Tokyo Central

Tokyo Central

Tokyo Central Signing Announcement PR Campaign

Client: CenterCal Properties
Location: Bay Street Emeryville

Category: Public Relations, Retail Real Estate, Strategic Communications

  • Overview

When CenterCal Properties secured Tokyo Central as a flagship grocery anchor at Bay Street Emeryville, they needed more than a standard announcement—they needed buzz. Kayyem Marketing delivered a high-impact PR campaign that turned a single press release into a tidal wave of regional and national media coverage, digital engagement, and brand elevation.

With strategic messaging, media targeting, and timing precision, we positioned the Tokyo Central announcement as a game-changing moment for Bay Street’s transformation.

  • Objectives
  1. Build widespread awareness of Tokyo Central’s arrival and CenterCal’s larger vision for Bay Street
  2. Establish momentum ahead of the store’s 2025 opening
  3. Drive perception of Bay Street as a revitalized, high-traffic destination
  4. Generate multi-channel media coverage and digital engagement across consumer and trade outlets
  • Our PR Strategy
  • Developed a compelling, newsroom-ready press release highlighting Tokyo Central’s brand equity, store size (40,635 SF), and cultural value
  • Coordinated exclusives and targeted outreach to top-tier business, retail, food, and lifestyle media
  • Teased the mystery of the new anchor tenant in advance to spark curiosity and media anticipation
  • Leveraged relationships with national and regional media, plus niche publications aligned with culinary and AAPI interest areas
  • Media Coverage Wins

Kayyem Marketing secured coverage in over 20 media outlets, including:

  • San Francisco Chronicle
  • San Francisco Business Times
  • SFGate
  • KRON4
  • NBC Bay Area (with video segment)
  • Mercury News
  • East Bay Times
  • Yahoo! Finance
  • Progressive Grocer
  • Shopping Center Business
  • Connect CRE (headline story in both regional & national newsletters)
  • MSN.com
  • Eater SF (email interview)
  • CBS Bay Area (site visit)
  • Lifestyle & niche wins with California.com, Berkeleyside, 48 Hills, Hoodline, AsAmNews, Bay Area Telegraph, E-ville Eye, and more.
  • By the Numbers
  • 154 online media pickups
  • 2,478 press release views
  • 593 asset (photo/logo) views
  • 100% earned media coverage (no paid placements)
  • 1 top story in Connect CRE California and front page of Connect CRE National newsletter
  • Results & Impact
  • Positioned Bay Street as a rejuvenated, desirable destination
  • Introduced Tokyo Central to thousands of new customers before opening
  • Generated millions of earned media impressions
  • Sparked cross-channel conversation on social, trade, and consumer platforms
  • Supported leasing, community perception, and long-term marketing momentum
  • Why It Matters
  • This was more than a grocery store announcement. It was a storytelling campaign that brought together culinary culture, economic development, and CenterCal’s long-term vision, crafted and delivered by Kayyem Marketing.
  • We don’t just land press. We create moments. We define narratives. And we make sure your message dominates the conversation.