东风雪铁龙-广州车展参展方案PPT课件.ppt

1东风雪铁龙东风雪铁龙20092009第七届广州国际汽车展览会第七届广州国际汽车展览会Dongfeng CitroenDongfeng Citroen2009 The 6th Guangzhou Auto Exhibition2009 The 6th Guangzhou Auto Exhibition市场部市场部 品牌形象分部品牌形象分部20092009101029291公关公关传播播PR Communication广告宣广告宣传Advertisement 车展概况展概况 General Situation展具方案展具方案 Proposal of Exhibition Facility运运营费用用Operation Expenses现场活活动 Activities2车展概述车展概述 General SituationGeneral Situation展会概况展会概况展会名称：2009年第七届广州国际汽车展览会 Event：2009 The 6th Guangzhou International Auto Exhibition展会时间：2009年11月18日11月25日（共8天）Duration：From Nov 18,to Nov 29,(Total:eight days)展会地点：广州国际展览中心 Venue：Guangzhou International Conference&Exhibition Center 主办单位：中国汽车工业协会 China Association of Automobile Manufacturers Organizer 广东省经济贸易委员会 Economic&Trade Commission of Guangdong Province 广州市人民政府 Peoples Government of Guangzhou City3日程安排日程安排 Time Arrangement展览时间 ：2009年11月18日25日 09：3017：30（共八天）Exhibition Duration：Nov 18 Nov 25,2009 09：3017：30（total eight days）媒体日 ：2009年11月18日 09：0017：30 Media day：Nov 18,2009 09：0017：30开幕式 ：2009年11月19日 10：00Opening Ceremony：Nov 19,2009 10：00专业观众日 ：2009年11月19日20日 09：3017：30 Professional audience day：Nov 19,Nov 20,2009 09：3017：30专业观众及公众日：2009年11月21日25日 09：3017：30 Professional audience&public day：Nov 21Nov 25,2009 09：3017：30参展商撤展 ：2009年11月25日 16：30 Exhibitors Move-out：Nov 25,2009 16：30车展概述车展概述 General SituationGeneral Situation4展馆方位展馆方位 Location of Exhibition Hall车展概述车展概述 General SituationGeneral Situation5东风雪铁龙展位东风雪铁龙展位 Dongfeng Citroen Booth1.2号馆号馆 Hall 1.2展位号展位号 2A02Booth NO.2A02面积面积 1050Area 1050车展概述车展概述 General SituationGeneral Situation6参展车型参展车型 Type of Exhibited VehiclesC6C2凯旋凯旋 C-Triomphe新萨拉毕加索新萨拉毕加索 New Xsara Picasso C4 CoupeC2VTS 世嘉世嘉VTS C-Quatre VTS 世嘉世嘉 C-Quatre新爱丽舍新爱丽舍 C-Elysee车展概述车展概述 General SituationGeneral Situation7公关公关传播播PR Communication广告宣广告宣传Advertisement 展具方案展具方案 Proposal of Exhibition Facility车展概况展概况 General Situation运运营费用用Operation Expenses现场活活动 Activities8展具方案展具方案 Proposal of Exhibition FacilityProposal of Exhibition Facility9展具方案展具方案 Proposal of Exhibition FacilityProposal of Exhibition Facility10展具方案展具方案 Proposal of Exhibition FacilityProposal of Exhibition Facility11展具方案展具方案 Proposal of Exhibition FacilityProposal of Exhibition Facility12展具方案展具方案 Proposal of Exhibition FacilityProposal of Exhibition Facility13公关公关传播播PR Communication广告宣广告宣传Advertisement 现场活活动 Activities车展概况展概况 General Situation运运营费用用Operation Expenses展具方案展具方案Proposal of Exhibition Facility14活活动策划思路策划思路Activity Planning Ideas围绕“活力、运动”进行车展事件和互动、演出的策划，设计思路为：1、重点车展事件与活力车手选拔赛形成呼应；2、挑选容易激发现场观展者观看和参与热情的互动节目及演出。3、媒体日及专业日重点以品牌活动为主，向媒体和专业观众强化品牌形象；公众日以静态展示为主，收集销售线索Planning events,interactions and performances by emphasizing on“vital and sportive”elements.The designing base is:1.Core auto exhibition events combined with“Vital Pilot”campaign2.Selecting attractive and passionate interacting programs and performances3.Focusing on brand activities on Media and Professional Days,so as to enhance the brand image in front of medias and professional audiences;mainly using static exhibition to collect sales clues 基本信息基本信息Basic Information15核心活动介绍核心活动介绍Introduction Of Core Activities新闻发布会新闻发布会Press Conference演出活演出活动Performance观众互众互动Challenge Campaign to Loeb&Interaction活活动时间：媒体日上午（11月18日）活活动内容内容：活力无限，勇往直前”特别系列节目开拍仪式等参与人参与人员：DCAD领导、湖南卫视勇往直前栏目组人员、印小天、广州赛区活力车手和活力宝贝代表、媒体Activity time:in the morning of Media Day(18th Nov)Activity contents:starting ceremony of TV show-“Unlimited Vitality,Moving Forward Bravely”and etcParticipants:Leaders of Dongfeng Citron and HNTV,Xiaotian Yin,Canton candidates of vital pilots and babies,sales representatives and medias 活活动日期：日期：全程（11月18-25日）活活动内容：内容：模特走秀、炫耀机械舞、魔术表演Activity time:entire exhibition(18th-20th of Nov)Activity contents:model show,Electric Boogaloo Display,Magic Performance活动日期：活动日期：专业日（11月19-20日）活动内容：活动内容：勒布挑战赛、活力车手有奖问答Activity time:Professional Day(18th-20th of Nov)Activity contents:Challenge campaign to Loeb,vital pilots rewarding Q&A16新闻发布会新闻发布会Press Conference 新新闻发布会流程布会流程Press Conference Rundown序号序号Series时间时间Time时长时长Length环节环节Content备注备注Remarks010:4011:0020媒体签到Medias sign in来宾到场签到，循环播放东风雪铁龙品牌宣传片Guests sign in,and it plays Dongfeng Citroen brand promotion video on the screen repeatedly111:0011:033机械舞表演Electric Boogaloo Performance211:0311:052主持人串场MCs phrases311:0511:105魏总致词A speech from Mr.Wei411:1011:155湖南卫视领导致辞A speech from leaders of HNTV511:1511:172开机仪式Start-shooting ceremony东风雪铁龙领导、印小天、湖南卫视领导上场共同进行开机仪式启动仪式Leaders of Dongfeng Citroen and HNTV,and Xiaotian start the ceremony together611:1711:225主持人与印小天互动Interaction between Xiaotian and MC711:2211:231主持人串场MCs phrases811:2311:285活力车手和活力宝贝走秀及与主持人互动Vital pilots and babies show and interaction with MC911:2811:5830专访Interview魏总接受专访Mr.Wei accepts the interview17启启动开机开机仪式推荐式推荐Recommendation of start-shooting ceremony制作一个道具台，按照电影开机仪式进行操作，邀请魏总、湖南电视台勇往直前栏目组领导以及印小天上台共同启动开机仪式，并合影留念。Making a special table and starting the ceremony based on movies start-shooting one.Inviting Mr.Wei,leaders of HNTV and Xiaotian to start the ceremony together and take photos新闻发布会新闻发布会Press Conference18VIP嘉嘉宾介介绍Introduction of VIPs栏目主持人Column MC印小天Xiaotian Yin新闻发布会规划新闻发布会规划Press Conference Plan19聘请靓丽模特现场演绎，香车美女，吸引眼球，集聚人气。Beautiful auto models are invited to make a live performance;auto beauties catch the eyes of visitors.模特来走秀模特来走秀 Auto ModelsAuto Models PerformancePerformance演出活动推荐演出活动推荐Performance Recommendation20演出活动推荐演出活动推荐Performance Recommendation炫耀机械舞炫耀机械舞 Electric Boogaloo DisplayElectric Boogaloo Display 机械舞是运用身体各部位的肌肉和关节，随着音乐的节拍，加上自己丰富的想像力，创造出令人惊讶的舞步。The Electric Boogaloo allows dancers to utilize muscles and joints of each body part and add rich imagination to create astonishing steps along with the music.把机械舞带入广州车展，专业演员在展位上大显身手，与东风雪铁龙充满科技感的各车型调性十分符合；Professional dancers strut their stuff to display the electric boogaloo,exactly tallying with each style of Dongfeng Citron full of sense of science&technology.机械舞蹈演员的精彩舞步必将给现场的朋友呈现眼前一亮的感觉；The wonderful display electric boogaloo dancers will“brighten the eyes”of present friends.机械舞、爵士舞、街舞每天轮流表演 Electric Boogaloo,jazz dancing&Hip Hop make alternate performance every day.21活动概述魔方显魅力魔方显魅力 大展身手大展身手Brilliant Magic Cube PerformanceBrilliant Magic Cube Performance 每次邀请两名观众上台，由专业魔术师表演简单小魔术，观众配合魔术师表演；Two spectators are invited onto the stage each time.Professional magicians play small simple magic tricks with cooperation from the spectators.由观众掌声决定参与者的表演效果，掌声高的一名参与者获胜；The applause of spectators decides the performance effects of the participants,and one with loud applause wins.获胜一方将获得东风雪铁龙送出的精美礼品一份。A fancy gift from the Dongfeng Citron will be presented to the winner.互动活动建议互动活动建议Interacting Activity Recommendation22 聘请美女主持驻场，调节、烘托现场气氛，展览现场设置一些互动节目，让参观展览的观众参与现场活动。A beautiful MC is invited to adjust and suit the field occasion;some interactive activities are set up to welcome visitors to join in.聘请礼仪小姐派发宣传资料，协助收集观众资料，现场填写有效资料的观众均可获赠小礼品。Ritual girls are invited to dispatch advertising information and assist in collecting visitors data;small gifts are prepared for visitors who filling up their valid information at site.活动概述现场活动现场活动 Field ActivityField Activity专业主持专业主持 Professional MCsProfessional MCs资料收集资料收集 Information CollectionInformation Collection23互动活动建议互动活动建议Interacting Activity Recommendation挑挑战勒布勒布PS3游游戏环节介介绍Challenge campaign to Loeb(PS3 game introduction)借助勒布在WRC专业赛车的影响力，公布其中国行在4S店玩PS3的成绩，让参展的观众与勒布进行PK。凡所用时间少于勒布所用时间者，将得到一份优胜奖；即使挑战失败，同样也可以拥有一份纪念奖；同时，每天将会评出一名当日的最快记录，授予特等奖Announcing his PS3 racing game scores ran during his China tour,and attracting audiences to challenge Loeb by using his influencing power in WRC.All challengers,who race faster than Loeb,will get a winning reward;even though they race slower,they will also get souvenirs;at the meanwhile,there will be one fastest records per day,and he/she will gain a special reward 奖品推荐品推荐Rewards recommendation勒布挑战赛：1.优胜奖：奖励雪铁龙WRC车队签名印刷版照片一张2.纪念奖：赠送雪铁龙WRC车队印刷版照片一张3.特等奖：奖励雪铁龙WRC车队签名世嘉车模一个Challenge campaign to Loeb:1.Winning reward:a printed photo with signatures of Citroen WRC team2.Souvenirs:a printed photo of Citroen WRC team3.Special reward:one C-Quatre mould with signatures of Citroen WRC team24互互动问答答Interacting Q&A有奖互动：答对者:奖励雪铁龙WRC车队签名照片印刷版一张Rewarding Interaction：Correct answer:a printed photo with Citroen WRC teams signature as a reward奖品推荐品推荐Rewards recommendation以活力问卷的题目为依据，组织观众进行有奖问答Organizing audiences to do the rewarding Q&A based on the“Vital Questionnaire”paper互动活动建议互动活动建议Interacting Activity Recommendation25媒体日演出活动流程媒体日演出活动流程Performance Rundown For Media Day序号序号Series时长时长Length环节环节Content备注备注Remarks05车模走秀Model show通过模特走秀把观众吸引到展台Attracting audiences to the stage by the model show11主持人开场MCs opening介绍表演节目及互动环节Introducing programs and way of interaction25炫耀机械舞Electric Boogaloo Display31主持人串场MCs phrases介绍下一个表演的节目Introducing next performance45魔术表演Magic Performance57问答互动Interacting Q&A提问4个与世嘉和活力车手有关的问题Asking four questions concerning with C-Quatre and Vital Pilot61MCs closing时长：时长：20分钟分钟/次次频率：频率：2场场/天天Length:20 minutes/timeFrequencies:2 times/day26专业日演出活动流程专业日演出活动流程Performance Rundown For Professional Day序号序号Series时长时长Length环节环节Content备注备注Remarks05车模走秀Model show通过模特走秀把观众吸引到展台Attracting audiences to the stage by the model show11主持人开场MCs openning介绍表演节目及互动环节Introducing programs and way of interaction25炫耀机械舞Electric Boogaloo Display31主持人串场MCs phrases介绍下一个表演的节目Introducing next performance45魔术表演Magic Performance57问答互动Interacting Q&A提问4个与世嘉和活力车手有关的问题Asking four questions concerning with C-Quatre and Vital Pilot610挑战勒布Challenge to Loeb“挑战勒布”PS3游戏，对参与者给予奖励Challenging Lobe with PS3 and issuing participants rewards71MCs closing时长：时长：30分钟分钟/次次频率：频率：3场场/天天Length:30 minutes/timeFrequencies:3 times/day27活动排期活动排期Activity Arrangement 时间时间Time媒体日（媒体日（18日）日）Media Day(18th)专业日（专业日（19日日-20日）日）Professional Day(19th-20th)9:0010:00演出活动（演出活动（10:30-11:00）Performance11:00新闻发布会新闻发布会(11:00-11:30)12:0013:00演出活动（演出活动（13:30-13:50）Performance演出活动（演出活动（13:30-14:00）Performance14:0015:0016:00演出活动（演出活动（16:00-16:20）Performance演出活动（演出活动（16:00-16:30）Performance17:0018:0028现场活活动Activities广告宣广告宣传Advertisement 公关公关传播播 PR Communication车展概况展概况 General Situation运运营费用用Operation Expenses展具方案展具方案Proposal of Exhibition Facility29核心内容及稿件核心内容及稿件规划划Core Contents&Article Plan传播内容传播内容Ccommunication Contents稿件示例稿件示例Article Example发布媒体发布媒体Release Medias发布频次发布频次Frequency广州车展Canton Auto Exhibition人本科技 创享生活东风雪铁龙、雪铁龙联手打造2009广州车展豪华阵容People enjoy and create lifes through technologies-Dongfeng Citron and Citron create the elegant lineup for 2009 Canton Auto Exhibition华南媒体通发South China Media40“活力无限，勇往直前”特别系列节目开机仪式Starting Ceremony of the special series TV show-“Unlimited Vitality,Moving Forward Bravely”活力无限，勇往直前东风雪铁龙活力车手勇往直前特别节目广州车展隆重开机“Unlimited Vitality,Moving Forward Bravely”-the special series TV show for Dongfeng Citron“Vital Pilot”starts on Canton Auto Exhiition全国媒体通发Nationwide Media60 印小天搭档活力宝贝 激情助阵东风雪铁龙展台Xiaotian Yin with Vital Babies,Cheer for Dongfeng Citron exhibition stage网络媒体通发Internet Media40强强跨界携手 活力车手选拔赛将闪耀荧屏Powerful union,“Vital Pilot”campaign brightens the screen平面媒体约稿Press Media8当活力车手开始“勇往直前”Being“Vital Pilot”,starting moving forward bravely博客约稿Blog2勒布挑战赛Challenge campaign to Loeb与勒布争当“车神”游戏“WRC之王”惊现广州车展Compete to be“Auto King”,game of“King of WRC”appears in Canton Auto Exhibition华南媒体通发South China Media20小计小计Subtotal17030媒体邀请名单媒体邀请名单Medias Invitation List总计邀请34家媒体、36人Invitation to a total number of 34 medias,which have 36p媒体邀媒体邀请及及专访安排安排Invitation To Medias&Interviews序号序号Series媒体媒体类别Type区域区域Region媒体名称媒体名称Medias Name姓名姓名Name职务Position手机手机Mobile备注注Remarks1报纸Press北京Beijing经济日报Economic Daily李铁铮Li Tiezheng主 编Chief editor139010823322北京Beijing中国消费者报China Consumer Journal李晓光Li Xiaoguang总编辑助理Assistant editor139013865793北京Beijing中国青年报 China Youth Daily武卫强Wu Weiqiang副主编vice chief editor139109173914北京Beijing中国汽车报China Automotive News蒋东镭Jiang Donglei记 者Journalist135222657655北京Beijing中国质量报China Quality Daily曹 璞Cao Pu主任主编director138010266826华东East China第一财经日报China Bussiness News 卫金桥Wei Jinqiao记 者Journalist138018163537华东East China新闻晨报Shanghai morning post唐 华Tang Hua汽车周刊主笔Editor133319163018华南South China南方都市报Nanfang City Life Daily朱中奇Zhu Zhongqi记 者 journalist130020981649华南South China南方日报Nanfang Daily侯小军Ho Xiaojun专刊副主任Vice director1392501150210华南South China广州日报Guangzhou Daily王灿彬Wang Chanbin记 者 journalist1382219358911华南South China羊城晚报Yangcheng Evening News张爱丽Zhang Aili记 者 journalist1382605156612华南South China新快报New Express徐晰瑶Xu Xiyao记 者 journalist1392403886613华南South China民营经济报Private Economy News赖 瑛Lai Ying主 编chief editor1371118819831序号序号Series媒体媒体类别Type区域区域Region媒体名称媒体名称Medias Name姓名姓名Name职务Position手机手机Mobile备注注Remarks14报纸Press华南South China深圳特区报Shenzhen Special Zone Daily陈 雅Chen Ya主 任Director1392377008015华南South China深圳商报Shenzhen Economic Daily李潮Li Chao汽车部主任Director1360265223216华南South China深圳晚报Shenzhen Evening News马萌Ma Meng汽车部主任Director1351030036517华南South China晶报Daily Sunshine朱利安Zhu Lian汽车部主任Director1390243061918网络Network北京Beijing新浪S郭涛Guo Tao主任chief 1391021730419北京Beijing搜狐S李 兵Li Bing主任chief 1380136353820北京Beijing腾讯QQ.com程 李Cheng Li主编chief editor1391162629721北京BeijingTOMT王志鹏 Wangzhipeng主编chief editor1355243276722北京BeijingMSN 崔啸CuiXiao 主编chief editor1381112245923北京Beijing网上车市C徐 翀Xu Zhong主编chief editor13611093118媒体邀请名单媒体邀请名单Medias Invitation List媒体邀媒体邀请及及专访安排安排Invitation To Medias&Interviews32媒体邀请名单媒体邀请名单Medias Invitation List序号序号Series媒体媒体类别Type区域区域Region媒体名称媒体名称Medias Name姓名姓名Name职务Position手机手机Mobile备注注Remarks24网络Network北京Beijing中国汽车网C孔文兴KongWenxing编辑editor1370108346625北京Beijing爱卡汽车网X马晓波Ma Xiaobo主编chief editor1380128016926北京Beijing汽车之家A魏世钦Wei Shiqin总编chief editor1391069087427北京Beijing易车网B吕惠敏 lv Huimin主编chief editor1390131594228华南South China网易黄清Hang Qing主编chief editor1392423099229华南South China21CN彭俊朋 Pengjunpeng编辑 editor1382441870630华南South China大洋网 杨晨 YangChen主编chief editor1592010130031华南South China南方网S杨诚钢Yang Chenggang副主编vice chief editor1360001993632华南South China太平洋汽车网P牟伟Mu Wei大客户经理Client Manager1352772429533电视台TV华南South China南方电视台经济频道车时代TVS business channel“Auto age”刘其元2人Liu Qiyuan (2 people)制片人producer1382214979834华 南South China深圳电视台经济生活频道汽车先锋SZTV-3“Auto Pioneer”海薇2人Hai Wei (2 people)制片人Producer13077820821媒体邀媒体邀请及及专访安排安排Invitation To Medias&Interviews33平面专访安排平面专访安排Press Interviews1、专访对象：象：参会领导及嘉宾（魏总、郭部长）2、专访时间：车展媒体日期间（10月18日 ）项目目Contents专访对象象Interviewee专访媒体名媒体名单Medias Interview List领导专访Leaders interviews魏文清副总经理Vice General Manager,Mr.Wei中国青年报、第一财经日报、南方都市报、深圳商报、广州日报China Youth,First Financial Daily,South Metropolitan,Shenzhen Business,Canton Daily郭浩部长Mr.Guirao中国汽车报、新闻晨报、新快报、南方日报、深圳特区报China Auto,Morning News,New Express,South Daily,Shenzhen Special District1、Interviewee:Participating leaders and guests(Mr.Guirao and Mr.Guo)2、Interview time：Media Day during the Auto Exhibition(18th Oct)媒体邀媒体邀请及及专访安排安排Invitation To Medias&Interviews34网络直播媒体名单网络直播媒体名单Internet Living Broadcast Medias List序号序号No.媒体媒体类别Type区域区域Region媒体名称媒体名称Media姓名姓名Name职务Position手机手机Mobile Phone电邮E-mail备注注Remark已已预定的定的时间Date1网络媒体Internet Media北京Beijing搜狐S李 兵Li Bing主编chief editor13801363538binglisohu-直播Live18号号 10：00-10：302北京Beijing新浪S郭涛Guo Tao主任chief 图文形式Text and pics18号号 14：10-14：403北京Bei