| Title | SPAMUSEMENT PARK PROJECT |
| Agency | Dentsu Inc. |
| Campaign | SPAMUSEMENT PARK PROJECT |
| Advertiser | BEPPU CITY |
| Brand | BEPPU CITY |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Transport, Travel and Tourism |
| Philosophy | The Campaign By using the biggest asset of the city in a way that no one had ever imagined, and to create news buzz, the world’s first hot spring amusement park, called the “Spamusement Park Project” was announced in a promotional video on YouTube. In this concept video, the mayor of Beppu City pledged that if the video reached 1 million views, the park would become a reality. The idea sparked interest in the Japanese public, well-known for their love of a dip in a hot spring bath. Execution Soon after the release of the concept video, a press conferencewas immediately held, announcing the project and all it’s aspects,with the purpose of gathering public interest through various news outlets. Using the donations from the crowd funding?project, an old amusement park in the city began to be repurposed as the Spamusement Park. Newspapers and TV media regularly reported on the progress of this rebuilding, adding to the publicity. Over the course of 9 months, news and media outlets from all over Japan were a constant source of promotion and publicity. Within 72 hours of it’s release, the concept video quickly reached over 1 million views. Donors from all over Japan raised 90 million yen (US$821,000). During the 3 days of operation, the Spamusement Park had 12,000 visitors, causing congestion in the local townships. 70% of visitors came from other prefectures, and all hotels and inns in the city were at maximum occupancy. From the release of the concept video to the opening of the Spamusement Park, was approximately 9 months. During this period, numerous TV networks, including Japan’s prestigious public broadcasting network - NHK, aired promotional segments and programs with an estimated combined value of 10.4 billion yen. The Situation Well known for representing Japan’s hot spring culture, Beppu City had been suffering from declining tourism and depopulation.By a completely unprecedented use of it’s unique hot spring resources, the city was able to create one of the most viral campaigns of Japan in 2017. The Strategy As a way to answer the challenge of sustaining interest in the creation of the world’s first hot spring amusement park, the city began a crowd funding project. The call went out over all of Japan to those interested in experiencing this unique park. Limiting admission to donors only was the strategy of Beppu City, which lead to additional |
| Media Type | |
| Creative Director | Yusuke Shimazu |
| Creative Director | Jun Nishida |
| Music Director/General Producer | Shinya Kiyokawa |
| Producer | Takaaki Sasaki |
| Production Manager | Kazuya Wada |
| Production Manager | Keisuke Motomichi |
| Production Manager | Keisuke Tsuji |
| Production Manager | Shojiro Yamamoto |
| Filmmaker / Cinematographer | Yutaka Obara |
| Production Manager | Hiroki Odagiri |
| Camera operator | Satoru Nishigaki |
| Camera operator | Shunsuke Haraga |
| Camera operator | Kenji Hatai |
| Light man | Keigo Nagao |
| First Light man | Kazuaki Wada |
| sound recording man | Moriyuki Migita |
| Makeup Artist | Aiko Sakai |
| Production Design | Tetsuya Kamihara |
| Illustrator | Saki Iyori |
| Promotion planner | Michiru Muraki |
| Promotion planner | Takanori Kubo |
| Promotion planner | Taeko Yoshimoto |
| Colorlist | Toyonari Shibayama |
| Cast | Mayor of Beppu |
| Cast | People of Beppu |
| Online editor | Tetsuhiro Morinaga |
| Multi-audio man | Aibi Kanegae |
| Multi-audio man | Kazuhisa Matsumoto |
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