1、G e n e r a lR e p o r tT e m p l a t e重 慶 第 一 旅 游 網(wǎng)ContentsContents第一部分:活動(dòng)簡(jiǎn)介第一部分:活動(dòng)簡(jiǎn)介Part I:Introduction to activitiesPart I:Introduction to activitiesPart III:Landing ActivitiesPart III:Landing ActivitiesPart II:Communication StrategyPart II:Communication StrategyPart IV:Effect DesignPart IV:Effec
2、t Design第二部分:傳播策略第二部分:傳播策略第三部分:落地活動(dòng)第三部分:落地活動(dòng)第四部分:效果設(shè)計(jì)第四部分:效果設(shè)計(jì)Everyone has their own dreams時(shí)間:2019.9.13地點(diǎn):海怡天售樓中心主題:燃情海怡天樂(lè)享美食節(jié)目的:通過(guò)本次音樂(lè)節(jié),以海怡天為中心,聯(lián)動(dòng)周邊區(qū)域,借助本次活動(dòng),一舉打響海怡天房產(chǎn)品牌,吸引目標(biāo)客戶進(jìn)行看房預(yù)購(gòu)。后續(xù)報(bào)道Everyone has their own dreams造勢(shì)期8月10日引爆期8月13日爆發(fā)期9月13日線上全媒體營(yíng)銷話題炒作裂變營(yíng)銷病毒傳播線下戶外廣告硬廣輸出事件營(yíng)銷直通車開設(shè)活動(dòng)當(dāng)天引爆發(fā)酵現(xiàn)場(chǎng)直播達(dá)人參與互動(dòng)促銷媒
3、體跟蹤持續(xù)報(bào)道持續(xù)營(yíng)銷全媒體支持:涪陵本地自媒體,涪陵本地門戶媒體,涪陵本地社區(qū)及其他媒體資源Everyone has their own dreams2.12.1話題炒作話題炒作自媒體擴(kuò)散:自媒體擴(kuò)散:Everyone has their own dreams2.3.2.3.裂變營(yíng)銷裂變營(yíng)銷拼團(tuán)模式:拼團(tuán)模式:TITLETITLETITLEEveryone has their own dreams2.32.3病毒傳播病毒傳播快閃視頻:快閃視頻:以朋友圈15s的快閃視頻拍攝手法將房產(chǎn)+音樂(lè)+美食為核心,對(duì)整個(gè)活動(dòng)內(nèi)容進(jìn)行快閃式展示,借助微信朋友圈廣告,進(jìn)行定向投放,勾起觀者興趣。Everyon
4、e has their own dreams2.42.4朋友圈廣告朋友圈廣告聚焦涪陵本地人群,進(jìn)行定向曝光宣傳引導(dǎo)。Everyone has their own dreams3.13.1硬廣輸出硬廣輸出:戶外廣告戶外廣告電臺(tái)廣播電臺(tái)廣播社區(qū)轎廂社區(qū)轎廂公交站臺(tái)公交站臺(tái)DMDM單派發(fā)單派發(fā)Everyone has their own dreams3.13.1事件營(yíng)銷事件營(yíng)銷Everyone has their own dreams3.33.3直通車開設(shè)直通車開設(shè):于活動(dòng)開始前,在指定地點(diǎn)設(shè)置直通于活動(dòng)開始前,在指定地點(diǎn)設(shè)置直通車,市民可直接乘坐班車前往海怡天車,市民可直接乘坐班車前往海怡天往來(lái),
5、整個(gè)車身可進(jìn)行廣告包裝,進(jìn)往來(lái),整個(gè)車身可進(jìn)行廣告包裝,進(jìn)行多方位曝光。行多方位曝光。Everyone has their own dreams活動(dòng)進(jìn)行中:邀請(qǐng)本地媒體大V,網(wǎng)紅達(dá)人進(jìn)行現(xiàn)場(chǎng)直播現(xiàn)場(chǎng)設(shè)置朋友圈積贊活動(dòng),1贊1元兌換1支小龍蝦,現(xiàn)場(chǎng)互動(dòng)二次傳播。活動(dòng)結(jié)束后:百家媒體活動(dòng)事后進(jìn)行報(bào)道宣傳Everyone has their own dreams戶外廣告屏現(xiàn)場(chǎng)直播:戶外廣告屏現(xiàn)場(chǎng)直播:投放涪陵城區(qū)投放涪陵城區(qū)LEDLED廣告屏,將現(xiàn)場(chǎng)活廣告屏,將現(xiàn)場(chǎng)活動(dòng)進(jìn)行同步投放直播,輻射涪陵市區(qū)動(dòng)進(jìn)行同步投放直播,輻射涪陵市區(qū)內(nèi)人群。內(nèi)人群。Everyone has their own drea
6、msEveryone has their own dreamsEveryone has their own dreamsEveryone has their own dreamsEveryone has their own dreamsEveryone has their own dreams打造涪陵網(wǎng)紅景點(diǎn)打造涪陵網(wǎng)紅景點(diǎn):備選方案?jìng)溥x方案1 1:網(wǎng)紅墻搭建將全世界的網(wǎng)紅墻,在海怡天內(nèi)進(jìn)行搭建,游客可以足不出戶,就能在世界的網(wǎng)紅點(diǎn)打卡。Everyone has their own dreams打造涪陵網(wǎng)紅景點(diǎn)打造涪陵網(wǎng)紅景點(diǎn)備選方案?jìng)溥x方案2 2:七彩迷宮每塊玻璃板的圖案由LED光照射,框架內(nèi)部和表面上的LED燈光顏色伴有細(xì)微的變化,由此打造出無(wú)窮無(wú)盡的內(nèi)部空間。Everyone has their own dreams美美食食節(jié)節(jié)攤攤位位形形象象展展示示Everyone has their own dreams美美食食節(jié)節(jié)門門頭頭概概念念設(shè)設(shè)計(jì)計(jì)Everyone has their own dreams音音樂(lè)樂(lè)節(jié)節(jié)現(xiàn)現(xiàn)場(chǎng)場(chǎng)概概念念設(shè)設(shè)計(jì)計(jì)Everyone has their own dreamsG e n e r a lR e p o r tT e m p l a t e重 慶 第 一 旅 游 網(wǎng)