歌诗达-15周年-活动提案

The

15thAnniversary

ProjectOfCostaWas

Submitted歌诗达15周年方案提报歌诗达邮轮于2006年首次开启以中国为母港运营的国际邮轮航线,成为首家进驻中国的国际邮轮公司。作为中国国际邮轮的先驱者已经为中国市场服务了15年本次15周年设计方案,宣传目标对准歌诗达的新老客户,迎合客群喜好,借助15周年的机会,将歌诗达的理念传达给更多喜欢邮轮的人们As

the

pioneer

of

international

cruisein

Chinaithasbeen

serving

the

Chinese

market

for15

years

The15th

anniversary

designis

aimed

at

Costa's

new

and

old

customers

and

catersto

the

preferences

of

the

customers.

With

the

opportunity

of

the15th

anniversary

Costa's

conceptis

conveyed

to

more

people

wholike

cruise

shipsCosta

Cruises

openedits

firstinternational

cruiseline

with

China

asitshome

portin

2006becoming

the

firstinternational

cruise

company

to

enter

China.PART1SUBJECTCOSTA

BACKGROUNDCosta

Asia15thAnniversary

CampaignSUPPORT

FROMWELL-KNOWN

GROUPS:Costa

Cruises,

part

ofCarnival

Group,

one

of

the

world's

leading

cruise

companies,

Costa

Crociere,

S.P.A.

(Italy's

Costa

Cruises

Ltd.)

is

Europe'sleadingcruisecompany.知名集团的加持:歌诗达邮轮,隶属于世界邮轮业翘楚嘉年华集团,

costa

crociere,s.p.A.(意大利歌诗达邮轮有限公司)

是欧洲首屈一指的邮轮公司Costa

Crociere,

S.P.A.,

is

Europe's

premier

cruise

line.SERVICE

WHOLEHEARTEDLY

SERVICE

CONCEPTOver

the

past70

years,

Costa

Cruiseshas

alwaysbeen

dedicated

to

the

concept

of

serving

passengers,

providing

warm

and

thoughtful

service

during

the

journey,

whilebringingasenseofhome,to

experience

thenew

worldat

sea.竭诚服务服务理念歌诗达邮轮70年来,始终保持着为旅客竭诚服务的理念,在旅途中,提供热情周到的服务,同时带来家的归属感,尽情体验海上新世界。INHERITANCE

OFITALIAN

STYLECosta

Cruises

started

inItaly

in1860,

inheriting

the

romanticItal-

ianstyle,cruising

on

thebluesea,

opening

a

gorgeousItalianate

journey

with

you,

so

that

every

passenger

can

feel

the

pureItalian

romantic

atmosphere.传承意怯的风情歌诗达邮轮始于1860年意大利,传承浪漫的意怯风情

巡游于蔚蓝的大海之上,与你共同开启一场绚丽的意

彩之旅,让每一位旅客感受纯正的意怯浪漫气息。PART2SUBJECT集团发展目标课题GROUP

DEVELOPMENT

OBJECTIVESDuring

the

epidemicperiod

theindustry

wassus-

pended

so

Costa

suspended

all

advertising

and

onlyreliedonthebrand'sownaccountto

main-

tain

thesound

volume.疫情时期,行业停航,歌诗达暂缓了所有的广告投放,仅依靠品牌自有账号维持声量。Atthebeginningof

the15thanniversaryairlines

intheindustryaregraduallyreturningtotheair.

With

the

opportunity

of

the

15th

anniversary

Costa

will

gradually

make

its

voice

heardbringing

Costabacktotheattentionofthe

publicand

al-

lowingtouristswholikecruise

travel

toreturn

to

the

embrace

of

Costa.如今15周年起始,行业内航线逐渐复航,借助15周年契机,逐渐发声,将歌诗达重新带回大众视线,让喜欢邮轮旅游的游客重归歌诗达怀抱。Gradually

speak

out

so

that

tourists

like

cruise

travel

back

to

the

embrace

of

Costa.SHORT-TERM

PROJECTS:短期课题:借势15周年,强势销售22年票务LONG-TERM

PROJECTS:长期课题:歌诗达强势回归,回馈老客户,挖掘新客户,扫除疫情带来的行业阴霾Costa

has

madeastrongcomeback,giving

back

to

its

old

customers

exploringnewcustomersandsweepingawaytheindustrygloombroughtbytheepidemicTakeadvantageof15years,strongsales22

years

of

tickets歌诗达邮轮ANALYSISOF

SHORT-TERM

PROJECTSShort-termprojectgoal,

thatis,burstingpointgoal,

throughaseries

of

burstingpoint

publicity,

feedback,

toattract

old

customers

toreturn.

Theultimatepurpose

of

theprojectis

to

focus

on

ticket

sales,

and

to

at-

tractcustomersmainly

to

theoldcustomers

whohavesome

experience

andunderstanding

of

Costa,

sup-

plementedby

thenewcustomers

whohavesomeknowledge

of

shipping

travel.短期课题分析短期课题目标,即是爆点目标,通过系列爆点怯宣传、回馈的方怯,吸引老客户回归。课题最终目的以票务销售为主,吸引客群当以对歌诗达有所体验有所了解的老客户为主,对航运旅行有所了解的新客户为辅。costaLONG-TERM

PROJECT

ANALYSISFrom

thebeginning

of

2020

to

thepresent.

The

epidemic

continues

to

cast

a

shadow

over

allindustries

es-

peciallythetourismindustry.Nowadaysthecontrolof

variouscountriesisgraduallystable.Withtheop-

portunity

of

the15th

anniversary

the

voice

volumeis

gradually

expanded

to

welcome

the

return

of

old

cus-

tomers.Whatismoreimportantistoattractmorenewcustomersthroughtheinformationtransmission

of

cruise

travel.Enhancecustomerstickinesssweep

the

epidemichaze.长期课题分析2020年初始,至今。疫情阴霾依旧笼罩各行各业,旅游行业冲击尤甚。如今各国控制逐渐稳定,借助15周年的契机,逐渐扩大声量,迎老客户回归;更重要的是通过对邮轮旅行的信息传达,吸引更多的新客户。增强客户粘性,横扫疫情阴霾。方案

一SERVERACamCosta15thAnniCosta15thAnniversaryAsiaCampaiACosta

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更要把爱带回家Anniversary

Campaign.满足全家用餐需求,

体验意怯风味,

也能兼顾多国料理;.专业贴心的熊孩子游乐场,

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take

into

account

multinational

cuisine;

professionalandintimate

bearchildren’s

playground,teachingin

fun,

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rest

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放肆嗨玩不停歇;.水上乐园,

超长水上滑道,

换上泳装邂逅惊喜;.各种主题岸上游,

可满足热门旅行地打卡需求;.

阳光甲板、静谧spa、意怯下午茶,

体验静谧时光。vitality,

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surprise;Avarietyofthemescan

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of

popular

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places;sunnydeck,quietspa,

lta

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Campaign.凤凰大剧院每日上演,

沉浸感受动人爱情传奇;.各怯特色酒吧,

亲手调制,

送她一份专属甜蜜;.浪漫客房,

枕着轻柔海浪,

纵享一夜甜梦时光;The

phoenix

GrandTheater

isstagedeveryday,

immersing

inthe

touching

love

legend;All

kindsofspecial

bars,

hand

modulation,give

heran

exclusive

sweet;Romanticguest

room,

pillowsoftwaves,enjoy

a

night

ofsweet

dream

time;ta15thA亲

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CAMPAlGN歌诗达作为我国邮轮领军企业,曾将中国邮轮业与世界邮轮业连接将每个人与不同国家的文化连接疫情当下

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,在各个渠道路线逐渐复出的前提下15周年之际歌诗达应当肩负起重任

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MATERIALSPART5SUBJECT宣传阶段规划PUBLICITY

STAGE

PLANNINGPHASE1:

SOLICITATION第一阶段:征集20/21Howmuch

youmissCosta20/21

你有多想念歌诗达In

the

dayswithout

Costa

in

20/21,

customers

andfriendsmissCosta,

andthey

can

also

share

what

new

skills

they

have

learned

during

this

time

at

home,

and

what

ways

they

will

solve

when

theymiss

the

sea.

Topics

canbemore

open

direction,

collect

prizes,

attract

more

people

to

participate.征集20/21年在没有歌诗达的日子里,客户朋友们对于歌诗达的想念之情,

也可以分享在家的这段时间学会什么新技能,

想念大海的时候会用什么方怯解决。话题可以更加开方向性,征集有奖,吸引更多人参加。Gradually

speak

out

so

that

tourists

like

cruise

travel

back

to

the

embrace

of

Costa.It

is

suggested

to

holda

reconnect

conference,

rendering

the

beauty

of

thesea,

lookingforwardtothatboundless,thevastlandscapeoftheseaandthesky,showingthebeautyandmysteryof

thesea,sothatcustomershavethedesiretoexplore,moremiss

Costa.

And

announced

that

Costa,

with

its

heavyburden

of

expectation,

was

ap-plying

for

reconnection.建议举办重连发布会,

渲染大海的美好之处,

期待那种一望无垠、海天一色的广阔风景,

表现出大海的美丽与神秘,

让客户产生探索欲All

datanormal,Costarequestsreconnection15years

of

dedication,recast"navigation"industrychain各数据正常,歌诗达请求重新连接15年专注,重铸Γ航」业链条望,

愈发思念歌诗达。并宣布歌诗达肩负重任,

满载着旅客的期望,申请重新连接。STAGE

2:

ACTIVITIES

(SUGGESTIONS)第二阶段:活动(建议)The

video

and

picture

materials

collected

in

the

first

two

stages

will

be

uniformly

pub-licized

to

spread

the