Ivy Company, Inc.
The brand’s first expansion into the Kyushu area! PR activities for the opening of “Shake Shack Hakata”
- 業種：
- 活動期間：
- From November 2015
This marked the 10th year of our retainer engagement since the brand’s first entry into Japan.
As the brand expanded its stores to Hiroshima, Osaka, Chiba, and other areas, “Shake Shack Hakata,” its first location in the Kyushu area, opened this time. Ahead of the opening, we held a media preview event.
With competing brands such as “I’m donut?” and “Blue Bottle Coffee” among the facility’s tenants, we successfully attracted 74 attendees from 38 media outlets (including 8 TV outlets), contributing to greater brand awareness and earning the trust of local residents.
背景
● Creating a store that would be loved by the local community
To date, the brand has opened stores in various regions outside Tokyo, including Hiroshima and Osaka.
As this was the first store opening in the Kyushu area, the challenge was to communicate to the public the brand mission—“Stand For Something Good” and “What we can do for everyone and every company and community connected to Shake Shack”—while striving to create a store that would be loved by local residents.
施策
アイデア
● Introducing Hakata-exclusive menu items and store design at a preview event
To ensure the key message, “Stand For Something Good,” could be conveyed through the media, we had the team explain at the preview event the Hakata store’s distinctive features—menu development in collaboration with local companies and brands, and the use of works by artists active in Hakata in the store design—resulting in multiple placements that went beyond simple product introductions.
成果
● Expanding local awareness continuously after the opening
Successfully attracted 74 attendees from 38 media outlets (including 8 TV outlets).
At the opening, more than 200 local residents lined up.
In addition, we secured multiple TV features after the opening, contributing to greater awareness among local residents.
