Saga Prefecture x Snow Peak
Public-Private Partnership Project | Snow Peak Grounds Yoshinogari Opening PR
- 活動期間：
- March 2026
We supported the opening PR for “Snow Peak Grounds Yoshinogari,” an experiential complex born within Yoshinogari Historical Park as a public-private partnership project between Saga Prefecture and Snow Peak Inc. Featuring one of the largest camping fields in Kyushu and accommodations inspired by Yayoi period structures, this is a new endeavor to update the historical park from a place to “view” to a place to “experience.” We were responsible for designing information dissemination that respected the visions of both parties, creating fact books, and planning and managing the preview event, which resulted in extensive media exposure and contributed to attracting visitors.
背景
● A challenge to update a historical park into a "place of experience"
While Yoshinogari Historical Park is a precious cultural asset that Saga Prefecture takes great pride in, it faced challenges such as a short average stay of approximately two hours and limited tourism spillover effects to the surrounding areas. To overcome this situation, a project was launched to develop a new exchange hub through a public-private partnership, updating its value from a conventional "viewing-centric" park to a place where visitors can deeply "experience" it in line with modern lifestyles. We deeply absorbed this overall concept and implemented strategic PR support to ensure that the rich time spent at the park itself was communicated as a new form of social value.
施策
アイデア
● Advance tours and live demonstrations to visualize the actual experience
Prior to the opening, we held a tour-style advance preview for media representatives to introduce the charms of each area scattered across the vast grounds. Rather than simply explaining the facility overview, we incorporated demonstrations and tastings of authentic tent setup in the field and barbecues using local products to provide a concrete image of what it is like to actually stay amidst history. This was meticulously designed to enable the media to broadcast the unique experiential value of "staying while feeling the breath of 2,000 years ago" as compelling visual content.
成果
● Achieving overwhelming recognition within the Kyushu region and instilling new ways to enjoy the park
Through a series of promotions, we secured a total of 268 media exposures, including 13 TV segments and 245 web articles, achieving an advertising equivalent value of approximately 130 million yen. By being widely featured not only in the local Saga area but also by major broadcasting stations and lifestyle media in Fukuoka, we realized strong brand awareness within the target Kyushu region. As a result, we successfully impressed the "new way of enjoying" Yoshinogari Historical Park upon a wide range of the general public, not just camping enthusiasts.
