2016LEGO SH Disneyland Store Soft Opening Plan 迪士尼上线计划.ppt

1、,Shanghai Disneyland LEGO Store Soft-Opening Event Plan,Event Strategy,The LEGO Store Background,Nowadays, the LEGO company owns 90 LEGO Stores in North American, and 30 LEGO Stores in Europe.,Shanghai Disneyland Park LEGO Store will be the first one in China and APAC while it will be the largest on

2、e in the world.,Objective,Through the event opening event, to spread the awareness of LEGO Disney Store, by synergizing press publicity. To deliver the great store experience to media and target consumers through the event. To drive Disneyland traffic to LEGO Store, and create WOM of the first batch

3、 store visitors, to amplify stores awareness coverage.,The first LEGO Store in China.,Do something new.,Chinese traditional opening elements in LEGO Store.,LEGO DNA.,Keep heating from Soft Opening to Grand opening.,Strategy,Event Design & Venue,Option 1- Parterre Beside the LEGO STORE,Option 1- Part

4、erre Beside the LEGO STORE,Area Plan,3D giant module,stage,reception,interview,Bird View,Bird View,Design Sketch,Dimesion Layout,Contingency Plan,Option 2-Front of LEGO STORE,Option 2-Front of LEGO STORE,Area Plan,3D giant module,stage,reception,Reception Area,Bird View,Design Sketch,Dimesion Layout

5、,Dimesion Layout,Contingency Plan,Event Contents,Soft opening,Grand opening,Pre-warm up event,Event Plan,Grand Opening Event Days- Media session,Grand Opening Event Days-Public session,7th May,10th May14th Jun.,16th Jun.,17th18th Jun.,The main idea of soft-opening ceremony consist LEGO DNA, Chinese

6、tradition and western custom.,Event Structure,Event Structure,Lion Dance,LEGO Bricks Cheering,Ribbon Cutting,Lion Dance,In Chinese tradition, lion is regarded as mascot , the action of eyes dotting means give the energy .,Eye Dotting Making Lion Alive,Lion ,Tommy and Nijago kai Performance,The Manag

7、ement fill the mini-figure with LEGO bricks,LEGO Bricks Cheering,Drip bricks to create a joyful moment.,Ribbon Cutting,Three Members of management cut the ribbon, then welcome the guests into store.,Then coming the big moment, the LEGO store open.,Event Implementation,Rundown,Date: 10:00 May 7th, 20

8、16(temporary) Venue: LEGO Disneyland Store,option2,option1,Traffic FlowThe Guest Flow,Reception,Signature wall,Entrance,Guest area,Exit,Reception,Signature wall,Entrance,Guest area,option2,Signature wall,option1,Lion dance,Bricks Cheering,Ribbon cut,Signature wall,Lion dance,Bricks Cheering,Ribbon c

9、ut,Traffic FlowLEGO Management Flow,Interview Area,Design for two situation: add a few chairs for group Interview open individual Interview if there has confidential request, it can be hold in-store,Reception area,Signature wall,PT Distribution,Stage,PT*2（for brick pour area),option2,option1,PT*2（ for brick pour area),Load-in schedule,Material Transportation,Product Transportation,Venue Arrangment,Personnel Training,Activity Rehearsal,Venue Cleaning,Ceremony