2016LEGO SH Disneyland Store Soft Opening Plan 迪士尼上线计划.ppt

Shanghai Disneyland LEGO Store Soft-Opening Event Plan Event Strategy The LEGO Store Background Nowadays, the LEGO company owns 90 LEGO Stores in North American, and 30 LEGO Stores in Europe. Shanghai Disneyland Park LEGO Store will be the first one in China and APAC while it will be the largest one in the world. Objective Through the event opening event, to spread the awareness of LEGO Disney Store, by synergizing press publicity. To deliver the great store experience to media and target consumers through the event. To drive Disneyland traffic to LEGO Store, and create WOM of the first batch store visitors, to amplify stores awareness coverage. The first LEGO Store in China. Do something new. Chinese traditional opening elements in LEGO Store. LEGO DNA. Keep heating from Soft Opening to Grand opening. Strategy Event Design The TOM coser and Mickey coser 10:40-11:0020Media interview of LEGO Group senior management LEGO Group global senior management; Media; 11:00-Free experience option2 option1 Traffic FlowThe Guest Flow Reception Signature wall Entrance Guest area Exit Reception Signature wall Entrance Guest area option2 Signature wall option1 Lion dance Bricks Cheering Ribbon cut Signature wall Lion dance Bricks Cheering Ribbon cut Traffic FlowLEGO Management Flow Interview Area Design for two situation: add a few chairs for group Interview open individual Interview if there has confidential request, it can be hold in-store Reception area Signature wall PT Distribution Stage PT*2（for brick pour area) option2 option1 PT*2（ for brick pour area) Load-in schedule Material Transportation Product Transportation Venue Arrangment Personnel Training Activity Rehearsal Venue Cleaning Ceremony Open May 6th 13:00 May 6th 13:00 May 6th 15:00 May 6th 1