馭馬文化節(jié)課件

CHINAEQUINECULTURALFESTIVALCOMMUNICATIONPLANOgilvyPRBeijingMay19th,2016CECF馭馬文化節(jié)讓世界更了解中國，讓中國更融入世界EVENTTHEME:SHARETHEDREAM讓民族的，成為世界的蒙古來源于蒙語中的“MENGKGAL”MENGK是永遠，GAL是火長盛不衰，勇馭鋒鏑馬背文化源遠流長拼搏精神長盛不衰火XXXX燃聚馭傳SHARETHEDREAM讓民族的，成為世界的PRESSCONFERENCE29th,June熱情之火星星之火熾盛之火民族之火ObjectivesLaunchCECFofficiallywithMongoliancharacteristicsSpreadthemessageoflaunchingtothepublicAttractpeopletojointhefestivalGatheralltheVIPguestsfromallovertheworldtotheverypremiergaladinnertocelebratetheupcomingfestivalLeveragetheinfluenceofcelebritiestoattracttheattentionofawiderpublicKickoffCECFwithMongoliantraditionstopresentauthenticMongolianlifestyletointernationalguestsProvide

premierlifestyleexperiencefortheaudiencesAward

thedistinguishedjockeysandhorseownersCreateapremiersocialoccasionforVIPguestsEventHighlightsTVCSpeechbyMr.TeoAhKhingLaunchmoment:lightthefireRedCarpet&HorseracingexhibitionSpeechPerformanceMongoliandance&PresentKhataIntermissionperformanceInteractivesectionVIPLoungeSpeechAwardthetalentsPreservethefirefornexteditionCECFGALADINNER20th,AugustRACINGDAY21st,AugustCLOSINGCEREMONYAFTERPARTY21st,AugustPRESSCONFERENCE新聞發(fā)布會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賽馬日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閉幕式AFTERPARTY慶祝酒會MEDIASTRATEGYSOCIALINFLUENCESEQUESTRIANLIFESTYLEPROMISINGBUSINESSHORSERACINGSPIRITUPPERCLASSBRINGTOGETHEREASTERNANDWESTERNCULTURECOMMUNICATIONKEYWORDSMEDIASTRATEGYSportsMediawithgovernmentbackgroundLifestyleBusinessMainstreamonlinemediaKnowledge-sharingplatformsPopularWeibo/WeChataccountsVideosharingwebsitesOnlinemassmediaDiversemediaselectionTraditionalMediagogoboiFollowers:5.27mNewMediaSPORTSFocusonthehorseraceeventitself,choosingmainstreamonlinemediaandkeysportsmediaforcoverage.FASHIONFocusonthefashionaspectofhorseracingaswellasco-brandingprojects,choosingstylemagazinesandKOLs.LIFESTYLEFocusonhowhorseracingisapartofaneminentlifestyle,choosingupscalelifestylemagazines.BUSINESSFocusonthebusinessvalueofthisactivity,choosingkeybusinessandfinancialmagazinesandpopularWeChataccounts.gogoboiFollowers:5.27m李曉玲的藝術(shù)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新華社鄂爾多斯晚報人民網(wǎng)鄂爾多斯日報中國日報鄂爾多斯新聞網(wǎng)北京晚報內(nèi)蒙古新聞網(wǎng)新京報內(nèi)蒙古日報網(wǎng)易內(nèi)蒙古晨報搜狐正北方網(wǎng)騰訊北方新報新浪網(wǎng)呼和浩特新聞網(wǎng)鳳凰網(wǎng)呼和浩特晚報MEDIALISTFORCECFMediaLocationMediaLocationMediaLocationMediaLocation鄂爾多斯晚報內(nèi)蒙新華社北京目標TARGET北京深圳晚報深圳鄂爾多斯日報內(nèi)蒙人民網(wǎng)北京羅博報告北京深圳特區(qū)報深圳鄂爾多斯新聞網(wǎng)內(nèi)蒙中國日報北京私人飛機北京半島都市報青島鄂爾多斯電視臺內(nèi)蒙北京晚報北京芭莎男士北京城市生活信報沈陽內(nèi)蒙古新聞網(wǎng)內(nèi)蒙新京報北京精品購物指南北京華商晨報沈陽內(nèi)蒙古日報內(nèi)蒙環(huán)球網(wǎng)北京睿士上海華商報西安內(nèi)蒙古晨報內(nèi)蒙網(wǎng)易北京尚流TATLER上海城市快報天津正北方網(wǎng)內(nèi)蒙搜狐北京新聞晨報上海成都商報成都北方新報內(nèi)蒙騰訊北京理想家上海華西都市報成都呼和浩特新聞網(wǎng)內(nèi)蒙新浪網(wǎng)北京優(yōu)仕生活上海行周末杭州呼和浩特晚報內(nèi)蒙鳳凰網(wǎng)北京界面上海重慶時報重慶赤峰日報內(nèi)蒙第一財經(jīng)周刊北京YOKA男士網(wǎng)上海紅山日報內(nèi)蒙中國經(jīng)濟周刊北京南方娛樂周刊廣州包頭日報內(nèi)蒙商界北京南方都市報廣州包頭晚報內(nèi)蒙時尚先生北京羊城晚報廣州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