Mori Building Co., Ltd.
Azabudai Hills Christmas Market, now in its third year, continues to build news value
- 活動期間：
- November–December 2025
Azabudai’s Christmas Market has reached its third year since opening. As attention continues to grow year by year, we once again implemented a range of measures for media promotion and secured exposure across multiple TV programs. In addition, using the Christmas Market as a gateway,we also succeeded in communicating Mori Building’s approach to city development.
背景
● Broad information dissemination driven by digital buzz
With the autumn foliage season delayed compared to usual, the news desks continued to cover foliage updates through late November—an unusual situation. However, by getting ahead with web and social media exposure through a press preview and other initiatives attended by many media outlets, and by expanding digital announcements, visitor numbers increased. This also enabled footage capturing the lively atmosphere, which led to securing TV coverage.
施策
アイデア
● Proposed initiatives with strong media appeal from a PR perspective
From the event planning stage, we proposed rolling out “live, dynamic menu items” as a strategy to increase the likelihood of media coverage, and this was implemented across menus at multiple vendors. By also showcasing visually engaging, action-filled scenes during an advance press tour, information spread across TV and the web, contributing to heightened interest immediately after the event launch.
成果
● Using the Christmas Market as a gateway to communicate the corporate stance
In addition to securing extensive media coverage by leveraging “live, dynamic menu items” as a hook, CX’s “LIVE News α” featured the Christmas Hills remake bag initiative. Focusing on the effort to repurpose last year’s banner flags, SUNNY SIDE UP provided proposals from planning through visual production. Using the Christmas Market as a gateway, we successfully communicated Mori Building’s stance on resource circulation together with the town concept of “Green&Wellness.”
