East Japan Railway Company
Opening PR for OIMACHI TRACKS, an Urban Life Co-Creation Hub
- 活動期間：
- From September 2025
“OIMACHI TRACKS,” an urban lifestyle co-creation hub promoted by East Japan Railway Company (JR East) aiming to realize a rich and high-quality way of life, will open on Saturday, March 28, 2026.
Prior to the opening, a media preview was held on Thursday, March 19.
On the opening day, Saturday, March 28, an opening ceremony was held via a simultaneous broadcast with “TAKANAWA GATEWAY CITY,” which also celebrated its grand opening that day, resulting in over 3,500 instances of media coverage, 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 unique value of "OIMACHI TRACKS" and visualized it in the form of fact books and FAQs.
We provided information tailored to the characteristics of different media outlets and made individual proposals specifically for television feature segments.
For the media preview, we provided guided tours in addition to free-form reporting, designing a flow that ensured attendees experienced and understood the key points the client wanted to promote, such as the public plazas and the new station gate.
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.
