Step1

To provide long-term support throughout the year, we begin by thoroughly understanding the current situation. Based on the facility’s annual schedule, we predefine the timing and content ideas for four major news releases. Monthly strategic meetings are then held to plan, execute, evaluate, and refine activities as needed.

Step2

In preparation for the first release, we will create and translate a clear and compelling Factbook that introduces Sanrio Puroland to overseas media. This Factbook will be reviewed and updated with each release and sent to the media as a key supporting material.

Step3

For internationally appealing topics such as summer festivals, Halloween, and Christmas & New Year holidays, we will adapt the domestic release content for overseas audiences. This involves translation and native-level editing to ensure cultural relevance and resonance. Some content will be created exclusively for international audiences.

Step4

Over 20 international press releases have already been distributed, resulting in approximately 300 pieces of coverage, including original articles and influencer posts (excluding simple reposts). Thanks to consistent communication efforts, even the temporary closure during the pandemic was covered positively and shared more widely than regular news. We also received several media inquiries expressing interest in future coverage once international travel resumed.
In 2020, our on-site visitor interviews during the pandemic were conducted using the “Visit Japan: My Guest Research” approach, meeting emerging communication needs.