From the ever-developing Tokyo Waterfront City

a walking event with new value is born.

Overview

Japan's capital, Tokyo, is an international city. The Waterfront City is located in a future-oriented bay area, and its seascape is a region where Japan's future leap forward can be expected.
It was decided that an event called the “Tokyo Bayside Two-Day March,” aimed at the development of “health, tourism, commerce and industry” in this diverse and highly international bay area, would be held on an ongoing basis.

 

The theme and mission of this event is for people to gather here, mainly from the Tokyo metropolitan area, for various information to be shared, and for new energy to be generated. The “1st Tokyo Bayside Two-Day March” became a new style of walking event, with walks through the Tokyo Bayside district, including Odaiba and the Tokyo Bay waterfront area.

What We Did

At the time we were consulted,

(1) branding for a new walking style, (2) event promotion and (3) event production were under consideration. We first compiled the plans created by each person in charge into a single document, identified the items required for the initiative, and supported a smooth project design.
Centered on branding the walking event, we handled everything from promotion to event production, and after the event we also prepared various reports.
We also produced a tool (a promotional video) needed for future walking branding.

Documents Prepared (Excerpts)

For the promotion we were responsible for, in addition to planning the branding and promotion strategy, we handled a wide range of creative production, including the website, OOH advertising and printed materials such as flyers.
On the day of the event, we also handled decoration such as the start gate and tents, stage equipment such as screens and live relays, staging and program management, as well as operational work such as guidance and reception.

Various Graphics

Website

Implementation Flow

01. Research & Analysis

◯ Interviews

◯ Internal environment analysis (appeal and resources of walking, etc.), external environment analysis (industry trends, review of points to note, etc.)

02. Basic Strategy Design

◯ Setting hypotheses for strategic direction
◯ Setting the basic strategy
◯ Promotion design
◯ Event design

03. Marketing

◯ Planning the promotion strategy
◯ PR: PR measures, creating PR tools, producing various graphics
◯ Web: website design and production, social media operation, etc.
◯ Event production: decoration, staging (equipment) and operations

04. Operations

◯ Regular meetings for verification and improvement (PDCA)

◯ Compiling and preparing reports

STAFF LIST

• Business Strategist

  Hiroshi Ashida

• Producer

  Ken Ninomiya

• Producer

  Minoru Tsutsumi

• Junior Strategist / Producer

  Ayano Isaka

• Video Director / Cameraman

  Tsuyoshi Kizu

• Video Producer

  Ryutaro Kadoi

• Business Strategist

  Sayaka Kaizu

• Assistant Strategist

  Yuki Nozawa