【方案】2022白酒品牌会员春季会员体验活动策划方案-52正式版.pptx

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1、x x之春 观 湖 揽 春 踏 青 拾 趣-2 0 2 2X X X荟 会 员 春 季 会 员 体 验 活 动-目录C O N T E N S活动概述01 传播亮点02布置规划03活动流程04 01PART活动概况春季踏青 活动背景 创意策略 策略落脚点 主题阐述 活动概述 场地推荐 活动亮点Event BackgroundCreative ExplanationCampaign KeywordsEvent Overview Theme elaboration Venue RecommendationActivity highlights 阳春三月，春意盎然，当X湖人文风光与千年XX相遇，一场

2、极致的X湖文化春意拾趣之旅就此开启。XXX传承了郭怀玉遵循自然的传统酿制技艺，创研“万年母槽，续槽配料，泥窖生香，密封发酵，看花摘酒，窖藏老熟”的酿酒技艺，XXXX窖池也成为世界酿酒史上的“活文物”，是你能品味的历史。活动结合X湖人文山水和文化风貌，将万千江城山水文脉藏于XX老酒中。多维度体验展开，品尝千年文化共性和X湖雅荟灵秀风光.取境X湖人文底蕴 藏于XX老酒之中活动背景 Event Background In March,spring is in full bloom,when the East Lake humanistic scenery and the thousand-year-

3、old cellar meet,an ultimate East Lake culture spring picking trip is opened.Guojiao X inherited Guo Huaiyu follow the natural traditional brewing techniques,the creation of the research ten thousand years mother trough,renew the trough ingredients,mud cellar,sealed fermentation,see the flowers pick

4、wine,cellar aging brewing techniques,Guojiao X cell you can taste.The event combines the humanistic landscape and cultural landscape of East Lake,hiding thousands of Jiangchengs landscape culture in the old wine of Guojiao.The multi-dimensional experience unfolds,tasting the commonality of millenniu

5、m culture and the spiritual scenery of East Lake Aloe.创意策略 Creative Explanation 乐享生活 XX时光在春天万物复苏的时刻，XX打造亲子外出时光，忘却工作的繁忙，和生活的烦忧，感受春天的新气象，一起乐享生活。陪伴亲子 户外出游亲子踏青春光俏，享露营、放风筝、游X湖，传递春天带来的魅力，陪伴踏青，追逐美好风景。Parents and children trekking in spring is beautiful,enjoying camping,kite flying,touring East Lake,passing

6、 the charm brought by spring,accompanying trekking and chasing beautiful scenery.In the spring when everything is reviving,the national cellar to create a parent-child time out,forget the busy work,and lifes worries,feel the new spring weather,enjoy life together.户外亲子/露营帐篷/沙滩音乐/灯光美食/美酒非遗 活 动 关 键 词策略

7、落脚点 Strategy landing point XX时光|亲子出游 X X湖露营N a t i o n a l C e l l a r T i m e|P a r e n t-C h i l d O u t i n g X E a s t L a k e C a m p i n g本次春季会员活动着重打造一场家庭式出游踏青，贴合三类人的体验进行设计，基于品牌文化内涵打造重在体验的活动。通过开展亲子露营，非遗手作体验等趣味的春季活动，感受亲子间无间的欢乐时光的同时融入了非遗等手作体验，呼应XX非遗工艺，进行品牌文化内涵的传播。This spring membership campaign

8、focuses on creating a family-style outing to the greenery.It is designed to fit the experience of the three types of people and is based on the cultural connotation of the brand to create activities that focus on experience.By carrying out fun spring activities such as parent-child camping and non-t

9、raditional handicraft experience.the national cellar non-foreign heritage crafts,the brand cultural connotation of the dissemination._ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _ 主题阐述 Theme elaboration 观 湖 揽 春 踏 青 拾 趣 2 0 2 2 X X X荟 会 员 春 季 会 员 体 验 活 动W a t c h i n g t h e l a k e i n s p r i n g a n d e n j o y

10、i n g t h e g r e e n e r y主题解析：“观湖览春，踏青拾趣”结合XX的酒文化与XX湖的地缘特色，打造充满春季大型记忆点的拾趣体验活动，以湖畔春景为媒，XX品牌文化为底蕴，特色非遗体验为亮点，浓墨重彩的描绘四季之首春色X湖之游，为后期具有特色的季节性的系列会员活动打响名片！Theme Analysis:Watching the lake and exploring the spring,picking up the fun combined with the wine culture of the national cellar and the geopolitical

11、 characteristics of Wuhan East Lake.Create a large spring memory full of fun experience activities.With the lakeside spring scenery as the medium,the national cellar brand culture as the background,the special experience as the highlight.The first of the four seasons-the spring tour of the East Lake

12、,for the later seasonal series of member activities with characteristics of the business card!_ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _活动概述 Event Overview 活 动 概 况 活动主题：观湖揽春踏青拾趣 2022XXXX荟会员春季会员体验活动活动时间：2022年3月活动地点：XXXX风景区 活动规模：每场 30 人以内活动形式：春季X湖文化主题体验，消费者互动体验+用餐活动目的：实现品牌曝光及媒体传播，全城曝光，迅速集结人气，为后续销售奠定基础 Theme of t

13、he event:Watching the lake to gather the spring-picking up interest in the greenery-2022 Wuhan National Cellar Aloe members spring membership experience activitiesActivity time:March 2022Venue:Wuhan East Lake Scenic Area Scale of activity:within 30 people per sessionActivity format:Spring East Lake

14、cultural theme experience,consumer interactive experience+diningPurpose of the activity:to achieve brand exposure and media communication,city-wide exposure,quickly gather popularity and lay the foundation for subsequent sales 活动亮点 Activity highlights 长 在 城 市 里 的 沙 滩 长 在 城 市 里 的 沙 滩 X X X X X X X X的

15、 的“马 尔 代 夫 马 尔 代 夫”XX XX/沙滩 沙滩/露营独属于春日的三重奏！露营独属于春日的三重奏！X X湖看海，不是一句玩笑话，白浪追逐沙滩，漫卷岩石，水底斑斓清澈。湖看海，不是一句玩笑话，白浪追逐沙滩，漫卷岩石，水底斑斓清澈。全新营地，花样亲水设施，踩水上自行车，划网红透明船，全新营地，花样亲水设施，踩水上自行车，划网红透明船，登湖心岛拍摄大片，荡着水上秋千看夕阳。登湖心岛拍摄大片，荡着水上秋千看夕阳。体验绝美沙滩、帐篷、烤肉、透明船等舒适惬意 体验绝美沙滩、帐篷、烤肉、透明船等舒适惬意.这才是居家出行的首选，一起酝酿一整个春天。这才是居家出行的首选，一起酝酿一整个春天。The

16、trio of national cellar/beach/camping belongs to spring alone!East Lake to see the sea,is not a joke,white waves chasing the beach,roaming the rocks,the water under the glittering clear.Brand new campground,fancy water-friendly facilities,pedal water bikes,rowing net red transparent boats.Climbing t

17、he lake island to shoot a big picture,swinging on the water swing to watch the sunset.Experience the beautiful beach,tents,barbecue,transparent boats and other comfortable and cozy.This is the first choice for home travel,brew a whole spring together._ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _活动亮点 Activity high

18、lights X X X X X X X X X X派 艺 术 蔑 扎 纸 鸢 派 艺 术 蔑 扎 纸 鸢 放 飞 湖 畔 春 意 放 飞 湖 畔 春 意XXXX XXXX艺术蔑扎与 艺术蔑扎与XXXX XXXX窖池有异曲同工之妙，窖池有异曲同工之妙，双方作为非物质文化，都是一种文化标识！双方作为非物质文化，都是一种文化标识！现场打造非遗蔑扎体验区，以传统文化进行碰撞，动静皆宜，现场打造非遗蔑扎体验区，以传统文化进行碰撞，动静皆宜，蔑扎将现代工笔画技艺融入到传统的风筝制作工艺中，蔑扎将现代工笔画技艺融入到传统的风筝制作工艺中，画面五彩缤纷、仪态万千，尽现 画面五彩缤纷、仪态万千，尽现XXX X

19、XX风筝特色，具有浓郁的荆楚韵味。风筝特色，具有浓郁的荆楚韵味。The art of Hanpai is similar to the cellar of Guojiao X.As intangible culture,both sides are a cultural identity!The site creates a non-heritage scabbard tying experience area,colliding with traditional culture,moving and still.The kite tying incorporates modern brush

20、 painting techniques into the traditional kite making process.The colorful and graceful images show the characteristics of Wuhan kites and have a strong flavor of Jingchu.W u h a n N o n-F o r e i g n A r t o f H a n S c h o o l S c o r n e d P a p e r K i t e-F l y i n g t h e S p r i n g b y t h e

21、 L a k e_ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _活动亮点 Activity highlights X X X X特 别 定 制 款 特 别 定 制 款春 季春 季酒 酿 酒 酿 V I P V I P纪 念 版 展 现 尊 贵 纪 念 版 展 现 尊 贵XX XX与 与X X湖联名特别定制春季酒酿 湖联名特别定制春季酒酿 春季版樱花酒酿。春季版樱花酒酿。不同 不同“酒花 酒花”形态代表不同酒精浓度，形态代表不同酒精浓度，“酒花 酒花”的出现都有各自的乾坤 的出现都有各自的乾坤，以酿酒工艺展开，融入定制的 以酿酒工艺展开，融入定制的东湖樱花 东湖樱花泡白酒的调酒区域

22、，泡白酒的调酒区域，用樱花酿制出来的酒有清新的花香味，可以解除疲劳，增进食欲，强身健体，用樱花酿制出来的酒有清新的花香味，可以解除疲劳，增进食欲，强身健体，来宾可在此 来宾可在此DIY DIY樱花酒带走 樱花酒带走，为来宾打造定制属性的酒展现，为来宾打造定制属性的酒展现VIP VIP会员的尊贵 会员的尊贵。National Cellar and East Lake co-branded special custom spring brew-East Lake spring version of cherry blossom brew.Different hop forms represent

23、different alcohol concentrations,and the appearance of the hops have their own functions.The brewing process will be developed,and the blending area will be integrated with the custom-made East Lake cherry blossom brewed white wine.The wine made from cherry blossoms has a fresh floral fragrance,whic

24、h can relieve fatigue,enhance appetite and strengthen the body.Guests can DIY cherry blossom wine here to take away,for guests to create custom attributes of wine to show the VIP members of the dignity.N a t i o n a l C e l l a r s S p e c i a l C u s t o m i z e d E a s t L a k e S p r i n g B r e

25、w-V I P C o m m e m o r a t i v e E d i t i o n S h o w i n g P r e s t i g e_ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _活动亮点 Activity highlights X湖 之 心 湖 心 岛上 的 音 乐 会上 的 音 乐 会夕阳西下，伴随一场美不胜收的日落晚霞，乘船前往湖心小岛。夕阳西下，伴随一场美不胜收的日落晚霞，乘船前往湖心小岛。360 360临湖美景，帐篷和天幕、鲜花和美食 临湖美景，帐篷和天幕、鲜花和美食，抛开城市喧嚣，尽享醉美一刻！抛开城市喧嚣，尽享醉美一刻！夜晚降临，在湖心岛上 夜

26、晚降临，在湖心岛上BBQ BBQ，听一场浪漫惬意的时光音乐会，听一场浪漫惬意的时光音乐会，邀请优质乐团来此为大家表演，邀请优质乐团来此为大家表演，在 在城市中心，城市中心，与 与XX XX一起享受轻慢生活。一起享受轻慢生活。As the sun sets,take a boat to the island in the center of the lake with a beautiful sunset,a 360 view of the lake,tents and canopy,flowers and food.Leave behind the hustle and bustle of t

27、he city and enjoy the beautiful moment!At night,Inviting Wuhans local quality orchestra to perform here for everyone.In the heart of the city,enjoy a light and slow life together with the national cellar._ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _H e a r t o f E a s t L a k e-C o n c e r t o n L a k e I s l a n

28、 d 02PART传播亮点春季踏青 一、活动倒计时动态精美海报，三天前预告 以X湖美景制作充满特色的动态活动海报，引发关注。传播亮点 Activity highlights _ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _A,the countdown to the event East Lake dynamic beautiful posters,three days before the previewCreate dynamic event posters full of features with the beauty of East Lake to generate a

29、ttention二、活动现场精彩照片直播 活动进行期间，开通活动照片直播链接进行推送，吸引更多的人关注，持续发酵热度。传播亮点 Activity highlights _ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _三、15s精华集锦视频+借势营销 爆点植入：XX非遗艺人/汉版“马尔代夫”/XX与XX联名酒酿VIP专享 活动完成后剪辑15s-30s精华视频，由专业摄影师执掌航拍，投放抖音，快手，小红书，微博及微信公众号，微信视频号等，多渠道宣传，引流热点，植入名人势能和场景，提升活动的文化深度与格调，多维度呈现XX美景与XX美酒互相交融的特色亮点！传播亮点 Activity hi

30、ghlights _ _ 观 观湖 湖揽 揽春 春踏 踏青 青拾 拾趣 趣_ _新闻报道：PC 端、APP 端新闻报道呈现和讯网 全国知名财经类媒体和讯网创立于1996 年，从中国早期金融证券资讯服务脱颖而出，建立了中国第一个财经资讯垂直网站，始终保持高端财经用户排名第一。财经深耕，服务决策，和讯APP 下载用户2 亿，影响超60 亿财富决策。媒体报道铺排 Media Coverage Layout 03PART布置规划春季踏青 氛围布置 沙滩布置 Atmosphere setting 签到区 在沙滩浴场打造签到区，嘉宾到场后，采用彩砂签到契合活动场地调性，汇聚成XXLOGO或者主题理念，为活

31、动注入春天的缤纷色彩。In the beach bath to create a sign-in area,guests arrive,the use of colored sand sign-in to fit the tone of the event site,converge into the national cellar LOGO or theme concept,for the event into the colorful colors of spring.Watching the lake to gather the spring-picking up interest in

32、 the greenery Wuhan National Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting DP点 在沙滩浴场打造大型DP点位，现场放置XX的酒瓶轮廓，和大型的发光落地字，放大活动品牌和现 场 氛 围。In Create a large DP spot in the beach bath,with the outline of the bottle of placed on site,and large luminous floor letters to brand of t

33、he event.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring members

34、hip activities合影区 在沙滩浴场打造合影区，签到入场后可在合影区领取合影手举牌打卡，合影区采用异性结构打造场景化的空间，搭配花艺和发光立体字进行点缀，由专业摄影师为嘉宾拍照，留下精彩瞬间。The group photo area is created in the beach bathing area.After signing in,you can get a group photo token in the group photo area to punch a card.The group photo area adopts heterosexual structure t

35、o create a scenic space,with floral art and luminous three-dimensional characters to create atmosphere,and a professional photographer will take photos for the guests to leave a wonderful moment.冷餐区 在沙滩浴场打造冷餐区，来宾可自助食用，并且邀请专业调酒师进行调酒表演，并且用XXX为来宾定制DIY鸡尾酒，为来宾提供专属性的服务。In the beach bath to create a cold d

36、ining area,guests can help themselves to food,and invite professional bartenders to perform bartending,and use the national cellar for guests to customize DIY cocktails,to provide guests with exclusive services.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National

37、 Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting 帐篷区 在沙滩浴场的帐篷上定制XX的LOGO进行昭示，晚上同样投射LOGO灯，在活动场景的各个地方植入XXLOGO进行宣传，打造专属性活动。In the beach bathing tent customized national cellar LOGO to indicate,the same projection LOGO lights at night,in various places of the event scene impl

38、anted national cellar LOGO for publicity,to create exclusive activities.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting 互动区 打造非遗汉派艺术蔑扎和XXX技艺展示区，来宾可在此自行体验非遗汉派艺术蔑扎纸鸢及染色和酿酒工艺，感受文化的传承与匠

39、心。In the beach bathing tent customized national cellar LOGO to indicate,the same projection LOGO lights at night,in various places of the event scene implanted national cellar LOGO for publicity,to create exclusive activities.Watching the lake to gather the spring-picking up interest in the greenery

40、 Wuhan National Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting 现场体验 活动现场提供水上项目，水上自行车，透明划艇等，还有水上秋千可自行体验，适合家庭和小朋友一起体验玩耍，感受体验春天的氛围。The event site provides water projects,water bikes,transparent boats,etc.There are also water swings to experience on their own,suitable for f

41、amilies and children to experience play together,feel the experience of spring atmosphere.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activities氛围布置 沙滩布置 Atmosphere setting 氛围布置 湖心岛布置 Atmosphere setting 舞台布置 在湖心岛上搭建舞

42、台，舞台采用圆形设计，背景用LOGO和花艺进行搭配装饰。Stage arrangement The stage was built on the lake island with a circular design,and the background was decorated with LOGO and floral arrangements.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membersh

43、ip activities氛围布置 湖心岛布置 Atmosphere setting 露营烧烤 夕阳西下，乘船前往湖心岛，欣赏360临湖美景的同时来一场美味盛宴，精心准备的BBQ烧烤，来宾既可以欣赏美景也可以享用美食，在帐篷下露营烧烤欣赏美景和浪漫的夜空。At sunset,take a boat to the lake island,enjoy the 360 beauty of the lake while having a delicious feast,well-prepared BBQ,guests can enjoy both the beauty and the food,cam

44、ping and barbecue under the tent to enjoy the beauty and romantic night sky.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activities氛围布置 湖心岛布置 Atmosphere setting 露天电影 在湖心岛上面打造一个露天电影场，露营吃烤肉的同时看一场露天电影，微风徐来给人一种舒适惬意的感觉。Cre

45、ate an open-air cinema on top of the lake island,camping and eating barbecue while watching an open-air movie,the breeze gives people a comfortable and cozy feeling.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activit

46、ies氛围布置 湖心岛布置 Atmosphere setting 时光音乐会 舞台区域打造一个时光音乐会，一场治愈系音乐聚会，扔掉生活总的烦恼，听着音乐聊天谈心，尽情享受当下，邀请XXX本土乐队和歌手现场演奏，烘托现场氛围。Create a time music festival,a healing music party,throw away lifes total worries,listen to music chatting and talking,enjoy the moment,invite Wuhan local bands and singers to play live,to

47、 set the scene atmosphere.Watching the lake to gather the spring-picking up interest in the greenery Wuhan National Cellar Aloe members spring membership activities 04PART活动流程 春季踏青 流程规划 Process Planning|活动时间|活动项目|活动内容16:301 8:00 嘉宾签到+打卡拍照+水上体验 来宾进行签到，外场水上项目体验，非遗手作互动，DIY 调酒，自助冷餐，1 8:00 1 8:10 乘船前往湖心岛

48、 引导嘉宾前往湖心岛用餐18:10 18:15 主持人开场 主持人致开场白，欢迎领导嘉宾，介绍活动18:10 18:15 XXX 领导致辞 XXX 领导致辞欢迎来宾，品牌讲述18:15 18:45 晚宴开始 露营帐篷下自助BBQ 烤肉1 8:45 18:55 表演环节 邀请XXX 脱口秀演员进行表演，带动现场气氛1 8:55 19:05 时光音乐会 乐队和歌手现场演奏，一场治愈系音乐聚会1 9:05 19:20 游戏环节 拟声传声筒，王牌经典节目，以家庭为单位进行互动比赛，获胜者赠送礼品1 9:20 19:30 时光音乐会 乐队和歌手现场演奏，一场治愈系音乐聚会1 9:30 19:45 游戏环

49、节 听歌猜曲，准备符合40+年代的歌曲，与嘉宾互动，赠送礼品1 9:45 19:55 时光音乐会 乐队和歌手现场演奏，一场治愈系音乐聚会1 9:55 20:10 游戏环节 你比划我猜，以家庭为单位进行互动比赛，获胜者赠送礼品19:00 露天电影 露天电影开场，来宾边吃烤肉边看电影20:10 活动淡出 时光音乐会继续，至活动淡出|春季 踏青 walk on the greenery Spring签到入场 Sign in for admission 入场签到 嘉宾到场后，采用彩砂签到契合活动场地调性，汇聚成XXXLOGO或者主题理念，为活动注入春天的缤纷色彩。In the beach bath t

50、o create a sign-in area,guests arrive,the use of colored sand sign-in to fit the tone of the event site,converge into the national cellar LOGO or theme concept,for the event into the colorful colors of spring.互动体验1 Interactive Experience 互动体验 将现代工笔画技艺融入到传统的风筝制作工艺中，画面五彩缤纷、仪态万千，尽现XXX风筝特色，来宾可在非遗手工艺人带领下