Osaka Expo, "Joint PR" becomes a contract candidate for PR work after 2 weeks delay ─ Momentum building results are essential, Dentsu PR company fails
On Wednesday, March 5, 2025, the World Expo Association announced that it has selected the long-established PR company Kyodo PR as a contractor for the "PR support work for the opening of the 2025 Japan World Exposition." The announcement of the contract candidates was scheduled for mid-February, but was delayed by about two weeks due to the approaching start of the season.
The opening ceremony, which will increase the momentum for the opening of the Osaka Expo, will be held by the advertising giant " Electricity While the consortium represented by Public relations support work for the opening of the season " Dentsu PR Consulting was rejected. From now on, you can use the Co-P.R. It will be interesting to see if it can play a role in boosting the momentum of the sluggish Expo.
Judges praised "practical crisis management" and "media responsiveness"
With the start of the season just around the corner, and the announcement of the potential contract (the best proposer) delayed, the dark horse co-sponsor was selected. The World Expo Association reason As a result, the ease of understanding of the content of the proposal and the know-how of public relations support work were evaluated. In addition, the establishment of a crisis management system, media training for those in charge with little experience in public relations, and the performance and reliability of the person in charge were recognized. In addition, the original media kit tailored to the characteristics of the reporter was also a point of evaluation.
In the future, Kyodo PR will conclude this agreement and will be in charge of public relations in a short period of less than two months, from the period just before the start of the season in March to April 30. The biggest challenge is to go beyond mere public relations support and play a role in boosting the sluggish momentum.
A public relations budget of 18 million yen in a short period of time, and the results of building momentum are essential.
The proposed amount of this joint peer is 17.85 million yen. Although it is a short period of time for a general public relations support business that mainly provides staff and know-how, it is an unbeatable amount of commission, and it is required to show results commensurate with it.
Behind this large budget is the current situation where the momentum for the Osaka Expo continues to decline. Conducted by Mitsubishi Research Institute in October 2024 Consumer Awareness Survey The percentage of respondents who answered that they were interested in the Expo has been decreasing compared to the survey conducted in April of the same year, and the sluggish momentum has also affected the current slump in advance ticket sales.
The main attraction of the opening ceremony The opening ceremony will be planned and operated by Dentsu JV
The planning and operation of the opening ceremony, which attracts the most attention at the opening of the Osaka Expo, will be handled by the Dentsu JV (consortium). The improvement of momentum will be greatly influenced by the impact of the opening ceremony, and the focus will be on how Dentsu will attract interest both domestically and internationally.
On top of that, the key will be the collaboration between Kyodo PR and Dentsu, which will provide public relations support ahead of the opening ceremony. In this business proposal, it is believed that the content of the opening ceremony is shared with the joint PR under the NDA (Non-Disclosure Agreement), but the issue is to what extent the linkage between the PR activities during the opening period and the production is ensured.
Can we go beyond public relations support and regain the public's attention?
Kyodo PR is a long-established PR company founded in 1964 and was the first public company in the PR industry in 2005. After that, the founder retired from management, and in 2015, he founded an advertising company in Nagoya. Shinto Communications It has become a subsidiary of the The company has experience working at the Aichi Expo. On the other hand, Kyodo PR has many customers from major companies, but it is unclear whether it will be able to handle momentum-building operations at large-scale international events that the Dentsu Group has monopolized so far.
However, as long as we obtain a commissioned amount of about 18 million yen in two months, we are required to achieve results commensurate with it. As a listed company with a heavy social responsibility, the success or failure of its public relations support operations for the Osaka Expo may have an impact on its subsequent performance. In July 2024, the company will open an Osaka branch in anticipation of economic development in the Kansai area. establishment It was.
Joint PR and interviews with the Expo Association, where is the PR support?
On the evening of the 5th, Yo Tabi News News Agency asked Kyodo PR about the "reaction of the person in charge of the Expo operations" and the Expo Association about the "reason for the delay in announcing the contract candidate" and "the reason for the Dentsu Group's rejection", Kyodo PR explained that it was "difficult to answer because it is before the official contract has been signed", and the Expo Association said that it "does not have an answer at this time".
