in Katsuura City. Along with introducing the development background and activity objectives, we provided an opportunity for the media to actually taste and photograph the new product. On the day, we welcomed more media than targeted, mainly from the Chiba branch of national newspapers and specialized publications. We also succeeded in attracting WBS, which was not included in the initial KPIs. It was featured on the evening news that day.
背景
● 2 hours from the city center... Event held in a remote location
This time, we held an event in Katsuura City, Chiba Prefecture, where the product is actually served. As the venue was located approximately two hours by car from the city center, some media outlets found it difficult to adjust their schedules and were unable to attend. However, we arranged round-trip shuttle buses for participants from the city center and established a comprehensive reception system. Furthermore, as a result of strengthening our approach to local media based in Chiba Prefecture and the Chiba branches of national newspapers, we were able to attract more media than initially targeted.
施策
アイデア
● Approached from various angles to attract TV coverage
Since the event was held on a relatively small scale with approximately 15 media attendees, we proceeded while maintaining close communication with the media during the tasting session. During the session, we received a suggestion that a photo session with representatives from Tokyu and fisheries cooperative officials would be beneficial, which we promptly arranged and implemented. As a result, the satisfaction level with the materials was enhanced.
成果
● Secured exposure on WBS!
We approached news programs with the aim of introducing "Katsuura Blue Burger" from the perspective of Tokyu Fudosan's efforts to revitalize seaweed beds. Although we did not initially receive a KPI setting for TV exposure from the other party, we secured 2 minutes and 30 seconds of exposure on TV Tokyo's "WBS."
