2017Airbnb国际短租平台品牌传播活动方案-中英版.pptx

,EventProposalByFreemanXP2017/05/19,一：创意思考,二：项目规划,三：执行管理,I.CreativeThinkingII.InTheMoment,GuestJourneyIII.Appendix,Giftswhetheritisasimplewelcomecardwithaplateofcookiesorsomescentedcandlestomaketheguestfeelrelaxedandathome.Throughengagingworkshopsandactivities,thehostwillbeabletogohomeandapplythosetipstocreateanevenbetterenvironmentforhisfutureguests.,WehopetoimmerseeveryguestsintoawanderlustmomentofdiscoveryThroughtheeyesoftheirguesttheyareinspired.,回首,Reflecting,顾盼,Exploring,眺望,Discovering,环视,Connecting,我们希望这次每一位房东都可以站在客人的角度上去感受一次属于自己的旅程感受这种不同,回首,回看过去的日子里，我们一直在探索利于你们和客人之间怎么能提供更好的服务，更温暖的交流体验,ReflectingReflectingthepastmoments,wehavebeenexploringhowtoprovidebetterserviceandwarmercommunicationexperiencesthatbenefitsyouandyourguests.,顾盼,所以我们环顾周围不断从身边的小细节、每一位客人的反馈中去提升自己，不仅为了更好的服务于客人更为了给你们提供更优善的平台,ExploringSowelookaroundoursurroundings,improveourselvesfromthedetailsandthemomentssharedfromeveryguest;notonlyforbetterservingtheguests,butprovidingabetterplatformforthem.,眺望,虽然在不断的提高中，我们到达了一个更高的位置，但是站在了更高的地方望向远方意味着脚下更多的不确定因素和未知的挑战，,DiscoveringAlthoughwereachedahigherpositionduringthecontinuousimprovementprocess,standinginahigherpositionandlookingintothedistancemeansthattherearemorecertaintiesandchallengeswithinourreach.,环视,不过，庆幸的是，你们一直都在，因为有你们的陪伴所以一直坚信未来这个“家”会带给更多人更好的归属感，更好的旅行体验，让你们因为是我们的一部分感到无比的骄傲！,ConnectingHowever,fortunately,youarealwayshere.Withyourcompany,wealwaysbelievethatthefuture“home”willbringbetternewmemoriesandmomentsformorepeople,bettertravelexperience,andmakeyoufeelveryproudforbeingpartofus!,设计,EventIdentity,这一次希望你们可以作为客人感受一次非凡之旅!,Thistime,HostwillbecomeGuests,ThroughempoweringtheirvisionWeemphasistheimportanceofeveryconnectingMOMENT.,EVENTTITLERATIONALE,EVENTTITLE,MOMENTS;,Signifieseveryunitofmemory,timeandexperience.,AmomentofReflection,ExploringAmoment,AmomentInDiscovery,Amomentintime,WhentheyConnect,Peopleintravel,Place,Eyes,KEYVISUALDESIGNRATIONALE,KV2,KV2,KV2,项目规划,IntheMoment,GuestJourney,活动前所有的将参与到活动的来宾将收到我们的电子邀请函，通过输入用户名称及用户密码开启识别每位房东什么时候加入Airbnb,什么时候接待了第一位客人，在过去的时间有哪些国家或城市的顾客来到你的房子享受一段旅程等等，来回顾每位房东加入Airbnb的心路历程,InvitingOurGuests电子邀请函:EInvitation,GuestwillreceiveaneinvitethroughWeChat.TheywillbeprompttoregisterwiththeirAirbnbusernameandpassword.Anautomaticdatageneratorcollectstheirprofileinfoandcustomizeaninstantreflectionsinvitetoguests.,参加活动的房东们带着“AirbnbPassport”来到活动现场进行签到开始自己的旅程，护照中包含着所有的互动环节，参加互动并盖章越多的房东将会有机会参加后面的旅行转盘活动,InvitingoutGuests互动护照邀请:APassporttoMoments,GuestswhoacceptstheeinvitewillreceiveapassporttoMoments2017.Thispassportisanbookthatallowsgueststocollecttheirmomentsforachanceatthewheeloftraveltowinaluckysomething.,InTheMoment:GuestJourney,ReflectionsTunnel,ExploreCourtyard,Culinary,LifeStyle,Arts,MomentsBasketGiftExchangeReflectionTunnelTransformationMomentsPartnerFoodTruckFishEyePhotographyMoments,TraditionalChineseUniqueFusionGastronomyNow,ChineseOperaMakeUpChineseArts&CraftAfricanFacePaintingIndianHennaInternationalArt&HowtoApplyittoyourculture?,InternationaldressandhowtomodernizeitLearningthelanguageInternationalSongKaraokeLetsDanceTogetherMusicGenrePerformances,InTheMoment:GuestJourney,DiscoveryWarehouse,ConnectwithSuperhostInstantInterior101CulinaryontheGoEcoFilterinChina,Hosts&GuestsDiscussionArea,OpenDiscoveryArea,FitnessStudio,ConnectArena,UniqueAirbnbhomesexhibitionKOLdiscussionsFunandCrazyGuests,YogaMeditationsFitnessathome,ZorbSoccerPintheJigsawMakeyourownAirbnbcommercialOutdoorBBQJazzBandPerformancesLoyaltyHostRewards,魔法工坊,魔法工坊,中心广场,魔法工坊,魔法工坊,合作伙伴餐车,EventFloorplan,PartnerFoodTrucks,ConnectArena,ExploreCourtyard,DiscoveryWarehouse,回首,REFLECTIONS,将kv元素”眼睛”形状带入通道设计，并带有上海独特的城市氛围感，并在结构上悬挂老式电视,入口通道ReflectionTunnel,Thereflectiontunneltransformshostsintoguests.MediacontentisdesignedtobeincorporatedintothetunneltoelaboratemessagingoftheconceptofMomentsanddiscoveringmoreintheeyesoftheirguests.,老电视将老电视穿插挂在通道上，电视画面循环播放新老上海及Airbnblogo，所有房东的笑脸画面，让所有的宾客在经过的时候可以感受到新老上海城市的变化以及Airbnb的成长历程,鱼眼拍照来宾在入口以及活动内长进行鱼眼设备拍照，可将通道中的小世界以及现场的照片与朋友们一起拍下来，将会是很好的回忆,GuestArrival入口通道互动:Activations,HomeTVAninstallationofvintagetelevision.ShowcasingAirbnbmomentssharedbygueststhroughWeChat.,FishEyePhotoOpportunityGuestcanshareandreflecttheirexperiencethroughcoolfisheyephotoexperiences.,来宾用Fisheye拍照后，可以在工作人员处打印带有活动主题背景的照片,鱼眼拍照纪念照片,GuestArrival入口通道互动:Activations,FishEyePhotoSouvenirGuestscantakehometheirfisheyeimagesinabeautifullycrafted“Moments”frame,礼物蓝每个房东可以做自己的礼物篮，作为一位旅行者带着自己手工做小礼品送给我们同时旅行的伙伴们每一个个性化的篮子将会包括：有机肥皂，香薰蜡烛，香囊，也可以是自己做的其他东西，因为每一份手工制作的小礼品中都包含的满满的心意,欢迎卡我们将准备带有个人照片的定制邀请卡在现场发放给来宾,GuestArrival入场前互动:CollectingMoments,MomentsBasketGuestwillbegivenamomentbasketwheretheycancollectitemstheyareinterestedin.,WelcomeMomentUponarrivalguestwillbegivenawelcomecardwithaspecialphototheyhavewithairbnb,顾盼,EXPLORING,嘉宾可以享受合作伙伴的餐车提供的美食,GuestscanenjoystreetfoodfrompartnerfoodtrucksinShanghai.,合作伙伴餐车PartnerFoodTrucks,眼睛的设计形式展示每个美食房子的细节，不同的色彩感不仅增强现场的氛围，更给美食增添一份色彩,美食品尝区EXPLORINGCULINARYAREA,美食品尝区EXPLORINGCULINARYAREA,Guestgetachancetoexperiencedelightsandcuisinesfromallovertheworldinthisversatileopenculinaryarea.,美食分享,FoodTrucks(Partners)FeelnewShanghaifromthelocalyoungpeople.Foodtrucksservingdifferentcuisinesallowguesttoexploredifferentflavors,GastronomyCuisineExperienceandexplorecuisinesserveanddesignwiththelatestcookingmethods,FusionFoodCausewereamixworldofmanycultures.Fusinfoodlinestheboothwaitingtobeexplored.,TraditionalShanghaineseDelightsChinesecuisineservedasfingerfoodandlittlebites.,ExploringCulinary,用不通国家的城市剪影展示中国及世界上不同的文化种类,文化体验区EXPLORINGARTAREA,Guestgetachancetoexperiencecultureandtraditionsfromallovertheworldinthisversatileopenculturearea.,用不通国家的城市剪影展示中国及世界上不同的文化种类,艺术体验区EXPLORINGLIFESTYLEAREA,Thisareainspireandsharescreativeelementsforguesttoimmersethemselvesinwanderlusttravels.Likediscoveringnewplaces.,生活方式,CustomaryDressesLearnthestorybehindtraditionaldressesandhowtoincorporatethemintoyourdailywear.,NationalSongsLearntheinternationalrhythmofsongnationaltunesorcustomarysongsindifferentlanguages,CulturalDanceBepartofanimmersivecultureexperiencetogetherasagroup.Traditionalfusedanceistaughtingroups.,ExploreLifestyle,IndianhennaHennarepresentsbeauty,graceandpeaceinIndiaandisanartstylethatcanbeappliedinmodernage.,AfricanfacepaintingExperiencetheauthenticartofAfricanfacepaintingandbodyartfromotherpartsoftheworld.,艺术体验ExploreArt,ListeningtothemostclassicoperasonggardenThestoryandstoryofthesongwithyouWithyoutolearnthebasicsingingofKunquOpera,InthebookKacraftstudio,learningtopassthetraditionalskillsofmorethan2,000yearsofinterestingthings,understandthecraftsmanshipoftheprofound,experiencethedoughinthefingersofthefeelingofdancingbetweentheproductionofauniquefaceworkstoparticipateineveryexperienceAftertheendoftheexperience,youcanmaketheirownfaceworkstakenaway.,WheelOfTravel,使用入场passport参与互动盖章越多的客人将有机会获得参加“幸运世界“转盘的机会赢得一次海外游,Standachancetowinsomeamazingprizesbyspinningthewheel.Guestwillgetachancetospinthewheeluponcollectingmomentsontheir“Momentspassport”,眺望,DISCOVERING,MainOpenDiscussionArea,眺望分享区DiscoveryWarehouse,FitnessStudio,Host&GuestDiscussions,DiscoverMoments,complimentaryfitnessclothesareofferedbysportpartner.,ChangingRoom,DiscoverMomentsExhibit展示区,ExhibitionareathatshowcasessomeoftheveryuniqueAirbnbhomesaroundtheroundandguestandhostsmoments(Wewillfeatureongroundsguestsinformationaswell),MainOpenDiscussionArea,Theopendiscussionareaiscateredtohouseupto100150paxguestsforanopensharingsessionsbaseontheprogrammesthathavebeendesignedforthemomentsevent.Thediscussionwallisawhiteboardwallthatallowsspeakerstoillustratedtheirmessagestotheiraudiences,Theopendiscussionareacaterstoopencookingclasseswithfullinhousefacilitiesforguesthoststosharerecipesonthegastronomyandotherskillsinthecreatingcustomizerecipes.Thisareaallowsguesttowatchandexperienceculinaryskills.,Host&GuestDiscussions/FitnessStudio,Thesmallerdiscussionareaiscateredtohouseupto2030paxguestsforamorepersonalgatheringbetweenhostsandguesttosharespecialtopicsdesignedfortheevent.Thisallowsforbetterinteractionbetweenasmallerandexperiencegroup.,Thefitnessstudioisdesignedtocaterincorporatetheinterestofindoorlifestylefitnesslikeyoga,meditationornewsportslikebarreandspinning.AirbnbcanworkwithfitnesspartnersinShanghaitoactivatethefitnessstudiowithmodernclasses.,CulinaryontheGo在这次的旅行中虽然我们品尝到了不同的美食，但如果想让自己的朋友亲人也尝到这种美味要怎么办呢？不如我们学会它，所以在这为大家准备了美食课，让身边的人都能品尝到这种美味Learnnewandmodernreceiptsandcookingskills.LikeGastronomyandfusionfoodpreparing.LearnhowtocookwithChinesesauces.,通过折纸的方式展现团队合作能力以及创意能力，将以三人一组的形式装修自己的“家”我们将提供已经剪裁好的不同家具形状的纸张供大家选择每组可以挑选不同种类的折纸家具装饰房间模型并在规定的时间内完成装饰，最后由专业设计师给出意见，为以后如何装饰自己的房间带来更好的创意灵感Guestscaninteractina30minscourseonhowtoimproveinteriorhousedcor,Interior101,一个有趣的实践研讨会，你会了解更多关于空气污染实际上是如何工作。我们将讨论净化背后的科学和空气净化器。我们将消除人们对空气污染的普遍误解。最后，我们将手工制作我们自己的空气净化器，每个人都可以带回家！AirhygieneisacommontopicinChina.Learnnewwaystoensurecleanairintheenvironmentthatyourguestsarelivingin.,EcoFriendlyinChina,OpenDiscussionTopics,Invitethecompanyofsuperhosttosharetheirexpertopinion.Discoverwhatmakesasuperhostandhowwecanenlightenourviewsontheirexperience.ThehostplaysamotivationroletohelpguestinunderstandingthevaluebeinganAirbnbhost.Howeverthissharingsessionisnotopentoonlysuperhost.ButalsotoAirbnbhostwhohaveapositiveinfluenceonthecommunity,OpenDiscussionTopics:ConnectwithaSuperhost,通过展示superhosts房子以及作为一个房东的态度来鼓励新的房东们怎样成为一个好的超级房东,Superhomes,Funnygueststories,Mariekondo,与大家分享一些在独特的房子形式，包括树屋，庄园，房车，帐篷，每一个不通的形式都可以成为我们的房间形式，只要你有创意Chinafeaturessomeveryuniquehomewhichwillbeaveryinterestingtopictoguest,GuestInfoGraphics随机与大家分享一些现场房东加入Airbnb的历史回顾，回忆这些曾经发生的开心的日子，并通过老房东的数据激励在场的新房东WiththeH5guestcansharetheirmomentstootherguestintoconnecttheirexperiences.,讲述那些与房东最终称为朋友的客人的故事，是大家的信任与尊重形成了志同道合的基础，让他们在一起发生有趣的事变成有趣的回忆Everyguestsandhosthascrazyandfunnystoriestoshare.,邀请日本家政女皇藤麻理惠现场讲座，与所有的房东分享关于整理的那些事Mariekondoisalifestylecuratorandauthorknowforherskillsinorganizinghomestorage.,OpenDiscussionTopics:特别的Airbnb,环视,CONNECT,LOGO装置艺术Logoshapedecoration用logo形状以不同材质设计logo艺术品（木质，铁丝，金属，玻璃等），展示Airbnb品牌自身优秀的创意能力，更能为房东们带来更多的创意感受Designlogoartworksoflogoshapewithdifferenttextures(wood,iron,metal,glass,etc.)，toshowthegreatcreativityofAirbnbitself.Alsothiswillbringmoreinnovativefeelingstohost.,独具匠心,UniqueMoments,中心广场区CONNECTARENA,在中心广场设置logo装置，加入上海城市的元素，可供房东们拍照留念，更使广场区更有文化集市的氛围,Thearenahostamainstagewhereguestscanenjoyopenperformancesandinteractiveteamgames.Thisareaalsosupportstheloyaltyrewardsprogramme.,LOGO装置艺术Logoshapedecoration用logo形状以不同材质设计logo艺术品（木质，铁丝，金属，玻璃等），展示Airbnb品牌自身优秀的创意能力，更能为房东们带来更多的创意感受Designlogoartworksoflogoshapewithdifferenttextures(wood,iron,metal,glass,etc.)，toshowthegreatcreativityofAirbnbitself.Alsothiswillbringmoreinnovativefeelingstohost.,独具匠心,UniqueMoments,中心广场区CONNECTAREA,在中心广场设置logo装置，加入上海城市的元素，可供房东们拍照留念，更使广场区更有文化集市的氛围,Thearenahostamainstagewhereguestscanenjoyopenperformancesandinteractiveteamgames.Thisareaalsosupportstheloyaltyrewardsprogramme.,CONNECTACTIVATION:TAKEASEATMAKEFRIENDS,两人一组坐在扭蛋中，随意挑选扭蛋，拿到带有写有问题的扭蛋，提问给对方，它将是一句“你喜欢旅行吗？为什么呢？”亦或是“能给我讲一段在旅行中发生的故事吗？”这样回答对方的问题之后可以到咖啡站在工作人员检验双方是否还记得刚才的问题后领取两杯咖啡，我们不强求对方是否真的愿意了解一个新的朋友，但是我们希望当有人坐在其中，你会愿意再去认识一个新的朋友一起享受一段新的当下！Anactivationtoencourageguesttoconnectandmakeanewfriend.PairUp.PickaBall.AnsweraQuestionandgetacupofcoffee(ofyourchoice)byAirbnb.,CONNECTACTIVATION:TEAMACTIVITIES,充气碰碰球ZorbSoccer四人一组，穿上气球进行足球比赛，规定时间内先进球的一队赢，在比赛找那个考验团队的协调能力，大家必须在配合中才能有机会赢得比赛Guestscanformteamsof4paxtoengageinauniquezorbsoccergame,错误拼图三人一组，发放一组拼图在规定时间内完成拼图，但在拼图中混着错误的图形以及对方组的拼图，所以双方必须通过谈判赢得对方的拼图Guestcanformteamsof5andinvolveinstrategicanalysisonhowtosolvethispuzzlegame.,拍摄专属自己的电影Makeyourownmovie,形象大使EddiePeng将作为嘉宾出现，对加入Airbnb多年的房东予以颁奖并合照留念，不仅是为获奖的房东们的工作的认可，更是为鼓励其他的新房东能在Airbnb的陪伴下一起走的更远AdedicatedsessionforloyaltyhostrewardsaspartoftheprogrammewithspecialguestEddiePeng.,CONNECTACTIVATION:“LOYALHOSTREWARD”奖项颁发,Intheeveningtime,thefoodtrucksatoutdoorareachangedtobebarbecuetruck.Guestcanenjoythebarbecuetime.傍晚在欢快的音乐映衬下房东们可以动手烧烤与大家同时品尝美食，现场也会请专业的厨师帮助大家烧烤，在美食分享乐趣，在音乐中结束这次美妙的moments之旅！,CONNECTACTIVATION:BARBECUETIME,现场签到后将会发放一张属于自己的U-CODE贴纸贴到后背上，U-Code内包含自己想问的问题或是专属于自己的个人宣言，通过Airbnb的官方微信号扫二維碼即可了解來賓添加活动好友，分享现场时刻到官微及朋友圈，如果在活動中遇到想认识的新朋友，U-Code能發揮大作用联系彼此,专属你的QRcode,YourownQRcode,EachguestwillhisownU-CODEandstickonhisback.TherewillbeeachguestsmottoorthequestionsyouwanttoaskothersinthisU-Code.ScantheQRcodethroughAirbnbofficialWeChatplatform,andyoucanknoweachother.MeanwhileyoucansharetheeventmomentsontheWeChat.Ifyouwanttoknownewfriendinanevent,U-CODEisawaytonetworkeachother.,CONNECTACTIVATION:DIGITALACTIVATION,VENUECOLUMBIACIRCLE,Add:No.1262WestYananRoad,Shanghai地址：上海市延安西路1262号,Boulevard林荫大道,OutdoorSquare户外广场500sqm,NavalClub海军俱乐部966sqm,COLUMBIACIRCLE,VENUEOP2.DonganGrassLand,Add:DonganRoadandLongTengDaDao,Shanghai地址:上海龙腾大道靠近东安路,DonganGrassLand,Groundarea空地区域,GrassLand草坪区域,Tentareawithstores/restaurants现有租户区域,DONGANGRASSLANDEVENTFLOORPLAN,PARTNERSHIP/SPONSORSHIPRECOMMENDATION合作伙伴建议,LIFESTYLE,FOOD&DRINK,MUSIC&PERFORMANCE,PHOTOGRAPHY&ART,TECH,SPROT&WELLNESS,FAMILYACTIVITY,SPONSORSHIP:,执行管理,OPERATIONMANAGEMENT,SCOPEOFWORK工作范围,Eventconceptandplan活动创意方案Eventvenuerentalandmanagement活动场地租赁及管理Construction&AVLdesignandimplementation搭建及AVL设计及执行LogisticsManagement活动后勤管理Showandperformancemanagement舞台流程及表演团队管理Eventcoverageandreport活动影像记录及活动总结报告Onlineplatform/H5pagedesignandmanagement线上平台及H5页面设计管理SupportingtocommunicatewithpartnershipandsponsorshipwithAirbnbsleading.在Airbnb的领导下，协助与合