ABB公司公关活动案例.ppt

《ABB公司公关活动案例.ppt》由会员分享，可在线阅读，更多相关《ABB公司公关活动案例.ppt（105页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、.Basic PlanBasic PlanDesiredAimAimTargetGuestsDate&LocationTheme&ThemeAnalyzing.Operation PlanOperation PlanStrategyProtectionPlanServicePlan.VI DesignVI Design.OtherOtherOperationShareCountDown.BudgetBudgetExhibitionZoneArrangementSceneConstructionModelMaking CatalogueCatalogue.Basic PlanBasic Plan

2、DesiredAimAimTargetGuestsDate&LocationTheme&ThemeAnalyzingDesired AimDesired AimTocelebratethe80thBirthdayofABBsMCBsseriesofproductsandtolaunchitsnewproductS260.TowidelyspreadABBsTenet“Tomakeworldlevelproductsandtocreatanewworldofelectricproducts”TodisseminatethatABBprovidenew,highqualityproductsand

3、servicesforthehumanbeings.TopromoteMCBsseriesofproductsandS260toattracttheinterestsofcustomers.ToemphasizetheleadingstatusofABBinitsindustry.Your Accomplishment Our FutureAimAimTarget AudienceTarget AudienceDesigning InstituteModelProducingPlantPropertyDeveloper、PropertyAgentDistributorABBStaffsFami

4、liesofGuestsLocation：NongzhanguanNanlu,ChaoyangDistrictStructure：Dining&EntertainmentZone,AmusementZoneandTouristVisitingZoneArea：Anareaof320ha.,includingalakeof67haDate&LocationDate&LocationDateDateJune7th,2003LocationLocationChaoyangPark,Beijing舞嘉年炫彩 绎智慧光芒 MCBs 80th Anniversary and Launching of it

5、s new products S260ThemeThemeShowauniquestyleofABB.To symbolize the prosperity of the celebration and toshowtheleadingstatusofABBinitsindustry.Festival-represents the ABBs 80th Anniversary andindicatesthehappinessofcelebration.ExcellentDisplaying-LifeinPubs，excellentperformances,variedgamesandfashio

6、nabledressesmaketheparkamagicworld.Theme AnalyzingTheme AnalyzingTheme AnalyzingTheme AnalyzingShow-Showusanewworldofelectrocircuitanditsleading status.Let human beings to share thetechnologyandthehappinessthatABBbrings.Wisdom-S260,designed by ABB,represents theculture of ABB and the humanity design

7、 of MCBsseriesofproducts.BrilliantRays-ABBbringstheworldofelectrocircuitintoabrightfuture.ThiscelebrationwillattractallthepeopleinBeijing,eveninthewholeworld.OperatingOperating PlanPlan StrategyStrategy Celebration Catalogue Summary Pre Meeting Tourist Visiting Rescueing Plan Climate Favourable Geog

8、raphical Position Support of People Service PlanStrategy-MeaningStrategy-MeaningAspecialMeetingplacewillgreatlyimpresstheguests.ABBshowsapowerfulworldtothepublicsthroughtheexhibition.Games,performances,entertainmentsandthespecialeffectsoflightsandsoundshowguestsABBsleadingstatusinindustry.Targetaudi

9、enceknowsABBbetterunderagoodatmosphere.StrategyStrategyCelebration CatalogueCelebration Catalogue Reception -Information Desks -Receptionists and AttendantsRegistration -Electronic Registration System Entrance -Enter the main venue through Time Tunnel -Stickup by thousands of people Opening A/V Show

10、VIP Enter Prologue CEOs opening remarks By starting Special Effects Fireworks MCB managements opening remarks Special guest remarks Launching of new products Dragon Boat CompetitionWater ArenaActivities on landBanquet PerformanceBeer Festival WishingWishing Laser PartyLaser PartyPre MeetingTourist V

11、isitingStrategyStrategyPrePreForwardparkingpassesandreserveparkingpositionsPrepareVIProomandassignstafftheirresponsibilitiesSetVIPpathtoguideVIPtoenterbeforecelebration.ForwardparkingpassesandreserveparkingpositionsPrepareVIProomandassignstafftheirresponsibilitiesSetVIPpathtoguideVIPtoenterbeforecel

12、ebration.ReceptionReceptionForwardparkingpassesandreserveparkingpositionsPrepareVIProomandassignstafftheirresponsibilitiesSetVIPpathtoguideVIPtoenterbeforecelebration.ForwardparkingpassesandreserveparkingpositionsPrepareVIProomandassignstafftheirresponsibilitiesSetVIPpathtoguideVIPtoenterbeforeceleb

13、ration.PreviewVIPname-list,determinespecialtransportationneedsforguestsandpre-arrangetransport Registration FormRegistration Form StrategyStrategyPrePreTheuseofswipecardguestregistrationsystemisanefficienttime-savingdevicethataccentuatesABBshigh-technologyprofileThesystemwillautomaticallycheckthegue

14、sts,whileentering,withtheICcardswhichwerereceivedbeforeeventsfromus.Familiesofguests,whoarelate,willenteraftertheconfirmationoftheirinformationandwillgetanIDcard.StrategyStrategyPrePre VIP RegistrationVIP RegistrationVIPentertheparkthrougheastgateandwillplant100trees,donatedbyABB,inGeneralWoods.VIPw

15、illgetgiftsandbetakentotheprivatechamberofEuropeanstylebycars.StrategyStrategyPrePreGuestswillenterthroughsouthgate.AfluorescentstamperofABB,MCBorS260logoswillbepressedonthehandsorarmsofguests,whichconductspropagandaofABB.DispatchGift-bags,containingpaper,anumbrellawithABBlogos,apassportwithticketsf

16、orallgamesandaballonforchildren.GiftsforNo1000,No200andNo3000guests.Guests RegistrationGuests RegistrationStrategyStrategyPrePreTheleftpathnearsouthgatewillbedesignedasatimetunnel.ABBs logo colors which includes the bold red and the two-tonewhitecolorswillbedisplayedonthewallsurfacesalongthetunnel.A

17、tthemainentranceofthetunneltherewillbealargetelevisionscreen(madeupof12smallparts)introducingABBandABBslineofproducts,andalsothecurrentdirectionofthecompanyson-goingdevelopment.StrategyStrategyPrePreStickup by thousands of peopleStickup by thousands of peopleAttheendofthetunnel,therewillbeaquadrateb

18、ackdrop,onwhichcelebrationthemeisprinted.Thebackdropisdividedintomanypaneswithnumberonthem.GuestswillreceiveroundplasterswithABBLOGOandnumbersonit.Ifallplastersarestickedontothebachdropaccordingtothenumberontheback,abigredMCBLOGOwillappear,whichrepresentsthat,ABBmakesMCB.StrategyStrategyPrePreVIPVIP

19、 EntranceEntranceMainVenuelocatsatSinkingSquare.ThereareseatsatFire-workSquareandShadowPathforguests.VIPareaisnearthestageandotherguestswillbeatthebackofVIParea.Aftercomingoutofprivatechamber,VIPwillcrossthelakebyboatandbedriventothevenuebysightseeingcars.ThewholeprocesswillbebroadcastedbyLED.Openin

20、g RemarksOpening RemarksEmceewilldeclarethebeginningofcelebration.Strategy-MeetingStrategy-MeetingBeginning of MCBs 80Beginning of MCBs 80thth Anniversary Celabration Anniversary CelabrationWhenalltheguestssitdown,LEDonbothsidesofstageswillshowapictureofCountingDownwithsound.WhenapictureofNumber1app

21、ears,ashortmovieofMCBsdevelopinghistorywillbebroadcasted.Whenthepicturechangesinto2003,anairbagwithMCBLOGOwillappearfromthebackofthebackdrop.Strategy-MeetingStrategy-MeetingRemarksRemarksMCBmanagementsopeningremarksSpecialguestremarksStaffsRepremarksCEOsopeningremarksLaunching of New ProductLaunchin

22、g of New ProductAroundearthballwillbeputonthestage,onwhichChineseplatedisappeared.AspacestationfullofABBA.I.slocatesontheleftoftheball.AbbCEOwillcontactitsA.I.sandsendamessagetoorderthemtosendS260toearth.Withtheorder,A.I.swillflytoearthinspaceshuttleandputS260atthevacancyontheballtostartthesystem.St

23、rategy-MeetingStrategy-MeetingThismeansthatABBbringslighttohumanbeingsontheearthusingitswisdoms.Itleadshigh-techtodevelopgraduallyandmakespowerforus.Strategy-MeetingStrategy-MeetingLaunching of New ProductLaunching of New ProductStrategy-Tourist VisitingStrategy-Tourist VisitingAfter appreciation of

24、 performances and celebration,guestsknow the ABB culture and wisdom naturally.Finally,theyrealizeABBsleadingplaceintheindustry.These will help ABB to keep relationship with its oldcustomersandtoattractotherpotentialcustomers.Strategy-Tourist VisitingStrategy-Tourist VisitingvWater ArenavActivities o

25、n landvBanquet PerformancevBeer FestivalvvWishingWishingvvLaser PartyLaser PartyDragon Boat CompetitionDragon Boat CompetitionGuestswillbedividedintosixteamswhichareDesigningInstituteTeam&,PropertyAgentTeam&,ModelProducingPlantTeam&,DistributorTeam&,StaffTeam&.Everyteamisoftwoplayersandeveryfourteam

26、sformsagroup.Thefirsttwowinnersofeachgroupwillenterthefinalafterpeliminarycontest.Tourist Visiting-Water ArenaTourist Visiting-Water ArenaTourist Visiting-Water ArenaTourist Visiting-Water ArenaCross Float BridgeCross Float BridgeGuestswillcrossfloatbridgewearinglifejacketsofABB,MCB,S260styles.Thefu

27、nnycoatsarelooseandlooklikeballs.Floatingbridgeconsistsofdozensoffloatagesconnectingwithlinesandlinesonthebothsidesforsafety.Winnerswillreceivesouvenirsfortheirbraveness.Thecompetitionwillbeheldatshalloworwithsailclothunderthebridge.Dressingroomsandawardingvenuewillbelocatedthere.Tourist VisitingTou

28、rist Visiting-Activities on landActivitiesActivitiesGuestscanchooseactivitiesprovidedinthepassportandaccordingtotheirinterests.Onlyfreeforonetime.Staffswillprovideconsultingservicesaroundtheactivityzones.Tourist VisitingTourist Visiting-Activities on landFlower Trucks MarchingFlower Trucks MarchingF

29、lowertruckswillbedecoratedbyflowesorfruits.TheheadofitwillbeanIndianheadportraitorCartooncharacters.Themarchingatnightwillberomanticwithbeautifullightandmusicsaswellasflowertrucks.Tourist VisitingTourist Visiting-Activities on landFlower Trucks MarchingFlower Trucks MarchingKing,queenandothercartoon

30、characterswillbeonthetrucksdispenseingcandiesandgifts.Flowertrucksforchildrenwillbedecoratedbythemselveswithflowers.Childrenwillwavetotheirparentsinsmallmovingtrain.Tourist VisitingTourist Visiting-Activities on landFlower Trucks MarchingFlower Trucks MarchingBandswearingrichdresseswillplayingmusicf

31、ollowingthetrucks.Caballeroeswearingfestivalclothswillpatrolintheparkatthesametime.Tourist VisitingTourist Visiting-Activities on landTreasure finding in LabyrinthTreasure finding in LabyrinthBecauseABBproductsspreadintomorethan140countriesintheworld,wewillbuildminisizesightssuchasLondonBridge,Sydne

32、yOperaHouse,GermanCastlesandsoonaroundthepark.GuestswhogatheredallMCBLOGOstampswillreceivegifts.ThelocationofallsightswillbeonthemapandacircuitdiagramofMCBwillappearconnectingalltheminimizesightsonthemap.Tourist VisitingTourist Visiting-Activities on landBuffoons over the SeaBuffoons over the SeaAbu

33、ffoonwillbesittingonaboard,whichcanbeupanddown,overtheball-sea.Besidehim,thereisaroundtargetwithABBLOGOatbulls-eye.Thebuffoonwillfalldowntoball-seaifanyguesthitthebulls-eyewithtennisballs.Tourist VisitingTourist Visiting-Activities on landPhotograph AreaPhotograph AreaABBCEOsimagewillbeprintedonabac

34、kdropofa1:1rateforphotographtaking.EveryguestcantakephotoswithhimandthephotowillbeprintedonABBsouvenirs.Tourist VisitingTourist Visiting-Activities on landDesigncartoonclothsofABB,MCBandS260forthecelebrationaccordingtoABBcultureanditsproductsfeatures.SpecialClothsDesign:ABBasfather,MCBasmotherandS26

35、0asachild.Staffswillweartheseclothsatcelebrationtomakeaatmosphereoffamily.PropagandaPropagandaTourist VisitingTourist Visiting-Activities on landChildren Magic CollegeChildren Magic CollegeItisspecialforchildrenandlocatedatRainbowFairyland.Therearelotsofentertainmentfacilitiesforchildreninthisarea.C

36、hildrenwillbedressedaslittlenecromancersandnecromancersfromGermanywillteachthemmagic.Painterswillmakeupchildrensfaceswithcoloureddrawingorpattern.Tourist VisitingTourist Visiting-Activities on landGrimms Fairy Tales GardenGrimms Fairy Tales GardenEveryonecanmakewishesfortheirfamiliesandfriendsunderW

37、ishingTree.MinniesHousewillbelocated.Manyghosts,madebylighteffect,willtellfairytalesinGhostHouse.Tourist VisitingTourist Visiting-BanqueBanque BanquetBanquetBanquetwillbeabuffetstyleofbothChineseandwesternstyleaswellasTurkishRoast.Thereisaspecialareaforchildrentohavesupper.BanquetwillbeatRotatingWoo

38、denHorseSquare,connectingShadeAreaandCenturialFountainSquare.ChairsandsofaswillbeputatShadeAreaforgueststorelax.Tourist VisitingTourist Visiting-Banquet Banquet PerformancePerformance Banquet Banquet PerformancePerformanceSomemusicians,playingCello,Violin,SaxandBagepipe,willplaymusicduringbanquet.To

39、urist VisitingTourist Visiting-Banquet Banquet PerformancePerformanceBeer SquareBeer SquareMainvenuelocatesatCenturialFountainSquareandgamevenuelocatesatRotatingWoodenHorseSquarewithbeautifullights.！TherewillbebeerdrinkingareawithLatinmusic,Jazzanddancing,WineExhibition,BeerStreet,DrinkingCompetitio

40、n,etctospreadcultureofbeer.StaffswillwearacientnativeGermancloths.Tourist VisitingTourist Visiting-Banquet Banquet PerformancePerformanceBeerdrinkingcompetitionisthemostinterestingone.Competitorsfromdifferentcountries,ofdifferentagesandsex,takepartinit.Guestspaynoattentiontothescoresbecausetheygetto

41、gethertocelebrateMCB80thbirthday.Thereare3competitions,one-minutefastdrinking,one-bottlefinishingandanotheronedependsonhowmuchonecandrinkwithouttimelimitation.Beer SquareBeer SquareTourist VisitingTourist Visiting-Beer FestivalBeer FestivalThisisamagicworld.EveryonegettogethertodrinkcheeringforMBCs8

42、0thAnniversary.Wewillalsoprovideroasts,Germansausages,andGermanpettitoes.Aftermeal,Germantraditionalcakes,GermansweetringsandotherGermansnackswillbeprovidedwithbeer.Beer SquareBeer SquareTourist VisitingTourist Visiting-Beer FestivalBeer FestivalBeer Carrying RelayBeer Carrying RelayEachteamincludin

43、gthreecompetitorscarriesabiottleofbeertocrossobstaclestowinthecompetition.Everycompetitorwearingawaterproofcoatavoidingbeingwet.Audiencescanpourbeerorthrowcolourbeltstocompetitorsduringthecompetition.Tourist VisitingTourist Visiting-Beer FestivalBeer FestivalTwo guests will wear beer bucketClothesto

44、hiteachother,untilltheotheronefallontotheground,whichismadeof sponge cushions.The winners ofpreliminarycontestwillenterthefinal.Tourist VisitingTourist Visiting-Beer FestivalBeer FestivalThematchislikeSHUFFLE-BOARD.Theslipperydesktopwillbedividedintotwodivisioninredandgreen.Frontredpartmeansdangerou

45、s,backgreenpartmeanssafe.Undertheendlineofdesk,thereisacontainerforbottles.Guestspourabottleofbeertothesafeareaofthedesk.Questswhohasthemostbottlesinsafeareawillwinthematch.Keeping SafeKeeping SafeTourist VisitingTourist Visiting-WishingWishingKilo Colour Wishing TreeKilo Colour Wishing TreeEnchante

46、rEnchanterAGermanenchanter,usinghismagicball,willpredictguestsfortuneinthenextyear,accordingtotheirownconstellationsunderwishingtree.Beautiful lights on kilo colour wishing tree andfestivallightsalongbothlakeshoreswillbeshiningfromduskuntilmidnight.Guestswillmakewishesunderwishingtreeafterwanderinga

47、roundtheshoresandappreciatingthisbeautifulnightwhichleavesagoodmemorytothem.Laser PartyLaser PartyTourist VisitingTourist Visiting-Laser PartyLaser PartyT-StagewillbebuiltatmainvenueandwillextendtoFire-workSqure.TheshowwillbeginduringBanquetandBeerFestival.SummerCostumeShowSummerLuckyDeliverJazzPerf

48、ormanceNativeGermanMusicActTourist VisitingTourist Visiting-Laser PartyLaser PartySomeordinarypeoplewillmakeafashionshowwearingMCBProduct-Styleclothes.OldoneswillwearABB,midlleagefemaleswillwearMCBandchildrenwillwearS260,whichmakeeveyonefeellikeafamily.MCB Products Fashion ShowMCB Products Fashion S

49、howTourist VisitingTourist Visiting-Laser PartyLaser PartySummer Costume ShowSummer Costume ShowABB,MCB,S260LOGOwillbepressedonbodies,armsandnecksofbeautifulmodels,wearingclothsofflowerpatterns.Guestsfeelsummerinpopmusics.ProfessionalcostumedesignersandDresserswillteachfemaleguestshowtowearclothsand

50、howtoprotecttheirskins.Tourist VisitingTourist Visiting-Laser PartyLaser PartyEveryguestsawardvoucherwillbeofMCBseriesproductinsteadofordinarynumber,forinstance,123couldexpressasS250,S260,S270.ThisgamewillreleasegueststirednessandtoadvertiseABBnaturally.Itwillbeduringthebreaksofotheractivities.Summe