London turns Japanese as Spreckley widens exposure for HYPER JAPAN

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The Client

The UK’s biggest Japanese culture and food show, which attracts over 85,000 visitors over three days, and annual Christmas market.



The Goals

HYPER JAPAN’s primary goal was to increase the number of visitors to its flagship 2013 summer event, building on their previous Christmas and Summer 2012 show attendance. This was in addition to its wider goal of generating an over-arching interest in Japanese culture, fashion and cuisine to support Japanese businesses already in the UK, whilst encouraging those considering investing in the UK market.




Spreckley managed all media relations for the three day event; including pre-show promotion and media outreach.
 In running the press office and registration process at HYPER JAPAN, Spreckley delivered a smooth experience for press and VIP attendees.

250 pieces of coverage

Over 300 members of the press attended over
one weekend, resulting in more than 250 pieces 
of coverage. This included multiple mentions
and features in key titles such as: Metro, Evening Standard, The Guardian, The Sun, Daily Mail, Time Out, The Independent and the Wall Street Journal.

TV appearances and interviews

TV appearances and interviews were secured for prominent guests on Sunday Brunch and BBC China.

Online coverage

In addition, Spreckley secured a wealth of online coverage, including everything from fashion, food and drink, to gaming, technology, anime
and cosplay.


Targeting key influencers

Trade communications targeting key influencers within the food and drink sector resulted in coverage within the likes of Grocery Trader, The Drinks Report and Bar Magazine.

Pixie Lott, Amber Atherton, Jarvis Cocker and Bip Ling

Celebrity attendance from Pixie Lott, Amber Atherton, Jarvis Cocker and Bip Ling generated a strong social media following for the event amongst the key youth demographic.


Social media engagement

Social media engagement with journalists and fans of Japanese culture alike was used to increase word of mouth excitement and widespread viral chatter around HYPER JAPAN.


20,000 more people than the previous year

Overall attendance increased by nearly 20,000 people compared to the previous 2012 Christmas event.