驭马文化节课件

CHINAEQUINECULTURALFESTIVALCOMMUNICATIONPLANOgilvyPRBeijingMay19th,2016CECF驭马文化节让世界更了解中国，让中国更融入世界EVENTTHEME:SHARETHEDREAM让民族的，成为世界的蒙古来源于蒙语中的“MENGKGAL”MENGK是永远，GAL是火长盛不衰，勇驭锋镝马背文化源远流长拼搏精神长盛不衰火XXXX燃聚驭传SHARETHEDREAM让民族的，成为世界的PRESSCONFERENCE29th,June热情之火星星之火炽盛之火民族之火ObjectivesLaunchCECFofficiallywithMongoliancharacteristicsSpreadthemessageoflaunchingtothepublicAttractpeopletojointhefestivalGatheralltheVIPguestsfromallovertheworldtotheverypremiergaladinnertocelebratetheupcomingfestivalLeveragetheinfluenceofcelebritiestoattracttheattentionofawiderpublicKickoffCECFwithMongoliantraditionstopresentauthenticMongolianlifestyletointernationalguestsProvide

premierlifestyleexperiencefortheaudiencesAward

thedistinguishedjockeysandhorseownersCreateapremiersocialoccasionforVIPguestsEventHighlightsTVCSpeechbyMr.TeoAhKhingLaunchmoment:lightthefireRedCarpet&HorseracingexhibitionSpeechPerformanceMongoliandance&PresentKhataIntermissionperformanceInteractivesectionVIPLoungeSpeechAwardthetalentsPreservethefirefornexteditionCECFGALADINNER20th,AugustRACINGDAY21st,AugustCLOSINGCEREMONYAFTERPARTY21st,AugustPRESSCONFERENCE新闻发布会June29th

Date:June29th

Location:BeijingAttendance:Around150Eventhighlights:-TVC-SpeechbyCECFseniororganisors-LaunchmomentTVCSHARETHEDREAMCHINAEQUINECULTURALFESTIVALSpeechbyMr.TeoAhKhingLaunchMomentGALADINNER晚宴August20th

Date:August20th

Location:OrdosCityAttendance:500-1000Eventhighlights:-RedCarpet&Horseracingexhibition&Sponsorsdisplaysection-SpeechbyCECFseniororganisers-Performance(HAYABand&MorinQuurperformance)REDCARPET&EXHIBITIONSPEECH&TOASTINGPERFORMANCEHAYABandDeleheiPLANA:OUTDOORPLANB:INDOORRACINGDAY赛马日August21st

Date:August21st

Location:OrdosCityAttendance:30,000Eventhighlights:-Kickoff:Mongoliandance&PresentKhata-Intermission:MongolianWrestlingPerformance-Interactivesection:VRhorseracingdevice/MongolBowExperienceSection/HandmadeKhataTutorialSection-Service:VIPLounge/SponsorsProductDisplaySection/Pop-upBar-ClosingCeremony:Speech&Awards&RitualofpreservingthefirefornexteditionCECFKick-OffIntermissionInteractiveSectionMongolianDancePresentKhataMongolianWrestlingPerformanceVRHorseRacingExperienceSectionMongolBowExperienceSectionHandmadeKhataTutorialSectionVIPLoungeOutdoorPop-upBarCLOSINGCEREMONY闭幕式AFTERPARTY庆祝酒会MEDIASTRATEGYSOCIALINFLUENCESEQUESTRIANLIFESTYLEPROMISINGBUSINESSHORSERACINGSPIRITUPPERCLASSBRINGTOGETHEREASTERNANDWESTERNCULTURECOMMUNICATIONKEYWORDSMEDIASTRATEGYSportsMediawithgovernmentbackgroundLifestyleBusinessMainstreamonlinemediaKnowledge-sharingplatformsPopularWeibo/WeChataccountsVideosharingwebsitesOnlinemassmediaDiversemediaselectionTraditionalMediagogoboiFollowers:5.27mNewMediaSPORTSFocusonthehorseraceeventitself,choosingmainstreamonlinemediaandkeysportsmediaforcoverage.FASHIONFocusonthefashionaspectofhorseracingaswellasco-brandingprojects,choosingstylemagazinesandKOLs.LIFESTYLEFocusonhowhorseracingisapartofaneminentlifestyle,choosingupscalelifestylemagazines.BUSINESSFocusonthebusinessvalueofthisactivity,choosingkeybusinessandfinancialmagazinesandpopularWeChataccounts.gogoboiFollowers:5.27m李晓玲的艺术Followers:3.5kMEDIAANGLEDATE

June30–July31August1-8August9-19August20-22August23-31OBJECTIVEIntroducethecomingCECFproject(June29Pressconference)ProvideanoverallretrospectiveofpastCECFprojectsProvidein-depthunderstandingofCECFprojectsandhorseracingevents(Sports,Lifestyle,Fashion,Business,Industry)1.CreatebuzzonsocialmediaplatformssuchasWeibo

2.Gaininstantonlineexposureduringtheevent1.Maximizeonlinecoverage

2.Maximizepost-eventonlinediscussion

MEDIAPressconferencenewsreleasedistributedtowiderangeofmedia(Sports,Lifestyle,Fashion,Business)Projectreviewfeaturedononlinemedia(Sports,Lifestyle,Business)Tailor-madefeaturesonWeChataccountsofselectedonlinemedia(Sports,Lifestyle,Fashion)Pre-eventreportinginonlinemedia(Sports,Lifestyle,Fashion,Business)andofficialsocialmediaplatforms1.Post-eventreportinginprintmedia(Sports,Lifestyle,Fashion,Business)2.Interviewfeaturesinsportsandbusinessmedia

CommunicationPlanMEDIALISTFORPRESSCONFERENCEBEIJINGINNERMONGOLIA新华社鄂尔多斯晚报人民网鄂尔多斯日报中国日报鄂尔多斯新闻网北京晚报内蒙古新闻网新京报内蒙古日报网易内蒙古晨报搜狐正北方网腾讯北方新报新浪网呼和浩特新闻网凤凰网呼和浩特晚报MEDIALISTFORCECFMediaLocationMediaLocationMediaLocationMediaLocation鄂尔多斯晚报内蒙新华社北京目标TARGET北京深圳晚报深圳鄂尔多斯日报内蒙人民网北京罗博报告北京深圳特区报深圳鄂尔多斯新闻网内蒙中国日报北京私人飞机北京半岛都市报青岛鄂尔多斯电视台内蒙北京晚报北京芭莎男士北京城市生活信报沈阳内蒙古新闻网内蒙新京报北京精品购物指南北京华商晨报沈阳内蒙古日报内蒙环球网北京睿士上海华商报西安内蒙古晨报内蒙网易北京尚流TATLER上海城市快报天津正北方网内蒙搜狐北京新闻晨报上海成都商报成都北方新报内蒙腾讯北京理想家上海华西都市报成都呼和浩特新闻网内蒙新浪网北京优仕生活上海行周末杭州呼和浩特晚报内蒙凤凰网北京界面上海重庆时报重庆赤峰日报内蒙第一财经周刊北京YOKA男士网上海红山日报内蒙中国经济周刊北京南方娱乐周刊广州包头日报内蒙商界北京南方都市报广州包头晚报内蒙时尚先生北京羊城晚报广州MEDIAANGLEEVENTPRE-EVENTOnlinemediaPOST-EVENTMainstreammediaandsportsmediaSAMPLEDURINGTHEEVENTLocalmediainOrdosMEDIAANGLEFASHIONMediaangle:Introduceequestrianfashiontrends.Discusstheconnectionbetweentheequestrianlifestyleandhigh-endfashion.ESQUIREOneofthemostpopularandinfluentialfashionmagazines,targetingupper-incomemen.Itfeaturesadviceonfashionandconsumption,helpingreaderscultivateaneminentfashionstyle.gogoboiAhighlyinfluentialfashionbloggerwithmorethan5millionfollowersonWeibo.Chrison克里森Apopularfashionbloggerwithmorethan2millionfollowersonWeibo.Mediaangle:Reportonthedressofcelebritiespresentatevent.Introduceequestrianfashionhistory.SAMPLESHANGLIUTATLERSHANGLIUTATLERisessentialreadingforprominentfiguresandthosewhoenjoyanelitelifestyle.Ittargetshigh-incomeindividualsaswellasbusinessleaders,providingthemwithexclusiveinformationaboutbusiness,culture,andsociallifenationwide.MEDIAANGLELIFESTYLEELLEMENELLEMenaimstobuildupawiseandsophisticatedimageforeliteChinesemen.Ittargetswell-educatedreadersfromthemiddleandupperclasses,businesselites,andmenwithapassionforstyle,thetargetaudienceforbothCECFandCHC.Mediaangle:InterviewLiXiaoling,CHCendorser,focusingontheconnectionbetweenhorseracingsportsandupscaleliving.Mediaangle:Focusonthehigh-endlifestylecloselyrelatedtoequestriansports.SAMPLEMEDIAANGLELIFESTYLE(DigitalPlatforms)FortunelifeAWeChataccountoperatedbyChinaMerchantsBank,targetingtopVIPswithlargedepositsandhighcreditlimits.Coversluxury,travelandotheraspectsofahigh-endlifestyle.Mediaangle:Introduce

horseracingsportsasaneliteentertainmentandleisureactivity.Mediaangle:Discussthebenefitsequestriansportscanbringtoahigh-endlifestyle.FortuneCharacterFortuneCharactertargetsmillionairesandleadingfiguresinsociety.Suchhigh-valueindividualsareallpotentialhorseclubmembers.SAMPLEMediaangle:Interviewthecorem