Red Restaurants List
Takasaki city
Issue 53 | January 2020
Agency
Hakuhodo Kettle
Creative Team
Creative Director: Shota Hatanaka Copywriter: Ryo Suruga Art Director: Yuhei Ito Photographer: Yuji Imai Writer: Gen Tanaka/Kurumi Tashiro/Kon Inoue/Maki Funabashi/Dai Yoshida
Production Team
Media Agency: Hakuhodo Dy Media Partners, Tokyo Media Planner: Yuko Inada/Saki Iwamoto/Shunta Tada Executive Storyteller: Wataru Seki Storyteller: Ryo Tobita Director: Tomoya Kuge Cinematographer: Shingo Ikeura Film Producer: Go Tanabe/Toshiyuki Takei Editor: Tomoya Kuge/Takahito Ijuin Web Designer: Yuta Nojiri Web Director: Takashi Aoki Web Producer: Nobutoshi Kawashima Web Assistant Producer: Takuma Uchida Mixer: Saori Mannen Music Composer: Tsunematsu Matsui Photographer: Yuji Imai Retoucher: Teppei Nezu Designer: Noriyoshi Kaizu Book Editor: Takahito Ijuin Book Designer: Shingo Hinokimoto Book Writer: Gen Tanaka/Maki Funabashi
Other Credits
Account Executive: Hiromi Suwabe Planner: Kentaro Muraishi PR Director: Hisataka Takenaka PR Planner: Sayaka Asahi/Naoki Takahashi/Momoko Ishida Agency Producer: Masanobu Hino
Date
September 2018
Background
Takasaki city, Japan. Left behind from the excitement for the upcoming Olympics, the town was getting desolate with an aging population. With this impacting the food industry, more and more private restaurants were closing down. Amid the receding customer and lack of successors, the objective was to save the old restaurants in this town.
Idea
The world’s first gourmet guide, RED RESTAURANTS LIST that conserves “endangered restaurants.” was created. The conditions to be selected for the RED RESTAURANTS LIST, the owner has to be old, the restaurant has to be worn-out, and have no successor. The food has to be so good that they want to keep it alive for generations to come.
Results
The unprecedented project received attention across the country, popularizing the rural town. As the result, this PR project brought huge economic effect to this local town. Detailed results are as follows. (Media Outputs) - Publicity Exposure: $15 million - Trending topic on Twitter and Google and Yahoo! in Japan (Target Audience Outcomes) - Social Mentions of the city: 1200% Increase compared to last year - About 60% of citizens said that their love and pride for the town increased - Visitors to the city: +400,000 compared to last year (Business Outcomes) - Restaurants Sales: 30% Increase on average - Economic Effect on the city: $5 million Furthermore, by posting recruitment ads, multiple restaurants found long-awaited successors. The RED RESTAURANTS LIST change the people’s behaviour in other prefectures of Japan, as well. The conservation activity is now in action across the country.