VW品牌全车系路演(武汉站)活动方案

部门DepartmentDepartmentDepartmentDepartment版本号VersionVersionVersionVersionNo.No.No.No.4444保密级别SecrecylevelSecrecylevelSecrecylevelSecrecylevel更新日期DateDateDateDateVW品牌全车系路演活动方案VWCrosslineRoadshowSVWSVWSVWSVW世博推广世博推广世博推广世博推广传播主轴传播主轴传播主轴传播主轴CommunicationTCommunicationTCommunicationTCommunicationThemeofSVWEXPOhemeofSVWEXPOhemeofSVWEXPOhemeofSVWEXPOCampaignCampaignCampaignCampaign传播主轴传播主轴传播主轴传播主轴：：：：““““无限大众梦想，缤纷城市生活无限大众梦想，缤纷城市生活无限大众梦想，缤纷城市生活无限大众梦想，缤纷城市生活””””从消费者角度出发从消费者角度出发从消费者角度出发从消费者角度出发fromthepointofthefromthepointofthefromthepointofthefromthepointofthecustomerscustomerscustomerscustomers•享受城市生活的便利享受城市生活的便利享受城市生活的便利享受城市生活的便利enjoytheenjoytheenjoytheenjoytheconvinienceofcitylifeconvinienceofcitylifeconvinienceofcitylifeconvinienceofcitylife•让未来比现在更美好让未来比现在更美好让未来比现在更美好让未来比现在更美好makeabetterfuturemakeabetterfuturemakeabetterfuturemakeabetterfuture世博口号和精神世博口号和精神世博口号和精神世博口号和精神thesloganandspiritofthesloganandspiritofthesloganandspiritofthesloganandspiritofEXPOEXPOEXPOEXPO•城市让生活更美好城市让生活更美好城市让生活更美好城市让生活更美好bettercitybetterlifebettercitybetterlifebettercitybetterlifebettercitybetterlife•城市科技创新城市科技创新城市科技创新城市科技创新innovationofcitytechinnovationofcitytechinnovationofcitytechinnovationofcitytech•城市多元文化融合城市多元文化融合城市多元文化融合城市多元文化融合thefusionofdiversityinthefusionofdiversityinthefusionofdiversityinthefusionofdiversityincitycitycitycity与产品关联与产品关联与产品关联与产品关联connectiontoourconnectiontoourconnectiontoourconnectiontoourproductsproductsproductsproducts•汽车提高汽车提高汽车提高汽车提高城市城市城市城市生活品质生活品质生活品质生活品质automobilepromotesautomobilepromotesautomobilepromotesautomobilepromotesthecitylifethecitylifethecitylifethecitylife•汽车加速城市建设和发展汽车加速城市建设和发展汽车加速城市建设和发展汽车加速城市建设和发展automobilespeedupautomobilespeedupautomobilespeedupautomobilespeeduptheconstructionandtheconstructionandtheconstructionandtheconstructionanddevelopmentofcitydevelopmentofcitydevelopmentofcitydevelopmentofcity体现上海大众特色体现上海大众特色体现上海大众特色体现上海大众特色ShowShowShowShowthethethethecharacteristicsofSVWcharacteristicsofSVWcharacteristicsofSVWcharacteristicsofSVW•创新和融合创新和融合创新和融合创新和融合innovationandfusioninnovationandfusioninnovationandfusioninnovationandfusion•品质和信赖品质和信赖品质和信赖品质和信赖qualityandtrustqualityandtrustqualityandtrustqualityandtrust•环保节能的努力环保节能的努力环保节能的努力环保节能的努力effortsonenergyeffortsonenergyeffortsonenergyeffortsonenergysavingsavingsavingsaving企业公关概念：企业公关概念：企业公关概念：企业公关概念：““““融大众，迎世博融大众，迎世博融大众，迎世博融大众，迎世博””””CommunicationthemeCommunicationthemeCommunicationthemeCommunicationtheme：：：：BBBBoundlessSVWdreamoundlessSVWdreamoundlessSVWdreamoundlessSVWdream,C,C,C,Colourfulcitylifeolourfulcitylifeolourfulcitylifeolourfulcitylife””””SVWSVWSVWSVW全车系路演全车系路演全车系路演全车系路演内容框架内容框架内容框架内容框架AspectAspectAspectAspectofSVWofSVWofSVWofSVWRoadshowRoadshowRoadshowRoadshowSVWSVWSVWSVW现代史现代史现代史现代史＆未来之路＆未来之路＆未来之路＆未来之路SVWMilestoneSVWMilestoneSVWMilestoneSVWMilestone科技科技科技科技环保环保环保环保TechnologyTechnologyTechnologyTechnologydisplaydisplaydisplaydisplay和谐生活和谐生活和谐生活和谐生活BetterLifeBetterLifeBetterLifeBetterLife无限无限无限无限大众大众大众大众梦想，梦想，梦想，梦想，缤纷缤纷缤纷缤纷城市城市城市城市生活生活生活生活BBBBoundlessoundlessoundlessoundlessSVWSVWSVWSVWdreamdreamdreamdream，，，，CCCColourfulolourfulolourfulolourfulcitycitycitycitylifelifelifelifeTSITSITSITSI发动机发动机发动机发动机展示展示展示展示TSIEngineDisplayTSIEngineDisplayTSIEngineDisplayTSIEngineDisplay环保用品环保用品环保用品环保用品DIYDIYDIYDIYSupplierDIYSupplierDIYSupplierDIYSupplierDIY专家讲解专家讲解专家讲解专家讲解CarInstructionCarInstructionCarInstructionCarInstruction全车系展示全车系展示全车系展示全车系展示SVW(VW)carSVW(VW)carSVW(VW)carSVW(VW)carDisplayDisplayDisplayDisplay环保推广环保推广环保推广环保推广PPPPromotionromotionromotionromotionofenvironmentofenvironmentofenvironmentofenvironmentprotectionprotectionprotectionprotection环保环保环保环保服装秀服装秀服装秀服装秀FashionshowFashionshowFashionshowFashionshow活动概要活动概要活动概要活动概要活动时间：2010年6月26日-27日活动地点：武汉国际会展中心（室外）活动场次：媒体场26日当日场次：一场演出具体时间19：00-19：3011：00-12：00安排讲师与主持人，参与电台直播访谈节目。（待定）公众场27日演出当日场次：三场具体时间10：00-10：3011：00-11：3015：00-15：30媒体场主要流程媒体场主要流程媒体场主要流程媒体场主要流程44..55..22..环保服装开场秀环保服装开场秀环保服装开场秀环保服装开场秀Environmental-friendlycostumeshowEnvironmental-friendlycostumeshowEnvironmental-friendlycostumeshowEnvironmental-friendlycostumeshow服装设计师与汽车讲师现场互动服装设计师与汽车讲师现场互动服装设计师与汽车讲师现场互动服装设计师与汽车讲师现场互动Interactivebetweenspecialist&designerInteractivebetweenspecialist&designerInteractivebetweenspecialist&designerInteractivebetweenspecialist&designer专家讲车（上海大众汽车环保科技、美好生活）专家讲车（上海大众汽车环保科技、美好生活）专家讲车（上海大众汽车环保科技、美好生活）专家讲车（上海大众汽车环保科技、美好生活）SVWcarintroductionbyspecialistSVWcarintroductionbyspecialistSVWcarintroductionbyspecialistSVWcarintroductionbyspecialist33..主持人引出设计师及汽车讲师主持人引出设计师及汽车讲师主持人引出设计师及汽车讲师主持人引出设计师及汽车讲师MCinvitecarspecialist&fashiondesignerontothestageMCinvitecarspecialist&fashiondesignerontothestageMCinvitecarspecialist&fashiondesignerontothestageMCinvitecarspecialist&fashiondesignerontothestage66自由赏车、观赏环保作品、拍照、领赠品自由赏车、观赏环保作品、拍照、领赠品自由赏车、观赏环保作品、拍照、领赠品自由赏车、观赏环保作品、拍照、领赠品、播放、播放、播放、播放PASSATTVCPASSATTVCPASSATTVCPASSATTVCEnding/Phototaking/PASSATTVCEnding/Phototaking/PASSATTVCEnding/Phototaking/PASSATTVCEnding/Phototaking/PASSATTVC11..开场视频开场视频开场视频开场视频++++开场表演开场表演开场表演开场表演OpeningVCR+OpeningshowOpeningVCR+Openings