全新BMW+7系发布会活动执行细案

1全新BMW7系发布会活动执行方案Theall-newBMW7SeriesLaunchEventManual请下载后参阅（遮挡可移除）2活动执行指导套装包括EventPackageContains1.2.全新BMW7系发布会指导文件(1DVD)-开场欢迎短片，-全新BMW7系发布会活动指导-施工图源文件-平面图源文件EventPackageincludes(1DVD):-Welcometrailer-Theall-newBMW7SeriesLaunchManual-ProductionDrawingofallConstructionItems-ArtworkFileof2DLayout邮寄资料将于2008年12月19日之前抵达经销商处DealerwillreceivealltheDVDmaterialsbeforeDecember19th,2008请下载后参阅（遮挡可移除）目录Index整体活动概述EventOverall发布方案要点介绍LaunchConceptOptions活动方案1详情Concept1活动方案2详情Concept2活动方案3详情Concept3活动方案4详情Concept4搭建物料制作指引ProductionMaterialGuidelines活动流程要点KeyEventLogisticPoints活动准备时间表EventTimeline人员分工ManpowerAllocation职责划分及描述4-67-1415-2728-4344-5051-6465-7071-74757677-78RolesandResponsibilities3请下载后参阅（遮挡可移除）整体活动概述EventOverall活动时间:2009年01月11日-2009年01月22日EventDate:Jan11–22,2009活动地点:Venue:经销商展厅，或高端的俱乐部，会所，艺术馆等等…Dealershowrooms,otheroutdoorpremiumvenues,i.e.modernandfashionablegalleryorclubhouseetc.出席人数:60-90位(包括现有及潜在客户，当地媒体，合作伙伴，大客户等)Attendance:60-90guests(customers&futureprospects,selectedlocalmedia,VIPpartners&fleetcustomers.)活动目的:EventObjectives:−将全新BMW7系引入当地市场TointroduceTheall-newBW7Seriestolocalmarket−在目标群体中产生兴趣和感染力Togenerateinterestsandemotionalappealamongthetargetgroups−吸引试乘试驾，促进销售Toencouragetestdrivesandtherebysupportsales－提高客户忠诚度，增加再次购买的机会Toenhancecustomersatisfactionandincreaserepurchaseopportunity−促进媒体广泛宣传Togenerategoodmediacoverage活动创意：EventConcepts:我们为经销商提供了四种活动方案，经销商可根据场地情况选取适合的方案。为取得良好的发布效果，建议发布活动在晚上进行。BMWprovidesfoureventconceptsforyourselection.Pleaseadapttofityourlocalsetting.Aneveningprogramissuggestedtoachievebesteventresult.4请下载后参阅（遮挡可移除）5整体活动概述EventOverall概念及定位Conceptandtonality本次活动的基本主题是“驾驭世界不断向前”Thecommunicationconceptof“DrivingtheWorldAhead.Again.”willbethemainunderlyingthemeforthelaunchevent.本次发布会也要表达出BMW7系在不同年代引领豪华车的市场潮流ThemessageofthislaunchistoshowBMW7Seriessettingnewstandardsinthepremiumsegment,throughthedifferentdecades.−富有艺术美感Aesthetic−尊贵Exclusive−创新Innovative−责任感Responsible品牌价值BrandValues−文化Culture−创新Innovative−责任感Responsible请下载后参阅（遮挡可移除）67系历史介绍TheBMW7SeriesSuccessStory全新BMW7系，更高标准…Withtheall-newBMW7Series,standardshavebeensetevenhigher…整体活动概述EventOverall1952-1964BMW5021977-1986BMWE231994–2001BMWE382001-2008BMWE661986–1994BMWE327发布方案要点介绍LaunchConceptOptions方案1:旋转舞台Concept1:RotatingStage−应用弧形背板为投影屏幕，创新的旋转舞台，逐步满足来宾对新车全貌的期待Inthisconcept,acurvedbackdropandarotatingstageareusedtolaunchthecarinanaestheticandinnovativeway.−鉴于旋转舞台的尺寸，此方案仅适用于大型和中型展厅Applicableinlargeandmediumshowroomsduetothesizeofrotatingstage.第一步领导致词第三步旋转舞台转动第二步视频短片第四步新车亮相请下载后参阅（遮挡可移除）明细Items费用（大型展厅）LargeShowroom费用（中型展厅）MediumShowroom1-搭建Production¥160,000.00¥140,000.002-AV¥75,000.00¥73,000.00总计Total¥235,000.00¥213,000.008方案1:旋转舞台Concept1:RotatingStage−此方案主舞台展车区域约80平米（不含餐饮区，签到区和来宾就座区）Themainstageforconcept1is80sqm−方案1搭建与AV费用预估：CostestimationofproductionandAV:7m6m7mDiameter0.5m发布方案要点介绍LaunchConceptOptions请下载后参阅（遮挡可移除）发布方案要点介绍LaunchConceptOptions方案2:三翻及双滑动门Concept2:Tri-media&Double-SlidingDoors−发布车藏于背板后，车开出后经过T型舞台,像明星出场。当三翻变换图案后，客人在欣赏新车同时可以三翻为背景与新车合影留念Withspecialsmokeandlightingeffect,thecarisdrivenoutontotheT-stagelikeasuperstarinafashionshow,andbytri-media,themotifofthestagebackdropchangescompletelyandsimultaneously.−适用任何展厅Applicableinanyshowroom第一步滑动门1闭合第三步发布车驶出，滑动门2打开，三翻切换画面，大屏幕继续播放短片至结束9第二步滑动门1打开第四步新车亮相请下载后参阅（遮挡可移除）明细Items费用（大型展厅）LargeShowroom费用（中型展厅）MediumShowroom费用（小型展厅）SmallShowroom1-搭建Production¥170,000.00¥150,000.00¥110,000.002-AV¥61,000.00¥58,000.00¥55,000.00总计Total¥231,000.00¥208,000.00¥165,000.007m5m4m发布方案要点介绍LaunchConceptOptions方案2:三翻及双滑动门Concept2:Tri-media&Double-SlidingDoors−此方案主舞台展车区域约90平米（不含餐饮区，签到区和来宾就座区）Themainstageforconcept2is90sqm2m1.5m1.5m−方案2搭建与AV费用预估：CostestimationofproductionandAV:106m请下载后参阅（遮挡可移除）发布方案要点介绍LaunchConceptOptions方案3:滑动门Concept3:SlidingDoor−发布车藏于背板后，车开出后经过T型舞台像明星出场Withspecialsmokeandlightingeffect,thecarisdrivenoutontotheT-stagelikeasuperstarinafashionshow−适用任何展厅Applicableinanyshowroom第一步滑动门闭合第三步新车亮相，滑动门关闭，大屏幕继续播放短片至结束11第二步滑动门打开请下载后参阅（遮挡可移除）明细Items费用（大型展厅）LargeShowroom费用（中型展厅）MediumShowroom费用（小型展厅）SmallShowroom1-搭建Production¥150,000.00¥130,000.00¥90,000.002-AV¥61,000.00¥58,000.00¥55,000.00总计Total¥211,000.00¥188,000.00¥145,000.007m5m4m发布方案要点介绍LaunchConceptOptions方案3:滑动门Concept3:SlidingDoor−此方案主舞台展车区域约90平米（不含餐饮区，签到区和来宾就座区）Themainstageforconcept2is90sqm2m1.5m1.5m−方案3搭建与AV费用预估：CostestimationofproductionandAV:126m请下载后参阅（遮挡可移除）发布方案要点介绍LaunchConceptOptions方案4:WhiteRoomConcept4:WhiteRoom−揭开双层神秘面纱，环境高雅，独一无二Tosetupawhiteroominthe4Stoandlaunchthecarinanexclusiveandelegantway.−适用任何展厅Applicableinanyshowroom第三步新车亮相13第一步领导讲话第二步视频短片请下载后参阅（遮挡可移除）明细Items费用（大型展厅）LargeShowroom费用（中型展厅）MediumShowroom费用（小型展厅）SmallShowroom1-搭建Production¥210,000.00¥190,000.00¥150,000.002-AV¥78,000.00¥77,000.00¥72,000.00总计Total¥288,000.00¥267,000.00¥222,000.00−方案4搭建与AV费用预估：CostestimationofproductionandAV:147m发布方案要点介绍LaunchConceptOptions方案4:WhiteRoomConcept4:WhiteRoom−此方案主舞台展车区域约50平米（不含餐饮区，签到区和来宾就座区）Themainstageforconcept4is50sqm7m6m请下载后参阅（遮挡可移除）15活动方案1详情Concept1内容Agenda−发布时刻描述LaunchSequenceDescription−活动流程Rundown−活动流程各步骤细节指导CueSheet−技术要点Tec