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PR CAMPAIGN FINAL REPORT

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PR CAMPAIGN FINAL REPORT


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SUBJECTS Arranging the 2nd Salon du Chocolat PR campaign aimed at Presenting the Salon as an independent high status event (brand) having rich international history (not related to Food Show Festival) Popularizing chocolate products and developing culture of their consumption 2nd Salon du Chocolat Dates: November 29 – December 02, 2007 Venue: Moscow, Gostiny Dvor


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CONCEPT PR campaign concept of the 2nd Salon du Chocolat in Moscow was based on the following principles Salon du Chocolat is not a single Moscow event but a large scale international structure introducing and promoting ‘chocolate’ as a product, industry, technology, business, life style in several countries, having unique information about this product and maintaining ties with chocolate producers all over the world Salon du Chocolat presents product – chocolate is above all! Salon du Chocolat is a French successful brand


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CONCEPT Above mentioned ideas were supported by the following concept principles of PR campaign Being ‘absorbed’ in product All press events included chocolate tasting Having unique information Press office presented any kind of information concerning chocolate required by press during the PR campaign period All press events had non-standard format and always offered opportunities to know and experience something new High status underlining Press events were arranged in well-known restaurants in pleasant atmosphere, chocolate gifts were presented to journalists All press materials (photos, web site, press kits, folders) had presentable form


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TASKS Working out and distributing press materials concerning the Salon (press releases, press kits); writing articles; creating the Salon presentation for potential partners and media Press accreditation Developing PR ground, occasions Arranging thematic PR events for media and with media representatives during PR campaign and in Gostiny Dvor Inviting and working with the Salon media partners Arranging work of press center in Gostiny Dvor Assisting in attracting and working with defile participants (designers, pastry chefs, VIP) Assisting in attracting exhibitors and partners Salon web site: developing structure and refreshing information regularly http://www.foodshow.ru/sdc/chocosalon_news.htm Creating ad banners for press partners web sites Arranging report photo shooting in Gostiny Dvor http://www.milkfood.ru/Salon_Moscow_07/ Working out PR reports, including end of campaign monitoring press kit (January, 2008)


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PRESS MATERIALS Press releases and press kits June – general Salon press release September – press kit (issue timed to the press event – Chocolate Bonbons Tasting) November Press release devoted to Jean-Paul Hevin Press release devoted to chocolate defile Salon press kit (issue timed to the press event – Chocolate Day) December Post release devoted to chocolate defile Salon post release


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PR EVENTS FOR MEDIA (September) Chocolate Bonbons Tasting – for media and Salon participants Venue: Grand Cru wine bar Work with media Distributing Salon press kit and invitation card to tasting: 70 media (including gastronomic, business, leisure & entertainment, aircraft and glossy magazines) Accreditation: 35 journalists Attendance: 16 journalists (Chef, Cosmopolitan, Cosmo Shopping, Cosmo Magia, The Moscow Times, Grazia, Gastronom, Izvestia, Time Out Moscow, Kinder Bazaar, Seasons, AiF, Vedomosty, Vash Dosug, freelancers) Salon participants 14 chocolate producers and potential partners (Lindt, Valrhona, Red October, Globus Gourmet, Korkunov, Konfael, Chocolate Atelier, BIO-Market, Azbuka Vkusa, Dolce Vita, Morand, Pushkin, Fazer)


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PR EVENTS FOR MEDIA (November) Chocolate Day Venues: Volkonsky cafe, Red October museum & factory workshops, Andrey Deloss Restaurant House – pastry workshop Work with media Distributing Salon press kit and invitation: 70 media (emphasis on daily press including leisure magazines (announcements right before the Salon), glossy magazines having gastronomic columns (publications in Jan. & Feb. 2008) Accreditation: 37 media Attendance: 19 journalists (Izvestia, Nezavisimayja Gazeta, Time Out Moscow, Simple Wine Magazine, Cosmo Magia, Gastronom, Story, Maxim, Psychology, Advertology.ru, Moscow Restaurants, Style TV, Gurman.ru, RBC Daily, Vash Visoky Vkus, Priyatnogo Appetita, RIA Novosty, Sigar Goumet)


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PR EVENTS FOR PRESS (November) Jean- Paul Hevin press conference Venue: Coffemania coffee house Work with press Invitations distribution: 30 periodicals (mainly gastronomic, professional and others having gastronomic columns) Accreditation: 20 media Attendance: 13 media (Gastonom, Chef, Restaurateur, Chef-Art, Izvestia, Time Out Moscow, Simple Wine Magazine, Food Service, Golos Rossii radio station, Hello! Icons, Gurman.ru, Rabotnitsa, Okruga)


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MEDIA ACCREDITATION AT THE SALON Accreditation: 55 media (see Supplement 1) Attendance on November 29: 45 media Periodicals – 20 Internet – 12 Radio stations – 3 TV channels – 10 Full monitoring – January 2008


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SALON MEDIA PARTNERS Media invited as Salon partners occupy leading positions in various market segments (gastronomy, leisure, star life, business and others) and this ensures requisite target audience to the Salon CHEF magazine GASTRONOM magazine Time Out Moscow magazine ОК! magazine Menu.ru online magazine Relax-FM radio station RBC Club – EVENT.RBC.RU LiveJournal.ru blog service CIGAR CLAN magazine ZAYATS magazine


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SALON MEDIA PARTNERS Extent of advertising & informational support CHEF gastronomic magazine Monthly, 30 000 copies TA (target audience) – chefs, pastry chefs www.nta-rus.com/publishing/chief/ Publishing ? ad layout (November) and announcement article devoted to the Salon and professional master-classes Post report ? ad layout


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GASTRONOM magazine about culinary, products, restaurants, chefs Monthly, 255 900 copies (Moscow) TA – 20-55 y.o. (80% women, 43% of them with median and above median income level) www.gastromag.ru Publishing 1/1 ad (November) and announcements devoted to he Salon Post report Ad 1/1 SALON MEDIA PARTNERS Extent of advertising & informational support


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Time Out Moscow magazine about leisure in Moscow Weekly, 50 000 copies TA – 20-35 y.o., above median income level www.timeout.ru – 206000 visitors (November) Publishing article devoted to Moscow chocolate places and coupon (1/2, 26.11.07) guaranteeing 5% discount in Creperie de Paris cafes and Red October shop, 50% in SPA Palestra salons Gift certificate (invitation for 2 to the Salon) on purchase of chocolate products (selected assortment) in Globus Gourmet, Respublica and Red October shops, SPA Palestra salons and Creperie de Paris cafes ? ad SALON MEDIA PARTNERS Extent of advertising & informational support


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Drawing 5 gift certificates (invitations for 2 to the Salon) among Time Out Moscow magazine subscribers (more than 20 0000) Quiz on the web site www.timeout.ru: 5 questions concerning chocolate. Prize to the first 5 participants giving all correct answers – invitation to the Salon opening (29.11) SALON MEDIA PARTNERS Extent of advertising & informational support


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ОК! magazine about star life Weekly, 150 000 copies (37% Moscow) TA – young (20-35 y.o.) well-to-do women - citizens of big cities www.ok-magazine.ru Publishing ? ad layout (22 & 29.11.07) Post report (ОК! dress at defile, ОК! chocolate showpiece, Star Chocolate ceremony – hand prints by famous people) in magazine and on web site www.ok-magazine.ru/index.php?action=article&id=992 ? ad layout SALON MEDIA PARTNERS Extent of advertising & informational support


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Menu.ru leading online magazine covering all events of restaurant life in Moscow and St. Petersburg www.menu.ru – about 450 000 visitors per month Publishing 3 big articles devoted to the Salon, professional master-classes, J.-P. Hevin Placing Salon banner on Menu.ru linked to the Salon web site (during 2 weeks in November) SALON MEDIA PARTNERS Extent of advertising & informational support


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LiveJournal.RU – blog service (the most popular blog hosting in Russia) TA – 18-45 y.o. www.livejournal.ru – attendance: 12 mln records per month, 40% users (about 200000) – Moscow Chocolate Creative Ideas contest (photos, texts) on LiveJournal.ru along with ad banner placing Opening special page for gathering participants for the Blind Chocolate Tasting contest in Gostiny Dvor http://community.livejournal.com/eatsweet/1852.html?view=46652#t46652 Ad banner SALON MEDIA PARTNERS Extent of advertising & informational support


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RBC Club – EVENT.RBC.RU, project by RBC group of companies – leader in mass media for business audience TA – business audience with above median income level www.event.rbc.ru Publishing Salon announcement Placing Salon banner on EVENT.RBC.RU linked to the Salon web site TV report Post report Ad banner SALON MEDIA PARTNERS Extent of advertising & informational support


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ZAYATS child & family magazine Magazine concept – family lifestyle Monthly, 100 000 copies www.zayatsmag.ru Publishing 1/1 ad layout (November) and announcement article Placing Salon ad banner on www.zayatsmag.ru linked to the Salon web site Post report 1/1 ad layout SALON MEDIA PARTNERS Extent of advertising & informational support


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Relax-FM (90.8-FM) radio station 695 000 listeners per week TA – 24-45 y.o., median and above median income level www.relaxfm.ru 50 ad announcements (30 sec. each, 22.11-01.12.07) CIGAR CLAN magazine about cigars and cigar life style Published once per 2 months, 27 000 copies TA – ‘for respectable men and stylish women’ www.cigarclan.ru Publishing 1/1 ad layout (November) and announcement article Post report SALON MEDIA PARTNERS Extent of advertising & informational support


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INFORMATIONAL SUPPORT VASH DOSUG leisure magazine & web site www.vashdosug.ru – 135 000 visitors per months Publishing article about the Salon and photo gallery on www.vashdosug.ru/exhibition/performance/166542/ Quiz on the web site www.vashdosug.ru: 5 questions concerning chocolate. Prize to the first 5 participants giving all correct answers – invitation to the Salon Placing ad banner of the quiz (23-29.11) on www.vashdosug.ru and www.mail.ru (one of the first-rate web mail portal, banner demonstration – 200 000 times per day) Ad banner


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ADDITIONAL INTERACTIVE ACTIONS Star Chocolate – annual ceremony Arranged along with ОК! magazine and Confael company Ceremony participants – famous and talented persons making hand prints with colour chocolate on white chocolate bars Collection will be kept in Confael chocolate boutique. In 2008 it will be demonstrated at the Salon and increased with new star hand prints to be sold afterward by charity auction


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Chocolate Truffles Making contest – competition between Time Out Moscow magazine and Salon guests teams Arranged along with MORAND (Wimm-Bill-Dann company), Atelier du Chocolat and Time Out Moscow magazine ADDITIONAL INTERACTIVE ACTIONS


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Blind Chocolate Tasting contest – with 10 chocolate brands provided by Salon exhibitors. Contest participants registered themselves beforehand on special page of LiveJournal.ru http://community.livejournal.com/eatsweet/1852.html?view=46652#t46652 Arranged along with LiveJournal.ru blog service ADDITIONAL INTERACTIVE ACTIONS


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Chocolate Wall with photos and texts by participants of Chocolate Creative Ideas web contest Arranged along with LiveJournal.ru blog service Prizes for winners provided by Obedinennie Konditery holding ADDITIONAL INTERACTIVE ACTIONS


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Relax Cafe Arranged along with Relax-FM radio station and Guylian chocolate Children’s Chocolate Playground Arranged along with Zayats child & family magazine and Confael company ADDITIONAL INTERACTIVE ACTIONS


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WORKING WITH DEFILE PARTICIPANTS Inviting designers and coordinating their work with pastry chefs, partners, VIP models during defile arrangement and in Gostiny Dvor Invited designers Dmity Loginov (for Krups) Julia Dalakyan (for Cote d’Or) Julia Nikolaeva (for Martell) Natalia Drigant (for ОК! magazine) Participation was also negotiated with designers Denis Simachev Andrey Sharov Andrey Bartenev Pastry chefs Alexander Ilukhin, Renaissance – Moscow hotel (for Krups) Maria Makovetskaya (for Cote d’Or) Liudmila Bukina, Golden Ring hotel (for ОК! magazine) Eduard Lebdev (for Martell) Invited VIP models Vladimir Tishko (telepresenter) with fiancee – for Krups Lyajsan Utiasheva (gymnast) – for J.Belanger Evelina Bledans (actress) – for Ph.Bernachon Participation was also negotiated with 9 VIP


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ATTRACTING PARTNERS & EXHIBITORS Salon partners Attracting partners Hennessy Cognac – sponsor of J.-P. Hevin visit that has become one of the main PR ground during Salon PR campaign Working with partners Gathering and correcting Salon partners’ press releases for press kit and web site Arranging participation in defile (Krups, Cote d’Or, Guylian) Attracting exhibitors to the Salon Volkonsky bakery & cafes Creperie de Paris cafes Desir Hot chocolate &chocolate cocktails (by Tatiana Elizarova, the most well-known Moscow barista)


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SALON WEB SITE Working with the Salon web site Developing web site structure Working out information filling and refreshing data regularly www.foodshow.ru/sdc/chocosalon_news.htm Web site structure News Salon events & program Chocolate defile Salon participants Salon partners Salon history Salon founders Jean-Paul Hevin For professional pastry chefs Chocolate fact list Photo gallery Salon press service How to get to the Salon? Salon du Chocolat 2006


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WRITING PR ARTICLES Writing special articles during PR campaign devoted to the Salon and chocolate subjects for the following periodicals CHEF magazine GASTRONOM magazine CIGAR CLAN magazine ZAYATS magazine Kommersant-Weekend newspaper & site Marie Claire magazine In Style magazine


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Flayers (20 000 copies) Posters (500 copies) AD MATERIALS – Partners’ Logos Placement


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Invitation cards for 29.11.07 (3 000 copies) Catalogue (20 000 copies): 1/1 ad layouts placement AD MATERIALS – Partners’ Logos Placement


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Gift certificates – invitations to he Salon: 200 copies in all (for 2 persons each) with individual branding (logo) of companies participating in the action Time Out Moscow magazine Globus Gourmet shops Red October Shop Respublica shops Creperie de Paris cafes SPA Palestra salons AD MATERIALS – Partners’ Logos Placement


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Banner (two-sided) Roll up banners (2 pieces) AD MATERIALS – Partners’ Logos Placement (Gostiny Dvor)


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PHOTO REPORT http://www.milkfood.ru/Salon_Moscow_07/


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PR, advertising & event Working out a separate Salon web site in Russian managed in Moscow with information refreshed regularly during a year (at least once a month) Dividing PR and event budgets Working out event program – new events each year Inviting a new outstanding participant – exhibition headliner Arranging additional ad options in Gostiny Dvor: separate street banner, broadcasting partners’ ad trailers on plasma screens during Salon events (amphitheatre area) Image & positioning Logotype in Russian Separate web site Salon’s own street ad General concept of exhibition area – design, more cozy and elegant atmosphere Prospect separation from Food Show Festival Management Drawing up detailed project estimate in proper time Working out project schedule along with efficient sharing of responsibilities and authority Personnel Salon representative in Moscow – selling exhibition areas, leading arrangement & technical issues concerning the exhibition (working with mounting service, controlling mounting & dismantling, exhibitors coming & leaving, security, cleaning) Fund-rising curator in Moscow (sponsor packages sale should be started in February) Defile image curator Technical curator of defile Salesman for professional master-classes Supervisors responsible for events arrangement during the Salon RECOMMENDATIONS


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Chocolate defile Appointing defile curator (person of consequence) responsible for the event image and participants (selecting designers, models, VIP; supporting image and developing PR in fashion world, etc.) Appointing technical curator of defile responsible for defile arrangement Supervising partners, designers, pastry chefs, VIP models during defile arrangement: providing and gathering administration and technical data (schedules, defile mechanics, sizes gathering, VIP assignment for French chocolatiers, etc.) Backstage work: meeting defile participants, distributing badges (including special badges for backstage), controlling order of appearing on the scene Arranging work of hairdressers and visagistes Supervising dresses: controlling readiness of dresses for demonstration and their safety, providing mannequins, name boards, etc. Making comfortable backstage conditions for defile participants (tea, coffee, snacks, chairs, tables, racks, cloakrooms, mirrors, carpeting) Working out detailed plan (procedure) for defile arrangement Working out and conforming scenario of defile in proper time (including word-by-word text for a presenter, presenting chocolatiers as key participants of defile (having not minor importance in comparison with designers): special appearance on the stage, photo session) Exhibition More clear exhibition zoning – beauty area, children’s area, cafe area Working out admission procedure (badges, invitation cards, lists for exhibitors’ coming & leaving, admission system for professional master-classes visitors) Working out clear exhibition security procedure Maintaining cleanness – increasing quantity of dustbins and cleaners (briefing cleaning company) Providing handling machinery and technical personnel (jack-lifts, hand carts, loaders) RECOMMENDATIONS


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Supplement 1. Media accreditation at the Salon


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Supplement 1. Media accreditation at the Salon


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Katerina DROZDOVA | Creative Director +7(495) 798 59 98 | drozdova@milkfood.ru Olga PASSUTINA | Account Manager +7(916) 804 89 87 | passutina@milkfood.ru Svetlana SHOSHINA | Account Manager +7(909) 909 20 01 | shoshina@milkfood.ru


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