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SUNNY SIDE UP - Arts & Entertainment Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: SUNNY SIDE UP, Inc. Tokyo, Japan
Company Description: SUNNY SIDE Up is a Japanese Public Relations Enterprise founded in 1985 by current President, Etsuko Tsugihara. SSU has almost 150 employees, works with more than 200 clients, holding more than 100 events annually and ranked 19th in Holmes Report's Global Top 250 PR Agency Ranking 2016, highest in Japan. Also chosen as one of PR Asia Best Places to Work Contest winner in the medium size division.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Arts & Entertainment

Nomination Title: CRAFT SAKE WEEK at ROPPONGI HILLS 2017

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Craft Sake Week was held for the 2nd year in a row in the Roppongi Hills area, in the heart of the entertainment district of Tokyo. The event is sponsored by Hidetoshi Nakata, a former professional soccer player who has been active in promoting traditional Japanese culture and art within Japan and abroad. Craft Sake Week features sake brewers from around the country, giving general consumers an opportunity to taste different brands, meet the brewmasters, and be exposed to the culture and tradition of sake.

Event Location: Roppongi Hills Arena
Event Dates: April 7~16, 2017

When the event was held for the first time in 2016, it attracted 76,000 people, but our goal was to make this year’s event more elaborate and appealing, not only to attract more attendees, but to expand the potential of the sake culture. Planning and preparations began in October, more than 6 months from execution date, and “sakura (cherry blossoms)” was chosen as the theme. Nakata, working closely with architect Sou Fujimoto and “plant hunter” or plant designer Seijun Nishihata, created a flower garden filled with real sakura trees even though it was past the peak flower viewing season. More than 1000 sakura trees from the Chikuhoku area of Nagano prefecture were used to fill the outdoor venue. Working with two artists who are evangelists in their fields, Nakata was able to produce an ambience that was almost surreal. CRAFT SAKE WEEK is now considered to be the largest event in Japan that combines sake, art and music, and is aptly held in Roppongi, one of the more artsy areas of Tokyo. With extensive advance media coverage, we were able to create a lot of excitement about the event, leading to an attendance of nearly 110,000, 1.5 times as much as the previous year.

Sponsors and collaborators played an essential part of the event. We secured the cooperation of the building management company for the venue, transportation company to help deliver the sake, 10 restaurants in the surrounding areas to create special menus for the event as well as to serve some of the sake that was featured in their restaurants, manufacturers of Japanese “washi” and glass kitchenware to provide the glasses and dishware, as well as a popular FM radio station to help promote the event in advance and add some musical entertainment during the 10 day event.

The event had a multifold effect. It definitely helped to stimulate consumer interest in the traditional sake culture in Japan. Smaller breweries had an opportunity to showcase their product to the masses, and many were from regions usually not associated with sake. New and unusual food combinations were introduced, helping to elevate the status of sake as a more “user friendly” form of alcoholic beverage. Indirectly, the event also helped to revitalize the local economy where the breweries are based.

Press Releases were strategically timed from the general announcement of the dates, the announcement of participating breweries, introduction of the featured entertainment (electronic musician Richie Hawtin), to the post event report, slowly building up excitement and anticipation for the event.

The numbers are a testament to the event’s success:

Attendance -

day 1 (Fri) 6,725
day 2 (Sat) 11,260
day 3 (Sun) 15,735
day 4 (Mon) 7,330
day 5 (Tue) 4,065
day 6 (Wed) 8,740
day 7 (Thu) 7,545
day 8 (Fri) 9,210
day 9 (Sat) 15,895
day 10 (Sun) 21,855
Grand Total 108,360

Media Exposure (as of May, 2017) -

TV:24 programs
Radio: 6 programs
Newspapers: 25 articles
Magazines: 13 articles
WEB: 552 articles

A smaller event was also held in Fukuoka for 6 days in March, in the plaza adjacent to the Hakata train station in Fukuoka prefecture. Working with 60 brewers and 5 restaurants, the Hakata event was enjoyed by more than 36

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-10 day event in popular entertainment district in Tokyo
-Using the celebrity status of the organizer, Hide Nakata to secure sponsors, stimulate media interest, and optimize public attendance
-Secured effective sponsorships for services and products
-Expansion to a second location in program’s 2nd year
-Ongoing revival of traditional sake culture by raising awareness of smaller sake brewers among general consumers
-Revitalize local economy for sake brewers
-Strategically timed press release and announcements to build up momentum and excitement
-Adding event appeal by working with top tier restaurants to pair food with sak
-Notable increase in attendance
-Huge media coverage