2015北京奔驰中国网球公开赛创意执行方案.pptx

2015 China Open Event OperationCreated by AcrossChina07/16/2015INDEX目录Understanding背景理解Event basic 项目背景Event objective 项目目标Creative Thought创意Core concept 创意推导Creative solution 创意执行Event Management项目管理Program Arrangement 活动安排01Understandings背景理解Basics 背景信息Communication strategy 沟通策略 Objective 目标Understanding 背景理解EVENT BASIC 背景信息 赛事名称：中国网球公开赛 Event Name: China Open 赛事时间：2015.9.27-10.11 Event Date: September 27 to October 11, 2015 赛事观众：近300，000人次 Event Spectators: 300,000 pax 赛事选手：WTA前20名选手强制出赛；ATP选手前20超过半数出赛 Players: Top 20 players in WTA; More than half of top 20 players in ATP 赛事项目：WTA女子单打/双打；ATP女子单打/双打；ITF国际青少组比赛 Matches: WTA Women’s Singles/Doubles; ATP Men’s Singles/Doubles; ITF Juniors 赛事级别：WTA赛事为皇冠明珠；ATP赛事为ATP500系列赛事 Tournament Level: WTA as a Crown Jewels; ATP one of the ATP500 series matchUnderstanding 背景理解EVENT BASIC 背景信息 项目名称：2015 中国网球公开赛 Event Name: 2015 China Open 赛事时间：2015.9.27-10.11 Event Date: September 27 to October 11, 2015 活动地点：中国网球中心 Event Venue: China National Tennis Center 参与嘉宾：VIP, 媒体，其他来宾等 Participants: VIP, Media, others 品牌中心互动 Brand Center Interaction 现场车辆展示 On-site car display 明星嘉宾品牌中心互动 Tennis Star Interactive in Brand Center 来宾接待 Guests ReceptionUnderstanding 背景理解OBJECTIVE 背景信息通过品牌中心北京奔驰新一代GLA，S迈巴赫，C，E和GLK等车型的展示， 让北京奔驰的拥趸得以欣赏北京奔驰产品发展的历史和未来； The BBAC Brand Center unveiled its updated brands to the public for the first time, including Beijing Benz new GLA-class, classical sedans Maybach S, C-class, E-class sedans and GLK.邀请众多网球球星抵达品牌中心，与球迷和车主近距离互动。 使整个奔驰品牌中心成为整个中网最具焦点话题和人气的展台； Throughout the competition, BBAC organized tennis star events and other interactive actives to provide fans with the opportunity to connect with their favorite tennis players. These unique, one-of-a kind opportunities created a passionate, fashion and exclusive atmosphere for all event attends 赛事期间举办丰富多彩的的品牌活动，为广大球迷带来“激情，动感，时尚”的观赛体验。 Also, BBAC organized a variety of brand activities at brand center so that fans could take part in the passionate, dynamic, an