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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号北楼,近华山路
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号
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
周末画报
Newspaper
Weekly
488,000
2
TheBund
外滩画报
Newspaper
Weekly
581,000
3
TheGoodLife
优仕生活
Magazine
Bimonthly
300,000
4
GafencuMen
高峰傲
Magazine
Monthly
75,000
5
JETMASTER
头等客
Magazine
Monthly
160,000
6
ApexManual
富甲天下
Magazine
Monthly
131,000
7
EconomyShanghai&Hongkong
沪港经济
Magazine
Monthly
320,000
8
Target
商品评介
Magazine
Monthly
100,000
9
FortuneCharacter
财富品质
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
凤凰旅游
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中文网
Website
Online
N/A
20
HantangCulture-TheUltimateLuxury
汉唐文化-极致
TV/Online
Monthly
N/A
Summary:
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
汉唐文化-极致
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,《美丽俏佳人》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&
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