Sagamihara City
Articulating Appeal: Annual Media Relations Activities
- 活動期間：
- From April 2025
By leveraging the unique charm and potential of Sagamihara City in Kanagawa Prefecture, we supported media relation-building and information dissemination to improve the city’s image and attract visitors, primarily among youth and the child-rearing generation.
Through the organization of press tours and media networking events utilizing city assets, as well as the development of proposals for television programs, we increased media awareness and interest in the city while securing numerous media interviews and publicity.
We achieved approximately double the total exposure of the previous year, including securing 16 television features over the course of the year.
背景
● The city's appeal was not sufficiently articulated.
Surveys of residents showed that while many people wanted to continue living in the city, their reasons were often abstract, such as "it's a good mix of urban and rural."
Despite having excellent access to urban areas, a wealth of childcare and educational environments, and numerous weekend outing spots, this information had not sufficiently permeated. There was a need to specifically articulate and communicate these attractions.
施策
アイデア
● Planning focused on media hooks and unique angles
Rather than a one-sided promotion of the city's appeal, projects were planned with a focus on "what the media is looking for now."
We maintained a commitment to disseminating information with high social value. This included organizing press tours of art facilities and museums under the theme of "STEAM Education," and creating program proposals for planetariums and space science research institutes to meet the demand for "independent summer research projects."
成果
● 16 TV features secured. Total exposure approximately doubled from the previous year.
Through media outreach and press invitation activities utilizing various project proposals, we secured 16 television features over the year.
Furthermore, the press tours resulted in large-scale exposure, including web serials and 4-page magazine features. Both the total number of exposures and the advertising equivalent value reached approximately double that of the previous year.
We successfully prompted the media to communicate the city's appeal in specific terms, such as "easy access from Tokyo with abundant nature" and "a city friendly to the child-rearing generation."
