东风雪铁龙凯旋奥运冠军试驾会方案（ppt_14）ppt课件

东风雪铁龙凯旋奥运冠军试驾会方案 The proposal for Dongfeng Citroen C-triomphe test-drive by Olympic champions 提报客户：东风雪铁龙 提报单位：灵思传播机构 提报时间：2008-02-29 Present To: Dongfeng Citroen Prepared By: Linksus Submit Date: 29th Feb. 2008 背景 2、 As the Olympic Games 2008 will be held in Beijing, Dongfeng Citroen could promote the brand awareness by Olympic topics. 1、 “The dialog between champions”: strengthen the relationship between “safety champion C- triomphe” and “Olympic champions”; 2、show the “C-triomphe life” tone and promote the vehicle honor; 3、continue to emphasize the C-triomphe safety advantage as the amplification event for the Auto Safety Exhibition China Tour; 4、attract medias initiative focus Objective Background Time：during the last ten days in March, 2008 Place: Beijing Brief： 1、invite 2-3 retired Olympic champions to test-drive the C- triomphe; 2、invite the lucky winners of the Auto Safety Exhibition China Tour Beijing station to participate; 3、invite media to follow up 2、Media journalists; 3、Lucky winners of the Auto Safety Exhibition China Tour Beijing station 活动时间动时间 ：2008年3月下旬 活动动地点：北京 活动动形式： 1、邀请2-3位退役的奥运冠军试驾凯 旋 ； 2、邀请在国汽车安全主题巡展北京站 中参加现场 互动获奖 的观展者参加活 动，与奥运冠军近距离接触； 3、同时邀请媒体进行全程跟踪报道。 邀请请人员员： 1、退役奥运冠军2-3人； 2、媒体记者； 3、参加中国汽车安全主题巡展北京站 东风 雪铁龙现场 互动的幸运观展者。 3 整体规规划 The Whole Plan 活动简介 Event introduction 场地位置:北京拉斐特城堡位于昌平区北七家镇，雄踞中国紫 禁城北30公里处，坐落于北京的母亲河温榆河上游，由 拉斐特城堡驱车至北四环仅需15分钟，至市中心仅25分钟。 场地状况:北京拉斐特城堡酒店是按照五星级标准建造的高档 商务度假酒店。酒店由主城堡、东西配楼、模纹花坛、酒文 化广场组成。秉承了浪漫的法国巴洛克艺术的设计风格。清 澈的人工河流环绕在古堡周边，绿树、草坪、葡萄园、花圃 将美丽的拉斐特城堡装扮得生机盎然。 4 场场地推荐 Venue recommendation Venue position: the Beijing Laffitte Chateau Hotel is located in Beiqijia Town, Changping District along the Wenyu River. The hotel is only 15 kilometers from the Beijing Capital Airport and 10 kilometers north of the Olympic Village. Venue introduction: Hotel Laffitte is five-star hotel and is designed for high-class business events and vacations. The chateau complex encompasses 24,000 square-meters and consists of a main building, designed as a castle, flanked by two other castles. A French, Duke-style veins parterre is located at the front of the chateau. A wine culture center is located behind the main castle. The complex is surrounded by a man-made river, trees, lawns, flower gardens and vineyards, for an overall attractive environment. 5 北京拉斐特城堡酒店地址 Traffic Map 场场地推荐 Venue recommendation 场地位置：北京市海淀区苏家坨稻香湖 公园内 场地状况：户外绕湖公路非常适宜试驾 。酒店占地32公顷，水面4公 顷，建筑面积近6万平方米， 拥有五星级的客房、餐饮、 宴会、会议、娱乐等综合服 务及配套设施；清澈的稻香 湖水环绕酒店全境，自然景 观与人文建筑完美统一。 6 场场地推荐 Venue recommendation Venue position：Park Dao xianghu, Hai Dian District, Beijing Venue introduction: outdoor road around the lake is fit for test-drive. The hotel area is 32 hectares with 4-hectare lake area. The Nirvana resort owns five-star rooms and dinner, party, meeting, recreation facilities with beautiful Daoxianghu lake around. 7 北京稻香湖景度假村地址 Traffic Map 场场地推荐 Venue recommendation 肖海亮Xiao hailiang 2000年悉尼奥运会男 子三米板双人金牌得主 Gold-medal winner of Mens Synchronized 3m-Springboard in 2000 Sydney Olympic Games 王涛Wang tao 1992年巴塞罗那第25届奥 运会,男子乒乓 球双打冠 军 Gold-medal winner of Mens Teams of Table tennis in 1992 Barcelona Olympic Games 杨杨凌Yang ling 1996年第26届奥运会上获得男子射 击10米移动靶冠军、并打破奥运会 纪录 、2000年悉尼奥运会蝉联冠 军 Gold-medal winner of Mens Shooting 10m Running Target in 1996 and 2000 Olympic Games 杨杨景辉辉Yang jinghui 2004年雅典奥运会男 子10米跳台双人冠军 Gold-medal winner of Mens Synchronized 10m-Platform in 2004 Athens Olympic Games 8 奥运冠军军推荐 The Olympic champions recommendation 9 流程安排 Event Rundown 时间Time 人员Person 13:0014:0015:0016:0017:00 奥运冠军 Olympic champions 14:0014:30 到达集合点拍照 arrive at the venue and take photograph 14:3015:30 驾驶凯旋向试驾场地移动 drive C-triomphe to the test- drive spot 15:3016:00 试驾与幸运观 众零距离 test drive 2、 Sina as the exclusive cooperation website to strengthen news 2、Picture 3、Forum communication：news communication on auto forums of portal websites and Tianya forum combined with Dongfeng Citroen forum resources; 4、Dongfeng Citroen website links to SINA special topic; 5、Internet event reports release. Time Media Name TypeChannel The most important internet media of china The first page of Auto channel Internet as the main communication way combined with multiple ways. 12 稿件规划 Report Plan 传播层次 Communication Level 传播内容 Communication Content 稿件示例 Report Example 预热阶段 Warm-up period 活动告知（论坛 ） Event awareness(forum) 奥运冠军试驾凯 旋活动预 告 Olympic champions test-drive C-triomphe Forenotice 奥运冠军将与凯旋“亲密接触” “Olympic champions contact closely with C- triomphe” 结合中国汽车安全主题巡展 Combine with the Auto Safety Exhibition China Tour 在中国汽车安全主题巡展上招募现场观 众 Invite lucky winners of the Auto Safety Exhibition China Tour to participate 安全巡展看凯旋，奥运冠军面对面 “Olympic champions face-to face C-triomphe” 凯旋“安全冠军”传播 C-triomphe “safety champion”communication 凯旋的“五星安全”成就了其“15-20万中高级 车安全冠军”的地位 C-triomphe to be “the safety champion of 150000-200000 RMB autos” depending on its “five-star safety” 六大安全技术惹眼，凯旋成车主“守护神” “C-triomphe as the auto owners eudemon” 活动阶段 Experience period 活动新闻 Event news 奥运冠军试驾凯 旋活动现场报 道 On-site report of Olympic champions test- drive 奥运冠军XXX、XX试驾 “安全冠军”凯旋 “Olympic champions XXX，XX test-drive C- triomphe 奥运冠军专访 Olympic champions interview 参加试驾 的奥运冠军谈试 乘试驾凯 旋的 感受 Test drive & ride experience talk by Olympic champions XX：我与凯旋的美丽邂逅 “: C-triomphe and I have a date” 奥运冠军试驾凯 旋畅谈 安全 “Olympic champions talk C-triomphe safety” “安全冠军”与奥运冠军 “Safety Champions” and Olympic champions “安全冠军”凯旋与奥运冠军契合点分析 “Safety champions” C-triomphe & Olympic champions resemblance analysis 当冠军遇上冠军 ”When champions meet champions” 活动阶段稿件发布的媒体发布范围不仅限于汽车类媒 体，将加强在非汽车类 媒体和版面（特别是在体育 类、新闻类 版面）上的发布。 传传播规规划 Communication Plan Event report media will be not only auto media but also non-auto media (especially sports & news page). 项项目 Ietm内容 Content单单价 Unit 数量 Qty总总价 Amount备备 注 Description 活动动 执执行 Eve nt Exe cuti on 场场租 Venue rent 场租 Venue rent30000.0 130000.0 租用广场，试驾线 路，专访 室 Test drive & ride venue , interview room 制作物 Articles 媒体人员工作牌 Media work cards8.0 20160.0 媒体人员工作胸牌 Media chest card 工作人员工作牌 Event work cards 8.0 1080.0 灵思工作人员及东风 雪铁龙经销 商工作人员胸牌 Linksus & Dongfeng Citroen staff chest card 小计计/Sub Total30240.0 其他 Others 奥运冠军邀请费 用 Olympic champions invitation cost 80000.0 2 160000.0 邀请费 用 Invitation cost 摄影 Photographing1200.0 2 2400.