ClubMed新聞發(fā)布會(huì)第一個(gè)提案

TABLEofCONTENT

Introduction

Concept

Venue&FloorPlan

Media,PR&KOL

Logistics

TeamManagement&Budget

2

-INTRODUCTION-

BACKGROUND/OBJECTIVES/KEYMESSAGES

BACKGROUND

Exclusivesnowactivitiesforkids

includingwintercampandminikidsclub

Frenchstylecuisine

Cheesefondue,Frenchbuffetwithatasteofwinter

Internationalskilessonoffering

PartneringupwithFrenchskischool,ESF

Professionalskiequipmentrental

ROSSIGNOLrentingservice

China'sfirstandbiggestskiresort

withlongestskislopesthatconnecting3mountains

CLUBMEDSKIRESORTUSP

ExcitingEveningActivities

Themedparty,spaandoutdoorhotspringtoenjoyintheevening

CLIENTBRIEF

ClubMedwouldliketokick-offtheirskicampaignbyorganizingamediaactivationforthecomingwinterholidayseason,showcasingandreinforcingClubMed’sallinclusiveskiholidayoffering,winterskidomainandespeciallyClubMedYabuli

OURTASK

Toimagine,createandplanapressconference/workshopfor20Shanghaimediatitlestokick-off2016ClubMedwinterskiholidaycampaign

OBJECTIVES

Tokick-off2016ClubMed’sWinterSkiCampaign

TostrengthenClubMed’sleadingskiresortrecognitionandbrandawareness

TohighlightClubMed’sofferingonFrenchinspiredholiday

Togeneratequalitativeandlargecoveragebycreatingahighlymemorableexperienceformedia

6

-CONCEPT–

THEME/KEYMESSAGES/OVERVIEW/CONCEPT

/TENTATIVERUNDOWN/LOOK&FEEL

THEME

IGNITEYOURWINTERHAPPINESSWITHCLUBMED

KEYMESSAGES

IGNITEYOURWINTERHAPPINESSWITHCLUBMED

WorldLeadingSkiResortBrand

Thereare22ClubMedsnowresortsacrossEuropeandAsia

PragelatoresortinItalywaschosenforOlympicSkicompetition

ManyresortsarearoundMt.Alps,includingtheresortinMontBlanc,Chamonix

YabulitheBiggestSkidomaininChina

ConnectingthreemountainmakesithavethelongestskislopesinChina

1.5hrstravelfromBJ,and2.5hrsfromSHmakesYabulithefirstchoiceandgreatestdestinationforwinterholiday

Ski,theTrendiesWinterActivitytoDoinChina

Differentlevelofskislopes,easierforpeopletocatchwithoutpreviousexperience

ProfessionalskilessonfromFrance,ESF,offerintheresort

AllInclusiveHoliday,PerfectforFamilyGetaway

FrenchinspiredwinterholidaywithClubMedforfamily,ex.FrenchstyleholidaywithatasteofFrenchcuisine

Differentprogramforkids,includingminiclub,wintercamp

OVERVIEW

Date: 14thSepMon.

Format: PressWorkshop

Participant: Shanghailifestyle/travelmedia(20titles)

Speakers: Mr.OlivierHorps,CEOofClubMedGreaterChina

Ms.ShenQin,MarketingVPGreaterChina

OVERALLCONCEPT

WELCOME

(Allmediatogether)

Cocktail/Mingling

CEO&VPMrktWelcome&ClubMedMilestone

ClubMedWinterSkiVideoPresentation

WORKSHOPS

(Separatemediainthreegroups,1clubMedrepresentativetolead1group)

ExperienceClubMed:

ClubMedYabuliIntroduction

SkiLesson

ClubMedMiniClub&FamilyGetaway

INTERACTION

(Allmediagathertogetheragain)

DigitalGametoWinexitingcoupon/voucher

WORKSHOP

ClubMedSkiLesson

Skitobecome“trendyHoliday”inChina

Mediatoreceiveabriefteachingintroduction(movie)fromClubMedESFteacher,followedbyarealpractice/competitiononWii

Participants:Media&ClubMedSkicoach

YabuliResortIntroduction

ShowcaseYabuliresortUSPandthecomingChampionshipofsnowboarding/whyit’sthebestskiresortinChina

Participants:Media&ClubMed

Presentation:Yabulirepresentative

Activity:WiiSkiGame MiniClubIntroduction&FamilyGetawayIntroductionofClubMedMiniclub,includingwintercamp,snowactivities…andallinclusivepackageforfamily

Participants:Media&Club

Presentation:ClubMedMinirepresentative

INTERACTION

WechatGroupCreate

?

ClubMedFactQuiz

WinningthePrize

13

Createawechatgroupforskiwinterpressevent

Inviteallthemediaintothewechatgroup

Note:TheQuizareaisdesignedwithwhiteballoons,insidetheballoon,therearesnow-likedecoandClubMedcoupon

Createawechatquizfor5questionsaboutClubMed,somefacts/newsformediatoanswer

Prize1:2firstMediawhohavealltheanswersrightcanbreakaballoonforprize

Prize2:MediawhogetthehighestscoreonWiiskigamecanalsobreakballoonforprize

Note:Whenmediabreaktheballoon,thesnow-likedecoandClubMedcouponwillfall,creatingsnowatmosphere

TENTATIVERUNDOWN

TIME

DESCRIPTION

14:00–14:30

MediaArrivalandRegistration

14:30–14:40

Cocktailandmingling

14:40–14:50

Welcome,IntroductionVideoandCEO/MarketingVPwelcomespeech

14:50–15:20

Interactiveworkshop

Dividedallmediaintothreegroups,andoneclubmedrepresentativewillleadeacheachgrouptoexperience

15:20–15:30

Interaction,rewarddistribution

15:30–15:45

Cocktailandmingling

EventendsandGiftDistributionupondeparture

16:00–17:20

oneononeinterview

14

-VENUE&FLOORPLAN-

10CORSO/SI’NANMANSION

10CORSOCOMOGALLERY

10CorsoComo,anamesynonymouswiththemostcuttingedgedesign,art,fashionhaverecentlyopeneditsfirststoreinChinainShanghaionNanjingWestRoad.

Thegallerylocatedon5thflooris400m2withaceilingheight4meters

Thisvenuecouldfittheeventwithitsurbanandwhitedesignandalsocanaccommodatedifferentcontentindifferentsections.

Availableon17thSEP/Highrental

10CORSOCOMOGALLERY

Location:5thfloor,NorthCenter,No.1717WestNanjingRoad,Shanghai,南京西路1717號(hào)北樓,近華山路

10CORSOCOMOGALLERY

FLOORPLAN

SI’NANMANSIONS

SinanMansions,withbothfamiliarandbrandnewfeatures,welcomestheguestsfromallovertheworld.

Thewholemansionisshadedbyverdure,flowersandthebirds’song.Independentgardens,rowdwellings,gallery-typebanquetinghallsandBritish-stylevillas-allthesethingsliveinharmonywiththeArtDecobuildingsandaddcolortothemansion'senvironment.

Availableon17SEP/Rentalishigh

SI’NANMANSIONS

ExhibitionCenter1FNorth

South

South:

135sqm

Size：147sqm

Length：25.52m

North:

147sqm

Width：5.76m

Height：2.9m

ExhibitionCenter1F

Size：135sqm

Length：15.84m

Width：8.52m

Height：2.9m

SI’NANMANSIONS

Location:No.51SinanRoad,Shanghai上海市思南路51號(hào)

SI’NANMANSIONS

FLOORPLAN

MEDIA,PR&KOL-

SCOPEOFSERVICE,MEDIALIST,INTERVIEWLIST,KOL

SCOPEOFSERVICE

MediaKOLinvitation&RSVP

Invitationdesign&distribution

Oneononeinterviewpitching

Pressreleasedrafting&validation

Interviewquestionscollectionandsupervision

Confirmationonmediacoverage

Onsitesupport/management

Thirdpartiescommunication

PostEventmediafollowup

Clippingreportcomposition

PROPOSEDMEDIALIST

No.

Media(Group)inEnglish

Media(Group)inChinese

Type

Publication

Circulation

1

ModernWeekly

周末畫報(bào)

Newspaper

Weekly

488,000

2

TheBund

外灘畫報(bào)

Newspaper

Weekly

581,000

3

TheGoodLife

優(yōu)仕生活

Magazine

Bimonthly

300,000

4

GafencuMen

高峰傲

Magazine

Monthly

75,000

5

JETMASTER

頭等客

Magazine

Monthly

160,000

6

ApexManual

富甲天下

Magazine

Monthly

131,000

7

EconomyShanghai&Hongkong

滬港經(jīng)濟(jì)

Magazine

Monthly

320,000

8

Target

商品評(píng)介

Magazine

Monthly

100,000

9

FortuneCharacter

財(cái)富品質(zhì)

Magazine

Monthly

178,000

10

Noblesse

望

Magazine

Monthly

120,000

11

Tatler

尚流

Magazine

Monthly

60,000

12

Travel+Leisure

漫旅

Magazine

Monthly

168,000

13

TravelingScope

旅游天地

Magazine

Monthly

657,000

14

Travel+Leisure

私家地理

Magazine

Monthly

300,000

15

ExtraordinaryTraveller

非凡旅行家

Magazine

Monthly

320,000

16

TravelIfeng

鳳凰旅游

Website

Online

N/A

17

TravelSohu

搜狐旅游

Website

Online

N/A

18

TravelSina

新浪旅游

Website

Online

N/A

19

ElleChina

Elle中文網(wǎng)

Website

Online

N/A

20

HantangCulture-TheUltimateLuxury

漢唐文化－極致

TV/Online

Monthly

N/A

Summary:

Print

15

Online

4

TV&Online

1

20titles,22pax

PROPOSEDONEONONEINTERVIEWMEDIALIST

ProposedOneonOneInterviewwithMr.OlivierHorps,CEOofClubMedGreaterChina

No.

Media(Group)inEnglish

Media(Group)inChinese

Type

Publication

Circulation

1

HantangCulture-TheUltimateLuxury

漢唐文化－極致

TV/Online

Monthly

N/A

ProposedOneonOneInterviewwithMs.ShenQin,MarketingVPGreaterChina

No.

Media(Group)inEnglish

Media(Group)inChinese

Type

Publication

Circulation

1

Travel+Leisure

漫旅

Magazine

Monthly

168,000

KOL/MCLINDALI(OPTIONAL)

Model&experiencedfashionTVpresenter,《美麗俏佳人》isherbest-knownTVshow

Ski-lover,greattightwiththeskievent

KOLHELENLEE(OPTIONAL)

28

-LOGISTICS-

GIVEAWAY

SportTrackerWrist SkiGloves

SOFTCOPYPRESSKIT_USB

USBtobetailoreddesignforClubMed(Mmingtobeconsidered)

-TEAMMANAGEMENT&BUDGET-

WORKINGSCHEDULE,TEAMSRUCTURE,ESTIMATEBUDGET

WORKINGSCHEDULE

MediaRSVP&MediaInterviewConfirmation

Overallcoordination

MEDIARSVP&INTERVIEW

Technicalsitecheck

Approvalofalltechnical&implementationFollow-upwithsuppliers

Construction&production

1stproposalwithbudget–14thAugustReviewedproposalwithbudget–19thAugust

Finalconfirmationonplan&