PRplanforGoodwillTrophy.docVIP

Page  PAGE 6 of  NUMPAGES 6 Outline PR Campaign Drafted by Anita Lai of Mission Hills Golf Club February 25, 2006 The following outline includes a recommended PR campaign to create awareness, positioning and leveraging of the Goodwill Trophy 2006, throughout Asia (and Europe) Jon, have to rely on your side to add the elements that works for Europe. . Brief To create execute a comprehensive public relations campaign to handle all media relations and relevant event publicity for the Goodwill Trophy 2006. The Public Relations Strategy Identified PR Objectives To position the Goodwill Trophy as the groundbreaking golf tournament created by the two golf giants in the world; To reinforce the Celtic Manor Resort and Mission Hills Golf Club brand and positioning using golf as a platform in both sports and business arenas; Position the Goodwill Business Forum as the annual forum for world’s business leaders to gather and exchange views; To maximise publicity for the event through pro-active media relations and promotions; Build up excitement and anticipation of this unique event.  The Proposed Strategy There are five phases in the strategy: Phase 1: Announcement of Event – November, 2005 IMPACT AND ATTENTION Phase 2: Building Awareness – December 2005 to April 2006 CONTINUE COMMUNICATION ANNOUNCEMENT OF BUSINESS FORUM ORGANIZING PARTNER IN HONG KONG ANNOUNCEMENT OF MEDIA PARTNER Phase 3: Sponsors Announcement in China / HK and UK– May to End July 2006 LAUNCH OF GOODWILL TROPHY OFFICIAL WEBSITE ANNOUNCEMENT OF TITLE SPONSOR / SPONSORS DURING WALES OPEN NOISE SUSTAINING IN MAJOR MARKETS Phase 4: Countdown – August to Mid November 2006 HYPE AND ANTICIPATION ANNOUNCEMENT OF RYDER CUP COUNTRIES PLAYERS ANNOUNCEMENT OF REST OF THE WORLD PLAYERS Phase 5: On Event and Post Event – End November 2006 EVENT AND POST EVENT EVALUATION Note: PR Campaign for the Goodwill Trophy 2006 will be a combined effort between Celtic Manor Resort, Mission Hills Golf Club, the bu