【East Japan Railway Company】Communication in the digital domain of corporate branding

East Japan Railway Company
Communication in the digital domain of corporate branding

[Client] East Japan Railway Company

Overview

Corporate communication for JR East’s corporate transformation over the next 10 years. Specifically, the company has adopted the slogan “CITY UP!”, which refers not only to its railroad business but also to its urban development, as its business strategy. We designed a public relations strategy to create a new corporate image, “CITY UP! The usual PR work is to promote the railroad company’s business, but we set up a special website to make “CITY UP!” look like a corporate initiative. The brand was strengthened on the web.

Details about our activities

We distributed dozens of press releases and held multiple PR events during the year. KPIs are managed using Google Analytics. We proactively set up a special website In the PR activities in the PR activities, As a result, the number of brand hits from web searches and the level of understanding from mass media questionnaires increased dramatically before and after the measures. Advertising conversions and site accesses also increased significantly compared to the previous year’s estimates. In the end, it became the starting point for the formation of an image for the acceleration of not only the “railroad” business but also the “town” business.