博爾特媒體推廣方桉-

博爾特媒體推廣方桉_承辦單位：匡合（北京）國際廣告?zhèn)髅街鬓k單位：《體壇周報(bào)》體壇周報(bào)（TitanSports）是中國目前期發(fā)量最大的綜合類體育報(bào)，總部在湖南長沙。目前旗下還有足球周刊、全體育、高爾夫大師和戶外雜志。編輯部現(xiàn)居北京，在世界各個(gè)體育強(qiáng)國都有常駐記者，并與法國《隊(duì)報(bào)》、西班牙《馬卡》報(bào)等建立長期合作關(guān)系?？锖希ū本﹪H廣告?zhèn)髅?是一家集廣告影視制作、品牌策劃、公關(guān)策劃及執(zhí)行、媒體運(yùn)營于一體的多元化廣告?zhèn)鞑シ?wù)機(jī)構(gòu)。公司主創(chuàng)人員均為影視制作界、廣告界、傳媒界的資深人士，曾服務(wù)過眾多國際和國內(nèi)知名品牌.Co-organizer：KuangHe（Beijing）InternationalMediaAdvertisementCO.,LtdOrganizer：TitanSportsTitanSports,localizedinChangsha,HunanProvince,iscurrentlythecomprehensivenewspaperonSportswiththemostpublishedissueinchina.Andithasvariousdivisions,suchasfootballmagazine,allsports,golfandtheMastersofoutdoormagazines.ItseditorialdepartmentisinBeijingnow,andtherearemanyPermanentCorrespondentsallaroundtheworld.TitanSportsestablishedlong-termcooperativerelationshipwiththeFrench"team",Spain,"Marca"newspaper,andsoon.KuangHe（Beijing）InternationalMediaAdvertisementCo.,Ltdisakindofmulti-mediaadvertisingagenciesspecializedinTelevisionadvertisingproduction,BrandPlanning,PublicRelationsPlanningandExecutive,MediaOperationandsoon.ThecompanyofficalswereallseniorcastscomingfromtheFilmandTelevisionproductionindustry,theAdvertisingindustryandtheMedia.Theyhadworkingexperienceinanumberofinternationalanddomesticbrands.Bolthadwrittenanewchapterofmankindinthe100-meterin9.69secondsintheNestinBeijing2008.Quicklyhebecameashinningstarbyalargenumberofmedia`sreal-timereports.Bolt’sfirsttimetochinahasbecomethehotspotofvariousmediaaftertheOlympics.Inevitably,itwillbecomethefocusofthecompaniesandtheorganizersthathowtherelatedproductandbrandspreadandhowitpresenttotheconsumers.Tothispoint,wedocomprehensive,in-depthanalysisonthemediaandmakestrategiesbyBolt`scharacteristicasasportsstartopromotethemediaasfollows:

主流媒體搶占先機(jī)，區(qū)域媒體全面滲透我們的策略

08年底博爾特將再次成為中國的焦點(diǎn)主流媒體介紹報(bào)紙媒體：《體壇周報(bào)》、《足球周刊》、

《全體育》、《高爾夫大師》、

《戶外雜志》、《扣籃》電視媒體：CCTV-5、BTV-6、湖南衛(wèi)視網(wǎng)絡(luò)媒體：新浪體育頻道、體壇網(wǎng)廣播媒體：中央人民廣播電臺(tái)北京交通臺(tái)騰訊QQ電臺(tái)戶外媒體：北京公交車內(nèi)電視TheMainstreamMediaNewspaper:TitanSports,Footballmagazine,Allsports,Golf,Mastersofoutdoormagazines,Dunk.TVMedia：CCTV-5、BTV-6、HunanStatelliteTVInternet：SinaSportsChannel、SportsNetworkBroadcastMedia：ChinaNationalRadioBeijingTransportsRadioTencentQQradioOut-of-doorMedia：BeijingBus-carTVMediaAnalysisⅠMainstreamMedia：TitanSports—ispublishedthreetimesperweekrecently,andthereareabout1.6millioncopieseachcirculation.thetotalisnearly5millioncopies.IthasheldthenationalsportsmediamarketcooperatingwiththeTitanNet,AllSports,Dunk,FootballWeekly,

Out-doorMagazine,TheGolfandYoga.CCTV-5—is

thefirstandthelargestprofessionalsportschannel.Ithastheexclusivedomesticreportingrightsinmanyoftheworld`stoptournament，It`sinformationiscovering24hoursalldaylong.

HunanStatelliteTV—ItisthemostauthoritativeTVorganizationinHunan，anditisthefirstprovincial-levelTVbytheoccupancyamongthenationalcity.Itsnationalcoveragereachedto60%andthenumberoftheaudiencesreachedto0.76billion.ChinaNationalRadio

—isoneofthemostimportantandmostinfluentialmedia,andthereare40reporterstationsandofficesallaround(allprovinces,autonomousregions,Municipalities,HongkongandMaca).ChinaNationalRadiohasestablishedBusinesscooperationrelationshipswiththeBroadcastsStationinmorethan40NationsandZones.媒體分析（一）總結(jié)：以《體壇周報(bào)》、中央人民廣播電臺(tái)、CCTV-5、湖南衛(wèi)視等覆蓋全國的主流媒體為宣傳主體，在全國范圍內(nèi)快速形成信息的強(qiáng)勢(shì)傳播，搶占先機(jī)，必將使此次活動(dòng)及參與企業(yè)和品牌的知名度在全國范圍內(nèi)迅提高。主流媒體傳播方案（一）報(bào)紙媒體：《體壇周報(bào)》對(duì)活動(dòng)全程進(jìn)行跟蹤報(bào)道，即時(shí)發(fā)布活動(dòng)廣告信息電視媒體：CCTV-5、BTV-6、湖南衛(wèi)視對(duì)活動(dòng)進(jìn)行新聞播報(bào)，同時(shí)湖南衛(wèi)視密切關(guān)注活動(dòng)行程,即時(shí)發(fā)布廣告信息網(wǎng)絡(luò)媒體：新浪體育頻道：視頻報(bào)道博爾特中華之行,《博爾特訪談》欄目體壇網(wǎng)：全程視頻播報(bào)以及活動(dòng)信息發(fā)布TheMainstreamMediaPlanningⅠNewspaper:TitanSportswillreporttheentiretrackofthisactivitiesandspreadtheadlaunchreal-timeinformationTVMedia:CCTV-5,BTV-6,HunanStatelliteTVwillbroadcastnewsofthisactivities,andatthesametime,theHunanStatelliteTVwillpayattentiontotheactivitiesofBolt`strip,andrealeasetheinformationimmediately.InternetMedia:SinaSportsChanel:VideocoverageoftheBolt`striptoChina,BoltInterview.SportsNetwork:VideocoverageofthefullactivitiesandthereleaseofinformationTheMainstreamMediaPlanningⅡBroadcastMedia：ChianNationalRadio：SportsNewsBeijingTransportsRadio：SportsNewsTencentQQ：LiveFullTrackOut-doorMedia：TVin-car：NewsandReleaseofinformationMainsteramMediaRunningTime:inearlyDec.2008totheendJan.2009北京：《北京晚報(bào)》《京華時(shí)報(bào)》《北京青年報(bào)》《法制晚報(bào)》《信報(bào)》《新京報(bào)》北京電視臺(tái)北京人民廣播電臺(tái)等長沙：《瀟湘晨報(bào)》《長沙晚報(bào)》《三湘都市報(bào)》《湖南日?qǐng)?bào)》《當(dāng)代商報(bào)》湖南電視臺(tái)湖南人民廣播電臺(tái)等成都：《成都商報(bào)》《成都日?qǐng)?bào)》《華西都市報(bào)》《成都青年報(bào)》《成都晚報(bào)》四川衛(wèi)視成都電視臺(tái)成都人民廣播電臺(tái)等區(qū)域媒體介紹區(qū)域媒體介紹廣州:《南方都市報(bào)》《南方日?qǐng)?bào)》《廣州日?qǐng)?bào)》《羊城晚報(bào)》《新快報(bào)》《信息時(shí)報(bào)》廣東衛(wèi)視廣州電視臺(tái)廣州人民廣播電臺(tái)等；上海:《新民晚報(bào)》《解放日?qǐng)?bào)》《新聞午報(bào)》《東方體育報(bào)》《新聞晚報(bào)》《上海日?qǐng)?bào)

》《文匯報(bào)》東方衛(wèi)視上海電視臺(tái)上海人民廣播電臺(tái)等；深圳:《深圳特區(qū)報(bào)》《深圳商報(bào)》《深圳晚報(bào)》《晶報(bào)》深圳衛(wèi)視深圳電視臺(tái)深圳人民廣播電臺(tái)等；

Guangzhou：NanfangCityNews,NanfangDaily,YangchengEveningNews,GuangzhouDaily,NewExpress,InformationTimes,GuangdongStatelliteTV,GuangzhouTV,GuangzhouRadio

andsoon.Shanghai:XinminEveningNews,LiberationDaily,NewsTime,OrientalSports,EveningNews,ShanghaiDaily,WenHuiNews,DragonTV,ShanghaiTV,ShanghaiRadioandsoon.Shenzhen:ShenzhenSpecialZoneDaily,ShenzhenCommercialDaily,ShenzhenEveningNews,JingNews,ShenzhenStatelliteTV,ShenzhenTV,ShenzhenRadioandsoOn.RagionalMedia媒體分析（二）區(qū)域媒體：《北京晚報(bào)》——通過北京市郵政報(bào)刊發(fā)行局對(duì)國內(nèi)外公開發(fā)行,日發(fā)行量100萬份,最高達(dá)到120萬份,是全國發(fā)行量較大的晚報(bào)之一?！稙t湘晨報(bào)》——是一份大型綜合類都市日?qǐng)?bào),每期發(fā)行總量超過52萬份《成都商報(bào)》——發(fā)行量超過120萬，讀者多為社會(huì)中堅(jiān)階層的白領(lǐng)人群《南方都市報(bào)》——是廣東省內(nèi)發(fā)行量最大的綜合類日?qǐng)?bào)，日均發(fā)行量達(dá)169萬?！缎旅裢韴?bào)》——是中共上海市委直接領(lǐng)導(dǎo)的面向廣大市民的綜合性報(bào)紙，日發(fā)行量達(dá)150萬。RagionalMedia：BeijingEveningNews——beissuedthroughthepostalboardforthepublicathomeandabroad,itisoneofthelargercirculationinNationalEvenings,whichisabout1millionandupto1.2millioncopiesaday.XiaoxiangMorningNews——isoneofthegreatestCityDailyandeachphaseofthetotalisissuedmorethan520,000copiesChengduCommercialDaily——Itisissuedmorethan1.2million.NanfangCityNews——Itisthecomprehensivedailynewspaperwiththelargestnumberofissuing,anditsdailyissueisover1.69million.XinminEveningNews——ItisthecomprehensivenewspaperheldbythemunicipalgovernmentofShanghai,anditsdailyissueisabout500thousand.MediaAnalysisⅡ媒體分析（二）總結(jié)：我們將以各地區(qū)主流媒體為主體，全面配合全國性媒體對(duì)此次活動(dòng)進(jìn)行深度報(bào)道，使參與活動(dòng)的企業(yè)和品牌信息在全國范圍內(nèi)滲透，使其像博爾特一樣家喻戶曉！

MediaAnalysisⅡSummary:Wewillfocusonthemainstreammediaofalltheregionsandcooperatewiththenationalmediatomakein-depthreportaboutthisevent,inordertomaketheparticipatingcompaniesandtheirbrandwellknowntothewholenation,justlikeBolthimself.區(qū)域媒體在活動(dòng)期間配合主力媒體進(jìn)行活動(dòng)報(bào)道區(qū)域媒體投放時(shí)間：2008年12初至2009年1月末區(qū)域媒體滲透方案——主流媒體向全國受眾進(jìn)行信息輻射，區(qū)域媒體配合主力媒體通過新聞播報(bào)、信息采集等形式傳播，形成多渠道、全方位、立體的整合推廣?！獏⑴c此次活動(dòng)的媒體將達(dá)200多家，必將于2008年年底在中國掀起后奧運(yùn)