Marunouchi Whole-Town Promotion, an urban marketing platform leveraging the entire Marunouchi area, has officially launched. The platform enables the integrated use of advertising media, spaces, halls and other facilities across an area that is home to approximately 350,000 employees and 5,000 businesses.
Mitsubishi Estate announced the full-scale launch of Marunouchi Whole-Town Promotion, which treats the Marunouchi area as a single platform for disseminating information through a combination of digital and physical channels. The target area is Otemachi, Marunouchi and Yurakucho, taking advantage of convenient transportation links serving approximately 120 hectares, 13 stations and 28 rail lines.
The promotion is characterized by area-wide, integrated use of the entire district. It will disseminate information to highly discerning audiences through approximately 1,000 advertising media placements, approximately 15 spaces, and 16 hall and conference venues. It also aims to create points of contact along the daily routes of businesspeople.
Going forward, the initiative will expand into social themes including disaster preparedness, health, the environment and tourism, promoting an integrated system that uses offices, commercial facilities, public spaces and digital media across the area. It will strengthen digital and physical points of contact within Marunouchi and seek to create value for the area as a whole as a marketing field.
The Marunouchi area is linked with the Marunouchi Point app, which has approximately 470,000 users, and will also use O2O initiatives such as accumulating points through purchases at participating stores and obtaining feedback through surveys. Media such as the elevator advertising platform GRAND will enable the initiative to reach employees more deeply along their daily routes.
As a reference news item, the announcement cites the tournament promotion and area-wide takeover carried out for Baycurrent Classic Presented by LEXUS as an example, and further integrated promotional initiatives across the entire area are expected.