EdelmanMarch, Shanghai2017 Costa Cruises Communication Plan
Communications GoalsBusinessSupport business strategy by engaging potential consumer segments through mediaSustainable Business GrowthBrandCreate compelling, long term brand differentiation vs the competitionReputationPromote and protect corporate reputation, build trust and goodwill1
2017 Communications Priorities2•Build and communicate Costa Cruises’ position as a “Cultural Brand” in the marketplace to build a common understanding among all stakeholders. •Leverage key business/marketing initiatives to bring Italian cultural experience to life in a way that thrills, excites and captures attention of Chinese consumers. •Reinforce foundation assets for both promotion and protection purposes to help build a conducive business environment for Costa Cruises.•Well manage and consolidate PR agency’s resources to create a consistent and integrated communications system.
2017 Big Idea3Costa Presents the Essence of Italy: Go Costa, Let’s Festa •GO COSTA: to support business development in regions•LET’S FESTA: to promote products and marketing initiatives•THE ESSENCE OF ITALY: to build the positioning as a “cultural brand”
2017 Program HighlightsCSR I: When Italian Puppetry encounters Chinese Shadows•Launching Press Conference•Italy FAM Trip•Art Course Teaching Plan Development•University Campus Event (in 2018)GO COSTAESSENCE OF ITALYLET’S FESTAF&B Carnival•Launching Media Event•Press Release•KOL CoopIndustry Events•Speaking opportunities•Executive InterviewsSouth China•COVI Guangzhou Maiden Call•COVI Xiamen Maiden CallCelebrity Gao Yuanyuan•Pre-announcement•Press Release•Media & KOL Coop Costa Presents the Essence of Italy: “Go Costa, Let’s Festa”2017 Big IdeaCSR II: PsyLife Costa Cruises Course•Course Development•Launching Press Release (in 2018)•Middle School Campus Event (in 2018)North China•COFO Tianjin Maiden Call•North China Media FAM Trip•Feature Story: F&B (Quanjude), new cruisesEast China•East China Media FAM Trip•Feature Story: Upgraded Fashion Experience (Alipay)Brand Messaging PolishingMedia Strategy OptimizationBrand Protection & Crisis ManagementBusiness SupportMarketing PromotionCultural Brand Building4Party Bus Road Show•Media Participation•KOL Coop
Cultural BrandBuilding
6CSR Program I – 当意大利傀儡戏遇上中国皮影戏OverviewBoth Opera dei Pupi and Shadow Play are inscribed in the UNESCO Intangible Cultural Heritage Lists.Opera dei Pupi was once endangered, the Italian government set a series of plans to organize training workshops for young puppeteers and festival awards for best troupes. Now Chinese Shadow Play is also in danger of becoming a forgotten craft. The best practices from Italy can help the local government and organizations to better protect•Join hands with Italian Cultural Institute of Italian Embassy in Beijing, and 中国皮影艺术委员会 , hold one on-the-ground event to announce the program ...
