East Japan Railway Cultural Foundation
MoN Takanawa: The Museum of Narratives Opening PR
- 活動期間：
- November 2025–
We handled the opening PR for “MoN Takanawa: The Museum of Narratives,” which opened on March 28, 2026, in TAKANAWA GATEWAY CITY (TGC).
Prior to the opening, at the overall TGC private viewing held on March 25, we offered free-roaming viewings, guided tours, and individual assistance to meet the specific filming needs of various media outlets. As a result of facilitating optimal coverage tailored to each medium’s characteristics, we achieved 933 media mentions and an advertising value equivalency of 590 million yen within approximately one month of the preview. Furthermore, we secured two live TV broadcasts during the two-day window between the preview and the opening.
Post-opening, we have maintained a continuous approach toward variety shows, print, and web media, ensuring sustained media exposure.
背景
● Close collaboration with the TGC PR team
Although the PR for TAKANAWA GATEWAY CITY (TGC) as a whole and the PR for MoN were managed by separate secretariats, they collaborated closely to maximize mutual exposure. By providing comprehensive MoN information to all media outlets attending the JR East press conference handled by the TGC team, we secured high-quality, in-depth coverage of MoN within articles and programs introducing TGC.
施策
アイデア
● Multiple press opportunities + private viewings for domestic and international influencers
As a program separate from the private viewing tours, a press conference for the opening commemorative special exhibition "GURU GURU: The Ever-Evolving Story of Humanity" was scheduled for the same day. Furthermore, by continuing to disseminate information through different timelines and angles—such as arranging interviews with the logo design firm and holding talk events on the opening day—we created an environment that made it easy for the media to feature the museum repeatedly.
Following the media preview, a private viewing was held for domestic and international influencers. We invited 55 domestic and 26 international influencers along with their guests for a guided tour of the facility. Through social media dissemination, we aimed to expand awareness among demographics different from those reached by traditional media coverage.
成果
● 933 media mentions / 590 million yen in advertising value equivalency
Within approximately one month of the private viewing, we achieved 933 media mentions and an advertising value equivalency of 590 million yen. Additionally, we did not miss exposure opportunities during the two days between the private viewing and the grand opening, securing two live TV broadcasts.
Even after the opening, we have continued our outreach efforts, primarily targeting variety shows, print media, and web media, resulting in ongoing coverage.
