2020杭州保时捷中心10周年庆典

1、PCHZWL 10 Year Anniversary Event Porsche Centre Hang Zhou West lakeAGENDATHEME CREATIVEPROGRAM DESIGNBACKUP SLIDESPage 2PROGRAM OVERVIEWThe ObjectivesPromote and improve PCHZWL in local market.Retain existing customers, and generate more traffic to the showroom. Support sales and aftersales. Page 3P

2、age 4OUR UNDERSTANDING“In the beginning, I looked around and could not find the car Id been dreaming of: a small, lightweight sports car that uses energy efficiently. So I decided to build it myself. ”“当我环顾四周，却始终无法找到我的梦想之车时，我决心亲手打造一辆”。Ferry Porsche PORSCHE, A Dream Car!Page 5OUR UNDERSTANDINGIn 2010

3、，PCHZWL bring the Dream Car to West Lake.2010年，PCHZWL把梦想之车带到西子湖畔。By providing enjoyment of exclusive service which is comparable to the state of art, Porsche Centre West Lake creates excellent experience for each Porsche owners. 用近乎艺术般的服务享受，为每一位保时捷车主创造非凡体验。 Page 6OUR UNDERSTANDING10thThe excellent a

4、chievement is not the end, but a next extraordinary starting point for PCHZWL!非凡成就，不是终点，而是下一个非凡起点！ Excellent Team | Excellent Performance | Excellent Experience 打造非凡团队 | 创造非凡业绩 | 营造非凡体验A Milestone, and also a new Starting Point!Page 7OUR TARGETCUSTOMERMEDIA & PUBILCINTERNALReview and Prospect回顾与展望 W

5、itness and Propagation见证与传播 Recognition and Honor认可与荣耀 EXCELLENCE 非 凡Page 8THEME CREATIVEKEY VISUALOption 1KEY VISUALOption 2Page 11COMMUNICATION STRATEGYHighlightsofPCHZWL,thePorscheeventapplicableonlyinWestLake. Only in PCHZWL, the Porsche owners can enjoy the Porsche excellent experience.突出杭州西湖保时

6、捷中心，做只有在西湖，才能做的保时捷活动！只有杭州西湖保时捷体验中心，才能让车主享受保时捷的非凡体验！To Create Impactful Highlights telling the legend story of Porsche & West Lake. Page 12CREATIVE IDEAAcampaignonlycan be heldinWestLake.一场只能在杭州西湖展开的城市巡游.A legendary PCHZWL gala dinner, not only for the PCHZWL, but also for the Porsche owners and the

7、media.一场PCHZWL的传奇盛宴，不止是PCHZWL，车主、媒体都是这部传奇的参与者.Gala Dinner|十周年晚宴City Parade|城市巡游 Page 13AGENDATHEME CREATIVEPROGRAM DESIGNBACKUP SLIDESPage 14City ParadeGala DinnerPR Release Others Page 1510 Limited Edition Porsche Cars for PSHZWL 10th Anniversary10 different models / 10 different color combinations

8、 / With “10 Views of West Lake” patternsPage 16PHASE 1 WARM - UPPorsche pre parade for pre-show为预热，定制“西湖十景” 保时捷前期巡游 Porsche Pre-Parade 定制保时捷巡游 Public Interaction 公众互动Online buzz volume制造线上声量Models and residents hold the blessing cards together for photo shooting. 车模与市民，手持10周年祝福卡合影Share photos online

9、 for gift awards线上分享合照，即可获得礼品奖励Hangzhou pre-parade will be held 10 days in advance.提前10天， 进行前期杭州巡游 Page 1710th anniversary CharityLaunch ”West Lake Parade for Charity“ O2O activity by Wechat微信发起“ 10年爱心巡游”活动Porsche owners participation The Porsche owners drive according to the Parade Route.车主按西湖爱心巡游地

10、图驾车行驶Create buzz volume , driving traffic into storeShare “driving route” to get rewards (e.g.: Maintenance tickets)分享“爱心行驶路线”，获得爱心奖励（如：保养券）Create PR Topic The total mileage will be converting into cash (TBC),and donating to the charity projects.爱心地图的总行驶数，换算成现金(TBC)，捐赠给相关公益项目Porsche Owners O2O “West

11、 Lake Parade for Charity”. 为公益，车主线上十周年爱心巡游 PHASE 1 WARM-UPPage 18PHASE 2 CITY PARADEShow the glory for being with us for decade.为十年，巡游展现荣耀，感恩始终相伴！City parade 10 guests will follow the parade and drive to the gala dinner venue. 10位嘉宾将与巡游车队及车模共同驾驶保时捷前往晚宴现场Ten Scenes of West Lake parade The 10 Porsches

12、 with “ten scenes of West Lake” prints starts from the West Lake, and finally gathered at PCHZWL. 保时捷于“西湖十景”出发，巡游十景，汇于PCHZWL.Hand-over and thanksgiving ceremony Invite the first owners of 10 models to participate in the “10th anniversary ceremony” to award the “Souvenir Model” 邀请10款车型的第一位车主参与“10周年”感

13、恩仪式，赠予纪念版车模 Launch Porsche hand-over ceremony with first Macan owner, then leaders hold media interview. 揭晓第一位Macan车主并进行交车仪式，随后领导进行媒体专访Page 19City ParadeGala DinnerPR Release Others Page 20OUR THINKINGThe story of Porsche is a Legend! Now we have brought the legend to the West Lake and everyone of u

14、s is a part of it!每一位PCHZWL的员工，每一位保时捷车主，每一位媒体人都是保时捷传奇的作者。而保时捷，关于西湖的传奇故事，将在我们的非凡创造下诞生。Page 21EXPERIENCE FLOW十年，一路同行Along With Journey十年，非凡有你Excellence With You十年，见证传奇Witness The LegendINVITATION CARDOption 1十年，一路同行Along With JourneyINVITATION CARDOption 1十年，一路同行Along With Journey这稿设计请设计师按下一稿的配色再调一稿出来

15、看下封面调成这样配色里面调成这样配色INVITATION CARDOption 2十年，一路同行Along With JourneyTHEMATIC DISPLAY十年，一路同行Along With Journey十年，一路同行Along With JourneySIGN IN十年，一路同行Along With JourneyExhibit of Blessing pictures祝福照片展示 Guests interview现场嘉宾采访Red carpet sign-in红毯签到Guests sign-in in groups嘉宾分组签到Updatestheblessingcounts on

16、 the screen.|屏幕实时更新祝福数量Takephotowiththe10yearsicon,lightsitandsent10yearsblessing. |与十年icon合影，点亮icon，送上10年祝福(*Allphotoswillbepostedonthe sign-in board andguestsarefreetopickup after the gala dinner) ( * 活动结束后，所有嘉宾照片都将贴于签到板上，嘉宾可自取）10th anniversary blessing10周年祝福Launch pre-online “PCHZWLactivity forus

17、erstosendblessings. 前期线上可发起“杭州西湖保时捷中心”送祝福点赞活动十年，一路同行Along With JourneySIGN INPage 29COCKTAILCombinationoffashionelementsofPorscheandcultureofWestLake,Make thecustomizedPCHZWL10thanniversaryspecialdrink融合保时捷的时尚与西湖的风韵元素，特别订制“PCHZWL10周年特饮”CustomizedessertwiththeshapeofPorschecarsandPorschelogo.订制保时捷车型或

18、车标形状甜品CombinethemodernPorschewiththeeleganceofWestLake;ShowmoderninterpretationofTeaArt.融合保时捷的现代，西湖的雅致，演绎现代“茶道表演”十年，一路同行Along With JourneySpeedingPorsche,bringustowitnessthelegend.飞驰的保时捷，带我们去见证传奇ThroughthewallprojectiontocreatedynamicTenViewsoftheWestLake,meanwhileactinconcertwiththecarengine roar.J

19、ustlikeridingaPorschesportscarinWestLake.通过墙面投影营造动态“西湖十景”，同时配合汽车引擎轰鸣声仿佛驾驭着保时捷跑车驰骋于西湖ENTRANCE TO THE LEGEND十年，一路同行Along With JourneyPage 31十年，见证传奇Witness The LegendPage 32十年，见证传奇Witness The LegendPage 33十年，见证传奇Witness The LegendPage 34十年，见证传奇Witness The LegendPage 35Excellence with you for decade 西湖十

20、载，志在非凡THEMATIC SHOW十年，见证传奇Witness The LegendVideo A Thematic Show The Legend开场将由一段表演秀带大家走进“杭州西湖保时捷”的世界Page 36THEMATIC SHOWFaith,commit tocreate.|信仰,志在创造Performance recommendation ,TapDance/FireDance |表演推荐：踢踏舞/火舞十年，见证传奇Witness The LegendStoryline丨Page 37THEMATIC SHOWStoryline丨Dream, commit toWestLake

21、|梦想，志在西湖Performancerecommendation:sleeveshakingdance/silkdance |表演推荐：水袖舞/绸缎舞十年，见证传奇Witness The LegendPage 38THEMATIC SHOWFuture, commit toexcellence|未来，志在非凡Performancerecommendation:jujitsu/drummusic |表演推荐：柔术/鼓乐十年，见证传奇Witness The LegendStoryline丨Page 39LAUNCH MOMNET & TOASTMC invite leaders on stage

22、 to beat drums for the 10th Anniversary and to light the icon.主持人邀请领导上台为“10周年”击鼓，点亮“10周年icon”Meanwhile, dancers light birthday candles for every table. 同时，舞蹈演员至席间为每桌点亮”10周年”生日蜡烛.Speeches & Toasts.领导致辞及祝酒十年，见证传奇Witness The LegendPage 40Faith | 非凡信仰Since the born of Porsche, the dream of building the

23、perfect car made it be well-deserved leading role. Acted in classic movies, linking Porsche excellent movie shots, for showing Porsches excellent belief. 制造完美之车的梦想，让保时捷自诞生以来，便成为当之无愧的主角将经典电影，串联成保时捷非凡大片，展示保时捷的非凡信仰PERFORMANCE十年，非凡有你Excellence With YouPage 41Chinese Idol ShowInvite a singer from Chinese

24、 Idol sings along with Porsche employees on stage, present 10th Anniversary wishes邀请梦之声明星学员与保时捷员工同台献歌，送上“10周年”祝福十年，非凡有你Excellence With You梦之声献唱，为非凡梦想，为非凡成就DREAM | 非凡梦想PERFORMANCE & CELEBRATIONPage 42Leaders present the cake on stage with the song of happy birthday . Meanwhile, MC will invite the 10-

25、year old children to celebrate the birthday on stage. While sharing the cake, the screen broadcasts the video about the outdoor interview.PERFORMANCE & CELEBRATIONWISHES | 非凡祝福随着“生日歌”响起，舞台上领导推出生日蛋糕，同时主持人邀请现场10岁小朋友共同登台庆祝，分蛋糕时，大屏幕播放前期外场采访视频十年，非凡有你Excellence With YouPage 43Excellent decade, thanks for

26、your support and accompany all along.非凡十年，感谢有你始终如一的支持与相伴EXCELLENCE |“非凡有你”Award: Excellence of love, Excellence of adventure, Excellence of personality奖项：非凡爱心（CSR）、非凡冒险（PORSCHE CLUB）、非凡个性（After Sales）Prize: Award cup + gift礼品：奖杯+符合奖项内容的礼品十年，非凡有你Excellence With YouAWARDINGPage 44EXCELLENCE |“非凡有你”Exc

27、ellent decade, thanks for gratitude and trust 非凡十年，感恩每一份点滴与信赖PSCHWL Love parade charity ceremony being held on site, .现场为“杭州西湖保时捷中心爱心巡游”活动举行捐赠仪式DONATION CEREMONY十年，非凡有你Excellence With YouPage 45FAREWELL & GIVEAWAYOption 1Porsche Design P9220 series hard disk drive 1TBPorsche Design USB flash memory

28、diskOption 2十年，非凡有你Excellence With YouPage 46Scene TimeActivity Content10th along with journey十年，一路同行18:00-18:30Cocktail & ReceptionSign-in18:30-19:00Cocktail19:00-19:10Gala DinnerOpening Show 19:10-19:1510-year Launch Moment 19:15-19:20Speech & Toast10th witness the legend十年，见证传奇19:20-19:40Dinner t

29、ime 19:40-19:45Performance : A True Super Star19:45-19:55Performance: Singing19:55-20:0010-year Celebration 10thexcellence with you十年，非凡有你20:00-20:20Dinner time 20:20-20:30Awarding20:30-20:35Donation Ceremony20:35-21:00Farewell & GiveawayRUNDOWNPage 47City ParadePR Release Others Page 48PR STRATEGYC

30、ity paradeMedia InterviewHand Over CeremonyGala DinnerMassMedia大众类媒体10th anniversaryparadeofPCHZWLiscommittedtocreatetheeleventhscenes ofWestLake.西湖保时捷中心十周年巡游志造西湖第十一景10th anniversaryofPCHZWLThe Legend Continues alongside West Lake西湖保时捷中心十周年在西子湖畔续写传奇AutoMedia汽车类媒体ThenewMACANnavigation10th anniversary

31、paradeforPCHZWL全新MACAN领航西湖保时捷中心十周年巡游ExcellencewithyouforadecadePCHZWLinaninterviewwithXX.西湖十载，志在非凡杭州西湖保时捷中心XX专访newMACAN,Thecarownerpersonalevaluation 全新MACAN，车主亲身测评FashionMedia时尚类媒体PCHZWLLeadingthefashionofsportscar西湖保时捷中心引领跑车西湖风尚FinancialMedia财经类媒体ExcellencewithyouforadecadePCHZWL inaninterviewwith

32、XX.西湖十载，志在非凡杭州西湖保时捷中心XX专访Activity Media Page 49City ParadeGala DinnerPR Release Others Page 50SHOWROOM DECORATION3-D Theme Exhibition立体主题展示Ten Views of the West Lake“ Customize Porsche act with display panels “西湖十景”定制保时捷配合展板展示Page 51PROMOTIONAtmosphere Construct: 10th Anniversary Special DrinkMemori

33、al Gifts: West Lake 10th Anniversary Memorial Giftse.g. Customize Welcome Pedal, 10th Anniversary souvenir Interior and etc.After SALESWest Lake 10th Anniversary Privilegese.g. Courtesy of 10th Anniversary consisting maintenance service packagePre SALES氛围营造：10周年特饮纪念礼品：西湖十周年纪念礼（如：定制迎宾踏板、十周年纪念内饰等）西湖十周

34、年礼遇（如：维修保养服务组成十周年礼遇包）Summary of HighlightsTo Create Impactful Highlights telling the legend story of Porsche & West LakeSTRATEGYTHEMECity ParadeGala DinnerPR ReleaseOthers10th Anniversary Porsche Owner Thanksgiving and MACAN Porsche Owner hand-over ceremonyPre SalesSpecial Offers & special drinkAfte

35、r SalesComposition of sales packageShowroom decorationCreative 3-D Theme Exhibition& Customize Porsche display Page 52Commemorative Edition Porsche CarsWest Lake Ten Scene Parade10th, Along the journey10th, Witness the legend10th, Excellent with youCity ParadeHand-over CeremonyMedia InterviewGala Di

36、nnerPage 53AGENDATHEME CREATIVEPROGRAM DESIGNBACKUP SLIDESPage 54Venue Introduction 九里云松坐落于灵隐路18-8号，酒店隐匿于山环水抱之间，被清新茶园、苍翠松树和樱花树所包围，距离千年古刹灵隐寺仅有几步之遥，连接酒店与灵隐寺的步道两侧均栽种着松树，长几百米，这也是九里松地名的由来。其别具匠心的在江南特色风景以及原建筑物的基础上加以改造和升华，融入古朴禅意，将自然景观和人文情怀完美结合，以景醉人，以禅养心。酒店有着欧洲的建筑，日式的庭院，而贯穿其中的，却是中国传统文化的符号。Venue Recommendatio

37、nPage 55Venue IntroductionArea：396（inside）+280（Lawn）+2000（Parking lot）Size：36mX11mX2.6m（LxWxH）Vehicle Entry ：YES7.4km distance to the exhibition hall, about 14 minutes drivingVenue RecommendationPage 56Venue RecommendationVenue Floor PlanPage 57冷菜：餐前水果餐前小蝶刺身三文鱼热菜：养生水鸭汤（位）黑菌汁扣花胶（位）至尊红花蟹2只台州大鲜鱿（白灼）吊烧乳

38、鸽鲜人参炖牛肋骨XO酱爆角螺冷菜：老醋海蜇温州酱鸭舌虾油醉肚尖农家土锅仔凉瓜肉排炖山药笋干菜心葫芦小葱炒嫩菱清炒有机时蔬主食一道白切羊肉金针芋丝椰丝蜜枣热菜：伊面芝士焗澳龙荷塘蒸老虎斑葱油淋肉蟹碳烤牛肋骨菌皇土鸡煲千岛风肉蒸春笋农家土锅仔翡翠花枝片蜜豆山药炒木耳上汤浸时蔬黄金鹅肝炒饭四季银耳羹美点双辉时蔬大拼盘OPTION 1OPTION 2Venue RecommendationDinner MenuPage 58RELEVANT EXPERIENCEBMW 6 Series TourMaserati Appreciation Dinner PartyBenz New Car LaunchV

39、enue RecommendationPage 59Venue Introduction 杭州黄龙饭店位于杭州市金融、商业和文化中心之交界处，总面积达11万平方米，拥有现代奢华的舒适环境及独树一帜的江南庭院设计。坐拥杭州市最大的宴会厅，2个1200平方米的大宴会厅，融合现代感与西方线条的豪华宴会厅，设计风格简雅明亮，宽敞大气的会议室。Venue RecommendationPage 60Venue InformationArea：1200Size：40mX30mX5m（LxWxH）Vehicle Entry ：YES 4.6km distance to the exhibition hall,

40、 about 9 minutes drivingVenue RecommendationPage 61Hong Kong Bordeaux Master Wine Tasting EventFifth Travelling Minister MeetingRELEVANT EXPERIENCEMaserati Appreciation MeetingVenue RecommendationPage 62Venue Introduction 杭州凯悦酒店地处西子湖畔，一览西湖的风光秀丽。步行即可至湖滨国际名品街，酒店毗邻武林广场，杭州大厦，杭州银泰百货等。前往著名景点有灵隐寺，河坊街，雷峰塔，龙井村等等交通便捷。晚上更可到岳湖景区欣赏大导演张艺谋力作的印象西湖表演，体现中国传统文化的精髓。Venue RecommendationPage 632.4km distance to the exhibition hall, about 6 minutes drivingVenue IntroductionArea：543Size：wait to measure（LxWxH）Vehicle Ent