The Trust Built as a “Partner” That Supported PR Success: SUNNY SIDE UP’s Passion and On-Site Capabilities in Supporting Mori Building

In September 2025, SUNNY SIDE UP GROUP published the “Impact Report 2025” as a company committed to solving social issues and achieving sustainable growth.

This report introduces the impact our group has had on society under the philosophy of “Let’s Have Fun!” One of the sources generating this impact is our strong connections with clients.

This time, with “Client Relationships” as our theme, we bring you a special SUNNY DAYS version of the dialogue interview with Ms. Akiba from Mori Building Company, Ltd., which was also featured in our “Impact Report 2025”!

Mori Building developed two new districts in Tokyo in 2023: “Azabudai Hills” and “Toranomon Hills Station Tower.” SUNNY SIDE UP has continued to support Mori Building as a PR partner since the opening in 2023.

We conducted a dialogue between Ms. Chie Akiba from the TM Marketing Communications Department at Mori Building Company, Ltd., and Shinnosuke Iwasaki, Executive Officer and Director of Division 4 at SUNNY SIDE UP. We asked about their involvement in the district opening PR and what followed. What emerged was a relationship of trust built through numerous on-site experiences and the strength of SUNNY SIDE UP members’ “on-site capabilities.”

A Presentation Filled with Passion in the Phrase “We Want to Do This”

—Please tell us how SUNNY SIDE UP came to handle the opening PR for both Hills in 2023.

Ms. Akiba: The openings of Azabudai Hills and Toranomon Hills Station Tower, which had been in development for several decades, happened to coincide in 2023. We decided to select a PR partner through a competitive pitch for the opening of both Hills, which was a very important milestone for Mori Building.

That was when we first reached out to SUNNY SIDE UP. We had previously worked with them on other projects, and I heard that the strong sense of trust as a partner within our company was a major factor.

Ms. Chie Akiba, TM Marketing Communications Department, Mori Building Company, Ltd.

—What was your impression of SUNNY SIDE UP during the pitch?

Ms. Akiba: Above all, their passion came through in the proposal. Beyond the temperature of simply “winning the contract,” we could feel their attitude of “we want to do this project” throughout the presentation.

What was impressive was that their proposals ended with phrases like “we want to do this” or “we want to do that.” Rather than an attitude of “we’ll follow your wishes,” it was much more proactive—we felt their intention to “be actively involved.” I felt, “Ah, SUNNY SIDE UP is looking in the same direction as us,” and I was happy about that. And then there was that final photo… (laughs).

—What photo?

Iwasaki: The entire project team went to the Azabudai Hills construction site before it was completed, took a group photo, and included it at the end of the proposal. We wanted to convey our attitude of “we absolutely want to do this project.”

Shinnosuke Iwasaki, Executive Officer and Director of Division 4, SUNNY SIDE UP

Ms. Akiba: Everyone on the Mori Building side was moved. We thought, “They went out of their way to go there.” It conveyed the feeling of “we’ll run together with you” rather than “we’ll support you.”

—What did SUNNY SIDE UP consider when preparing for the pitch?

Iwasaki: While other companies assembled experienced members, SUNNY SIDE UP’s strengths lie in our passion, youth, and stamina, in addition to our experience. Beyond the creative approach with the photo, we were conscious of not losing in terms of passion.

What we emphasized on top of that was “understanding the thoughts of our client, Mori Building.” We thoroughly reviewed the materials and thought deeply about “what is Mori Building thinking when creating this district?”

The strategic axis was to link both Azabudai and Toranomon Hills and present them as a single district called the “Hills Area.” Mori Building’s vision is the grand ambition of “making Tokyo the world’s best city.” While it’s natural in a sense for each district to attract attention, we felt it was necessary to show “how Tokyo and Japan will change” from there.

The Key to PR Success: Trust as a “Partner”

—We heard that the press conferences and preview events for both Hills openings were a great success.

Ms. Akiba: Despite the tight schedule, the press conference attracted a number of media representatives that even surprised the journalists themselves. Afterward, PR managers from other companies asked us, “How did you gather so many people?” It was on that scale. We really felt the strength of SUNNY SIDE UP’s “ability to attract media.”

After that, events involving complex operations continued, but they handled them brilliantly. The members had thoroughly absorbed background knowledge about Mori Building and both Hills, so they could resolve media inquiries on the spot. We achieved enormous exposure, and the messaging was almost exactly as we intended.

—What enabled such seamless communication?

Ms. Akiba: I think it was because they got to know firsthand the atmosphere and passion of the development and design teams on-site. Whenever we visited the sites, we always had SUNNY SIDE UP members accompany us.

Iwasaki: I believe Mori Building treated us as “partners” beyond a simple client-vendor relationship. The biggest reason the opening PR functioned so well was that we built this strong relationship of trust. All our members worked with the mindset of “we absolutely must meet these expectations.”

—SUNNY SIDE UP has continued to handle PR for both Hills after the opening.

Ms. Akiba: Given the major success at the opening and seeing everyone’s bright and positive attitude, “we want to continue working with SUNNY SIDE UP” was the consensus among our internal team members.

Currently, we have about four or five projects running each month, including seasonal events and campaign planning. We consult with them about something almost every day. When we need to make decisions internally, “What does SUNNY SIDE UP think?” comes up in conversation—they’re truly our “reliable partner.”

Members Who Look “Happy” Even in Busy Situations

—Are there any projects that left a particular impression?

Ms. Akiba: Recently, what impressed me as “amazing” was the Christmas market held at Azabudai Hills, “AZABUDAI HILLS Christmas Market 2024.” It’s an event featuring 17 retail and food vendors, and the amount of media exposure was incredible.

Interviews were packed in day after day, with product photography and interviews coming one after another—the site was truly hectic. It wouldn’t have been strange for people to get flustered. Yet the SUNNY SIDE UP staff looked genuinely happy. It was like, “This shop is ready for the interview!” “Okay, let’s go!”—that kind of upbeat energy.

That atmosphere was conveyed to the film crews as well, resulting in great content. I felt “reliable” and at the same time thought it was wonderful—they have “human strength” beyond just communication skills.

—From your perspective, Ms. Akiba, what is the appeal of SUNNY SIDE UP members?

Ms. Akiba: Everyone gets along well. Even after exhausting on-site work that would leave you drained, when you go to the waiting room, they’re talking brightly and happily. And yet, when it comes to things like document preparation, they’re quite strict with each other about what needs to be tightened up. I think they’re very professional.

—Iwasaki, please tell us about your commitment to this project.

Iwasaki: While media exposure for the Hills Area is natural in a sense, the ultimate goal is to properly establish it as “an indispensable place for many people.” When you think about it that way, no matter how much attention the PR attracts, there are always points where we think, “We could have done this better.”

What’s wonderful about Mori Building is that while entrusting us with such a large-scale project, they recognize our challenges. With the resolve that this is “a once-in-a-lifetime challenge as a PR professional,” we want to keep giving 120% and deliver performance that exceeds expectations.

—What do you expect from SUNNY SIDE UP going forward?

Ms. Akiba: At Azabudai Hills and Toranomon Hills Station Tower, we want to continue providing comfortable urban living sought by people around the world and communicating Tokyo’s appeal, thereby contributing to “making Tokyo the world’s best city.”

As time passes since the opening, uncovering and skillfully editing the enjoyment and appeal of the Hills Area will become increasingly important. We want to continue working with SUNNY SIDE UP to reach out to many people with our message.

SUNNY SIDE UP handles PR communications for various products and services.

What can be achieved through the power of communication? We welcome consultations starting from such questions. Please feel free to contact us using the “CONTACT” button below.