Tokyo Metro, Metro Ad Agency, and unerry Launch 'Event Design Navi,' an Event Support Service Centered on Mobility Data

Tokyo Metro Co., Ltd. (Headquarters: Taito-ku, Tokyo; President: Akihiro Kosaka; hereinafter 'Tokyo Metro'), Metro Ad Agency Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Hiroyuki Kawada; hereinafter 'Metro Ad Agency'), and unerry Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Hidetoshi Uchiyama; hereinafter 'unerry') will launch a new service, 'Event Design Navi,' in March 2026.

This service is the first concrete offering from the 'co-creation of a marketing platform centered on mobility data' that the three companies have been promoting under their business alliance. Leveraging the urban characteristics of Tokyo, where rail usage is high, the service utilizes foot traffic data from Tokyo Metro's approximately 6.84 million daily passengers* and unerry's approximately 240 million domestic IDs to support event planning, customer attraction, and analysis based on data. It provides insights for future improvements by assisting with venue selection based on surrounding foot traffic and target demographics, planning promotional strategies using transit and web advertising, and analyzing post-event attendance, demographics, and visitor movement.

*Average daily ridership for fiscal year 2024

'Event Design Navi' service website: https://event-design-navi.jp/

Background

For urban events and large-scale festivals, it is often difficult to accurately grasp attendance, predict congestion, analyze visitor attributes and behavior, or verify promotional effectiveness. This leads to a lack of numerical evidence needed for improving customer attraction strategies and making proposals to sponsors.

In Tokyo, where rail usage is high, station user data is effective for understanding potential customer attraction, congestion, and movement trends in surrounding areas. Therefore, we are launching 'Event Design Navi,' which integrates Tokyo Metro's daily station foot traffic data, unerry's big data of approximately 240 million domestic IDs, and Metro Ad Agency's expertise in transit advertising and station media to provide end-to-end data support from event planning to promotion and reporting.

Service Overview

This service offers two menus for the event business: 'Event Planning Support' and 'Event Reporting Support.'

1. Event Planning Support
We provide data-driven support from the planning stage, including suggesting optimal event venues and efficient attraction plans based on user analysis around the venue, visualization of congestion levels, and analysis of attendees at similar events. We also support the development of promotional strategies that combine transit and web advertising based on station usage trends.

2. Event Reporting Support
After the event, we conduct attendee analysis (estimates) based on demographics such as gender and age, residential/work areas, and 'Behavioral DNA.'* Furthermore, we visualize visit timing, duration of stay, and movement within the venue to understand visitor behavior from multiple perspectives. We provide not just a simple result report, but insights that lead to improvements for future initiatives.