地中海俱乐部新闻发布会提案proposal

WINTER

SKI

CAMPAIGN

LAUNCH

–

Forth

Draft

ProposalAug.31th

2015TABLE

of

CONTENTIntroductionConceptVenue

&

Floor

PlanMedia,

PR

&

KOLLogisticsTeam

Management-

INTRODUCTION-BACKGROUND/OBJECTIVES/KEY

MESSAGESBACKGROUNDCLUB

MED

SKI

RESORT

USPChina

's

first

andbiggest

skiresortwith

longest

ski

slopesthat

connecting

3mountainsInternational

skilesson

offeringPartnering

up

withFrench

ski

school,

ESFExclusivesnowactivities

for

kidsincluding

winter

campand

mini

kids

clubFrench

stylecuisineCheese

fondue,

Frenchbuffet

with

a

taste

ofwinterProfessional

skiequipment

rentalROSSIGNOL

rentingserviceExcitingEveningActivitiesThemed

party,

spa

andoutdoor

hot

spring

toenjoy

in

the

eveningCLIENT

BRIEFClub

Med

would

like

to

kick-off

their

ski

campaign

by

organizing

a

mediaactivation

for

the

coming

winter

holiday

season,

showcasing

and

reinforcing

ClubMed’s

all

inclusive

ski

holiday

offering,

Club

Med

Yabuli

as

a

venue

for

2016

world

championship

of

snowboarding

and

their

new

ski

resort

opening

in

ChinaOUR

TASKTo

imagine,

create

and

plan

a

press

conference/workshop

for

20

Shanghaimedia

titles

to

kick-off

2016

Club

Med

winterski

holiday

campaignOBJECTIVESTo

kick-off

2016

Club

Med’s

Winter

Ski

CampaignTo

strengthen

Club

Med’s

leading

ski

resort

recognition

and

brandawarenessTo

highlight

Club

Med’s

offering

on

French

inspired

holidayTo

generate

qualitative

and

large

coverage

by

creating

a

highlymemorable

experience

for

media-

CONCEPT

–THEME/KEY

MESSAGES/OVERVIEW/CONCEPT/TENTATIVERUNDOWN/LOOK

&

FEELTHEMEIGNITE

YOUR

WINTER

HAPPINESS

WITH

CLUBMEDKEY

MESSAGES

HOUSEIGNITE

YOUR

WINTER

HAPPINESS

WITH

CLUB

MEDWorld

Leading

SkiResort

Brand There

are

22

ClubMedsnow

resortsacrossEurope

and

Asia Pragelato

resort

in

Italywas

chosen

forOlympicSki

competition Many

resorts

are

aroundMt.

Alps,

including

theresort

in

Mont

Blanc,Chamonix(More

Club

Medint’lmilestone

can

be

added)Yabuli

the

BiggestSki

domain

in

AsiaConnecting

threemountain

makes

ithave

the

longest

skislopes

in

China2016

WorldChampionship

ofSnowboardingchosen

venueEasy

access

frommain

cities

makesYabuli

the

firstchoice

for

winterholidaySki,

the

TrendiesWinter

Activity

toDo

inChinaDifferent

level

of

skislopes

offered

atClub

Med,

easier

forpeople

tocatchwithout

previousexperienceProfessional

skilesson

from

France,ESF,

offer

intheresort

New

Ski

resort

isabout

to

open

inChinaAll

Inclusive

Holiday,Perfect

for

FamilyGetawayFrench

inspiredwinter

holiday

withClub

Med

for

family,ex.

French

styleholiday

with

a

tasteof

French

cuisineDifferent

programfor

kids,

includingmini

club,

wintercampOVERVIEWDate:14th

Sep

Mon.Format:

Press

WorkshopParticipant:

Shanghai

lifestyle/travel

media

(20

titles)Travel

Agency

(25

ppl) Speakers:

Mr.

Henri

Giscard

d’Estaing,

CEO

of

Club

Med

GlobalMr.

Gino

Andreetta,

CEO

of

Club

Med

Greater

ChinaMs.

Shen

Qin,

Marketing

VP

Greater

ChinaOVERALL

CONCEPTWELCOME(All

media

together)Cocktail/MinglingCEO

&VP

MrktWelcome

&

Club

MedMilestoneWORKSHOPS(Separate

media

in

twogroups,

1

club

Medrepresentativeto

lead

1group)Experience

Club

Med

:Club

Med

Yabuli

&MiniClub

&FamilyGetawayIntroduction(DigitalGame

to

Win

exitingcoupon/voucher)SkiLessonPrize

Giving(All

media

gathertogether

again

)Two

big

prizes

forQuiz,

two

smallprizesfor

Wii

winnerWORKSHOPClub

Med

Ski

LessonSki

to

become

“trendy

Holiday”

in

ChinaMedia

to

receive

a

brief

teaching

introduction(movie)

from

Club

Med

ESFteacher,followedby

areal

practice/competitionon

WiiParticipants:Media

&

Club

Med

Ski

coachActivity:Wii

SkiGameClub

Med

&

Mini

Club

Introduction

–

APerfect

Place

for

Family

GetawayIntroductionShowcase

Club

Med’s

Milestones,

Yabuli

resort

USP

and

thecoming

Championship

of

snowboarding/why

it’s

the

best

skiresort

in

China.Club

Med

Mini

club,

including

winter

camp,

snowactivities…and

all

inclusive

package

for

familyFollow

by

a

Quiz

in

Wechat

group,

whoever

is

the

fastesttocomplete

the

quiz

will

win

a

prizeParticipants:

MediaPresentation:

Club

MedrepresentativeClub

MedPresentationClub

MedFact

QuizPrizeWinningMECHANISMClub

Med

Representative

togive

introduction

of

ClubMedYabuli/Ski

holiday

USPA

wechat

quiz

for

5

questions

about

Club

Med

isprepared

with

a

creation

of

wechat

groupthatincluded

allthemediaattendeesRight

afterthepresentation,thequiz

willbesentout,whoever

finished

the

quiz

first

win

the

prizeWhenallmediafinishedthequiz,wemoveonto

theprizegiving

area,

where

there

are

balloon

hanging,

the

winnersof

Wii

and

Quiz

can

pop

a

balloon

forprizeRUNDOWNTIMEDESCRIPTION11:00

–

12:30MEDIAOne

on

oneinterview13:45

–

14:15Media

Arrival

and

Registration14:15

–

14:28MC

Welcome

and

Speech

from

Chairman,

CEO

China,

VP

marketing

China14:28

–

14:30Split

into

groups14:30

–

14:50Workshop

114:50

–

15:10Workshop

215:10

–

15:20Reward

Distribution15:20

–

15:

30Event

ends,

gift

&

PR

material

distribution16:30

–

17:00TRAVEL

AGENTTravel

Agency

Arrival

and

Registration17:00

–

17:13MC

Welcome

and

Speech

from

Chairman,

CEO

China,

VP

marketing

China17:13

–

17:15Split

into

groups17:15

–

17:35Workshop

117:35

-

17:55Workshop

217:55

–

18:05Reward

Distribution18:05

–

18:15Event

ends,

gift

distribution-

VENUE

&

floorplan

–Si’nan

MansionSi’nan

mansionsSinan

Mansions,

with

both

familiar

and

brand

new

features,

welcomes

the

guests

from

all

overtheworld.The

whole

mansion

is

shaded

by

verdure,

flowers

and

the

birds’

song.

Independent

gardens,row

dwellings,

gallery-type

banqueting

halls

andBritish-style

villas

-

all

these

thingslive

inharmony

with

the

Art

Deco

buildings

and

add

color

to

the

mansion's

environment.Si’nan

mansionsExhibition

Center

1F

NorthSize：

147sqmLength：

25.52mWidth：

5.76mHeight：

2.9mNorth:147sqmSouth:135sqmSi’nan

mansionsLocation:No.505

Fuxing

Zhong

Lu,Shanghai

上海市复兴中路505号Si’nan

mansionsFLOOR

PLANEVENT

DECORATION

&

3D

RENDERINGPhoto

opportunity

areaGLASSSTICKERFROM

THE

OUTSIDESKI

LESSON

AREAPHOTO

OPPORTUNITY

AREAINTRODUCTION

AREA-

MEDIA,

PR

&

KOL

-SCOPE

OF

SERVICE,

MEDIA

LIST,

INTERVIEW

LIST,KOLSCOPE

OFSERVICEMedia

KOL

invitation

&

RSVPInvitation

design

&

distributionOne

on

one

interview

pitchingPress

release

drafting

&

validationInterview

questions

collection

and

supervisionConfirmation

on

media

coveragePRE

EVENTPRE

EVENTOnsite

support/managementThird

parties

communicationEVENTEVENTPost

Event

media

follow

upClipping

report

compositionPOST

EVENTPOST

EVENTPROPOSEDMEDIA

LISTSummary:Print14Online4TV

&

Online119titles,22

paxNo.Media

(Group)

in

EnglishMedia

(Group)

in

ChineseTypePublicationCirculationTravel

Media1Traveling

Scope旅游天地MagazineMonthly657,0002Travel+Leisure私家地理MagazineMonthly300,0003Extraordinary

Traveller非凡旅行家MagazineMonthly320,0004Travel+Leisure漫旅MagazineMonthly168,0005Travel

Ifeng凤凰旅游WebsiteOnlineN/A6Travel

Sohu搜狐旅游WebsiteOnlineN/A7Travel

Sina新浪旅游WebsiteOnlineN/ASport

Media8Sports全体育MonthlyMagazine200,000Expat

Media9TimeOut

Shanghai

(English)消费导刊MagazineMonthly119,00010That'sShanghai城市漫步MagazineMonthly625,00011SmartshanghaiSmartshanghaiMagazineMonthlyN/A12Cityweekend城市周报MagazineMonthlyN/ALifestyle

Media13Modern

Weekly周末画报NewspaperWeekly488,00014The

Bund外滩画报NewspaperWeekly581,00015The

Good

Life优仕生活MagazineBimonthly300,00016Fortune

Character财富品质MagazineMonthly178,00017Noblesse望MagazineMonthly120,00018Elle

ChinaElle中文网WebsiteOnlineN/A19Hantang

Culture

-

The

Ultimate

Luxury汉唐文化－极致TV/OnlineMonthlyN/APROPOSED

ONE

ON

ONE

INTERVIEW

MEDIA

LISTProposed

One

onOne

Interview

withHenri

Giscardd’Estaing,

CEO

of

Club

Med

GlobalNo.Media

(Group)

in

EnglishMedia

(Group)

in

ChineseTypePublicationCirculation1Hantang

Culture

-

The

Ultimate

Luxury汉唐文化－极致TV/OnlineMonthlyN/AProposed

One

on

One

Interview

with

Mr.

Gino

Andreetta,CEO

ofClubMed

GreaterChinaNo.Media

(Group)

in

EnglishMedia

(Group)

in

ChineseTypePublicationCirculation1TheBund外滩画报NewspaperWeekly581,000Proposed

OneonOneInterview

withMs.ShenQin,Marketing

VP

Greater

ChinaNo.Media

(Group)

in

EnglishMedia

(Group)

in

ChineseTypePublicationCirculation1Travel+Leisure漫旅MagazineMonthly168,000-

LOGISTICS

-E-INVITATION_MEDIAE-INVITATION_TRAVEL

AGENCYMC

CARDGIVEAWAY_FROM

TNFCATERINGSavourySmoke

salmon

with

lemon

sauceRoasted

leek

creamy

potato

soupProsciutto

chips

&

ricotta

cheese

cream

ontoastedSweetWhite

chocolate

and

coconut

snowballSnowman

cookies

lollipopStar

snow

shortbreadBeverageMineral

Still

water

&

Sparkling

waterHot

chocolate

&

Coconut

juice

with

powder-

TEAM

MANAGEMENT

&

BUDGET

-WORKING

SCHEDULE,

TEAM

SRUCTUREWORKING

SCHEDULE1st

proposal