2023龍湖 清能·武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會(濱江雅韻·傳奇之作主題)活動策劃方案(71頁).pptx
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上傳人:故事
編號:811962
2023-11-16
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2024年房地產(chǎn)售樓部中心展廳開放營銷活動策劃方案PPT資料合集
1、龍湖,清能,龍湖 清能武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會,WUHAN101,龍湖 清能武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會,LONGHU QINGNENG,最好的建筑是這樣的,我們身處其中,卻不知道自然在哪里終了,藝術(shù)在哪里開始。林語堂,Greentown LAN YUAN,締造 天賦之上的理想生活,以典雅新境落址濱江都會城芯 為高端人居提供改善方案踞百年城市文脈而建奢想濱江花園愜意人生,策略,依托龍湖 清能武漢101極奢調(diào)性武漢城市名片到 武漢城市藝術(shù)品為武漢而生 觸摸人文天空 孕化城市自然,藝術(shù)/優(yōu)雅/精致/格調(diào),以鐫刻時代至譽的氣魄迎禮城市的譽鑒,Born for Wuhan,Wuhan ci2、ty artwork,Strategy,傳播調(diào)性,Wuhan city artwork,龍湖 清能武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會,WUHAN 101,擇址江城濱江腹地 薈萃世界優(yōu)質(zhì)資源以品質(zhì)人居標(biāo)桿 獻禮世界城市之心,集萃龍湖清能美學(xué)建筑造詣賦予建筑獨特優(yōu)雅鉅獻武漢濱江美學(xué)新作邂逅時代勝境,WUHAN 101,受眾客群分析,世界新公民+塔心家族,家族傳承 財富新貴,在物質(zhì)生活富足之后,他們更愿意追求,價值的傳承,精神的體驗,藝術(shù)的格調(diào),Customer group analysis,Wealthy upstart,“,Value System,核心關(guān)鍵詞,城市占位濱江都會 塔尖價值,資源稟賦3、濱江封面 一席珍藏,地標(biāo)價值城市地標(biāo) 全球序列,建筑形制當(dāng)代美學(xué) 大師作品,產(chǎn)品四大價值體系,Four major value systems,NO.1,NO.2,NO.3,NO.4,如何?讓101成為世界天際線資產(chǎn)構(gòu)建本案的濱江極核價值根基,HOW,landmark,ONE57之于曼哈頓,就好比曼哈頓之于紐約龍湖 清能武漢101于武昌,好比武昌之于武漢,城市地標(biāo)|文化符號,ONE57 is to Manhattan what Manhattan is to New YorkLonghu Qingneng Wuhan 101 in Wuchang,just like Wuchang in Wu4、han,PROJECT POSITIONING,項目定位,此 番,WUHAN 101,圍繞“天賦理想生活,時代傳奇之作”渲染出一個等待探索的武漢101天賦盛境共同感受濱江雅致,共鑒城市風(fēng)華臻境,WUHAN101,濱江心跡 塔尖合鳴,龍湖 清能武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會,主題擬定,Binjiang Heart Trail Pagoda Whispering TogetherLonghu Qingneng Wuhan 101 Demonstration Zone Opening and Product Launch Conference,主KV設(shè)計 1,主KV設(shè)計 2,活動信息,A C T 5、I V I T Y S P O T,EVENT VENUE,活動時間:8月19日 活動地點:龍湖 清能武漢101示范區(qū)活動對象:項目意向客戶/媒體 活動調(diào)性:高端、精致、優(yōu)雅,龍湖 清能武漢101示范區(qū)開放暨產(chǎn)品發(fā)布會,ACTIVITY OVERVIEW,活動概況,龍湖 清能武漢101,世界長江的偉大地標(biāo),江,創(chuàng)意符號解讀,以【江】為核心主題元素打造專屬視覺符號與世界藝術(shù)大師相遇定制武漢首個濱江秘境生活館,江之形象光與影的藝術(shù)江之意向動與靜的詩意江之澎湃心與味的融合,共同打造一場流淌的濱江藝術(shù)藏品,CREATIVE SYMBOL,RIVER,WUHAN101,創(chuàng)意線索,Creative sym6、bol,活動亮點,Activity highlights,PART ONE,頂級藝術(shù)家+頂級藝術(shù)作品,文化藝術(shù)對位TOP級產(chǎn)品。法國油畫巨匠德尼力巴作品,盛大城市首展,讓藝術(shù)奢華綻放。寫給大自然的情書。,光與影的藝術(shù),【德尼力巴法國油畫巨匠藝術(shù)展】,Top artists+top art works,cultural and artistic counterpoint TOP-level products.The works of French oil painting master Denis Liba,the first exhibition in the grand city,let t7、he artistic luxury bloom.,世界級IP藝術(shù)展,藝術(shù)賦能,ACTIVITY HIGHLIGHTS,用藝術(shù)的眼光,看懂一種文明。獨創(chuàng)的藝術(shù)脫口秀為上海博物館、東方藝術(shù)中心、中華藝術(shù)宮、上海當(dāng)代藝術(shù)博物館等提供高端文化藝術(shù)指導(dǎo)與藝術(shù)脫口秀,讓觀眾在歡笑中愛上藝術(shù)。,光與影的藝術(shù),【藝術(shù)Talkshow藝術(shù)脫口秀】,Top artists+top art works,cultural and artistic counterpoint TOP-level products.The works of French oil painting master Denis Liba,th8、e first exhibition in the grand city,let the artistic luxury bloom.,世界級問道藝術(shù),藝術(shù)賦能,ACTIVITY HIGHLIGHTS,以音樂藝術(shù)遇見國際舞蹈,用音符奏響流動的藝術(shù)樂章,當(dāng)鋼琴演員遇到芭蕾舞,以藝術(shù)再會藝術(shù)共鳴。,動與靜的觸碰,【水上鋼琴芭蕾秀】,Top artists+top art works,cultural and artistic counterpoint TOP-level products.The works of French oil painting master Denis Liba,the 9、first exhibition in the grand city,let the artistic luxury bloom.,世界級藝術(shù)秀,藝術(shù)賦能,ACTIVITY HIGHLIGHTS,泰晤士河別的Savoy hotel是費爾蒙酒店旗下享譽全球的英國酒店,眾多全球名人 披頭士樂隊、瑪麗蓮夢露、查立卓別林、愛德華四士都是它的座上賓,聯(lián)合費爾 蒙酒店為武漢101定制Savoy下午茶,讓嘉賓感受泰晤士河邊的英倫格調(diào)。,心與味的融合,【費爾蒙SAVOY高定下午茶】,SELECT HEPBURNS CLASSIC MOVIE POSTERS AND GIVENCHYS COLLECTION O10、F WORKS,AND APPEAR IN THE LONGHU RIVERSIDE PROJECT EXHIBITION HALL,WITH FOREIGN FEMALE MODELS,TO TRAVEL THROUGH A CENTURY AND ENCOUNTER THE WORLDS ELEGANCE.,ACTIVITY HIGHLIGHTS,圈層上游針對,味蕾尊享,傳播策略,Activity highlights,PART TWO,活動傳播,【江的答案】,Top artists+top art works,cultural and artistic counterpoint TOP-11、level products.The works of French oil painting master Denis Liba,the first exhibition in the grand city,let the artistic luxury bloom.,懸念海報,ACTIVITY HIGHLIGHTS,1)與長江怎樣的距離才能靜觀更好的自己2)在武漢什么樣的距離才算真正擁有長江3)人生要走過多少路,才能與這片長江沒有距離,WELCOME,THE RIVER,活動傳播,【江的尋覓】,Top artists+top art works,cultural and artistic 12、counterpoint TOP-level products.The works of French oil painting master Denis Liba,the first exhibition in the grand city,let the artistic luxury bloom.,懸念海報,ACTIVITY HIGHLIGHTS,全城尋找武漢最懂江的人,誰是武漢最懂江的人,Who is the person who knows the RIVER best in Wuhan,媒體倒計時海報以媒體嘉賓及大咖出境預(yù)熱活動主題媒介:微信朋友圈海報 微信推文,#話題營銷#,WE13、LCOME,誰是武漢最懂江的人,Who is the person who knows the RIVER best in Wuhan,【江的邀約】,曲水流淌,以江河的形制映射項目價值,邀請現(xiàn)場嘉賓到場。,活動前宣,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,ACTIVITY HIGHLIGHTS,WELCOME,SCENE MEM14、ORY,【邀請函備選】,江的光影邀請函,在陽光的照射下呈現(xiàn)不同的光影,活動前宣,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,ACTIVITY HIGHLIGHTS,WELCOME,SCENE MEMORY,場景記憶,Activity highlights,PART THREE,布置理念:以光影美學(xué)及濱江格調(diào)做為軸心布場移步換景,即為15、一大步,長江之濱、塔尖合鳴,“光影”,“濱江”,“極奢”,WUHAN101WUHAN101WUHAN101,場景記憶,迎賓立體字,THE CLASSIC BRITISH VINTAGE CAR MODELS WERE EXHIBITED AT THE SCENE,AND THERE WERE MODELS TO PRESENT THE ULTIMATE BRITISH STYLE.,ACTIVITY HIGHLIGHTS,結(jié)合項目案名及濱江價值,為項目定制 LOGO主題字,并由模特演繹呈現(xiàn)。,ONE,場景記憶,藝術(shù)格調(diào)DP點,THE CLASSIC BRITISH VINTAGE CAR MO16、DELS WERE EXHIBITED AT THE SCENE,AND THERE WERE MODELS TO PRESENT THE ULTIMATE BRITISH STYLE.,ACTIVITY HIGHLIGHTS,結(jié)合項目藝術(shù)濱江價值,為項目定制 D P 點,并由模特演繹呈現(xiàn)。,TWO,場景記憶,THE CLASSIC BRITISH VINTAGE CAR MODELS WERE EXHIBITED AT THE SCENE,AND THERE WERE MODELS TO PRESENT THE ULTIMATE BRITISH STYLE.,ACTIVITY HIGHLIG17、HTS,THREE,以鏡面藝術(shù),現(xiàn)場設(shè)置美陳造景,鏡面上呈現(xiàn)項目關(guān)鍵字,配合花藝與模特展示,渲染活動現(xiàn)場的藝術(shù)氣息。,路引通道,場景記憶,機車+老爺車展區(qū),Denis Riba(DENIS RIBAS),as the most important landscape painting master in contemporary France.Let world-class art meet world-class life,admire every great art,and pay tribute to every great life work.,ACTIVITY HIGHLIGHTS,18、塔尖圈層的極奢盛放,在停車場區(qū)域設(shè)置世界級機車與老爺車展,FOUR,WELCOME,場景記憶,藝術(shù)沙龍區(qū),Denis Riba(DENIS RIBAS),as the most important landscape painting master in contemporary France.Let world-class art meet world-class life,admire every great art,and pay tribute to every great life work.,ACTIVITY HIGHLIGHTS,在營銷中心內(nèi)場布置沙龍體驗區(qū),邀請媒體及嘉賓在此區(qū)19、域互動溝通。,FIVE,“這是一個奇跡的時代,一個藝術(shù)的時代,一個揮金如土的時代.”武漢101將如當(dāng)時的紐約城,美輪美奐,氣象萬千。,W,EL C O,ME,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,場景記憶,ACTIVITY HIGHLIGHTS,SIX,【了不起的蓋茨比系列華服】,活動詳情,Activity highlight20、s,PART THREE,啟幕 濱江心跡 塔尖合鳴,活動流程,ACTIVITY HIGHLIGHTS,SCENE MEMORY,流程臺本僅供參考 建議時間控制在2小時以內(nèi),ME,【水系意蘊簽到】,【“水源”聚集】來賓在禮儀引導(dǎo)下,領(lǐng)取水瓶,將水匯入簽到墻上的水槽中。這種水源的自然藝術(shù),將一點一滴匯成長江,象征來賓未來是武漢101的一份子。,W,EL C O,THE CLASSIC BRITISH VINTAGE CAR MODELS WERE EXHIBITED AT THE SCENE,AND THERE WERE MODELS TO PRESENT THE ULTIMATE BRITISH21、 STYLE.,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,ONE,【塔尖合鳴】,時代奏響城市的樂章,水上鋼琴曲搭配芭蕾詮釋塔尖共鳴。,W,The era plays the music of the city,and the piano music on the river is matched with ballet to create resonance on the water tower.,ACTIVITY HIGHLIGHTS,活動詳情,SCENE MEMORY,TWO,WELCOME,時代奏響城市的樂章,江上鋼琴曲搭配芭蕾營造水上塔尖共鳴。,W,E22、L C O,ME,The era plays the music of the city,and the piano music on the river is matched with ballet to create resonance on the water tower.,備選推薦:,【塔尖合鳴】,SCENE MEMORY,活動詳情,ACTIVITY HIGHLIGHTS,【主持人登場】,WELCOME,ACTIVITY HIGHLIGHTS,活動詳情,主持人登場闡述活動內(nèi)容并介紹到訪領(lǐng)導(dǎo)及重要嘉賓。,SCENE MEMORY,THREE,網(wǎng)綜全明星訪談節(jié)目:麻辣星訪(愛奇藝、騰訊、優(yōu)23、酷)上海中心寶庫一號新品發(fā)布會黃曉明武漢見面會NBA球星麥迪、吳京見面會中國好聲音冠軍李琦全國校園巡演,宥安,YOU AN,知名主持人,主持人推介,ACTIVITY PROCESS,WELCOME,電 視 節(jié) 目:武 漢 一 套 結(jié) 婚 壹 加 壹 廣 播 節(jié) 目:樂 動 全 城 萬達 全 球 奢 侈 品 中 心 開 業(yè) 倒 計 時 盛 典 達 芬 奇 家 居 之 夜、世 茂 御 龍 灣 開 盤 萬 達,融 僑,漢 水 琴 臺,漢 陽 R o s e 上 院 等 樓 盤 開 盤 儀 式,張婷,ZHANG TING,武 漢 電 視 臺 主 持 人,主持人備選,ACTIVITY PROCESS,W24、ELCOME,【項目領(lǐng)導(dǎo)致辭】,武漢101項目領(lǐng)導(dǎo)登場介紹項目價值以及對于城市的意義。,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,FOUR,LAUNCHING CEREMONY,光影的基因,領(lǐng)導(dǎo)觸動世界江城與藝術(shù)的鏈接,浮球亮起,背后藝術(shù)線條大門開啟,預(yù)示著武漢101的正式開放。,主推形式,【發(fā)布儀式】,一言九鼎 入鼎而立禮儀小姐引領(lǐng)嘉賓站在龍鼎兩側(cè),當(dāng)主持人倒數(shù)計時的時候,領(lǐng)導(dǎo)將裝有長江水子爵杯水倒入龍鼎之中,九龍鼎灌注水源之后便源源不斷升騰祥瑞之氣 寓意武漢101產(chǎn)品發(fā)布 江城武漢、瑞氣臨門。,活動詳情,ACTIVITY HIGHLIGHTS,SCENE 25、MEMORY,FIVE,LAUNCHING CEREMONY,江城之門,備選形式,LAUNCHING CEREMONY,濱江合鳴,備選形式,LAUNCHING CEREMONY,濱江揭幕,備選形式,【德尼藝術(shù)作品展】,嘉賓進入內(nèi)場區(qū)域參觀德尼力巴藝術(shù)作品展(設(shè)置在樣板間),FAIRMONT HOTEL CUSTOMIZED THE SAVOY AFTERNOON TEA FOR LONGHU,ALLOWING GUESTS TO EXPERIENCE THE BRITISH STYLE BY THE THAMES.,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,W26、ELCOME,來自上海的青年藝術(shù)家羅伊爾帶來趣味的藝術(shù)時光秀,The leader touched the link between the worlds river city and art,the floating ball lights up,and the line art door opens behind it,heralding the official opening of the Peace and Happiness Center.,【藝術(shù)脫口秀】,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,WELCOME,【自由品鑒】,儀式結(jié)束后嘉賓進入現(xiàn)27、場自由品鑒,同時現(xiàn)場制定時間段準(zhǔn)備各類抽獎體驗活動。,FAIRMONT HOTEL CUSTOMIZED THE SAVOY AFTERNOON TEA FOR LONGHU,ALLOWING GUESTS TO EXPERIENCE THE BRITISH STYLE BY THE THAMES.,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,WELCOME,開幕 濱江心跡 塔尖合鳴,內(nèi)場規(guī)劃,ACTIVITY HIGHLIGHTS,SCENE MEMORY,除美人魚表演外 其他活動持續(xù)至活動當(dāng)天下午17:00,【泳池盛宴】,以亞洲(日本)、北美(墨西哥)、南美28、(巴西)、大洋洲(澳大利亞)四大洲美食為源;以小船盛裝美食,搭配藍調(diào)blues樂隊,營造高端泳池盛宴的活動氛圍。,FAIRMONT HOTEL CUSTOMIZED THE SAVOY AFTERNOON TEA FOR LONGHU,ALLOWING GUESTS TO EXPERIENCE THE BRITISH STYLE BY THE THAMES.,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,【美人魚表演】,力與美的共生 集自由潛水、蹼泳、花樣游泳、瑜伽和舞蹈于一身的美人魚運動現(xiàn)場亮相。,FAIRMONT HOTEL CUSTOMIZED THE SA29、VOY AFTERNOON TEA FOR LONGHU,ALLOWING GUESTS TO EXPERIENCE THE BRITISH STYLE BY THE THAMES.,活動詳情,ACTIVITY HIGHLIGHTS,SCENE MEMORY,【場內(nèi)互動】藍鰭金槍魚品鑒會,由主持人引導(dǎo)來賓參與,邀請領(lǐng)導(dǎo)完成開魚儀式;宴會開始,將現(xiàn)場料理藍鰭金槍魚,來賓可享用最新鮮的金槍魚料理;與此同時,我們將準(zhǔn)備其他日式定食給來賓享用。,W,EL C O,This is an era of miracles,an era of art,an era of spending money like30、 earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,活動詳情,ACTIVITY HIGHLIGHTS,【場內(nèi)互動】開蚌取珠,武漢101仿若城市明珠,來自大海的金槍魚承自水的寓意,比肩城市峰層,開蚌取珠的寓意賦予互動全新定義。,W,EL C O,ME,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City31、 at that time,beautiful and beautiful.,活動詳情,ACTIVITY HIGHLIGHTS,【場內(nèi)互動】調(diào)酒師暖場,在現(xiàn)場的吧臺上放滿紅藍相間的酒品,同時也將準(zhǔn)備無酒精飲料提供給開車到來的來賓飲用,調(diào)酒師每30分鐘表演一次花樣調(diào)酒。,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,活動詳情,ACTIV32、ITY HIGHLIGHTS,【場內(nèi)互動】皮具手作坊,復(fù)古意味十足的皮具手作工坊將在深入洽談區(qū)上演精彩,精致的皮具在指導(dǎo)老師的帶領(lǐng)下一一制作而出,來賓做完后可帶回家。,This is an era of miracles,an era of art,an era of spending money like earth.Huishan Ying will be like New York City at that time,beautiful and beautiful.,活動詳情,ACTIVITY HIGHLIGHTS,其他資源推薦,Activity highlights,PART FOUR33、,【寶格麗時代臻品展】,LUXURY EXHIBITION,SCENE MEMORY,【香奈兒時尚臻品展】,LUXURY EXHIBITION,SCENE MEMORY,武漢超跑俱樂部會員的年齡一般從20歲到60歲都有,大多是經(jīng)自己奮斗成功的人士,比如商人、職業(yè)車手。嫁接強勢品牌,為項目導(dǎo)入俱樂部超V會員客群,邀約財富投資客群參加,強大財富圈層客群的影響力釋放。,Grafting strong brands,introducing the clubs super-V member customer group for the project,and inviting wealth invest34、ment customers to participate,releasing the influence of the powerful wealth circle customer group.,【武漢超跑俱樂部】,LUXURY EXHIBITION,SCENE MEMORY,執(zhí)行保障,Execution guarantee,PART FIVE,/,禮品推薦,機械翻頁日歷,/,茶歇,現(xiàn)場茶歇以藝術(shù)展示品的形式、進行擺臺配合雕塑和花藝,/,細節(jié),建議來賓身穿正裝參加本次活動。,1、云攝影技術(shù)的運用(所有現(xiàn)場照片分享鏈接實時直播并隨時下載)2、15秒短視頻現(xiàn)場剪輯(活動結(jié)束后4小時內(nèi),剪輯1535、s傳播短片)3、運用專業(yè)攝影師,記錄項目精彩內(nèi)容。,/,活動相關(guān),/,活動相關(guān),攝影、攝像管理推薦專業(yè)的攝影、攝像人員擁有專業(yè)的攝影背景及相關(guān)服務(wù)的經(jīng)驗,能夠領(lǐng)會活動內(nèi)容在活動結(jié)束后當(dāng)天提供網(wǎng)盤的現(xiàn)場攝影資料活動記錄攝影/攝像師的管理在活動前2周通知攝影攝像活動時間、地點,并確認所需設(shè)備活動前一天到達現(xiàn)場,接受培訓(xùn),熟悉場地,熟悉流程,特別是VIP客人安排機位,參加彩排,熟悉特殊環(huán)節(jié)再次確認攝影攝像的到場時間,及著裝事項活動當(dāng)天確認攝影攝像提前到場準(zhǔn)備,提醒需注意的事項如:a.拍攝的公司logo必須完整 b.場地布置全景拍攝:簽到及相關(guān)布置、指示及裝飾系統(tǒng)要有獨立照片,歸檔管理 c.有些貴賓及演講人不喜歡閃光燈不停直射干擾等個人要求,/,活動相關(guān),負責(zé)整個會場的平面活動及布置。在搬運布置器材時要注意使用場地或者指定通道,注意安全。在施工過程中要注意遵守客戶的各項規(guī)章制度。在整個布置過程中如果出現(xiàn)任何問題,需先與客戶方工作人員聯(lián)系。在規(guī)定時間內(nèi)要完成整個活動布置工作。在施工結(jié)束后,要注意保持會場清潔。布置結(jié)束后,需留2至3名工作人員,配合活動工作,直至活動結(jié)束。注意施工安全及保證施工質(zhì)量。注意活動過程中的防滑、防跌、防水、防電安全。,布場細節(jié),/,活動相關(guān),THANK YOU,Times of Mind Spire and ming,
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上傳時間:2024-10-12
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