啤酒节策划方案.doc

tired so they pet out the fire and crept into their tent. Their sleeping-bags were warm and comfortable, so they all slept soundly. In the middle of the night, two boys woke up and began shouting. The tent was full of water! They all leapt out of their sleeping-bags and hurried outside. It was raining heavily and they found that a stream had formed in the field. The stream wound its way across the field and then flowed right under their tent!Lesson28 No parking 禁止停车Jasper White is one of those rare people who believes in ancient myths. He has just bought a new house in the city, but ever since he moved in, he has had trouble with motorists. when he returns home at night, he always finds that someone has parked a car outside his gate. Because of this, he has not been able to get his own car into his garage even once. Jasper has put up No Parking signs outside his gate, but these have not had any effect. Now he has put an ugly stone head over the gate. It is one of the ugliest faces I have ever seen. I asked him what it was and he told me that it was Medusa, the Gorgon. Jasper hopes that she will turn motorists to stone. But none of them has been turned to stone yet!Lesson29 Taxi! 出租汽车！Captain Ben Fawcett has bought an unusual taxi and has begun a new service. The taxi is a small Swiss aeroplane called a Pilatus Porter. This wonderful plane can carry seven passengers. The most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. Captain Fawcetts first passenger was a doctor who flew from Birmingham to a lonely village in the Welsh mountains. Since then, Captain Fawcett has flown passengers to many unusual places. Once he landed on the roof of a block of flats and on another occasion, he landed in a deserted car park. Captain Fawcett has just refused a strange request from a businessman. The man wanted to fly to Rockall, a lonely island in the Atlantic Ocean, but Captain Fawcett did not take him because the trip was too dangerous.Lesson30 Football or polo? 足球还是水球？The Wayle is a small river that cuts across the park near my home. I like sitting by the Wayle on fine afternoons. It was warm last Sunday, so I went and sat on the river bank as usual. Some children were playing games on the bank and there were some people rowing on the river. Suddenly, one of the children kicked a ball very hard and it went towards a passing boat. Some people on the bank called out to the man in the boat, but he did not hear them. The ball struck him so hard that he nearly fell into the water. I turned to look at the children, but there werent any in sight: they had all run away! The man laughed when he realized what had happened. He called out to the children and threw the ball back to the bank. Lesson31 Success story 成功者的故事Yesterday afternoon Frank Hawkins was telling me about his experiences as a young man. Frank is now the head of a very large business company, but as a boy he used to work in a small shop. It was his job to repair bicycles and at that time he used to work fourteen hours a day. He saved money for years and in 1938 he bought a small work-shop of his own. During the war Frank used to make spare parts for aeroplanes. At that time he had two helpers. By the end of the war, the small work-shop had become a large factory which employed seven hundred and twenty-eight people. Frank smiled when he remembered his hard early years and the long road to success. He was still smiling when the door opened and his wife came in. She wanted him to repair their sons bicycle! Lesson32 Shopping made easy 购物变得很方便People are not so honest as they once were. The temptation to steal is greater than ever before-especially in large shops. A detective recently watched a well-dressed woman who always went into a large store on Monday mornings. One Monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. The woman first bought a few small articles. After a little time, she chose one of the most expensive dresses in the shop and handed it to an assistant who wrapped it up for her as quickly as possible. Then the woman simply took the parcel and walked out of the shop without paying. When she was arrested, the detective found out that the shop-assistant was her daughter. The girl gave her mother a free dress once a week !lesson33 Out of the darkness 冲出黑暗Nearly a week passed before the girl was able to explain what had happened to her. One afternoon she set out from the coast in a small boat and was caught in a storm. Towards evening, the boat struck a rock and the girl jumped into the sea. Then she swam to the shore after spending the whole night in the water. During that time she covered a distance of eight miles. Early next morning, she saw a light ahead. She knew she was near the shore because the light was high up on the cliffs. On arriving at the shore, the girl struggled up the cliff towards the light she had seen. That was all she remembered. When she woke up a day later, she found herself in hospital.Lesson34 Quick work 破案“神速”Ted Robinson has been worried all the week. Last Tuesday he received a letter from the local police. In the letter he was asked to call at the station. Ted wondered why he was wanted by the police, but he went to the station yesterday and now he is not worried any more. At the station, he was told by a smiling policeman that his bicycle had been found. Five days ago, the policeman told him, the bicycle was picked up in a small village four hundred miles away. It is now being sent to his home by train. Ted was most surprised when he heard the news. He was amused too, because he never expected the bicycle to be found. It was stolen twenty years ago when Ted was a boy of fifteen !Lesson35 Stop thief! 捉贼！Rov Trenton used to drive a taxi. A short while ago, however, he became a bus-driver and he was not regretted it. He is finding his new work far more exciting. When he was driving along Catford Street recently, he saw two thieves rush out of a shop and run towards a waiting car. One of them was carrying a bag full of money. Roy acted quickly and drove the bus straight at the thieves. The one with the money got such a fright that he dropped the bag. As the thieves were trying to get away in their car, Roy drove his bus into the back of it. While the battered car was moving away, Roy stopped his bus and telephoned the police. The thieves car was badly damaged and easy to recognize. Shortly afterwards, the police stopped the car and both men were arrested. Lesson36 Across the Channel 横渡海峡Erna Hart is going to swim across the English Channel tomorrow. She is going to set out from the French coast at five oclock in the morning. Erna is only fourteen years old and she hopes lo set up a new world record. She is a strong swimmer and many people feel that she is sure to succeed. Ernas father will set out with her in a small boat. Mr Hart has trained his daughter for years. Tomorrow he will be watching her anxiously as she swims the long distance to England. Erna intends to take short rests every two hours. She will have something to drink but she will not eat any solid food. Most of Ernas school friends will be waiting for her on the English coast. Among them will be Ernas mother, who swam the Channel herself when she was a girl.Lesson37 The Olympic Games 奥林匹克运动会The Olympic Games will be held in our country in four years time. As a great many people will be visiting the country, the government will be building new hotels, an immense stadium, and a fine new swimming pool. They will also be building new roads and a special railway-line. The Games will be held just outside the capital and the whole area will be called Olympic City. Workers will have completed the new roads by the end of this year. By the end of next year, they will have finished work on the new stadium. The fine modern buildings have been designed by Kurt Gunter. Everybody will be watching anxiously as the new buildings go up. We are all very excited and are looking forward to the Olympic Games because they have never been held before in this country.Lesson38 Everything except the weather 惟独没有考虑到天气My old friend, Harrison, had lived in the Mediterranean for many years before he returned to England. He had often dreamed of retiring in England and had planned to settle down in the country. He had no sooner returned than he bought a fine house and went to live there. Almost immediately he began to complain about the weather, for even though it was still summer, it rained continually and it was often bitterly cold. After so many years of sunshine, Harrison got a shock. He acted as if he had never lived in England before. In the end, it was more than he could bear. He had hardly had time to settle down when he sold the house and left the country. The dream he had had for so many years ended there. Harrison had thought of everything except the weather.Lesson39 Am I all right? 我是否痊愈？While John Gilbert was in hospital, he asked his doctor to tell him whether his operation had been successful, but the doctor refused to do so. The following day, the patient asked for a bedside telephone. When he was alone, he telephoned the hospital exchange and asked for Doctor Millington. When the doctor answered the phone, Mr Gilbert said he was inquiring about a certain patient, a Mr John Gilbert. He asked if Mr Gilberts operation had been successful and the doctor told him that it had been. He then asked when Mr Gilbert would be allowed to go home and the doctor told him that he would have to stay in hospital for another two weeks. Then Dr Millington asked the caller if he was a relative of the patient. No, the patient answered, I am Mr John Gilbert. Lesson40 Food and talk 进餐与交谈Last week at a dinner-party, the hostess asked me to sit next to Mrs Rumbold. Mrs Rumbold was a large, unsmiling lady in a tight black dress. She did not even look up when I took my seat beside her. Her eyes were fixed on her plate and in a short time, she was busy eating. I tried to make conversation. A new play is coming to The Globe soon, I said. Will you be seeing it ? No, she answered. Will you be spending your holidays abroad this year ? I asked. No, she answered. Will you be staying in England? I asked. No, she answered. In despair, I asked her whether she was enjoying her dinner. Young man, she answered, if you ate more and talked less, we would both enjoy our dinner ! lesson41 Do you call that a hat? 你把那个叫帽子吗？Do you call that a hat ? I said to my wife. You neednt be so rude about it, my wife answered as she looked at herself in the mirror. I sat down on one of those modern chairs with holes in it and waited. We had been in the hat shop for half an hour and my wife was still in front of the mirror. We mustnt buy things we dont need, I remarked suddenly. I regretted saying it almost at once.You neednt have said that, my wife answered. I need not remind you of that terrible tie you bought yesterday. I find it beautiful, I said. A man can never have tooXXX啤酒节策划方案目录一， 活动背景与市场定位-2二， 活动内容建议-31，活动主题-32，广告语-33，活动时间-34，可选活动地点-35，活动宗旨-66，活动内容介绍-67，活动场地布置-118，啤酒节活动流程安排-139，活动相关图片-14三，多方利益体分析-161，啤酒节冠名商利益分析-162，啤酒供应商利益分析-173，场地提供者利益分析-174，品牌展示商的利益分析-185，媒体利益分析-186，消费者利益分析-19四，媒体合作策略-191，平面媒体投放策略-192，广播媒体投放策略-193，电视媒体投放策略-194，网络推广策略-20五，预算与回报分析-201，物料与成本预算-202，收益分析-21六，项目执行策略图-22一，活动背景与市场定位啤酒节最早源自于德国。1810年的10月，德国人为了庆祝巴伐利亚的路德维格王子和萨克森国的希尔斯公主的婚礼而举行了盛大隆重的庆典。自那以后，啤酒节就被世界各地的人们所熟悉并以星火燎原之势在全世界推广开来。每年的金秋时节，德国啤酒节都会搭载着原汁原味的巴伐利亚风情来到南京。啤酒节举办期间，每天都有近400位不同肤色的中外宾客云集在蓝白相间的饮酒大棚内，一边享用法兰克福香肠、烤猪膝、巴伐利亚肉排等正宗德国自助餐的美味，一边欣赏来自慕尼黑乐队精彩纷呈的现场表演。同时，身着德国酒娘服饰的服务员热情地为宾客献上醇美的啤酒，于是，伴着德国乐队或节奏强烈的乐曲或风趣幽默的表演，大家尽情狂欢，举杯共饮，每个人都在一种微醺的状态中渐渐地将矜持和拘谨抛到了九霄云外，陌生人之间同样可以举杯狂欢地不亦乐乎，忘乎所以。饮酒大棚内，鼓掌声、呐喊声、欢唱声、舞蹈节拍声此起彼伏，连绵不断，火热的气氛一浪高过一浪，狂放、激情、豪爽和欢愉的德国啤酒文化被彰显地淋漓尽致。众所周知，备受南京人瞩目的德国啤酒节将于今年9月份再次席卷而来，作为啤酒节的主办方，南京金丝利喜来登大酒店将动员一切可以利用的资源，以五星级大酒店的品质和标准，为在南京生活和旅游的中外宾客打造一个更加精彩纷呈，欢快畅愉的啤酒盛会。作为本次啤酒节的承办方，我们（佰慧通传媒）认为，与其循规蹈矩，墨守成规地以德国啤酒文化和德国民俗表演作为本次啤酒节的核心内容，还不如突破创新，求新求变，在前几届啤酒节成功举办的基础上，大胆地添加一些标新立异、独树一帜的特色表演、互动游戏、趣味竞技和精品展示环节，让人们在欢快畅饮的同时不但能欣赏到带有浓厚异域风情的表演节目，还能全方位地融入到互动游戏和竞技比赛当中，最终激活起大脑中每一个兴奋的神经末梢，将激情、畅快、豪爽和热情的啤酒文化彻底地宣泄出来！综上所述，我们认为应该由点到面，由此及彼，将创意点从德国啤酒文化扩散开来，延伸到整个世界范围内，将整个啤酒节打造成一个充满异域风情，供人们纵情欢愉的大型啤酒盛会。所以，啤酒节当日，除了传统的德国慕尼黑民俗乐队表演外，我们还会穿插安排巴西桑巴舞、菲律宾土著舞、动感小提琴等代表不同国度，不同民俗风情的表演节目，使啤酒节成为一个世界民俗文化的大熔炉，让来宾在畅快饮酒的同时大饱眼福，仿佛周游到世界上的每一个角落。二，活动内容建议1，活动主题：“喜来登异域风情啤酒狂欢节”（注：“”内为冠名商的简称）理由：异域风情啤酒节，不再局限于传统的德国啤酒文化，而放眼全世界，囊括了所有的能代表国外民俗和异域风情的表演元素，使啤酒节成为一个名副其实的世界民俗欢乐殿堂。这样的设置既跳出了前几届的“德国情结”，在更大的范围内招揽人气，也与金丝利喜来登的五星级国际化大酒店的定位相互辉映。2，广告语：激情相约，尽情畅饮，纵情狂欢3，活动时间：9月5日（星期二）至9月9日（星期六）的每晚18：30到22：30，共五天4，可选活动地点 湖南路狮子桥美食步行街优点：狮子桥美食步行街坐落在湖南路商业圈的黄金地段，人流量大，人群消费层次高，且前往狮子桥逛街的人多是冲着美食而来，餐饮消费水平在南京堪称翘楚，这与啤酒节的定位不谋而合，是啤酒节举办地的上佳之选。缺点：狮子桥美食步行街坐落在寸土寸金的湖南路，整体格局笔直狭长，如果在步行街上搭建可以容纳数百人的饮酒大棚的话，势必会对步行街上的人群流通和交通疏导造成较大的影响。 （狮子桥步行街参考图片） 夫子庙大成殿前广场优点：作为外地游客游玩南京的必游之地，夫子庙的人气毋庸置疑。在夫子庙，不同肤色，不同民俗的外国游客数不胜数，这就为啤酒节的召开“预定”了大量的人气。每天傍晚华灯初上之时，夫子庙大成殿前的广场早已人头攒动，熙熙攘攘，人们络绎不绝，从世界各地纷至沓来，细细品位这桨声灯影，流光溢彩的十里秦淮。缺点：首先，夫子庙步行街以传统的孔庙文化和六朝文化为主要特色，这与啤酒节的时尚定位有所偏离；其次，夫子庙的商业特色是旅游商业，游客占据了消费人群中的绝大多数，相当一部分游客的游程都被旅行团所限制，换言之，游客不可能像市民一样在我们的饮酒大棚中驻足长留，尽情狂欢，这就使夫子庙的相对人气度大打折扣。（夫子庙步行街参考图片） 山西路市民广场 优点：山西路市民广场位于南京著名的湖南路商业圈，是前往湖南路进行购物、休闲和旅游的消费者的必经之地。山西路市场广场毗邻苏宁银河和金山大厦，处于湖南路CBD的正中央，不但人流量大，人群密集，而且消费层次比较高，且广场空旷，非常适合做展会和演出之用。 缺点：场地租用费可能会比较高。（山西路市民广场参考图）5，活动宗旨 通过啤酒节内容的开展和传承，全方位地提升金丝利喜来登的美誉度和认知度，扩张金丝利喜来登五星级大酒店的品牌效应，从而带动酒店的消费人气； 通过活动内容的巧妙设置，实现主办方、承办方、冠名商、汽车经销商、啤酒供应商、娱乐设施提供商、媒体和消费者的多方共赢，并产生利益的最大化； 提高金丝利喜来登大酒店作为国际化大酒店的品牌内涵和人文底蕴。6，活动内容介绍 异国风味自助餐毋庸置疑，自助餐是整个啤酒节的主体框架。我们在饮酒大棚的中央位置搭建起自助餐桌，同时安排女服务员身穿德国民族服饰，手捧大杯啤酒穿梭于人群当中，为有需要的消费者提供啤酒。这样，人们就可以在欢快畅饮的同时品尝到上百种充满异域情调的美味佳肴。关于自助餐的具体设置如下： 自助餐实行一票制，88元/位，上百种充满异域情调的美味佳肴、饮料、甜点和啤酒任意品尝，任何畅饮； 除自助餐外，啤酒节还提供大量五星级精美菜肴和西式甜点，有需要的消费者可以购买品尝； 9月5日9月9日，当天过生日的朋友来啤酒节消费，还能获得一份精美的生日蛋糕（需要出示有效证件）； 自助餐和精美菜肴由金丝利喜来登大酒店负责，啤酒由冠名商或嘉士伯负责。为了呼应“异域风情啤酒狂欢节”这个主题，建议自助餐的内容由世界各地比较有特色的菜肴和美食组成，而不应该仅仅局限于德国咸猪手、牛肉卷、烧猪柳等充满浓郁德国风味的美食。 精品风景线，秀色更可餐啤酒节举办期间，我们在饮酒大棚的中央位置搭建一个精品展示台，展台上展示一些与啤酒节定位相符合的产品，如中高档汽车、精品楼盘等。如果展示的是靓车的话（针对汽车经销商），我们还会安排一位时尚靓丽的模特儿依靠在香车前，模特儿的曼妙身姿与靓车的流畅线条相得益彰，使靓车更加熠熠生辉。对于饮酒大棚中品尝美味和举杯畅饮的消费者而言，美女与香车也构成了一道不可多得的风景线，真可谓香车美女，秀色可餐也；如果展示的是楼盘的话（针对房地产开发商），我们会在展台上陈列一个1比150的楼盘模型，并在周围搭建起灯光和布景，诠释出一种精英阶层的都市情调。对于品牌所属的企业而言，一年一度的喜来登啤酒节无疑是一个很好的推广和宣传的良机，届时，多家主流平面媒体、电视媒体和网络媒体的联合报道必定能以势如破竹的态势将企业的品牌知名度、美誉度和认知度带到一个非常理想的高度，对企业的全方位的提升是大有裨益的。 激情开场白动感小提琴诚然，人气量对于啤酒节的成功举办至关重要，然而，仅仅是宾客满堂，门庭若市却远远不够。消费者来到我们的饮酒大棚之后，一定像吃自助餐一样，温文尔雅地谈笑风生，现场的气氛也一直是风平浪静，波澜不惊。此时，调动并活跃起现场的气氛远远比招揽人气更有利于啤酒节的一炮而红，所以，我们要在此时穿插安排一些带有浓郁异国风情的表演节目，让大家在开怀畅饮的同时融入其中，并通过一系列匠心独运的趣味竞技游戏将大家的兴致燃烧到极至。所以，我们选择动感小提琴作为第一个表演节目。当大家酒酣耳热之际，身着热辣劲装的动感小提琴女演奏师出现在人们眼前，随着一曲动感劲爆的音乐响起，整个饮酒大棚内都弥散着激情、欢畅的气息，刚才拘谨矜持的人们也开始和着音乐进入状态，大家争先恐后地与陌生人干杯，与表演者互动。注：如果主办方想以悠扬婉转、荡气回肠、脱尘拔俗的音乐做开场白的话，我们建议以苏格兰风笛做第一个表演节目。 热场演艺节目巴西桑巴舞作为巴西的“国舞”，桑巴被誉为最有异国情调和民俗特色的舞蹈，同时，桑巴舞也是热情、狂野和欢愉的象征。动感小提琴激情开场之后，大家兴致高涨，气氛活跃，此时，身着巴西狂欢节服饰的演员相继登场，在精致、优雅、动感的桑巴音乐的伴奏下，带着在场的中外来宾一起翩翩起舞，于是，消费者的激情在歌舞升平中被撩拨到了极至，饮酒大棚内的温度再次大幅攀升。 主体演艺节目德国慕尼黑民俗乐队表演毋庸置疑，德国慕尼黑乐队的表演是本次啤酒节的重中之重，可以说，前两个节目都是为德国慕尼黑乐队表演做热场和铺垫的。乐队由4-5名德国民间艺人组成，他们身着民族服装，吹拉弹唱样样精通，他们会一边穿行于人群之中，演奏各式各样的新奇乐器，一边与来宾肆无忌惮地欢乐舞动，将啤酒节的气氛推向高潮。慕尼黑乐队的表演占据了啤酒节的绝大部分时间，啤酒节的最后，消费者将彻底抛弃所有的矜持和拘谨，与乐队的民间艺人们百分百地互动，大家对酒当歌，载歌载舞，不亦乐乎。 窜场演艺节目菲律宾土著热辣舞我们将热辣火爆的菲律宾土著舞安排在德国慕尼黑乐队的表演间歇时间，以起到持续热场的作用。顾名思义，土著舞是菲律宾土著的一种舞蹈，带有浓郁的异国特色，土著舞会上，表演者头插羽毛和棕榈叶，赤裸上身，浑身涂抹白粉，手持木棍状的“法器”，口中念念有词，他们时而手舞足蹈，时而五体投地。随着舞蹈的愈演愈烈，观众们也渐入佳境，他们在酒精的催化下纷纷地站起身来，和着远古的土著音乐，一边畅饮啤酒，一边手舞足蹈地踏歌而舞。 互动游戏掌上世界杯，球技大PK啤酒节举办时的9月上旬，万众瞩目的世界杯落下帷幕还不到2个月，大多数球迷还沉浸在举杯共饮，通宵狂欢的喜庆气氛当中，对于足球和啤酒，很多人都意犹未尽。绿茵场上的尘埃落定显然不能抑制住球迷们高涨的参与热情，于是，我们以此为创意出发点，在饮酒大棚的一角摆设一台液晶电视机和一台PS2游戏机，让那些意犹未尽，跃跃欲试的人们能够在虚拟世界中展开一番实况足球PK博杀，一饱世界杯之瘾。具体设置如下：在饮酒大棚的一角有一台液晶电视机和一台PS2游戏机（请参看饮酒大棚平面图），消费者进场后就可以随意坐在电视机前通过手柄遥控进行虚拟足球的对抗。本环节不是一个简单的游戏环节，而是一个纯粹的竞技环节，本环节采用一对一的PK大战模式，在10分钟的比赛时间内，胜者可以留下来继续玩游戏，负者则退出游戏，让另一位参与者向胜者进行挑战，同时，获胜者还可以获得一小瓶精装啤酒的奖励，连续6次获胜的人还能额外获得一张啤酒节的门票。于是，人们在举杯狂欢，载歌载舞的同时，“掌上世界杯”也一直精彩纷呈地开展着。 经调查，热衷于PS2实况足球的玩家的年龄主要分布于17-25岁，这部分消费者拥有年轻、活力、激情、时尚和乐观的特点，而这些特点与我们啤酒节的目标消费人群的定位是非常吻合的。所以说，“掌上世界杯，球技大PK”环节的设置可以在最大程度上迎合这部分消费者的审美情趣和业余爱好，成为啤酒节上的一个别出心裁的亮点。 趣味竞技美女相帅哥，酒量大比拼众所周知，以往啤酒节上的竞技节目无外乎是请一些“海量”的人比拼喝啤酒，或者是请一些“铁齿铜牙”的大汉比拼用嘴开啤酒瓶，这样的竞技节目不但陈词滥调，容易造成人们的视觉疲劳，而且动辄请几名生猛大汉簇立台上，脸红脖子粗地喝啤酒、开啤酒瓶，场面未免太过机械刚硬，毫无视觉美感可言。所以，我们这次独辟蹊径，别出心裁地开辟一个全新的趣味竞技环节“美女相帅哥，酒量大比拼”，此环节的最与众不同之处就是由女孩报名参加，女孩与女孩之间进行比拼，具体设置如下：首先，主持人宣布报名开始，在场的所有女孩都可以报名参与，每次可以让三位女孩同台竞技。之后，每位女孩要在1分钟内邀请三位在场男士组成团队，参与比赛。比赛时，舞台上共有3个团队，每个团队由一位女孩和三位男士组成。各就各位后，每个团队要喝完5大杯啤酒，喝的越快的团队就能获胜，该团队中的女孩就能获得由金丝利喜来登大酒店提供的一份精美礼品。 本环节突破常规，让美女去挑选帅哥帮助自己进行比赛，帅哥们的挺身而出也应和了“冲冠一怒为红颜”的