一汽大眾上市試乘試駕活動整合營銷方案

一汽-大眾北區(qū)CC上市試乘試駕活動整合營銷方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010.07.2424thJuly2010項目背景項目目標(biāo)項目策略項目概述項目安排媒體計劃執(zhí)行細(xì)節(jié)目錄ContentsProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails項目背景 Projectbackground7月15日在上海舉行CC上市發(fā)布會，面向全國媒體和經(jīng)銷商傳遞產(chǎn)品亮點，以及價格信息。各地經(jīng)銷商結(jié)合產(chǎn)品調(diào)性、利益點在各地舉辦CC上市活動，使全國各地媒體及消費者了解CC特點。July15CClisted

inShanghai,forthenationalmediaanddealersdeliverproducthighlightsandpriceinformation.

Dealerscombinedproductscharacteristics,interestpointsorganizedcclistedactivitiesaroundthecountry,sothatthemediaandconsumerscanknowaboutcharacteristicsofCC.項目目的Purpose廣泛傳播CC上市信息，提升CC北區(qū)范圍的知名度定位CC為“優(yōu)雅動感的高級轎車”，建立大眾品牌旗艦車型形象傳播CC優(yōu)雅動感的魅力設(shè)計，彰顯CC與眾不同的產(chǎn)品氣質(zhì)提升一汽-大眾大眾品牌整體形象支持銷售，加速完成北區(qū)銷量目標(biāo)Spread

CClistedinformation,establishedanationwideCC

awareness

LocatedCCas"elegantandsportysedan"establishedVWbrand'sflagshipmodel

Spread

CCelegantdynamicdesign,highlightCCdistinctiveproductqualities

EnhancetheFAW–VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets

對于活動重要性的認(rèn)識Awarenessoftheimportanceforactivities注：本次試乘試駕活動是CC北區(qū)上市的一次重要工作——與媒體與區(qū)域VIP客戶取得良好溝通，讓嘉賓充分感受到CC的優(yōu)越性能和卓越品質(zhì)，在媒體上發(fā)出關(guān)于CC的真實的、正面的報道，從而達(dá)到對于行業(yè)、公眾和消費者的有益引導(dǎo)，為CC上市做好傳播延續(xù)工作。Note:

ThistestdriveeventisCCnorthregionlisting’smajorwork–withthemediaandregionalVIPcompletegoodcommunication,sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC,inthemedia,issuetherealpositivereportsabouttheCC,toachievetheusefulguidetotheindustry,thepublicandconsumers,tomakefullwarm-workforCClist..對于VIP客戶及媒體人員的選擇——務(wù)必精準(zhǔn)有效

Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful對于活動地點選擇——務(wù)必新鮮有特色

Forselectingactivitiesvenue–mustbetohavefreshanddistinctive對于參加活動嘉賓的接待——務(wù)必周到有禮

Forthereceptionofguests–mustbethoughtfulandcourteous對于試乘試駕活動安排——務(wù)必體現(xiàn)CC優(yōu)越性能

Forarrangingthetestdrive–mustfullyexpressingCCexcellenceperformance對于試乘試駕路線安排——務(wù)必體現(xiàn)CC的優(yōu)雅動感

Arrangementsforthetestdriveroute-besuretoreflectCC‘selegantdynamic

對于試駕之后的報道跟蹤——務(wù)必緊密有節(jié)奏Fortheaftertestdrivereport–mustbecloseandorderlyCC試乘試駕的“六個務(wù)必”CCtestdrive’s"sixmust"

項目策略來源Strategy用戶特征核心競品整車性能根據(jù)對CC特質(zhì)、目標(biāo)人群及競品的分析，推出本次活動的概念：不是簡單的試乘試駕，而是CC的全方位完美體驗AccordingtoCC’scharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360°all-roundperfectexperience項目策略Strategy策略來自于CC特質(zhì)StrategyfromtheCCcharacteristics流線型轎跑車車身設(shè)計；無框車門；全景天窗；拉絲鋁金屬飾板；Streamlinedcoupebodydesign

Smart,luxurious,elegant完美設(shè)計CCAppearance舒適駕乘Differentialconfiguration丹拿音響；運動舒適型座椅；多功能方向盤帶換檔撥片，特別降噪措拖。Framelessdoors/panoramicsunroof

Leisure,modern,richtaste

動力無限CC

Engine2.0TSI渦輪增壓直噴發(fā)動機(jī)∕6速DSG雙離合變速器，動力澎湃、速度激情。2.0TSIturbodirectinjectedengine/six-speedDSGdual-clutchgearboxPowersurge,speedpassion創(chuàng)新科技CCinteriorandintelligentdesign自適應(yīng)巡航系統(tǒng)；預(yù)碰撞安全系統(tǒng)；車道保持系統(tǒng)；智能泊車輔助系統(tǒng)；后視影像系統(tǒng)。IntelligentDriverAssistanceSystemsComfortable,luxurious,personalized注：緊密依托產(chǎn)品性能，設(shè)置新穎的試乘試駕方式，用全方位360°的方法展現(xiàn)CC的特質(zhì)與出眾之處……Note:

Closelyrelyonproductperformance,setthenoveltestdrivemode,withfull360-degreemethodofshowingthecharacteristicsandoutstandofCC.策略來自于CC目標(biāo)人群TheCCstrategyfrom

targetpopulation富有活力Dynamic

開拓創(chuàng)新Innovation

運動休閑Sports&Leisure品位高雅High-grade購車消費特點：Autoconsumptioncharacteristics:對車輛外觀、品牌和品質(zhì)有很高的要求Theappearance,brandandqualityofthevehiclewithhighrequirements要求私人座駕既充滿駕馭動感又不失優(yōu)雅Requiredtheprivatecarfullofdynamicwithoutlosingtheelegant對品牌和個性有獨特的理解Understandingofbrandandpersonality充分考慮目標(biāo)人群的感受，在試乘試駕中全方位360°感受CC的優(yōu)雅與卓越品質(zhì)…Fullyconsiderthefeelingsofthetargetcustomers,intestdrivefeelthefull360-degreeCC'seleganttaste項目策略Strategy策略來自于對競爭優(yōu)勢StrategyfromcompetitiveproductsCC的競爭優(yōu)勢外形設(shè)計融合了跑車的動感與豪華轎車的高雅，剛勁有力而不失華貴氣質(zhì)，顯示出獨有的氣質(zhì)；內(nèi)飾設(shè)計低調(diào)奢華而不失清新雅致，鮮明呈現(xiàn)了跑車風(fēng)格與豪華轎車的舒適；操控感與動力絕不遜于其造型給人帶來的驚喜，綠色環(huán)保的特性體現(xiàn)車主的優(yōu)雅品味；大量智能化、人性化設(shè)計的先進(jìn)電子裝備使CC成為名副其實的高級轎車。Breakdowncharacteristicsofcompetingproducts,primarilyfacetothecoreofcompetitiveproductsReiz,Subori.StrengtheningCCstreamlinebody,four-wheeldrive,TSI+DSG,acceleration;emphasizeddynamic,smooth,design;項目策略Strategy策略闡述Strategy鑒Appreciate看Watch聽Listen品Taste體驗CC超越同級別的駕駛樂趣立體化展示CC產(chǎn)品性能打造CC超凡獨特的駕馭感受多角度感受CC優(yōu)雅動感360°TocreateauniqueextraordinarydrivingsenseofCCToexperienceCCdrivingpleasurebeyondthelevelMulti-angletofeelCCelegantdynamicThree-dimensionaldisplayofCCperformance通過系列化的全方位體驗：“一看”、“二聽”、“三品”、“四鑒”四個完美體驗過程，準(zhǔn)確清晰地傳遞CC優(yōu)雅、動感特質(zhì)及超強性能。

Throughtheseriesofall-roundexperienced:“firstwatch",“secondlisten",“thirdtaste","fourthappreciate"Thesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.策略詳解StrategyexplanationC°動感空空間——設(shè)置三維全全息立體投投影展示說說明廳，突突破常規(guī)的的PPT培培訓(xùn)講解方方式，采用用三維全息息投影技術(shù)術(shù)，通過360°投投影立體化化展示CC產(chǎn)品性能能，讓嘉賓賓看得更過過癮，學(xué)得得更趣味輕輕松。運用創(chuàng)新科科技手段彰彰顯顯CC獨特特魅力UseinnovativetechnologymeanstoshowuniquecharmofCCC°dynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360°three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.看WatchC°音悅世世界——篷房內(nèi)內(nèi)專設(shè)一間間CC仿真真駕駛內(nèi)室室，通過音音效技術(shù)模模擬駕駛過過程的各種種聲音；采采用三維投投影技術(shù)，，車窗及前前擋風(fēng)玻璃璃實現(xiàn)不同同場景變換換，為嘉賓賓帶來極致致奢華的視視聽沖擊；；同時采用用階梯式仿仿真CC座座椅，讓體體驗者倍感感舒適。C°sweetworld––inthetentsetaCCsimulateddrivingroom,simulatethedrivingprocesssoundsbyaudiotechnology;usingthree-dimensionalprojectiontechnology,windowsandthewindscreenrealizeddifferentscenechanges,bringtheultimateluxuryaudio-visualimpactfortheguests;thesametimeusingsteppedCCsimulatedseats,sothatcustomerscanfeelmorecomfortable.全新新體體驗驗方方式式領(lǐng)領(lǐng)略略CC豪豪華華品品質(zhì)質(zhì)NewexperiencedtotasteCCluxuryquality策略略詳詳解解Strategyexplanation聽Listen根據(jù)據(jù)CC性性能能專專設(shè)設(shè)賽賽道道打打造造高高級級豪豪華華車車的的完完美美體體驗驗C°完美美體驗——針對對邀約客客戶開展展CC試試乘試駕駕體驗活活動，結(jié)結(jié)合CC車型性性能特別別設(shè)置賽賽道，讓讓客戶真真正感受受至上的的駕駛樂樂趣，以以及近乎乎完美的的全方位位體驗。。策略詳解解StrategyexplanationC°perfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperienceAccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar品Taste沿海公路路的真實實體驗見見證非非凡的駕駕駛樂趣趣選擇沿海海公路的的試乘試試駕路線線，一路路歡暢前前行，在在欣賞沿沿途美景景的同時時，更能能真實感感受CC的路面面駕馭性性能和優(yōu)優(yōu)雅的駕駕乘體驗驗。策略詳解解StrategyexplanationReal-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasureThecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.鑒Appreciate對于活動動主題的的理解ThemeunderstandingsC°，CC360°全全方位完完美體驗驗C°,CC360°all-roundperfectexperienceC°優(yōu)雅雅：一種種對高品品位生活活的愜意意享受；；一種對對質(zhì)感人人生的心心靈追逐逐C°elegance:akindofpleasantenjoyonhighqualitylife;akindofmindchaseonthequalitylife.傾心綻放放：CC，為欣欣賞的人人綻放，，讓懂得得的人傾傾心Cordialbloom:CC,bloomfortheenjoypeople,cordialfortheunderstandingpeople優(yōu)雅傾傾心綻放放——一一汽-大大眾北區(qū)區(qū)CC上上市完美美體驗活活動C°eleganceCordialbloomFAW-VWNorthRegionCCListingPerfectExperienceActivityC°北區(qū)CC上市試試乘試駕駕活動執(zhí)執(zhí)行部分分NorthregionCClistedtestdriveExecutivepart項目概述述Overview時間間：2010年8月月13日日（周五五）地點點：大連———金石灘灘國賓海海岸（主主推）北京———北京樂樂駕汽車車體驗基基地（備備選）主題題：C°優(yōu)雅雅傾傾心綻放放——一一汽-大眾北北區(qū)CC上市完完美體驗驗活動活動內(nèi)容容：CC產(chǎn)品說明明會&CC試乘乘試駕體體驗活動動使用車輛輛：展示用車車1臺，，試乘試試駕用車車6-8臺Date：13rdAugust2010[Friday]Location:Dalian-GoldenPebbleBeachAmbassadorBeach(mainrecommended)Beijing-BeijingHappyDrivevehicleexperiencebase(tobeelected)Theme:C°eleganceCordialbloom-----FAW-VWNorthRegionCCListingPerfectExperienceActivityContents:Eventcontent:CCproductseminar&CCtestdriveexperienceeventVehicles:showvehicle:1,cartestdrive6-8參與嘉賓賓：邀約VIP客戶戶30人人，媒體體記者30人，，共計60余人人項目概述述Overview貴賓VIP記者JournalistParticipatedguests:30VIPcustomers,30journalists,atotalofmorethan60people我們選擇擇了浪漫漫之都大大連作為為本次完完美體驗驗活動的的主推場場地。大連金石石灘國家家旅游度度假區(qū)——三面環(huán)海海，優(yōu)雅雅舒適的的環(huán)境與與本次完完美體驗驗活動調(diào)調(diào)性相符符。大連———金石灘灘國賓海海岸Dalian-GoldenPebbleBeachAmbassadorCoast場地選擇擇Venueselection項目安排排ArrangementWechoseromanticcityDalianasourperfectexperiencevenue.DalianGoldenPebbleBeachNationalHolidayResort-surroundedbythesea,elegantandcomfortableenvironmentmatchthisperfectexperienceevent.金石石灘灘發(fā)發(fā)現(xiàn)現(xiàn)王王國國—停車車場場推薦薦理理由由：：面積積為為5000平平米米，，足足夠夠的的場場地地空空間間可可設(shè)設(shè)置置各各種種試試駕駕科科目目，，充充分分滿滿足足了了對對賽賽道道的的規(guī)規(guī)劃劃。。線路路：：發(fā)發(fā)現(xiàn)現(xiàn)王王國國—濱海海公公路路—海韻韻公公園園根據(jù)據(jù)沿沿海海公公路路實實際際情情況況，，設(shè)設(shè)置置了了以以上上這這條條組組合合線線路路，，感感受受CC優(yōu)雅雅舒舒適適的的同同時時，，還還可可飽飽覽覽沿沿海海美美景景。。A、、場場地地試試駕駕場場地地推推薦薦B、、公公路路試試駕駕場場地地推推薦薦項目目安安排排ArrangementA.VenuerecommendationB.HighwayvenuerecommendationGoldenPebbleBeachDiscoveryKingdom-ParkingRecommendedreason:anareaof3000squaremeters,enoughspacecanbeusedtosetupavariousoftestdrivesubjects,satisfytheplanningontrack.Route:DiscoveryKingdom-BinhaiHighway-RhineParkAccordingtotheactualsituationofthecoastalhighway,settheabovecombinedline,atthemomenttofeeltheCCelegantandcomfortablealsoenjoyingthecoastalscenery.C°完美體體驗中的試試乘試駕部部分有兩部部分組成根據(jù)策略需需要，我們們創(chuàng)新設(shè)置置試乘試駕駕路線及環(huán)環(huán)節(jié)。項目安排ProjectarrangementAccordingtoCCproductinnovativefeaturestosetthetestdriveroutesandlinkssothatguestsexperiencethegreatestextentofCCexcellentperformanceVenuetestdrive:AccordingtotheperformancecharacteristicsofCCintegrateddesigncircuit,experienceinvariousroadCCdrivingexperienceHighwaytestdrive:AccordingtotheCCcarryingTSI+DSGpowercombinationtodesignracingcircuit,toexperiencepowerperformanceandcomfort,highlightingtheCCunityofsedanandsportcardrivingpleasure公路試駕駕：突出CC轎跑合合一的駕駕駛樂趣趣及優(yōu)雅雅格調(diào)場地試駕駕：體驗CC于完美美性能項目時間間表Agenda2010年8月月13日日上下各各一場13thAugust2010onceinAM,PM嘉賓簽到到分組：：將30人人分為A、B兩兩組，每每組15人………時間Time內(nèi)容Contents13日AM09：00—09：30嘉賓簽到分組Guestsregistrationandgrouped09：30—09：45A組嘉賓聽取CC性能講解，B組嘉賓仿真體驗CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance09：45—10：00A、B組調(diào)換體驗A、Bswoptoexperience10：00—10：05車舞表演Autodanceshow10：05—12：00試乘試駕Testdrive12：00—13：00午餐自助Buffetlunch13日PM13：00—13：30嘉賓簽到分組Guestsregistrationandgrouped13：30—13：45A組嘉賓聽取CC性能講解，B組嘉賓仿真體驗CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance13：45—14：00A、B組調(diào)換體驗ABswoptoexperience14：00—14：05車舞表演Autodanceshow14：05—16：00試乘試駕Testdrive16：00—17：30晚餐自助Dinner17：30—返回酒店ReturntothehotelGuestsregistrationandgrouped:divided30personin2groups,15personforonegroup試乘試駕駕流程TestdriveprocessABAB用餐AB新車亮相車舞NewautoshowdanceB公路試乘試駕HighwaytestdriveA場地試乘試駕VenuetestdriveMealA看WatchB聽Listen項目安排排ArrangementC°完美美體驗——公路試駕駕C°perfectexperience-Highwaytestdrive公路試駕駕路線安安排：發(fā)現(xiàn)王國國—濱海公路路—海韻公園園全長42公里，駕駕乘體驗驗時間在在30分鐘左左右Highwaytestdriverouting:DiscoveryKingdom-CoastalHighway-RhineParkLength42km,drivingexperiencedtimeforabout30minutes試乘試試駕說說明：：Testdriveintroduction按路書書路線線行進(jìn)進(jìn)；Drivebyroadbook;預(yù)計15人人，每每3名名嘉賓賓1部部車。。由試試駕教教練領(lǐng)領(lǐng)隊。。沿途途設(shè)置置3個個換乘乘點可可讓每每個嘉嘉賓輪輪換駕駕駛，，體驗驗不同同路況況下的的試乘乘試駕駕感受受;Estimated15people,onecarforeverythreeguests.testdrivecoachleadtheteam.Setthreetransferpointsalongthewayalloweachguesttodrive,experiencetestdriveunderdifferentroad;4輛工工作車車，供供現(xiàn)場場工作作人員員活動動調(diào)度度等事事宜所所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1輛攝攝影攝攝像車車，進(jìn)進(jìn)行全全程拍拍攝;Aphotographiccameracarforthewholeshoot;1輛救救險車車，活活動全全程安安全保保障;Arecoverytruckforthewholesecurityactivities;項目安安排ArrangementC°完完美體體驗——公路試試駕（（優(yōu)雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)項目安排ArrangementC°完美體體驗——公路試駕（（優(yōu)雅之旅旅）C°perfectexperience–Highwaytestdrive(Eleganttour)公路試乘試試駕的原則則：安全中體驗CC的優(yōu)雅………公路試乘試駕駕安全講解：：專業(yè)教練員在在副駕駛席全全程負(fù)責(zé)安全全監(jiān)督，試駕駕人員聽從專專業(yè)教練員的的指導(dǎo)；車輛起步前觀觀察前方道路路，確保場地地內(nèi)無任何車車輛行人；為保證活動安安全，后車在在前車到達(dá)緩緩沖區(qū)后方能能從起點出發(fā)發(fā)；項目安排Arrangement外景拍攝Locationshooting在沿途選取3處風(fēng)景優(yōu)美美，適合外景景拍攝的空闊闊場地，車隊隊在指定換乘乘地點?？浚ǎ看瓮？繒r時間為5分鐘鐘），嘉賓自自行選擇合適適角度拍攝。。Toselectthreescenicrouteontheway,suitableforlocationshooting,theteamstopsatdesignatedtransferlocations(eachstopfor5minutes),guestscanmaketheirowncameraangles.C°完美體驗驗——公路試駕（優(yōu)優(yōu)雅之旅）C°perfectexperience–Highwaytestdrive(Eleganttour)媒體自駕游Mediaowndrivingtour在下午針對媒媒體朋友的公公路試乘試駕駕結(jié)束后，我我們可以應(yīng)媒媒體特殊要求求安排自由試試駕。媒體可以3人人/車（按照照試駕車號））的形式，在在規(guī)定時間與與規(guī)定區(qū)域內(nèi)內(nèi)，于試車地地周邊進(jìn)行自自由試駕；可以根據(jù)媒體體需求，安排排專業(yè)車模（（每車1人））隨行拍攝.Intheafternoon,afterthemediafriend’’sroadtestdrive,wecanarrangemediaaspecialowndrivingtourthenextday.

Mediacanbethreepersons/vehicles(inaccordancewiththetestdrivevehiclenumber)form,inspecifiedtimeandarea,aroundthetestdrivevenuefortestdrive;Accordingtomediarequirements,arrangeprofessionalcarmodels(1personpervehicle)forshootingC°°完完美美體體驗驗———公路路試試駕駕（（優(yōu)優(yōu)雅雅之之旅旅））C°°perfectexperience––Highwaytestdrive(Eleganttour)項目目安安排排ArrangementC°°完完美美體體驗驗公路路試試駕駕：：激情情轉(zhuǎn)轉(zhuǎn)彎彎：：駕駛駛體體驗驗連連續(xù)續(xù)彎彎道道以以及及發(fā)發(fā)卡卡彎彎帶帶來來的的漂漂移移與與激激情情，，展展示示CC強大大的的操操控控力力直線線加加速速：：體驗驗CC的TSI+DSG釋放放的的強強勁勁動動力力注：：試乘乘試試駕駕過過程程中中，，嘉嘉賓賓可可以以打打開開自自動動無無框框車車窗窗和和全全景景天天窗窗，，聆聆聽聽丹丹拿拿音音箱箱的的震震撼撼效效果果，，感感受受沿沿路路風(fēng)風(fēng)景景，，展展示示人人、、車車相相融融的的愜愜意意生生活活。。項目目安安排排ArrangementC°perfectexperienceHighwaytestdrive:Estimated15people,threeguestsinonecar.ADEcoachbytheteamleader.Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions.Cityshuttle:Seturbanroadconditions/intothecity,carsandthecitiesintegrated.Startandstopbrakeinurbantraffic,overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration:ExperienceCCTSI+DSGstrongmomentumreleaseNote:Duringthetestdriveprocess,guestscanopenautomaticallyframelesswindowsandpanoramicsunroof,listentotheTannerspeakers'shockeffect,feelingalongthelandscape,peopleenjoyvehicles'comfortableconditionsBackup推薦酒店：：大連金金石國際會會議中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter推薦理由：：大連金石國國際會議中中心位于大大連金石灘灘國家旅游游度假區(qū)的的西部半島島，毗鄰金金石高爾夫夫球場和游游艇俱樂部部，距離試試駕場地較較近每間客房經(jīng)經(jīng)過精心設(shè)設(shè)計及布置置，房間內(nèi)內(nèi)視野開闊闊，大海、、群山及高高爾夫球場場可一覽無無遺，與本本次活動的的調(diào)性契合合。場地選擇Venueselection項目安排ArrangementRecommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.推薦酒店：：國家法官官學(xué)院北京京分院RecommendedHotel:TheNationalJudgesCollegeBeijingBranch.推薦理由：：Recommendedreasons位于雁棲湖湖東岸半島島之中，三三面環(huán)水，，群山綿亙亙，另有長長城古跡于于湖光山色色中若隱若若現(xiàn)交通便利，，距北京城城區(qū)50分分鐘，距距首都機(jī)場場約40分分鐘，距離離投放場地地較近項目安排ArrangementLocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.項目執(zhí)行ProjectexecutiveVIP客戶戶接待：針對VIP客戶由經(jīng)經(jīng)銷商邀約約，派豪華華大巴到指指定經(jīng)銷商商處接試駕駕嘉賓，統(tǒng)統(tǒng)一前往試試駕場地，，如有客戶戶自駕前往往需事先溝溝通；試駕駕完畢后，，VIP客客戶自行安安排回程。。媒體記者接接待：提前確認(rèn)嘉嘉賓到達(dá)時時間及方式式，機(jī)場、、車站大巴巴全天接待待，嘉賓行行理統(tǒng)一編編號便于管管理；入住簽到時時領(lǐng)取返程程車（機(jī)））票，活動動結(jié)束后為為的媒體統(tǒng)統(tǒng)一安排車車輛送往。。VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue,ifrequiredtodrivebyhimselfshouldinforminadvance;aftertestdrives,VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance,theairport,busstationalldayreception,guests’’luggagearegottenuniformnumbersformanagement;whenguestscheckinreceiveareturnvehicle(plane)tickets,aftertheeventarrangethevehiclestosendthemedia.簽到分組嘉賓到達(dá)試乘乘試駕場地后后，行至簽到到處簽到，簽簽署試駕協(xié)議議，同時領(lǐng)取取服裝及禮品品，將嘉賓分分為A、B組組，每組15人。禮儀小姐引導(dǎo)導(dǎo)嘉賓簽到，，指導(dǎo)其簽署署試駕協(xié)議；；工作人員為嘉嘉賓分發(fā)統(tǒng)一一服裝及禮品品；工作人員指引引嘉賓到更衣衣室更換衣物物。注：邀約客戶與媒媒體記者流程程相同項目執(zhí)行ExecutiveRegistrationandgroupedGuestsarriveattestdrivevenue,firstforregistration,signtestdriveagreement,andreceiveclothingandgifts,theguestsweredividedintoA,Bgroup,n=15.

MissMannersguidetheguestssigninandguidethemtosignatestdriveagreement;

Staffsdistributethegiftsfortheguests;

Staffsguidegueststoalockerroomchangingclothes.Note:offercustomersthesameprocesswiththemedia篷房布局：午餐區(qū)、采訪訪區(qū)、茶歇區(qū)區(qū)、更衣區(qū)、、CC仿真駕駕駛內(nèi)室、三三維全息立體體投影展示說說明廳午餐區(qū)區(qū)：滾動播放試駕駕視頻、音樂樂，準(zhǔn)備豐盛盛的西式自助助簡餐。采訪區(qū)區(qū)：媒體記者可采采訪客戶，記記錄客戶駕駛駛感受，迅速速形成新聞點點，達(dá)到實效效傳播效果。。茶歇區(qū)區(qū)：方便嘉賓隨時時休息，提供供茶歇點心更更有新意，結(jié)結(jié)合CC造型型準(zhǔn)備點心、、水果拼盤、、茶飲等，細(xì)細(xì)節(jié)處體現(xiàn)優(yōu)優(yōu)雅之道；提提供時尚運動動雜志、CC產(chǎn)品手冊，，播放CC產(chǎn)產(chǎn)品廣告宣傳傳片，安排極極品飛車電游游體驗，增加加娛樂互動性性。更衣區(qū)區(qū)：方便嘉賓更換換衣物，為每每位嘉賓專門門準(zhǔn)備了物品品保管箱及鑰鑰匙，彰顯本本次活動人性性化關(guān)懷。場地布局Venuelayout項目執(zhí)行ExecutiveTentLayout:lunchbuffetarea,interactivepressarea,coffeebreakarea,dressingarea,wonderfulsoundsexperiencehall,trainingroomforthree-dimensionalholographicthree-dimensionaltestdriveLunchbuffetarea:rollingplaytestdrivevideo,music,preparingsumptuousbuffetmeal.Interactivepressarea:Mediareportercaninterviewcustomersandrecordcustomerdrivingexperience,contributetotherapidformationofinformationpointsforeffectivelydissemination.CoffeeBreakArea:breakatanytime,providemoreinnovativeteabreaksnacks,combinedwithCCshapepreparesnacks,fruitplatter,tea,etc.,detailsreflecttheelegance;providestylishsportsmagazine,CCproductmanuals,displayCCvideos,arrangevideogamesexperience,increasethefuninteractive.Changingarea:convenientguestchangeclothing,specificallypreparedforeachguestdepositboxesandkeys,highlightthiseventhumanecare.根據(jù)本次次CC完完美體驗驗活動的的整體調(diào)調(diào)性，為為嘉賓提提供了符符合優(yōu)雅雅、運動動定位，，實用性性強的精精美禮品品AccordingtoTheCCperfectexperiencetheoveralltone,weprovideconsistentelegance,sportorientationandpracticabilitygiftsfortheguestsCC車模模CCcarmodels音樂枕頭頭Musicpillow蘋果U盤AppleUdisk禮品推薦音樂頭枕：：可折疊成一一個手提包包樣式，展展開后在枕枕頭兩邊提提供兩只小小音箱，可可將音源設(shè)設(shè)備與其連連接，聽音音樂非常方方便。提供供了柔軟的的“床單””，適合外外出郊游使使用。MusicPillow:foldingintoahandbagstyle,providingbothsidesofthepillowwithtwosmallspeakers,canbeconnectedtoaudiodevices,listeningtomusicveryeasy.Providesasoft"sheets"usedtogosightseeing.每臺CC配配備人性化化內(nèi)飾物品品：紙巾，，音樂光盤盤，雨傘，，小瓶裝礦礦泉水4瓶瓶，小型清清新綠植、、遮陽窗簾簾等，讓嘉嘉賓坐在車車內(nèi)倍感舒舒適，盡享享愜意試乘乘試駕過程程提供活動流流程手冊、、內(nèi)附詳細(xì)細(xì)晚會流程程和試乘試試駕路書，，指引嘉賓賓準(zhǔn)時參加加各個環(huán)節(jié)節(jié)考慮嘉賓個個人習(xí)慣，，飲食習(xí)慣慣的前期統(tǒng)統(tǒng)籌，為每每位來賓做做好后勤保保障工作酒店客房每每日根據(jù)嘉嘉賓要求進(jìn)進(jìn)行清掃，，提前擺放放果盤與鮮鮮花執(zhí)行細(xì)節(jié)Executivedetails細(xì)節(jié)考慮DetailsconsiderationEachCCisequippedwithhumaninterioritems:papertowels,musicCDs,umbrellas,4smallbottlesofmineralwater,smallfreshgreenplantsandshadecurtains,sothatguestsfeelmorecomfortablesittinginthecar,enjoythecozytestdriveprocessProvideactivitiesprocessesmanualinteriordetailsofpartyprocessesandtestdriveroadbooktoguidegueststoparticipateineverylinkHotelroomdailycleaningaccordingtoguestrequirements,fruitplateandflowersplacedinadvance現(xiàn)場協(xié)協(xié)調(diào)Sitecoordination工程建建設(shè)場地使使用、、保養(yǎng)養(yǎng)接待組組receptiongroup后勤組組LogisticsGroup嘉賓接接待、、住宿宿日常活活動安保組組Securitygroup車輛人人員保保險醫(yī)護(hù)急急救日常安安全、、突發(fā)發(fā)事件件現(xiàn)場服服務(wù)機(jī)動靈靈活、、考慮慮周全全服務(wù)細(xì)細(xì)致、、完備備準(zhǔn)備充充分處理問問題迅迅速人員運運輸餐飲、、保潔潔車輛管管理備品供供應(yīng)執(zhí)行細(xì)細(xì)節(jié)Executivedetails執(zhí)行團(tuán)團(tuán)隊ImplementedteamBuildingconstructionGuestsreception,checkinEmergencycareVehiclesmanagementVenuesusage,maintenanceDailysecurity,emergencyPersonneltransportCatering,cleaningDailyactivitiesInsuranceforvehiclesOn-siteserviceSparepartssupplyFlexible,thoughtfulMeticulousservice,completedPreparedDealwithproblemsquickly需要在在試車車前與與來賓賓簽署署明確確免責(zé)責(zé)協(xié)議議準(zhǔn)備備后備備試駕駕車輛輛，以以免造造成負(fù)負(fù)面影影響的的擴(kuò)散散車輛故故障，，造成成來賓賓對于于車輛輛的誤誤解來賓對對于車車輛的的技術(shù)術(shù)數(shù)據(jù)據(jù)不了了解，，試駕駕駛中中操作作過激激，發(fā)發(fā)生事事故不可預(yù)預(yù)見的的交通通事故故其他的的突發(fā)發(fā)事件件：如鑰匙匙丟失失要求車車輛嚴(yán)嚴(yán)格做做好維維保工工作，，保證證車輛輛的正正常狀狀態(tài)充分的的前期期溝通通非常常必要要，提提供周周詳?shù)牡目蓤?zhí)執(zhí)行的的駕駛駛建議議書，，同時時教練練嚴(yán)格格控制制備件、、備用用物資資的準(zhǔn)準(zhǔn)備充充分，，應(yīng)對流流程問題Situation解決方方案Solution項目安安排ArrangementC°完完美體體驗——公路試試駕（（優(yōu)雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)要求車車輛嚴(yán)嚴(yán)格做做好維維保工工作，，保證證車輛輛的正正常狀狀態(tài)①②③④執(zhí)行細(xì)細(xì)節(jié)Executivedetails應(yīng)急預(yù)預(yù)案Emergencyplan聘請一一名當(dāng)當(dāng)值醫(yī)醫(yī)生Employanon-dutydoctors配備消消防安安全設(shè)設(shè)備Withfiresafetyequipment消防用用車事事前聯(lián)聯(lián)絡(luò)作作隨時時調(diào)用用Firecarcallatanytimeforuse各環(huán)節(jié)節(jié)都配配備醫(yī)醫(yī)藥箱箱Eachlinkisequippedmedicinechest救護(hù)用用車事事前聯(lián)聯(lián)絡(luò)作作隨時時調(diào)用用Ambulancecarcallatanytimeforuse事前聯(lián)聯(lián)絡(luò)好好附近近醫(yī)院院Tocontactanearbyhospitalinadvance媒介部部分Media媒體計計劃Mediaplanning媒體傳傳播策策略借助北北區(qū)主主流媒媒體平平臺，，將CC上上市信信息有有效傳傳遞，，同時時發(fā)布布本次次完美美體驗驗活動動信息息；通過客客戶、、媒體體共同同試乘乘試駕駕CC實證證產(chǎn)品品的良良好性性能品品質(zhì)，，為CC對對外宣宣傳樹樹立權(quán)權(quán)威輿輿論導(dǎo)導(dǎo)向，，更具具說服服力，，易形形成口口碑傳傳播；；吸引潛潛在目目標(biāo)客客戶群群注意意，促促進(jìn)意意向目目標(biāo)人人群購購買。。MediaCommunicationStrategyWithnorthmainstreammediaplatformtospreadCClistingmessage,andpublishinginformationabouttheactivitiesThroughthecustomers,mediaco-testdrivetopracticeCCgoodperformance,andestablishtheauthorityfortheCCpublicity,moreconvincing,easytoformawordofmouth;Attractpotentialtargetcustomersattention,promotethetargetpopulationtobuy;媒體計劃Mediaplanning媒體傳播目目標(biāo)打造與眾不同的的CC上市市完美體驗驗活動——根據(jù)活活動差異化化環(huán)節(jié)設(shè)置置，釋放CC更多創(chuàng)創(chuàng)新、科技技元素展示CC性能優(yōu)優(yōu)勢——透過““看、聽、、品、鑒””CC這這一全新體體驗方式，，展示產(chǎn)品品魅力分享CC車型試試乘試駕體體驗感受——剖析嘉嘉賓試乘試試駕真實感感受，形成成實效新聞聞傳播點MediacommunicatetargetCreatethedifferentCClistingperfectexperienceactivityAccordingtothedifferenceofthelinkset,releasemoreinnovativeandtechnologyelementsDisplayCCperformanceadvantageThrough““l(fā)ook,listen,taste,appreciation’thoseseriesexperienceformtoshowtheproducts'attractive.ShareCCvehicletestdriveexperiencefeelingsAnalysisthegueststestdrivetrulyfeelingsandformemotionalresponsewiththeguests媒體選擇：：Mediaselection:整合北區(qū)區(qū)主流媒媒體資源源，針對對CC上上市試乘乘試駕活活動開展展全方位位媒體傳傳播Integratednorthregionmainstreammediaresources,basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications結(jié)合CC全國上上市，以以北區(qū)CC上市市完美體體驗活動動為核心心傳播點點，對目目標(biāo)客戶戶群體傳傳遞CC產(chǎn)品信信息及活活動信息息；邀約北區(qū)區(qū)主流平平面、電電視臺、、廣播、、網(wǎng)絡(luò)媒媒體親自自試乘試試駕CC，對外外發(fā)布影影響力強強的深度度稿件；；利用名人人效應(yīng)，，制造產(chǎn)產(chǎn)品與名名人間的的關(guān)聯(lián)新新聞點，，開展公公益類和和產(chǎn)品類類新聞點點傳播。。公關(guān)文件件準(zhǔn)備：：圍繞本次次活動及及CC產(chǎn)產(chǎn)品優(yōu)勢勢性能，，為媒體體準(zhǔn)備對對外公關(guān)關(guān)文件，，可以更更有效地地利用媒媒體資源源，將價價值信息息對外準(zhǔn)準(zhǔn)確有力力地傳播播。媒體計劃劃MediaplanningCombinedCCnationallisting,thecorecommunicationpointsarenorthCCexperienceactivity,sendthetargetcustomergroupsCCproductinformationandeventinformation;Invitednorthregionalmainstreamprint,television,radio,onlinemediatoexperiencetheCC,releasethewarm-releasedraft,depthexperiencedraft,productanalysisdraft,thenextmarketforecastdraft;Usecelebritytocreateproductsandcelebrityconnectionnewspoint,todeveloppublicandnewspointdisseminationPRdocumentpreparation:FocusingonthisactivitiesandCCproductperformanceadvantages,forthemediatopreparethepublicrelationsfiles,canmoreeffectivelyusethemediaresources,disseminatethevaluablenewsaccuratelyandeffectively.傳播階段2010年7月下旬-9月中旬傳播目的突出CC動感、優(yōu)雅、體驗動力強勁、靈動非凡。核心話題被歐洲媒體評為大眾最美麗的車型-話題引爆傳播策略高端專訪引爆+“媒體”品質(zhì)鑒定傳播方向1、歐洲德系品質(zhì)2、研發(fā)實力3、技術(shù)保障4、動力強勁媒體甄選中央媒體：中國之聲、經(jīng)濟(jì)之聲、音樂之聲電視：北京電視臺-《我愛我車》財經(jīng)媒體：經(jīng)濟(jì)觀察報、21世紀(jì)經(jīng)濟(jì)報道、中國經(jīng)濟(jì)周刊行業(yè)媒體：中國汽車報、中國汽車畫報、汽車駕駛與維修、名車志、汽車之友、