[Press Release] Cheering AD “Fan Support Business Expansion Project” starts - Demonstrating a new fan experience and local consumption model based on “Oshikatsu” at Takamatsu Airport -
2026.08.27
The fan support advertisement "Cheering AD" will begin a demonstration experiment of the "Fan Support Business Expansion Project" set at Takamatsu Airport in cooperation with the Tokyo Marunouchi Innovation Platform (TMIP) and Takamatsu Airport Co., Ltd.
We will deliver a new fan experience starting from the airport from August to October 2026, in conjunction with the live concert held at Anabuki Arena Kagawa.
①Photo spot in the airport
Photo spots will be set up in the arrival and departure lobbies. From the moment you arrive at the airport, we have prepared a performance that will let you enjoy the excitement.
② Cooperation with Shikoku Air Market (YOSORA)
At the airport shop ``Shikoku Sora Market (YOSORA)'', we will carry out product development and coupon measures that match the recommended colors. Choosing souvenirs is also part of the promotion.
③ Verification based on behavioral data
Analyzing the usage of photo spots and purchasing behavior at stores, we visualize the behavioral characteristics of fans. We will use this information to improve future services for fans inside the airport.
This project is also being implemented as part of the business support for Cheering AD, which won the grand prize at the TMIP Innovation Award 2025, which recognizes new business creation by large companies.
Please check the special campaign site and press release for the target period and details.
*This demonstration is not an official collaboration with any specific artist or IP.
Click here for the campaign site
Click here for the full press release
Cheering AD “Fan Support Business Expansion Project” started
- Demonstrating a new fan experience and local consumption model based on "Oshikatsu" at Takamatsu Airport - Verifying new possibilities for fan marketing against the backdrop of the domestic live market with a market size of approximately 800 billion yen
Cheering AD, a support advertising office operated by JR East Planning Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President and CEO: Akihiko Ishikawa), will begin a demonstration of the "Fan Support Business Expansion Project" in cooperation with the Tokyo Marunouchi Innovation Platform (TMIP), an open innovation platform that aims to support the creation of new businesses for large companies and create business through collaboration between large companies and startups, industry, government, academia, and the city, and Takamatsu Airport Co., Ltd.
While the domestic live entertainment market has expanded to approximately 800 billion yen and the number of large-scale live performances in regional cities is increasing, the impact on local consumption and tourism by visitors is not enough, and there is a need to create new value for the local economy using live performances as a starting point.
Based on this background, this demonstration will use Takamatsu Airport as the demonstration field to verify changes in fan behavior, consumption creation, and economic ripple effects on the region in conjunction with the live concerts* to be held at Anabuki Arena Kagawa (Kagawa Prefectural Arena) from August to October 2026.
Through in-airport experience production, product sales measures, and analysis of visitor data, we aim to build a new fan marketing business model in which "support, experience, and consumption" are naturally linked.
This project will be implemented as part of the business support for "Cheering AD," which won the grand prize at the "TMIP Innovation Award 2025," a system that awards large companies to "excellent examples of efforts to create new value and business that transcend internal and external walls."
Even after receiving the award, the general incorporated association TMIP supports business growth by providing communication opportunities, matching with co-creation partners, and exploring demonstration fields.This demonstration will be carried out by the general incorporated association TMIP to create co-creation opportunities with Takamatsu Airport Co., Ltd. and to verify new value for the airport.
*This demonstration is not an official collaboration with any specific artist or IP.
Takamatsu Airport exterior
■ Demonstration overview
[Name]
Fan Support Business Expansion Project - Demonstration of “Oshikatsu” experience creation using Takamatsu Airport as field field -
[Implementation location]
Takamatsu Airport
[Target period]
Friday, August 28, 2026 - Monday, August 31, 2026 / Friday, September 18, 2026 - Tuesday, September 22, 2026 / Tuesday, September 29, 2026 - Friday, October 2, 2026
[Target event]
Live performance period held at Anabuki Arena Kagawa (Kagawa Prefectural Arena)
(August 29th to 30th, September 19th to 21st, September 30th to October 1st)
*This is not an official project with a specific artist or IP.
[Campaign site]
https://cheering-ad.jeki.co.jp/pages/oshitrip_takamatsu
[Implementation details]
① Experience production inside the airport
Photo spots and visual effects will be set up inside the airport, creating an ``Oshikatsu experience that starts at the airport'' that visitors can enjoy from the moment they arrive. We will promote taking photos and sharing on SNS to increase the value of your stay at the airport.
②In-airport product sales/consumption collaboration
In cooperation with airport stores, we will implement product development (VMD) and coupon measures that match the theme color. By linking fan experiences and purchases, we will examine the possibility of creating consumption within the airport and promoting circulation.
③Data-driven fan marketing verification
We will collect and analyze data such as photo spot usage, movement/stay behavior within the airport, product sales usage, coupon usage, etc., and visualize fan behavior characteristics and experience value.
Based on the acquired data, we will analyze changes in visitor behavior and consumption behavior, verify the effectiveness of data-driven marketing in the fan support business, and aim to accumulate knowledge for future commercialization and horizontal expansion.
[Implementation location MAP]
■Planning background
According to Pia Research Institute's "Live Entertainment White Paper," the domestic live entertainment market will reach approximately 856.4 billion yen in 2025, and is in a growth phase, reaching a record high for three consecutive years. Arena performances in regional cities are also on the rise, and it is not uncommon for events to attract temporary inflows of tens of thousands of visitors.
On the other hand, there are issues with holding events in local areas, such as limited impact on local consumption through day-trip visitors and weak connections with tourism and commerce.
Based on this background, this project will examine the creation of a new business that combines experiences, places, and consumption, starting from the "enthusiastic fan community" of "Cheering AD."
■Verification points
・Staying time/migratory behavior
・Use of photo spots and merchandise sales
・Experience evaluation
■Role of each company
JR East Planning Co., Ltd./Cheering AD: Planning, experience production, customer referral, fan support business asset utilization
Takamatsu Airport Co., Ltd.: Demonstration field provision, facility management collaboration
TMIP General Incorporated Association: Overall demonstration design, project promotion, result verification support
■Future development
Based on the knowledge gained from this demonstration, we aim to create a business model for the fan support business at airports, and we will also consider developing a system that ``promotes the entire journey and turns it into a live experience'', including collaboration with secondary transportation and local facilities.
Furthermore, we will work to create a new market for the fan support business, with an eye toward horizontal expansion to local airports and large-scale events.
■Reference) Overview and initiatives of each company
[JR East Planning Co., Ltd.]
JR East Planning Co., Ltd. is a comprehensive advertising company of the JR East Group. By combining the unique assets of railways, such as stations, rolling stock, and interior space, with the marketing know-how we have cultivated over the years, we are developing and proposing unique business plans that go beyond the advertising field.
Cheering AD is a support advertising service operated by JR East Planning that gives form to fans' wishes. In addition to support advertisements such as station posters and vision advertisements, we also develop participatory projects that create places for support with fans, creating new ways of support in various scenes such as sports, events, and live performances.
https://cheering-ad.jeki.co.jp/
[Takamatsu Airport Co., Ltd.]
Takamatsu Airport Co., Ltd. is a company responsible for the operation and management of Takamatsu Airport, Kagawa Prefecture's air gateway. Airport operations began in 2018 as the second nationally managed airport to be privatized. We contribute to expanding the local population and promoting tourism by maintaining and managing airport facilities, collaborating with airlines, attracting domestic and international routes, operating commercial facilities, and improving user services.
Furthermore, with safety and security as our top priority, we are promoting the creation of a comfortable and highly convenient airport under the slogan ``Revitalizing people and cities from the airport,'' and we are also fulfilling our role as transportation infrastructure that supports the development of Shikoku as a whole. By collaborating with local communities, governments, and private companies to create new value, we aim to realize sustainable airport management and regional revitalization.
https://www.takamatsu-airport.com/
[General Incorporated Association TMIP]
TMIP, a general incorporated association, operates the Tokyo Marunouchi Innovation Platform (TMIP) to create an innovation ecosystem in the Marunouchi area (Otemachi, Marunouchi, Yurakucho).
TMIP is an open innovation platform that supports the creation of innovation by collaborating with large companies, startups, government, and academia to solve social issues. Including our members and partners, we have over 400 organizations.
The TMIP Innovation Award was established in 2023 and is held once a year in Marunouchi, Tokyo, to recognize new business creation from large companies. Through this award, TMIP focuses not only on the marketability, innovation, and social impact of businesses that can become the next core business, but also on the mechanisms and ideas for business creation, and by disseminating the practical knowledge of those who continue to take on challenges within large companies, we aim to create a society where large companies openly take on new business challenges.
As a ``co-creation type'' award, we support the winning projects by providing them with communication opportunities and exploring the players and technologies necessary for business growth.
