airnb国际短租平台品牌传播活动方案中英版（PPT页）

1、Event Proposal By FreemanXP2017/05/19一：创意思考二：项目规划三：执行管理I. Creative Thinking II. In The Moment, Guest Journey III. Appendix Gifts & Trophy VenuePerformances Manpower Operations ManagementMeet The Team A Little More About UsCONTENT创意思考 Creative Thinking 来自上海当地的房东及亚洲其它国家来参加共同分享彼此的经验*images are for refe

2、rence onlyLocal hosts from Shanghai and communities from other parts of Asia come to join and share their experience.房东成为一个更好的房东的最佳方式是成为他/她自己的客人。 当客人离开时留下了他们的宝贵意见，他们经常会谈论一个房东与另外一个房东之间在一些细节上的区别。 正是这些细节的总和，丰富了客人们的经验。 对于Moments，我们想在客人体验上突出这些小细节，从而形成巨大的差异。 幸福和舒适有很多种形式，无论是简单的邀请卡，一盘饼干或一些熏香蜡烛，都会让客人感到轻松和如同在

3、家里一样。 我们的理念是让房东成为客人，让他体验到被当作一个有价值的客人的感觉。 通过分享经验的谈论会和活动，房东在回家后可以应用这些技巧去为他的未来的客人创造一个更好的环境The best way for a host to become a better host is to become his or her own guest.When guests leave comments on their experience, often they talk about the little details which have made the difference between one

4、 host from the other.It is the sum of those details which will enrich the guests experience.For the Moments, we would like to highlight those small details which make a huge difference in a guests experience. Happiness and comfort come under many forms; whether it is a simple welcome card with a pla

5、te of cookies or some scented candles to make the guest feel relaxed and at home.Through engaging workshops and activities, the host will be able to go home and apply those tips to create an even better environment for his future guests.We hope to immerse every guests into a wanderlust moment of dis

6、coveryThrough the eyes of their guest they are inspired. 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ReflectingReflecting the past moments, we have been exploring how to provide better service and warmer comm

7、unication experiences that benefits you and your guests. 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ExploringSo we look around our surroundings, improve ourselves from the details and the moments shared from every guest; not only for better serving the guests, but providing a bette

8、r platform for them. 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，DiscoveringAlthough we reached a higher position during the continuous improvement process, standing in a higher position and looking into the distance means that there are more certainties and challenges within our reac

9、h. 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, you are always here. With your company, we always believe that the future “home” will bring better new memories and moments for more people, better travel experience, and make you feel v

10、ery proud for being part of us! 设计Event Identity 这一次希望你们可以作为客人感受一次非凡之旅!This time,Host will become Guests,Through empowering their vision We emphasis the importance of every connecting MOMENT.EVENT TITLERATIONALE EVENT TITLE MOMENTS ; Signifies every unit of memory, time and experience.A moment of Re

11、flection Exploring A moment A momentIn Discovery A moment in time,When they Connect People in travel Place Eyes KEY VISUAL DESIGN RATIONALE KV2KV2KV2项目规划 In the Moment Guest Journey 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Ai

12、rbnb的心路历程Inviting Our Guests 电子邀请函 : E Invitation Guest will receive an e invite through WeChat. They will be prompt to register with their Airbnb username and password.An automatic data generator collects their profile info and customize an instant reflections invite to guests. 参加活动的房东们带着“Airbnb Pa

13、ssport”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Inviting out Guests 互动护照邀请 : A Passport to Moments Guests who accepts the e invite will receive a passport to Moments 2017. This passport is an book that allows guests to collect their moments for a chance at the wheel of travel to w

14、in a lucky something. In The Moment : Guest Journey Reflections Tunnel Explore CourtyardCulinary LifeStyle Arts Moments BasketGift Exchange Reflection Tunnel Transformation Moments Partner Food Truck Fish Eye Photography Moments Traditional Chinese Unique Fusion Gastronomy Now Chinese Opera Make Up

15、Chinese Arts & Craft African Face Painting Indian Henna International Art & How to Apply it to your culture ?International dress and how to modernize it Learning the language International Song KaraokeLets Dance Together Music Genre Performances In The Moment : Guest Journey Discovery Warehouse Conn

16、ect with Superhost Instant Interior 101 Culinary on the Go Eco Filter in China Hosts & Guests Discussion Area Open Discovery Area Fitness Studio Connect Arena Unique Airbnb homes exhibition KOL discussions Fun and Crazy Guests Yoga Meditations Fitness at home Zorb Soccer Pin the Jigsaw Make your own

17、 Airbnb commercial Outdoor BBQJazz Band PerformancesLoyalty Host RewardsIndoor 室内区域Outdoor 室外区域时间活动 Activity 区域 Area 15:00-16:00礼品交换，发放欢迎卡 Welcome Card & Gift Exchange林荫大道历史通道回顾 Reflection Tunnel Experience 林荫大道合作伙伴美食车 Partner Food Trucks 林荫大道鱼眼相机拍照 Fish Eye Activation林荫大道15:00-17:20中外美食品尝Exploring

18、Culinary 艺术：中国艺术形式面塑、昆曲；外国艺术形式面部彩绘（非洲）、汉娜（印度）Exploring Art 魔法工坊生活方式：世界各国服饰试穿、外语演绎中文歌、各国舞蹈类型体验、爵士乐队表演Exploring Lifestye团队建设：充气碰碰球Team Zorb Soccer 魔法工坊/中心广场团队建设：错误拼图Team JigSaw 团队建设：短片拍摄Team Media 幸运转盘Wheel of Travel 中心广场16:20-18:0016:20-16:50KOL讲解16:20-16:45收纳课Storage Class16:30-17:30有氧瑜伽MeditationYo

19、ga 精彩Airbnb/开放讨论区/阳光瑜伽室16:50-17:00旅程数据分享Host Moments16:45-17:10家装课Interior Class17:00-17:30有趣的客人Fun Guests 17:10-17:35烹饪课Cooking Class17:30-18:00Airbnb上海最棒、最具特色房屋展示Unique Houses17:35-18:00环保课Eco FriendlyClass 17:20-19:30爵士乐队表演 Jazz Band Performance 中心广场18:00-18:30特邀嘉宾彭于晏颁发 Host Loyalty Reward with E

20、ddie Peng 中心广场18:30-20:00户外烧烤 Outdoor Barbeque中心广场ALL TIMETake a Seat, Make a Friend.中心广场入口通道Reflection Tunnel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Event Floor planPartner Food Trucks Connect Arena Explore Courtyard Discovery Warehouse 1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 Reflection Tun

21、nelThe reflection tunnel transforms hosts into guests. Media content is designed to be incorporated into the tunnel to elaborate messaging of the concept of Moments and discovering more in the eyes of their guests. 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Airbnb logo，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

22、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Guest Arrival 入口通道互动 : Activations Home TVAn installation of vintage television. Showcasing Airbnb moments shared by guests through WeChat. Fish Eye Photo OpportunityGuest can share and reflect their experience through cool fish eye photo

23、 experiences. 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Guest Arrival 入口通道互动 : Activations Fish Eye Photo SouvenirGuests can take home their fish eye images in a beautifully crafted “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

24、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 Guest Arrival 入场前互动 : Collecting Moments Moments Basket Guest will be given a moment basket where they can collect items they are interested in. Welcome Moment Upon arrival guest will be given a welcome card with a special photo they have with airbnb顾盼2EXPLORING

25、嘉宾可以享受合作伙伴的餐车提供的美食Guests can enjoy street food from partner food trucks in Shanghai. 合作伙伴餐车 Partner Food Trucks 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 EXPLORING CULINARY AREA 美食品尝区 EXPLORING CULINARY AREA Guest get a chance to experience delights and cuisines from all over the world in t

26、his versatile open culinary area.美食分享Food Trucks (Partners)Feel new Shanghai from the local young people. Food trucks serving different cuisines allow guest to explore different flavorsGastronomy Cuisine Experience and explore cuisines serve and design with the latest cooking methods Fusion FoodCaus

27、e were a mix world of many cultures. Fusin food lines the booth waiting to be explored.Traditional Shanghainese Delights Chinese cuisine served as finger food and little bites. Exploring Culinary 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 EXPLORING ART AREA Guest get a chance to experience culture and tradition

28、s from all over the world in this versatile open culture area.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 EXPLORING LIFESTYLE AREA This area inspire and shares creative elements for guest to immerse themselves in wanderlust travels. Like discovering new places. 生活方式Customary DressesLearn the story behind traditi

29、onal dresses and how to incorporate them into your daily wear.National Songs Learn the international rhythm of song national tunes or customary songs in different languages Cultural DanceBe part of an immersive culture experience together as a group. Traditional fuse dance is taught in groups. Explo

30、re Lifestyle Indian hennaHenna represents beauty, grace and peace in India and is an art style that can be applied in modern age. African face paintingExperience the authentic art of African face painting and body art from other parts of the world.艺术体验 Explore ArtListening to the most classic opera

31、song gardenThe story and story of the song with youWith you to learn the basic singing of Kunqu OperaIn the book Ka craft studio, learning to pass the traditional skills of more than 2,000 years of interesting things, understand the craftsmanship of the profound, experience the dough in the fingers

32、of the feeling of dancing between the production of a unique face works to participate in every experience After the end of the experience, you can make their own face works taken away.Wheel Of Travel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Stand a chance to win some amazing prizes by spinni

33、ng the wheel. Guest will get a chance to spin the wheel upon collecting moments on their “Moments passport”眺望3DISCOVERING Main Open Discussion Area眺望分享区 Discovery WarehouseFitness Studio Host & Guest DiscussionsDiscoverMoments complimentary fitness clothesare offered by sport partner.ChangingRoomDis

34、cover Moments Exhibit 展示区Exhibition area that showcases some of the very uniqueAirbnb homes around the round and guest and hosts moments (We will feature on grounds guests information as well)Main Open Discussion AreaThe open discussion area is catered to house up to 100 150 pax guests for an open s

35、haring sessions base on the programmes that have been designed for the moments event . The discussion wall is a white board wall that allows speakers to illustrated their messages to their audiences The open discussion area caters to open cooking classes with full in house facilities for guest hosts

36、 to share recipes on the gastronomy and other skills in the creating customize recipes. This area allows guest to watch and experience culinary skills. Host & Guest Discussions / Fitness StudioThe smaller discussion area is catered to house up to 20 30 pax guests for a more personal gathering betwee

37、n hosts and guest to share special topics designed for the event. This allows for better interaction between a smaller and experience group. The fitness studio is designed to cater incorporate the interest of indoor lifestyle fitness like yoga, meditation or new sports like barre and spinning. Airbn

38、b can work with fitness partners in Shanghai to activate the fitness studio with modern classes. Culinary on the Go 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Learn new and modern receipts and cooking skills. Like Gastronomy and fusion food preparing. Learn how

39、 to cook with Chinese sauces. 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Guests can interact in a 30mins course on how to improve interior house dcor Interior 101 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

40、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！Air hygiene is a common topic in China. Learn new ways to ensure clean air in the environment that your guests are living in. Eco Friendly in China Open Discussion Topics Invite the company of super host to share their expert opinion. Discover wha

41、t makes a super host and how we can enlighten our views on their experience. The host plays a motivation role to help guest in understanding the value being an Airbnb host. However this sharing session is not open to only super host. But also to Airbnb host who have a positive influence on the commu

42、nity Open Discussion Topics : Connect with a Superhost 通过展示super hosts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 Super homesFunny guest storiesMarie kondo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China features some very unique home which will be a very interesting topic to guestGuest InfoGrap

43、hics 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With the H5 guest can share their moments to other guest in to connect their experiences. 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Every guests and host has crazy and funny stories to share. 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

44、整理的那些事Marie kondo is a lifestyle curator and author know for her skills in organizing home storage.Open Discussion Topics : 特别的 Airbnb环视4CONNECT LOGO装置艺术 Logo shape decoration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Design logo artworks of logo shape with different text

45、ures (wood, iron, metal, glass, etc.)，to show the great creativity of Airbnb itself. Also this will bring more innovative feelings to host.独具匠心 Unique Moments 中心广场区 CONNECT ARENA 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The arena host a main stage where guests can enjoy open performances and

46、interactive team games. This area also supports the loyalty rewards programme. LOGO装置艺术 Logo shape decoration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Design logo artworks of logo shape with different textures (wood, iron, metal, glass, etc.)，to show the great creativity

47、 of Airbnb itself. Also this will bring more innovative feelings to host.独具匠心 Unique Moments 中心广场区 CONNECT AREA 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The arena host a main stage where guests can enjoy open performances and interactive team games. This area also supports the loyalty rewards

48、 programme. CONNECT ACTIVATION : TAKE A SEAT MAKE FRIENDS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！An activation to encourage guest to connect and make a new fr

49、iend. Pair Up. Pick a Ball. Answer a Question and get a cup of coffee (of your choice) by Airbnb. CONNECT ACTIVATION : TEAM ACTIVITIES 充气碰碰球 Zorb Soccer 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Guests can form teams of 4pax to engage in a unique zorb soccer game 错误拼图三人一组，发放一组拼图在

50、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Guest can form teams of 5 and involve in strategic analysis on how to solve this puzzle game. 拍摄专属自己的电影Make your own movie形象大使Eddie Peng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A dedicated session for loyalty host r

51、ewards as part of the programme with special guest Eddie Peng. CONNECT ACTIVATION : “LOYAL HOST REWARD”奖项颁发In the evening time, the food trucks at outdoor area changed to be barbecue truck. Guest can enjoy the barbecue time.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！

52、CONNECT ACTIVATION : BARBECUE TIME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QR codeYour own QR codeEach guest will his own U-CODE and stick on his back. There will be each guests motto or the questions

53、 you want to ask others in this U-Code. Scan the QR code through Airbnb official WeChat platform, and you can know each other. Meanwhile you can share the event moments on the WeChat. If you want to know new friend in an event , U-CODE is a way to network each other.CONNECT ACTIVATION : DIGITAL ACTI

54、VATIONVENUE COLUMBIA CIRCLEAdd: No.1262 West Yanan Road, Shanghai地址：上海市延安西路1262号Boulevard 林荫大道Outdoor Square 户外广场 500sqm Naval Club 海军俱乐部 966sqmCOLUMBIA CIRCLEVENUE OP2. Dongan Grass LandAdd: Dongan Road and Long Teng Da Dao,Shanghai地址: 上海龙腾大道靠近东安路Dongan Grass LandGround area空地区域Grass Land草坪区域Tent a

55、rea with stores/restaurants现有租户区域DONGAN GRASS LAND EVENT FLOOR PLANPARTNERSHIP/SPONSORSHIP RECOMMENDATION 合作伙伴建议LIFESTYLEFOOD&DRINKMUSIC & PERFORMANCEPHOTOGRAPHY & ARTTECHSPROT & WELLNESSFAMILY ACTIVITYSPONSORSHIP:执行管理 OPERATION MANAGEMENT SCOPE OF WORK 工作范围 Event concept and plan 活动创意方案Event venue

56、rental and management 活动场地租赁及管理Construction & AVL design and implementation 搭建及AVL设计及执行Logistics Management 活动后勤管理Show and performance management 舞台流程及表演团队管理Event coverage and report 活动影像记录及活动总结报告Online platform/H5 page design and management 线上平台及H5页面设计管理Supporting to communicate with partnership an

57、d sponsorship with Airbnbs leading. 在Airbnb的领导下，协助与合作伙伴及赞助商伙伴沟通PROJECT TIMELINE 推进时间 PROPOSAL PRESENTATION 方案提案SELECTION & APPROVAL OF VENUE场地确认SELECTION & APPROVAL OF DESIGN设计方向确认BUDGET APPROVAL 预算确认SCHEDULE APPROVAL时间安排确认KICK OFF PARTNERSHIP AND SPONSORSHIP COMMUNICATION启动合作伙伴及赞助商伙伴沟通PROJECT CREAT

58、ION & CONFIRMATION项目创意及确认APPROVAL OF GUEST LIST AND INVITATION MAILING 客人名单确认，邀请函发放PRODUCTION OF PRINTING ELEMENTS印刷物制作 COORDINATION OF PERFORMANCES表演演出统筹ACTIVITY SELECTION AND CONFIRMATION互动项目确认OVERALL LOGITSTICS MANAGEMENT整体后勤方案制定TECHNICAL SITE CHECK 场地技术勘察APPROVAL OF ALL TECHNICAL & IMPLEMENTATION技术执行确