Successfully host a press party to announce the launch of ‘Michelin Guide Tokyo’ 7 months prior to its publication. To make the event full of impact, invite the press WITHOUT explaining what the party is for.

Sending mysterious invitations shaped as star plates which reference the famous Michelin stars. Holding the party with a surprise - a planetarium projecting the night sky.

Attendance: more than 300 members of the press attended the event, and it got a lot of publicity. Also it may have contributed to Tokyo acquiring many Michelin stars, even more than New York!