Case Study

[PR support for new hotel] Auberge Homachi Mikuniminato

Bringing Mikuni Minato to the world— new stay, new Shinkansen.

～ decentralized hotel that treats the whole town as one stay — sharing local culture, history, and hidden gems with the world～

The owner：Actibase Fukui corporation

Operating Company：CORE GLOBAL MANAGEMENT COMPANY, LIMITED

PR support for new hotel

Year: 2023.9 ~ 2024.3 / Now

Challenge

Want to promote both the facility and the surrounding community effectively.
Feel uncertain about how to handle media relations.
We have no existing connections with international media and don’t know how to approach them.
While we have experience in PR for business and resort hotels under Core Global Management, this is our first time combining hotel and regional promotion — and we were unsure how to proceed.
We struggled to identify the key selling points of the community to highlight to the media.

Step1

Held a three-party meeting to align on the overall project schedule and specific needs. Conducted an on-site visit to finalize the direction of PR and communications activities.

Step2

Created a bilingual (Japanese–English) factbook to serve as the foundation of PR activities. Began building media relations through direct outreach and media visits.

Step3

Developed and distributed press releases for both domestic and international audiences. Organized pre-opening trial stays for media, including both Japanese and international journalists and influencers. Hosted them with guided town walks in Mikuni Minato, cultural experiences, and visits to nearby attractions to deepen their understanding of the region.

Step4

Provided follow-up support including fact-checking to ensure accurate coverage in media and influencer posts. Delivered a final report including future PR recommendations.