Tokyu Land Corporation
“Tokyu Land Corporation and Kai Corporation Partnership: New Service Announcement” Linking Corporate and Social Issues
- 活動期間：
- January 2025–February 2025
Tokyu Land Corporation and global cutlery manufacturer Kai Corporation held the “Tokyu Land Corporation and Kai Corporation Partnership: New Service Announcement.”
At the announcement, they revealed details of the new service “MY GRAND CHEF for BRANZ,” which offers residents of Tokyu Land Corporation’s condominium brand “BRANZ” exclusive culinary experiences provided by renowned chefs in common areas and other spaces within the condominium.
背景
● Thorough Context Building Successfully Attracted 40 Representatives from 36 Media Outlets
Despite being a closed service limited to "BRANZ" residents, we successfully attracted 40 representatives from 36 media outlets.
Rather than focusing solely on the service itself, we constructed a story based on Tokyu Land Corporation's residential business strategy and emphasized it as a priority.
As a result, we successfully communicated not only the service itself but also the philosophy of "not ending with the sale" and the new value that Tokyu Land Corporation provides: "Environmental Leadership × Future Assets."
施策
アイデア
● Secured Exclusive Interviews with WBS and Business Insider Japan!
By strategically linking the service to social issues such as "solitary eating" and "soaring condominium prices," we communicated the context of "why Tokyu Land Corporation is addressing this now."
As a result, we secured exclusive interviews with WBS and Business Insider Japan.
We achieved the first-ever television coverage for "BRANZ," which was highly praised by the client.
成果
● Expanding to PR for Tokyu Land Corporation's Entire Residential Business
Based on the positive evaluation of this announcement's PR results, there is potential for expansion to PR for Tokyu Land Corporation's entire residential business.
SUNNY SIDE UP is scheduled to proceed with the annual PR strategy design for Tokyu Land Corporation's entire residential business, not limited to "BRANZ" alone.
