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城市运动
案例简介：日本北海道的 Yubari 市负债 3.53亿美元，于 2007年破产。我们的挑战是促进 Yubari，重振其公民，并帮助消除债务负担。我们的公关策略侧重于这样一个事实，即 Yubari 吹嘘自己的离婚率在整个日本是最低的，因此我们创造了一个想法，“Yubari，没有钱，但爱”。在扩展这个想法的过程中，我们创造了几个可爱的，但有点讽刺的角色，叫做 “yubari fusai”。“Fusai” 在日语中既指 “债务”，也指 “已婚夫妇”。然后，我们与市政府合作，制定了一系列计划，将城市定位为幸福夫妇的目的地 -- 我们发起的许多促销计划之一是成立幸福夫妇部颁发官方幸福结婚证书。对我们的战略来说，重要的是需要乐观和积极，保护当地居民的敏感性，确保我们的努力不会以任何方式贬低他们。“除了爱就没有钱” 的想法是对他们面临的情况的诚实但可爱的表达。除此之外，在一个痴迷于可爱的角色的国家，比如 Hello Kitty，Yubari Fusai 图标，被证明是产生口碑、印刷和广播公关的有力工具。
城市运动
案例简介：With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, 'Yubari, no money but love.' In expanding this idea we created a couple of loveable, yet slightly ironic characters called 'Yubari Fusai'. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.
City Campaign
案例简介：日本北海道的 Yubari 市负债 3.53亿美元，于 2007年破产。我们的挑战是促进 Yubari，重振其公民，并帮助消除债务负担。我们的公关策略侧重于这样一个事实，即 Yubari 吹嘘自己的离婚率在整个日本是最低的，因此我们创造了一个想法，“Yubari，没有钱，但爱”。在扩展这个想法的过程中，我们创造了几个可爱的，但有点讽刺的角色，叫做 “yubari fusai”。“Fusai” 在日语中既指 “债务”，也指 “已婚夫妇”。然后，我们与市政府合作，制定了一系列计划，将城市定位为幸福夫妇的目的地 -- 我们发起的许多促销计划之一是成立幸福夫妇部颁发官方幸福结婚证书。对我们的战略来说，重要的是需要乐观和积极，保护当地居民的敏感性，确保我们的努力不会以任何方式贬低他们。“除了爱就没有钱” 的想法是对他们面临的情况的诚实但可爱的表达。除此之外，在一个痴迷于可爱的角色的国家，比如 Hello Kitty，Yubari Fusai 图标，被证明是产生口碑、印刷和广播公关的有力工具。
City Campaign
案例简介：With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, 'Yubari, no money but love.' In expanding this idea we created a couple of loveable, yet slightly ironic characters called 'Yubari Fusai'. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.
城市运动
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