1、,东风雪铁龙凯旋奥运冠军试驾会方案 The proposal for Dongfeng Citroen C-triomphe test-drive by Olympic champions,提报客户：东风雪铁龙 提报单位：灵思传播机构 提报时间：2008-02-29,Present To: Dongfeng Citroen Prepared By: Linksus Submit Date: 29th Feb. 2008,背景&目的 Background & Objective,2,活动及传播背景,活动及传播目的,1、凯旋作为荣膺C-NCAP五星荣誉的汽车，受邀参加参加中国汽车安全主题巡展；2、
2、2008是北京奥运年，全世界的目光都会聚焦北京奥运，与奥运有关的各种话题都将吸引公众的关注，东风雪铁龙可借此提升关注度。,1、 “冠军与冠军的对话”：强化凯旋作为“安全冠军”与“奥运冠军”之间的积极联想；2、加强“凯旋人生”的车型调性，提升车型的尊贵感； 3、作为凯旋参加中国汽车安全主题巡展的后续活动，持续突出安全优势；4、借助奥运冠军在奥运年的高关注度，吸引媒体主动关注及报道。,1、C-triomphe invited to participate the Auto Safety Exhibition China Tour depending on five-star score in C-
3、NCAP test; 2、 As the Olympic Games 2008 will be held in Beijing, Dongfeng Citroen could promote the brand awareness by Olympic topics.,1、 “The dialog between champions”: strengthen the relationship between “safety champion C-triomphe” and “Olympic champions”; 2、show the “C-triomphe life” tone and pr
4、omote the vehicle honor; 3、continue to emphasize the C-triomphe safety advantage as the amplification event for the Auto Safety Exhibition China Tour; 4、attract medias initiative focus ,Objective,Background,3,整体规划 The Whole Plan,活动简介,Event introduction,场地选择一： 北京拉斐特城堡酒店 Venue choice 1： The Beijing La
5、ffitte Chateau Hotel,场地位置:北京拉斐特城堡位于昌平区北七家镇，雄踞中国紫禁城北30公里处，坐落于北京的母亲河温榆河上游，由拉斐特城堡驱车至北四环仅需15分钟，至市中心仅25分钟。场地状况:北京拉斐特城堡酒店是按照五星级标准建造的高档商务度假酒店。酒店由主城堡、东西配楼、模纹花坛、酒文化广场组成。秉承了浪漫的法国巴洛克艺术的设计风格。清澈的人工河流环绕在古堡周边，绿树、草坪、葡萄园、花圃将美丽的拉斐特城堡装扮得生机盎然。,4,场地推荐 Venue recommendation,Venue position: the Beijing Laffitte Chateau Hot
6、el is located in Beiqijia Town, Changping District along the Wenyu River. The hotel is only 15 kilometers from the Beijing Capital Airport and 10 kilometers north of the Olympic Village. Venue introduction: Hotel Laffitte is five-star hotel and is designed for high-class business events and vacation
7、s. The chateau complex encompasses 24,000 square-meters and consists of a main building, designed as a castle, flanked by two other castles. A French, Duke-style veins parterre is located at the front of the chateau. A wine culture center is located behind the main castle. The complex is surrounded
8、by a man-made river, trees, lawns, flower gardens and vineyards, for an overall attractive environment.,5,北京拉斐特城堡酒店地址 Traffic Map,场地推荐 Venue recommendation,场地选择二：北京稻香湖景度假村 Venue choice 2: Nirvana Resort Beijing,场地位置：北京市海淀区苏家坨稻香湖公园内 场地状况：户外绕湖公路非常适宜试驾。酒店占地32公顷，水面4公顷，建筑面积近6万平方米，拥有五星级的客房、餐饮、宴会、会议、娱乐等综合服
9、务及配套设施；清澈的稻香湖水环绕酒店全境，自然景观与人文建筑完美统一。,6,场地推荐 Venue recommendation,Venue position：Park Dao xianghu, Hai Dian District, Beijing Venue introduction: outdoor road around the lake is fit for test-drive. The hotel area is 32 hectares with 4-hectare lake area. The Nirvana resort owns five-star rooms and dinn
10、er, party, meeting, recreation facilities with beautiful Daoxianghu lake around.,7,北京稻香湖景度假村地址 Traffic Map,场地推荐 Venue recommendation,肖海亮Xiao hailiang 2000年悉尼奥运会男 子三米板双人金牌得主 Gold-medal winner of Mens Synchronized 3m-Springboard in 2000 Sydney Olympic Games,王涛Wang tao 1992年巴塞罗那第25届奥运会,男子乒乓球双打冠军 Gold-m
11、edal winner of Mens Teams of Table tennis in 1992 Barcelona Olympic Games,杨凌Yang ling 1996年第26届奥运会上获得男子射击10米移动靶冠军、并打破奥运会纪录、2000年悉尼奥运会蝉联冠军 Gold-medal winner of Mens Shooting 10m Running Target in 1996 and 2000 Olympic Games,杨景辉Yang jinghui 2004年雅典奥运会男 子10米跳台双人冠军 Gold-medal winner of Mens Synchronized
12、 10m-Platform in 2004 Athens Olympic Games,推荐理由：1、以上奥运冠军稳重又锐意进取的气质和性格与凯旋的形象调性较为吻合；2、以上奥运冠军的成绩对于中国奥运事业有突出贡献，具有广泛、良好的社会影响力，由他们试驾凯旋能引起媒体关注；3、截止到2008年2月15日，上述奥运冠军均有档期，能够参与本次活动；4、邀请以上奥运冠军的费用相对适宜。,8,奥运冠军推荐 The Olympic champions recommendation,Recommendation reasons:1、Above champions positive image fits C-
13、triomphe very much;2、Above champions could attract media focus with their strong social influence;3、Above champions could participate the event depending on the current data(Feb. 15th, 2008).4、The costs of above champions are relatively cheap.,9,流程安排 Event Rundown,10,邀请媒体到场 Media Invitation,传播规划 Com
14、munication Plan,1、 所邀请媒体均为北京重量级媒体，在保证后期传播效果的同时降低成本； 2、网络方面由新浪独家现场报道，促使新浪（在汽车、体育两个频道）加大推广活动专题和新闻的力度。,1、Invite the important Beijing media to ensure the communication effect and lower the cost; 2、 Sina as the exclusive cooperation website to strengthen news & special topics communication at Auto & Spo
15、rts Channel.,11,传播规划 Communication Plan,网络推广 Internet communication,本次活动的推广以网络传播为主，通过多种方式结合加强力度。,专题时间,媒体选择,Time,Media,Internet as the main communication way combined with multiple ways.,12,稿件规划 Report Plan,活动阶段稿件发布的媒体发布范围不仅限于汽车类媒体，将加强在非汽车类媒体和版面（特别是在体育类、新闻类版面）上的发布。,传播规划 Communication Plan,Event report media will be not only auto media but also non-auto media (especially sports & news page).,13,预算 Quotation,谢 谢！ Thank you!,
