LINCOLN MKZ HEV EXCLUSIVE TEST DRIVE PROPOSALPREPARED BY REDWINGS2017.02
Content Overview-Greeting Package-Welcome Dinner-Test Drive-Lifestyle Experience _ Sea Sailing / Water Sports / Afternoon Tea break / Relaxing SPA • General Information• Program Overview• Key Message• Project Timeline• Event Rundown• Event Facts -Test Drive Route-3rd Party Suppliers _ Accomandation / Meals / Coach Team-PR Materials -Brandmarks
General InformationEvent Facts- Test drive : 19th Mar. – 26nd Mar. 2017- Location: Sanya, China- invitation: total 16-24 media in 2-3 wavesStrategies- Select key media and KOLs, leverage their influence to deliver the core message of MKZ HEV to media group or public.- Fully leverage platforms and channels of core media in different categories; sustain in-depth, multi-angle coverage in the SHAS warm-up.- Build small-scale, exclusive media activities and have leisure, delicate arrangements to allow media to fully experience MKZ HEV’s USP and positioning.
Key MessageMKZ HEV introduction shows Lincoln’s ultimate possibilities. The excellent performance in full aspects leads/enables a youthful spirit to pursue a life filled with strong and soft, active and still, nature and fashion.- Plant the first impression and bring the favorability of MKZ Hybrid to media with the exclusive test drive; make core media aware of the spirit of MKZ Hybrid. - Create lasting volume that could last till the launch and sustainment periods. - Integrated “taste” and “wisdom” elements into experience program.
Program OverviewMar. 20Wave AArrivalMar. 21Mar. 22Welcome dinnerWater Sports/ SPADepartureTest DriveDeparture* Group B will arrive at the afternoon when Group A departsWave BArrival
Project TimelineDateDescription24-Feb Proposal submitted Hotel suggestions Interactive activities suggestions27-Feb Site check28-Feb Welcome dinner/lunch place suggestions6-Mar Attendee name list confirmed10-Mar Event Rundown & Facts confirmed 13-Mar PR Materials preparation – backdrop production, welcome room drop, name badges, logo boards and etc.19-Mar Staff Arrival & Preparation20-Mar Test Drive Starts26-Mar Test Drive Ends28-Mar Post-event Report submitted31-Mar Actual quotation finalized
Event RundownDayTimeContentDay 114:00Wave A media arriveAirport pick up and Hotel check-in14:00-18:00Break18:00-20:00Welcome dinnerDay 208:30-09:45Breakfast10:00-10:30Morning briefing10:30-13:00Free Test Drive13:00-14:00Lunch14:00-14:30Break14:30-17:00Sea Sailing/SPA18:00-20:00Closing DinnerDay 308:30-09:45Breakfast10:00-12:00Wave A Media depart14:00Wave B media arrived & Check in
Event Facts_ Accommodation Suggestion_ PARK HYATT SanyaRMB1,900/night including net.Protected for a decade as a Coral Sea Conservation Zone, few have had the privilege of visiting Sunny Bay in the past, and today, limited access is provided via a five-kilometer private road that hugs the shoreline.
Event Facts_ Accommodation Suggestion_ PARK HYATT Sanya
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