一汽大众上市试乘试驾活动整合营销方案

一汽-大众北区CC上市试乘试驾活动整合营销方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010.07.2424thJuly2010项目背景项目目标项目策略项目概述项目安排媒体计划执行细节目录ContentsProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails项目背景 Projectbackground7月15日在上海举行CC上市发布会，面向全国媒体和经销商传递产品亮点，以及价格信息。各地经销商结合产品调性、利益点在各地举办CC上市活动，使全国各地媒体及消费者了解CC特点。July15CClisted

inShanghai,forthenationalmediaanddealersdeliverproducthighlightsandpriceinformation.

Dealerscombinedproductscharacteristics,interestpointsorganizedcclistedactivitiesaroundthecountry,sothatthemediaandconsumerscanknowaboutcharacteristicsofCC.项目目的Purpose广泛传播CC上市信息，提升CC北区范围的知名度定位CC为“优雅动感的高级轿车”，建立大众品牌旗舰车型形象传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质提升一汽-大众大众品牌整体形象支持销售，加速完成北区销量目标Spread

CClistedinformation,establishedanationwideCC

awareness

LocatedCCas"elegantandsportysedan"establishedVWbrand'sflagshipmodel

Spread

CCelegantdynamicdesign,highlightCCdistinctiveproductqualities

EnhancetheFAW–VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets

对于活动重要性的认识Awarenessoftheimportanceforactivities注：本次试乘试驾活动是CC北区上市的一次重要工作——与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。Note:

ThistestdriveeventisCCnorthregionlisting’smajorwork–withthemediaandregionalVIPcompletegoodcommunication,sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC,inthemedia,issuetherealpositivereportsabouttheCC,toachievetheusefulguidetotheindustry,thepublicandconsumers,tomakefullwarm-workforCClist..对于VIP客户及媒体人员的选择——务必精准有效

Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful对于活动地点选择——务必新鲜有特色

Forselectingactivitiesvenue–mustbetohavefreshanddistinctive对于参加活动嘉宾的接待——务必周到有礼

Forthereceptionofguests–mustbethoughtfulandcourteous对于试乘试驾活动安排——务必体现CC优越性能

Forarrangingthetestdrive–mustfullyexpressingCCexcellenceperformance对于试乘试驾路线安排——务必体现CC的优雅动感

Arrangementsforthetestdriveroute-besuretoreflectCC‘selegantdynamic

对于试驾之后的报道跟踪——务必紧密有节奏Fortheaftertestdrivereport–mustbecloseandorderlyCC试乘试驾的“六个务必”CCtestdrive’s"sixmust"

项目策略来源Strategy用户特征核心竞品整车性能根据对CC特质、目标人群及竞品的分析，推出本次活动的概念：不是简单的试乘试驾，而是CC的全方位完美体验AccordingtoCC’scharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360°all-roundperfectexperience项目策略Strategy策略来自于CC特质StrategyfromtheCCcharacteristics流线型轿跑车车身设计；无框车门；全景天窗；拉丝铝金属饰板；Streamlinedcoupebodydesign

Smart,luxurious,elegant完美设计CCAppearance舒适驾乘Differentialconfiguration丹拿音响；运动舒适型座椅；多功能方向盘带换档拨片，特别降噪措拖。Framelessdoors/panoramicsunroof

Leisure,modern,richtaste

动力无限CC

Engine2.0TSI涡轮增压直喷发动机∕6速DSG双离合变速器，动力澎湃、速度激情。2.0TSIturbodirectinjectedengine/six-speedDSGdual-clutchgearboxPowersurge,speedpassion创新科技CCinteriorandintelligentdesign自适应巡航系统；预碰撞安全系统；车道保持系统；智能泊车辅助系统；后视影像系统。IntelligentDriverAssistanceSystemsComfortable,luxurious,personalized注：紧密依托产品性能，设置新颖的试乘试驾方式，用全方位360°的方法展现CC的特质与出众之处……Note:

Closelyrelyonproductperformance,setthenoveltestdrivemode,withfull360-degreemethodofshowingthecharacteristicsandoutstandofCC.策略来自于CC目标人群TheCCstrategyfrom

targetpopulation富有活力Dynamic

开拓创新Innovation

运动休闲Sports&Leisure品位高雅High-grade购车消费特点：Autoconsumptioncharacteristics:对车辆外观、品牌和品质有很高的要求Theappearance,brandandqualityofthevehiclewithhighrequirements要求私人座驾既充满驾驭动感又不失优雅Requiredtheprivatecarfullofdynamicwithoutlosingtheelegant对品牌和个性有独特的理解Understandingofbrandandpersonality充分考虑目标人群的感受，在试乘试驾中全方位360°感受CC的优雅与卓越品质…Fullyconsiderthefeelingsofthetargetcustomers,intestdrivefeelthefull360-degreeCC'seleganttaste项目策略Strategy策略来自于对竞争优势StrategyfromcompetitiveproductsCC的竞争优势外形设计融合了跑车的动感与豪华轿车的高雅，刚劲有力而不失华贵气质，显示出独有的气质；内饰设计低调奢华而不失清新雅致，鲜明呈现了跑车风格与豪华轿车的舒适；操控感与动力绝不逊于其造型给人带来的惊喜，绿色环保的特性体现车主的优雅品味；大量智能化、人性化设计的先进电子装备使CC成为名副其实的高级轿车。Breakdowncharacteristicsofcompetingproducts,primarilyfacetothecoreofcompetitiveproductsReiz,Subori.StrengtheningCCstreamlinebody,four-wheeldrive,TSI+DSG,acceleration;emphasizeddynamic,smooth,design;项目策略Strategy策略阐述Strategy鉴Appreciate看Watch听Listen品Taste体验CC超越同级别的驾驶乐趣立体化展示CC产品性能打造CC超凡独特的驾驭感受多角度感受CC优雅动感360°TocreateauniqueextraordinarydrivingsenseofCCToexperienceCCdrivingpleasurebeyondthelevelMulti-angletofeelCCelegantdynamicThree-dimensionaldisplayofCCperformance通过系列化的全方位体验：“一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。

Throughtheseriesofall-roundexperienced:“firstwatch",“secondlisten",“thirdtaste","fourthappreciate"Thesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.策略详解StrategyexplanationC°动感空空间——设置三维全全息立体投投影展示说说明厅，突突破常规的的PPT培培训讲解方方式，采用用三维全息息投影技术术，通过360°投投影立体化化展示CC产品性能能，让嘉宾宾看得更过过瘾，学得得更趣味轻轻松。运用创新科科技手段彰彰显显CC独特特魅力UseinnovativetechnologymeanstoshowuniquecharmofCCC°dynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360°three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.看WatchC°音悦世世界——篷房内内专设一间间CC仿真真驾驶内室室，通过音音效技术模模拟驾驶过过程的各种种声音；采采用三维投投影技术，，车窗及前前挡风玻璃璃实现不同同场景变换换，为嘉宾宾带来极致致奢华的视视听冲击；；同时采用用阶梯式仿仿真CC座座椅，让体体验者倍感感舒适。C°sweetworld––inthetentsetaCCsimulateddrivingroom,simulatethedrivingprocesssoundsbyaudiotechnology;usingthree-dimensionalprojectiontechnology,windowsandthewindscreenrealizeddifferentscenechanges,bringtheultimateluxuryaudio-visualimpactfortheguests;thesametimeusingsteppedCCsimulatedseats,sothatcustomerscanfeelmorecomfortable.全新新体体验验方方式式领领略略CC豪豪华华品品质质NewexperiencedtotasteCCluxuryquality策略略详详解解Strategyexplanation听Listen根据据CC性性能能专专设设赛赛道道打打造造高高级级豪豪华华车车的的完完美美体体验验C°完美美体验——针对对邀约客客户开展展CC试试乘试驾驾体验活活动，结结合CC车型性性能特别别设置赛赛道，让让客户真真正感受受至上的的驾驶乐乐趣，以以及近乎乎完美的的全方位位体验。。策略详解解StrategyexplanationC°perfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperienceAccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar品Taste沿海公路路的真实实体验见见证非非凡的驾驾驶乐趣趣选择沿海海公路的的试乘试试驾路线线，一路路欢畅前前行，在在欣赏沿沿途美景景的同时时，更能能真实感感受CC的路面面驾驭性性能和优优雅的驾驾乘体验验。策略详解解StrategyexplanationReal-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasureThecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.鉴Appreciate对于活动动主题的的理解ThemeunderstandingsC°，CC360°全全方位完完美体验验C°,CC360°all-roundperfectexperienceC°优雅雅：一种种对高品品位生活活的惬意意享受；；一种对对质感人人生的心心灵追逐逐C°elegance:akindofpleasantenjoyonhighqualitylife;akindofmindchaseonthequalitylife.倾心绽放放：CC，为欣欣赏的人人绽放，，让懂得得的人倾倾心Cordialbloom:CC,bloomfortheenjoypeople,cordialfortheunderstandingpeople优雅倾倾心绽放放——一一汽-大大众北区区CC上上市完美美体验活活动C°eleganceCordialbloomFAW-VWNorthRegionCCListingPerfectExperienceActivityC°北区CC上市试试乘试驾驾活动执执行部分分NorthregionCClistedtestdriveExecutivepart项目概述述Overview时间间：2010年8月月13日日（周五五）地点点：大连———金石滩滩国宾海海岸（主主推）北京———北京乐乐驾汽车车体验基基地（备备选）主题题：C°优雅雅倾倾心绽放放——一一汽-大众北北区CC上市完完美体验验活动活动内容容：CC产品说明明会&CC试乘乘试驾体体验活动动使用车辆辆：展示用车车1台，，试乘试试驾用车车6-8台Date：13rdAugust2010[Friday]Location:Dalian-GoldenPebbleBeachAmbassadorBeach(mainrecommended)Beijing-BeijingHappyDrivevehicleexperiencebase(tobeelected)Theme:C°eleganceCordialbloom-----FAW-VWNorthRegionCCListingPerfectExperienceActivityContents:Eventcontent:CCproductseminar&CCtestdriveexperienceeventVehicles:showvehicle:1,cartestdrive6-8参与嘉宾宾：邀约VIP客户户30人人，媒体体记者30人，，共计60余人人项目概述述Overview贵宾VIP记者JournalistParticipatedguests:30VIPcustomers,30journalists,atotalofmorethan60people我们选择择了浪漫漫之都大大连作为为本次完完美体验验活动的的主推场场地。大连金石石滩国家家旅游度度假区——三面环海海，优雅雅舒适的的环境与与本次完完美体验验活动调调性相符符。大连———金石滩滩国宾海海岸Dalian-GoldenPebbleBeachAmbassadorCoast场地选择择Venueselection项目安排排ArrangementWechoseromanticcityDalianasourperfectexperiencevenue.DalianGoldenPebbleBeachNationalHolidayResort-surroundedbythesea,elegantandcomfortableenvironmentmatchthisperfectexperienceevent.金石石滩滩发发现现王王国国—停车车场场推荐荐理理由由：：面积积为为5000平平米米，，足足够够的的场场地地空空间间可可设设置置各各种种试试驾驾科科目目，，充充分分满满足足了了对对赛赛道道的的规规划划。。线路路：：发发现现王王国国—滨海海公公路路—海韵韵公公园园根据据沿沿海海公公路路实实际际情情况况，，设设置置了了以以上上这这条条组组合合线线路路，，感感受受CC优雅雅舒舒适适的的同同时时，，还还可可饱饱览览沿沿海海美美景景。。A、、场场地地试试驾驾场场地地推推荐荐B、、公公路路试试驾驾场场地地推推荐荐项目目安安排排ArrangementA.VenuerecommendationB.HighwayvenuerecommendationGoldenPebbleBeachDiscoveryKingdom-ParkingRecommendedreason:anareaof3000squaremeters,enoughspacecanbeusedtosetupavariousoftestdrivesubjects,satisfytheplanningontrack.Route:DiscoveryKingdom-BinhaiHighway-RhineParkAccordingtotheactualsituationofthecoastalhighway,settheabovecombinedline,atthemomenttofeeltheCCelegantandcomfortablealsoenjoyingthecoastalscenery.C°完美体体验中的试试乘试驾部部分有两部部分组成根据策略需需要，我们们创新设置置试乘试驾驾路线及环环节。项目安排ProjectarrangementAccordingtoCCproductinnovativefeaturestosetthetestdriveroutesandlinkssothatguestsexperiencethegreatestextentofCCexcellentperformanceVenuetestdrive:AccordingtotheperformancecharacteristicsofCCintegrateddesigncircuit,experienceinvariousroadCCdrivingexperienceHighwaytestdrive:AccordingtotheCCcarryingTSI+DSGpowercombinationtodesignracingcircuit,toexperiencepowerperformanceandcomfort,highlightingtheCCunityofsedanandsportcardrivingpleasure公路试驾驾：突出CC轿跑合合一的驾驾驶乐趣趣及优雅雅格调场地试驾驾：体验CC于完美美性能项目时间间表Agenda2010年8月月13日日上下各各一场13thAugust2010onceinAM,PM嘉宾签到到分组：：将30人人分为A、B两两组，每每组15人………时间Time内容Contents13日AM09：00—09：30嘉宾签到分组Guestsregistrationandgrouped09：30—09：45A组嘉宾听取CC性能讲解，B组嘉宾仿真体验CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance09：45—10：00A、B组调换体验A、Bswoptoexperience10：00—10：05车舞表演Autodanceshow10：05—12：00试乘试驾Testdrive12：00—13：00午餐自助Buffetlunch13日PM13：00—13：30嘉宾签到分组Guestsregistrationandgrouped13：30—13：45A组嘉宾听取CC性能讲解，B组嘉宾仿真体验CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance13：45—14：00A、B组调换体验ABswoptoexperience14：00—14：05车舞表演Autodanceshow14：05—16：00试乘试驾Testdrive16：00—17：30晚餐自助Dinner17：30—返回酒店ReturntothehotelGuestsregistrationandgrouped:divided30personin2groups,15personforonegroup试乘试驾驾流程TestdriveprocessABAB用餐AB新车亮相车舞NewautoshowdanceB公路试乘试驾HighwaytestdriveA场地试乘试驾VenuetestdriveMealA看WatchB听Listen项目安排排ArrangementC°完美美体验——公路试驾驾C°perfectexperience-Highwaytestdrive公路试驾驾路线安安排：发现王国国—滨海公路路—海韵公园园全长42公里，驾驾乘体验验时间在在30分钟左左右Highwaytestdriverouting:DiscoveryKingdom-CoastalHighway-RhineParkLength42km,drivingexperiencedtimeforabout30minutes试乘试试驾说说明：：Testdriveintroduction按路书书路线线行进进；Drivebyroadbook;预计15人人，每每3名名嘉宾宾1部部车。。由试试驾教教练领领队。。沿途途设置置3个个换乘乘点可可让每每个嘉嘉宾轮轮换驾驾驶，，体验验不同同路况况下的的试乘乘试驾驾感受受;Estimated15people,onecarforeverythreeguests.testdrivecoachleadtheteam.Setthreetransferpointsalongthewayalloweachguesttodrive,experiencetestdriveunderdifferentroad;4辆工工作车车，供供现场场工作作人员员活动动调度度等事事宜所所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1辆摄摄影摄摄像车车，进进行全全程拍拍摄;Aphotographiccameracarforthewholeshoot;1辆救救险车车，活活动全全程安安全保保障;Arecoverytruckforthewholesecurityactivities;项目安安排ArrangementC°完完美体体验——公路试试驾（（优雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)项目安排ArrangementC°完美体体验——公路试驾（（优雅之旅旅）C°perfectexperience–Highwaytestdrive(Eleganttour)公路试乘试试驾的原则则：安全中体验CC的优雅………公路试乘试驾驾安全讲解：：专业教练员在在副驾驶席全全程负责安全全监督，试驾驾人员听从专专业教练员的的指导；车辆起步前观观察前方道路路，确保场地地内无任何车车辆行人；为保证活动安安全，后车在在前车到达缓缓冲区后方能能从起点出发发；项目安排Arrangement外景拍摄Locationshooting在沿途选取3处风景优美美，适合外景景拍摄的空阔阔场地，车队队在指定换乘乘地点停靠（（每次停靠时时间为5分钟钟），嘉宾自自行选择合适适角度拍摄。。Toselectthreescenicrouteontheway,suitableforlocationshooting,theteamstopsatdesignatedtransferlocations(eachstopfor5minutes),guestscanmaketheirowncameraangles.C°完美体验验——公路试驾（优优雅之旅）C°perfectexperience–Highwaytestdrive(Eleganttour)媒体自驾游Mediaowndrivingtour在下午针对媒媒体朋友的公公路试乘试驾驾结束后，我我们可以应媒媒体特殊要求求安排自由试试驾。媒体可以3人人/车（按照照试驾车号））的形式，在在规定时间与与规定区域内内，于试车地地周边进行自自由试驾；可以根据媒体体需求，安排排专业车模（（每车1人））随行拍摄.Intheafternoon,afterthemediafriend’’sroadtestdrive,wecanarrangemediaaspecialowndrivingtourthenextday.

Mediacanbethreepersons/vehicles(inaccordancewiththetestdrivevehiclenumber)form,inspecifiedtimeandarea,aroundthetestdrivevenuefortestdrive;Accordingtomediarequirements,arrangeprofessionalcarmodels(1personpervehicle)forshootingC°°完完美美体体验验———公路路试试驾驾（（优优雅雅之之旅旅））C°°perfectexperience––Highwaytestdrive(Eleganttour)项目目安安排排ArrangementC°°完完美美体体验验公路路试试驾驾：：激情情转转弯弯：：驾驶驶体体验验连连续续弯弯道道以以及及发发卡卡弯弯带带来来的的漂漂移移与与激激情情，，展展示示CC强大大的的操操控控力力直线线加加速速：：体验验CC的TSI+DSG释放放的的强强劲劲动动力力注：：试乘乘试试驾驾过过程程中中，，嘉嘉宾宾可可以以打打开开自自动动无无框框车车窗窗和和全全景景天天窗窗，，聆聆听听丹丹拿拿音音箱箱的的震震撼撼效效果果，，感感受受沿沿路路风风景景，，展展示示人人、、车车相相融融的的惬惬意意生生活活。。项目目安安排排ArrangementC°perfectexperienceHighwaytestdrive:Estimated15people,threeguestsinonecar.ADEcoachbytheteamleader.Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions.Cityshuttle:Seturbanroadconditions/intothecity,carsandthecitiesintegrated.Startandstopbrakeinurbantraffic,overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration:ExperienceCCTSI+DSGstrongmomentumreleaseNote:Duringthetestdriveprocess,guestscanopenautomaticallyframelesswindowsandpanoramicsunroof,listentotheTannerspeakers'shockeffect,feelingalongthelandscape,peopleenjoyvehicles'comfortableconditionsBackup推荐酒店：：大连金金石国际会会议中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter推荐理由：：大连金石国国际会议中中心位于大大连金石滩滩国家旅游游度假区的的西部半岛岛，毗邻金金石高尔夫夫球场和游游艇俱乐部部，距离试试驾场地较较近每间客房经经过精心设设计及布置置，房间内内视野开阔阔，大海、、群山及高高尔夫球场场可一览无无遗，与本本次活动的的调性契合合。场地选择Venueselection项目安排ArrangementRecommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.推荐酒店：：国家法官官学院北京京分院RecommendedHotel:TheNationalJudgesCollegeBeijingBranch.推荐理由：：Recommendedreasons位于雁栖湖湖东岸半岛岛之中，三三面环水，，群山绵亘亘，另有长长城古迹于于湖光山色色中若隐若若现交通便利，，距北京城城区50分分钟，距距首都机场场约40分分钟，距离离投放场地地较近项目安排ArrangementLocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.项目执行ProjectexecutiveVIP客户户接待：针对VIP客户由经经销商邀约约，派豪华华大巴到指指定经销商商处接试驾驾嘉宾，统统一前往试试驾场地，，如有客户户自驾前往往需事先沟沟通；试驾驾完毕后，，VIP客客户自行安安排回程。。媒体记者接接待：提前确认嘉嘉宾到达时时间及方式式，机场、、车站大巴巴全天接待待，嘉宾行行理统一编编号便于管管理；入住签到时时领取返程程车（机））票，活动动结束后为为的媒体统统一安排车车辆送往。。VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue,ifrequiredtodrivebyhimselfshouldinforminadvance;aftertestdrives,VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance,theairport,busstationalldayreception,guests’’luggagearegottenuniformnumbersformanagement;whenguestscheckinreceiveareturnvehicle(plane)tickets,aftertheeventarrangethevehiclestosendthemedia.签到分组嘉宾到达试乘乘试驾场地后后，行至签到到处签到，签签署试驾协议议，同时领取取服装及礼品品，将嘉宾分分为A、B组组，每组15人。礼仪小姐引导导嘉宾签到，，指导其签署署试驾协议；；工作人员为嘉嘉宾分发统一一服装及礼品品；工作人员指引引嘉宾到更衣衣室更换衣物物。注：邀约客户与媒媒体记者流程程相同项目执行ExecutiveRegistrationandgroupedGuestsarriveattestdrivevenue,firstforregistration,signtestdriveagreement,andreceiveclothingandgifts,theguestsweredividedintoA,Bgroup,n=15.

MissMannersguidetheguestssigninandguidethemtosignatestdriveagreement;

Staffsdistributethegiftsfortheguests;

Staffsguidegueststoalockerroomchangingclothes.Note:offercustomersthesameprocesswiththemedia篷房布局：午餐区、采访访区、茶歇区区、更衣区、、CC仿真驾驾驶内室、三三维全息立体体投影展示说说明厅午餐区区：滚动播放试驾驾视频、音乐乐，准备丰盛盛的西式自助助简餐。采访区区：媒体记者可采采访客户，记记录客户驾驶驶感受，迅速速形成新闻点点，达到实效效传播效果。。茶歇区区：方便嘉宾随时时休息，提供供茶歇点心更更有新意，结结合CC造型型准备点心、、水果拼盘、、茶饮等，细细节处体现优优雅之道；提提供时尚运动动杂志、CC产品手册，，播放CC产产品广告宣传传片，安排极极品飞车电游游体验，增加加娱乐互动性性。更衣区区：方便嘉宾更换换衣物，为每每位嘉宾专门门准备了物品品保管箱及钥钥匙，彰显本本次活动人性性化关怀。场地布局Venuelayout项目执行ExecutiveTentLayout:lunchbuffetarea,interactivepressarea,coffeebreakarea,dressingarea,wonderfulsoundsexperiencehall,trainingroomforthree-dimensionalholographicthree-dimensionaltestdriveLunchbuffetarea:rollingplaytestdrivevideo,music,preparingsumptuousbuffetmeal.Interactivepressarea:Mediareportercaninterviewcustomersandrecordcustomerdrivingexperience,contributetotherapidformationofinformationpointsforeffectivelydissemination.CoffeeBreakArea:breakatanytime,providemoreinnovativeteabreaksnacks,combinedwithCCshapepreparesnacks,fruitplatter,tea,etc.,detailsreflecttheelegance;providestylishsportsmagazine,CCproductmanuals,displayCCvideos,arrangevideogamesexperience,increasethefuninteractive.Changingarea:convenientguestchangeclothing,specificallypreparedforeachguestdepositboxesandkeys,highlightthiseventhumanecare.根据本次次CC完完美体验验活动的的整体调调性，为为嘉宾提提供了符符合优雅雅、运动动定位，，实用性性强的精精美礼品品AccordingtoTheCCperfectexperiencetheoveralltone,weprovideconsistentelegance,sportorientationandpracticabilitygiftsfortheguestsCC车模模CCcarmodels音乐枕头头Musicpillow苹果U盘AppleUdisk礼品推荐音乐头枕：：可折叠成一一个手提包包样式，展展开后在枕枕头两边提提供两只小小音箱，可可将音源设设备与其连连接，听音音乐非常方方便。提供供了柔软的的“床单””，适合外外出郊游使使用。MusicPillow:foldingintoahandbagstyle,providingbothsidesofthepillowwithtwosmallspeakers,canbeconnectedtoaudiodevices,listeningtomusicveryeasy.Providesasoft"sheets"usedtogosightseeing.每台CC配配备人性化化内饰物品品：纸巾，，音乐光盘盘，雨伞，，小瓶装矿矿泉水4瓶瓶，小型清清新绿植、、遮阳窗帘帘等，让嘉嘉宾坐在车车内倍感舒舒适，尽享享惬意试乘乘试驾过程程提供活动流流程手册、、内附详细细晚会流程程和试乘试试驾路书，，指引嘉宾宾准时参加加各个环节节考虑嘉宾个个人习惯，，饮食习惯惯的前期统统筹，为每每位来宾做做好后勤保保障工作酒店客房每每日根据嘉嘉宾要求进进行清扫，，提前摆放放果盘与鲜鲜花执行细节Executivedetails细节考虑DetailsconsiderationEachCCisequippedwithhumaninterioritems:papertowels,musicCDs,umbrellas,4smallbottlesofmineralwater,smallfreshgreenplantsandshadecurtains,sothatguestsfeelmorecomfortablesittinginthecar,enjoythecozytestdriveprocessProvideactivitiesprocessesmanualinteriordetailsofpartyprocessesandtestdriveroadbooktoguidegueststoparticipateineverylinkHotelroomdailycleaningaccordingtoguestrequirements,fruitplateandflowersplacedinadvance现场协协调Sitecoordination工程建建设场地使使用、、保养养接待组组receptiongroup后勤组组LogisticsGroup嘉宾接接待、、住宿宿日常活活动安保组组Securitygroup车辆人人员保保险医护急急救日常安安全、、突发发事件件现场服服务机动灵灵活、、考虑虑周全全服务细细致、、完备备准备充充分处理问问题迅迅速人员运运输餐饮、、保洁洁车辆管管理备品供供应执行细细节Executivedetails执行团团队ImplementedteamBuildingconstructionGuestsreception,checkinEmergencycareVehiclesmanagementVenuesusage,maintenanceDailysecurity,emergencyPersonneltransportCatering,cleaningDailyactivitiesInsuranceforvehiclesOn-siteserviceSparepartssupplyFlexible,thoughtfulMeticulousservice,completedPreparedDealwithproblemsquickly需要在在试车车前与与来宾宾签署署明确确免责责协议议准备备后备备试驾驾车辆辆，以以免造造成负负面影影响的的扩散散车辆故故障，，造成成来宾宾对于于车辆辆的误误解来宾对对于车车辆的的技术术数据据不了了解，，试驾驾驶中中操作作过激激，发发生事事故不可预预见的的交通通事故故其他的的突发发事件件：如钥匙匙丢失失要求车车辆严严格做做好维维保工工作，，保证证车辆辆的正正常状状态充分的的前期期沟通通非常常必要要，提提供周周详的的可执执行的的驾驶驶建议议书，，同时时教练练严格格控制制备件、、备用用物资资的准准备充充分，，应对流流程问题Situation解决方方案Solution项目安安排ArrangementC°完完美体体验——公路试试驾（（优雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)要求车车辆严严格做做好维维保工工作，，保证证车辆辆的正正常状状态①②③④执行细细节Executivedetails应急预预案Emergencyplan聘请一一名当当值医医生Employanon-dutydoctors配备消消防安安全设设备Withfiresafetyequipment消防用用车事事前联联络作作随时时调用用Firecarcallatanytimeforuse各环节节都配配备医医药箱箱Eachlinkisequippedmedicinechest救护用用车事事前联联络作作随时时调用用Ambulancecarcallatanytimeforuse事前联联络好好附近近医院院Tocontactanearbyhospitalinadvance媒介部部分Media媒体计计划Mediaplanning媒体传传播策策略借助北北区主主流媒媒体平平台，，将CC上上市信信息有有效传传递，，同时时发布布本次次完美美体验验活动动信息息；通过客客户、、媒体体共同同试乘乘试驾驾CC实证证产品品的良良好性性能品品质，，为CC对对外宣宣传树树立权权威舆舆论导导向，，更具具说服服力，，易形形成口口碑传传播；；吸引潜潜在目目标客客户群群注意意，促促进意意向目目标人人群购购买。。MediaCommunicationStrategyWithnorthmainstreammediaplatformtospreadCClistingmessage,andpublishinginformationabouttheactivitiesThroughthecustomers,mediaco-testdrivetopracticeCCgoodperformance,andestablishtheauthorityfortheCCpublicity,moreconvincing,easytoformawordofmouth;Attractpotentialtargetcustomersattention,promotethetargetpopulationtobuy;媒体计划Mediaplanning媒体传播目目标打造与众不同的的CC上市市完美体验验活动——根据活活动差异化化环节设置置，释放CC更多创创新、科技技元素展示CC性能优优势——透过““看、听、、品、鉴””CC这这一全新体体验方式，，展示产品品魅力分享CC车型试试乘试驾体体验感受——剖析嘉嘉宾试乘试试驾真实感感受，形成成实效新闻闻传播点MediacommunicatetargetCreatethedifferentCClistingperfectexperienceactivityAccordingtothedifferenceofthelinkset,releasemoreinnovativeandtechnologyelementsDisplayCCperformanceadvantageThrough““look,listen,taste,appreciation’thoseseriesexperienceformtoshowtheproducts'attractive.ShareCCvehicletestdriveexperiencefeelingsAnalysisthegueststestdrivetrulyfeelingsandformemotionalresponsewiththeguests媒体选择：：Mediaselection:整合北区区主流媒媒体资源源，针对对CC上上市试乘乘试驾活活动开展展全方位位媒体传传播Integratednorthregionmainstreammediaresources,basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications结合CC全国上上市，以以北区CC上市市完美体体验活动动为核心心传播点点，对目目标客户户群体传传递CC产品信信息及活活动信息息；邀约北区区主流平平面、电电视台、、广播、、网络媒媒体亲自自试乘试试驾CC，对外外发布影影响力强强的深度度稿件；；利用名人人效应，，制造产产品与名名人间的的关联新新闻点，，开展公公益类和和产品类类新闻点点传播。。公关文件件准备：：围绕本次次活动及及CC产产品优势势性能，，为媒体体准备对对外公关关文件，，可以更更有效地地利用媒媒体资源源，将价价值信息息对外准准确有力力地传播播。媒体计划划MediaplanningCombinedCCnationallisting,thecorecommunicationpointsarenorthCCexperienceactivity,sendthetargetcustomergroupsCCproductinformationandeventinformation;Invitednorthregionalmainstreamprint,television,radio,onlinemediatoexperiencetheCC,releasethewarm-releasedraft,depthexperiencedraft,productanalysisdraft,thenextmarketforecastdraft;Usecelebritytocreateproductsandcelebrityconnectionnewspoint,todeveloppublicandnewspointdisseminationPRdocumentpreparation:FocusingonthisactivitiesandCCproductperformanceadvantages,forthemediatopreparethepublicrelationsfiles,canmoreeffectivelyusethemediaresources,disseminatethevaluablenewsaccuratelyandeffectively.传播阶段2010年7月下旬-9月中旬传播目的突出CC动感、优雅、体验动力强劲、灵动非凡。核心话题被欧洲媒体评为大众最美丽的车型-话题引爆传播策略高端专访引爆+“媒体”品质鉴定传播方向1、欧洲德系品质2、研发实力3、技术保障4、动力强劲媒体甄选中央媒体：中国之声、经济之声、音乐之声电视：北京电视台-《我爱我车》财经媒体：经济观察报、21世纪经济报道、中国经济周刊行业媒体：中国汽车报、中国汽车画报、汽车驾驶与维修、名车志、汽车之友、