East Japan Railway Company
Opening PR for OIMACHI TRACKS, an Urban Life Co-Creation Hub
- 活動期間：
- March 2026
“OIMACHI TRACKS,” an urban life co-creation hub promoted by East Japan Railway Company aimed at realizing an enriched and high-quality lifestyle, opened on Saturday, March 28, 2026.
Prior to the opening, a media preview was held on Thursday, March 19, and on the opening day of Saturday, March 28, an opening ceremony was held with simultaneous live coverage alongside “TAKANAWA GATEWAY CITY,” which had its grand opening the same day. This generated over 3,500 media placements including more than 30 television programs.
背景
● Concern over attention being diverted due to "simultaneous opening"
With "TAKANAWA GATEWAY CITY," a larger-scale facility by the same client, attracting attention through its phased opening, there was a possibility that media coverage and public interest would concentrate on that facility, given the simultaneous grand opening on the same day.
While positioning both facilities as part of the "Greater Shinagawa Area," the challenge was how to clearly communicate the novelty and unique appeal of the newly opening "OIMACHI TRACKS" and establish its distinct presence.
施策
アイデア
● Differentiation strategy creating "reasons to cover OIMACHI"
We thoroughly organized the differences from "TAKANAWA GATEWAY CITY" and the unique value of "OIMACHI TRACKS," visualizing them in fact books and simplified materials.
We provided optimized information for each media outlet, with individual proposals made specifically for television program segments.
At the media preview, in addition to free coverage, we provided guided tours with commentary, designing a flow that ensured media experienced and understood key highlights the client wanted to emphasize, such as the plaza and new ticket gates.
成果
● Over 3,500 media placements and coverage across diverse programs
The media preview attracted 176 representatives from 114 media outlets, generating over 3,500 placements including more than 30 television programs.
Coverage spanned diverse angles including long-form location shoots, gourmet segments, interviews with staff, and local community programs, successfully communicating the appeal across shared spaces, commercial facilities, and the hotel.
As a result, this contributed to raising awareness of "OIMACHI TRACKS" as a standalone destination and fostering visitor interest.
