XX奧迪新A8L試駕品鑒會方案2024/3/24XX奧迪新A8L試駕品鑒會方案活動背景：

全新A8L深度品鑒全新奧迪A8L是奧迪新一代旗艦，是奧迪目前在設(shè)計與科技方面最頂尖的藝術(shù)之作。全新奧迪A8L融入時尚新設(shè)計及高端科技的豪華轎車，集合完美的動力配備、優(yōu)越的駕乘舒適感及獨一無二的設(shè)計，從新定義D級豪華車的標(biāo)準(zhǔn)。全新A8L將肩負(fù)提升奧迪在中國的尊貴品牌形象和提升奧迪在D級轎車市場領(lǐng)域的市場份額的重大使命。XX奧迪新A8L試駕品鑒會方案ActivityBackground:

NewA8LdeeplyappreciationNewAudiA8ListheflagshipofAudi,andthetopproductofartindesignandtechnology.NewAudiA8Listhedeluxecarwithnewdesignandtoptechnology,andcombinesperfectforce,advantageddriverandpassengercomfortablefeelingandoutstandingdesign,whichhasredefinedthestandardofClassDdeluxecar.NewA8LwillundertakethemissionofAudiinChinaforimprovingthenoblebrandimageandthemarketshareofClassDcarmarket.

XX奧迪新A8L試駕品鑒會方案目錄Contents整體策略Generalstrategy活動概述Activitybrief活動運營Activityoperation媒體邀約Mediainvitation活動管理Activitymanagement項目預(yù)算Projectbudget

XX奧迪新A8L試駕品鑒會方案目錄Contents整體策略Generalstrategy活動概述Activitybrief活動運營Activityoperation媒體邀約Mediainvitation活動管理Activitymanagement項目預(yù)算Projectbudget

XX奧迪新A8L試駕品鑒會方案整體策略：

思考1：解讀奧迪新A8L設(shè)計動感的外形設(shè)計雕塑般的輪廓連續(xù)的特征線條帶有獨一無二設(shè)計的LED大燈獨特的奧迪內(nèi)飾設(shè)計風(fēng)格舒適性空間寬闊大氣，舒適感極佳并配備便捷性裝備完美手工打造的精致內(nèi)飾對后排的傾力包裝(例如后座娛樂系統(tǒng)，豪華躺椅等)豐富的駕駛員輔助系統(tǒng)（例如帶Stop&Go功能的自適應(yīng)巡航系統(tǒng))駕駛體驗具備競爭優(yōu)勢的駕駛特性奧迪駕駛模式選項，含主動可調(diào)空氣懸架動態(tài)轉(zhuǎn)向帶運動差速器的全時四驅(qū)定位闡述：為進(jìn)取的商界領(lǐng)袖提供的、兼?zhèn)鋭?chuàng)新與豪華的全新一代豪華轎車。目標(biāo)群輪廓：當(dāng)今的“商務(wù)精英”：年輕有為，思維開放，依舊在乎權(quán)力地位。XX奧迪新A8L試駕品鑒會方案Generalstrategy

Thought1:ExplainAudinewA8LDesignDynamicappearancedesignSculpturecontourContinuouslinesLEDheadlampwithuniquedesignUniqueAudiupholsterydesignstyle

ComfortableWideandgrandspace,comfortablefeelingandconvenientequipmentsPerfectmanuallymadeelaborateupholsteryOutstandingdecorationfortherearseats(forexample:rearseatentertainmentsystem,deluxechaiselongue)Diversifieddriverassistantsystem(forexample:adaptivecruisesystemwithStop&Gofunction)DriveexperienceDrivepropertieswithcompetitiveadvantagesAudidrivemodeoptions,includinginitiativeadjustableairsuspensionDynamicsteeringFull-time4WDwithsportdifferentialOrientationexplanation:Thenewgenerationdeluxecarforaggressivebusinessleaderswithinnovativeanddeluxenature.

Targetedclients:Current“businesselites”:young,successful,openminded,careaboutpowerandstatus.

XX奧迪新A8L試駕品鑒會方案整體策略：

思考2：新A8L在中南小區(qū)面對的挑戰(zhàn)歷經(jīng)前三代車型的發(fā)展，奧迪A8已經(jīng)在豪華車領(lǐng)域獲得了一定地位，但總體數(shù)量距離同級別的奔馳S級和寶馬7系仍然有不小差距。高端消費圈子里，奧迪的影響力不如競爭品牌那樣底氣十足。A8L外觀與A6L的外觀相近，奧迪的公務(wù)車形象深入人心，在一定程度上阻礙了A8L在高端豪車市場的發(fā)展，奧迪在中國的品牌形象和新A8L在D級轎車市場的尊貴形象有待提升。在高端消費群體中，品牌認(rèn)知度不足；目標(biāo)群體變更，經(jīng)銷商集客能力不夠。新A8L在中南小區(qū)的市場需求：迅速提高在高端消費群體中的知名度凸顯尊貴感，彰顯A8L高端汽車領(lǐng)域鮮明優(yōu)勢承載總部上市熱度，擴(kuò)大產(chǎn)品影響面，為區(qū)域的銷售打下基礎(chǔ)XX奧迪新A8L試駕品鑒會方案Generalstrategy

Thought2:ChallengesfornewA8LincentralandsouthcommunityAfterthedevelopmentprevious3generationsproducts,AudiA8hasobtainedcertainstatusinthefieldofdeluxecar,butthere’sstillcertaingapbetweenA8andSclassBENZandBMW7series.Inthetopconsumingcircle,theforceofAudifollowsthecompetitivebrands.TheappearanceofA8LissimilarasthatofA6L,theimageofAudiasgovernmentcarisdeeplyrootedintheheartofpeople,whichhaspreventedthedevelopmentofA8Linthetopanddeluxecarmarket,thebrandimageofAudiinChinaandthenobleimageofnewA8LinClassDcarmarketarestilltobeimproved.Intopconsumers,A8hasinadequatebrandrecognition;targetedclientsarechanging,distributorshaveinadequateabilityincollectingguests.

MarketdemandsofnewA8Lincentralandsouthcommunity:QuicklyimprovetheawarenessintopconsumersHighlightthenoblefeelingandthebrightadvantagesofA8LintopcarfieldExtendthelaunchactivityofheadquarter,expandtheforceoftheproductandsetfoundationforsalesinlocalXX奧迪新A8L試駕品鑒會方案

根據(jù)中南部區(qū)市場和客戶特點針對A8L設(shè)計的區(qū)域?qū)用娴耐斗?，延續(xù)上市聲勢，傳播全新奧迪A8L區(qū)域上市的聲音。整體策略

投放目的

以新Ａ８Ｌ中南小區(qū)投放延續(xù)及深化上市市場聲音，提升奧迪品牌及新Ａ８Ｌ的認(rèn)知度，促進(jìn)新Ａ８Ｌ銷售。延續(xù)上市高潮，制造區(qū)域聲音。

邀請區(qū)域內(nèi)的目標(biāo)客戶群體參加，使投放活動接觸潛在客戶群體，深度傳播奧迪A8L的尊貴地位和核心信息，為銷售打基礎(chǔ)。加強(qiáng)與潛在客戶溝通，促進(jìn)銷售。

提高奧迪品牌的知名度和影響力，提升新A8L上市的影響力和認(rèn)知度，吸引當(dāng)?shù)孛襟w和目標(biāo)消費群體對新A8L的關(guān)注。提升品牌地位，提高新Ａ８Ｌ認(rèn)知度。XX奧迪新A8L試駕品鑒會方案

Accordingtothefeaturesofcentralandsouthareamarketandclients,launchforthepropertiesofA8Ldesign,extendthelaunchforce,propagandizethevoiceofnewAudiA8Linlocal.

Generalstrategy

launchpurpose

ExtendanddeepenthelaunchvoicethroughthelaunchofnewA8Lincentralandsouthcommunity,improvetherecognitionofAudibrandandnewA8L,promotethesalesofnewA8L.Extendthelaunchclimax,producetheareavoice.

Invitetargetedclientstoattend,promotethelaunchactivitytocontactpotentialclients,deeplypropagandizethenoblestatusandcoreinformationofAudiA8L,andsetfoundationforsales.

Strengthenthecommunicationwithpotentialclients,promotesales.

ImproveAudibrandawarenessandforce,improvethenewA8Llaunchforceandrecognition,attractlocalmediaandtargetconsumerstonewA8L.

Improvethebrandstatus,improvenewA8Lrecognition.XX奧迪新A8L試駕品鑒會方案活動策略鎖定目標(biāo)群體精準(zhǔn)宣傳平臺提升品牌形象、銷量集結(jié)群體：通過與高端媒體、團(tuán)體合作，集結(jié)目標(biāo)群體；借助高端消費群體平臺，促成奧迪A8L與目標(biāo)群體之間立體的深度交流。尊貴體驗：享受至尊無尚的待遇，培養(yǎng)目標(biāo)受眾心目中對奧迪品牌用戶的優(yōu)越感；展現(xiàn)奧迪新A8L鮮明個性及高端科技的豪華感，體驗奧迪A8L動感與高貴結(jié)合的美感；借助當(dāng)?shù)剡M(jìn)取人士的影響力，擴(kuò)大品牌在目標(biāo)群體內(nèi)的美譽度；駕乘體驗：精心設(shè)計試駕項目，彰顯新A8L帶來的駕乘舒適感，感受奧迪新A8L無微不至的高端設(shè)置及奧迪之瑰麗魅力；XX奧迪新A8L試駕品鑒會方案ActivitystrategyLocktargetedclientspreciselypropagandizeplatformimprovethebrandimage,salesvolume

Collectclients:Cooperatewithtopmediaandgroupsforcollectingtargetedclients;Withthetopconsumersplatform,promotethedeepcommunionbetweenAudiA8Landtargetedclients.NobleexperienceEnjoynobletreatment,cultivatetheadvantagedfeelingoftargetedclientstoAudibrandusers;ShowthebrightpersonalityandtoptechnologyofAudinewA8L,experienceAudiA8Ldynamicandnobleaesthetics;Withtheforceoflocalaggressivegentries,expandthereputationofthebrandintargetedclients;TestdriveexperienceCarefullydesigntestdrive,highlightthecomfortablefeelingofdrivingnewA8L,realizethetopsettingsandcharmofAudinewA8Lm;XX奧迪新A8L試駕品鑒會方案目錄Contents整體策略Generalstrategy活動概述Activitybrief活動運營Activityoperation媒體邀約Mediainvitation活動管理Activitymanagement項目預(yù)算Projectbudget

XX奧迪新A8L試駕品鑒會方案活動概述活動主題“尊享卓越”—2011年全新奧迪A8L品鑒會投放時間鄭州：4月29、30、5月1日合肥5月6、7、8日；投放地點鄭州、合肥各站參與對象約160人區(qū)域主流媒體8人區(qū)域主流媒體（周邊城市）4人媒體邀約（名人\明星\商業(yè)精英）11人經(jīng)銷商邀約（卓越客戶）45人經(jīng)銷商邀約（周邊城市卓越客戶）15人經(jīng)銷商8人經(jīng)銷商（周邊城市）4人本地試駕客戶80人XX奧迪新A8L試駕品鑒會方案ActivitybriefActivityTheme“尊享卓越”—

2011newAudiA8Lappreciationconference

LaunchTimeZhengzhou

：April29-30,May1

Hefei：

May6,7,8

；LaunchsiteZhengzhou,Hefei

AttendantsofdifferentstationsAbout160personsAreamajormedia8personsAreamajormedia（Citiessurrounding）4personsMediainvitation(celebrity\stars\businesselites)11personsDistributorsinvitation(outstandingclients)45personsDistributorsinvitation（Topclientsinsurroundingcities）15personsDistributors8personsDistributors（Citiessurrounding）4personsLocaltestdriveclients80personsXX奧迪新A8L試駕品鑒會方案活動概述

整體日程安排

第一天18:00到達(dá)品鑒會現(xiàn)場19:00奧迪A8L品鑒會、接待晚宴21:30活動結(jié)束，入住酒店第二天（品鑒會嘉賓專場）09:30科目培訓(xùn)09:30A組場地培訓(xùn)+B組趣味、專業(yè)試駕體驗11:30午餐13:30B組場地培訓(xùn)+A組趣味、專業(yè)試駕體驗17:00活動結(jié)束第三天（本地嘉賓專場）10：00科目培訓(xùn)10：30A組場地培訓(xùn)+B組趣味、專業(yè)試駕體驗12：00午餐13：30B組場地培訓(xùn)+A組趣味、專業(yè)試駕體驗15：00活動結(jié)束XX奧迪新A8L試駕品鑒會方案Activitybrief

GeneralagendaDay118:00Reachtheappreciationconferencesite19:00AudiA8Lappraisalconference,receptiondinner21:30Activityend,Check-inhotel

Day2(Appreciationconferenceguestsspecial)09:30Itemstraining09:30TeamAsitetraining+teamBinteresting,professionaltestdriveexperience11:30Lunch13:30TeamBsitetraining+teamAinteresting,professionaltestdriveexperience17:00ActivityendDay3(Localguests)10：00Itemstraining10：30TeamAsitetraining+teamBinteresting,professionaltestdriveexperience12：00Lunch13：30eamBsitetraining+teamAinteresting,professionaltestdriveexperience15：00ActivityendXX奧迪新A8L試駕品鑒會方案全力打造一個精英匯聚的品鑒會星光璀璨：與媒體聯(lián)動，聚集各行精英極致視覺：營造震撼視聽享受的新車亮相儀式體驗完美：

全方位試駕A8L

，體驗奧迪奢華共享高雅：借助品嘗高檔紅酒，彰顯尊貴并創(chuàng)造交流平臺活動概述

品鑒會創(chuàng)意亮點XX奧迪新A8L試駕品鑒會方案PowerfullydeveloptheappreciationconferencewithelitesShiningstars:Cooperatewithmedia,gatherelitesofdifferentindustriesExtremevision:Createastonishedaudio-videoenjoymentforthenewcarlaunchceremonyExperienceperfection:

CompletetestdriveA8L,experiencetheluxuryofAudi

Shareelegance:Enjoyhighgraderedwine,highlightnobleandcreatecommunionplatformActivitybriefAppreciationconferencehighlightsXX奧迪新A8L試駕品鑒會方案活動概述

主要活動內(nèi)容：尊享卓越—2011年全新奧迪A8L品鑒會餐前酒會新車品鑒試駕體驗嘉賓簽到德式茶歇品嘗客戶溝通試駕預(yù)約領(lǐng)導(dǎo)致辭藝術(shù)表演新車亮相新車深度品鑒晚宴試駕培訓(xùn)靜態(tài)體驗趣味試駕專業(yè)試駕XX奧迪新A8L試駕品鑒會方案Activitybrief

Mainactivitycontents:Enjoytheexploration2011newAudiA8LappreciationconferencePreprandialcocktailNewcarappreciationTestdriveexperienceGuestsregistrationGermanystyleteabreakCommunicatewithclientsTestdrivereservationLeadergivesspeechArtisticperformanceNewcarlaunchNewcardeeplyappreciationDinnerTestdrivetrainingStaticexperienceInterestingtestdriveProfessionaltestdriveXX奧迪新A8L試駕品鑒會方案與媒體聯(lián)動，聚集精英活動概述

品鑒會創(chuàng)意亮點簡析通過與《新安晚報》（合肥）和《鄭州晚報》、《大河報》（鄭州）等媒體合作，邀約當(dāng)?shù)馗叨讼M群體參與上市品鑒會，讓上市品鑒會如同高端人士的聚會Party，彰顯新A8L尊貴地位。借力媒體1-針對特定的目標(biāo)群體進(jìn)行個性化、精確化的邀約。2-借助品鑒會活動平臺，聚集潛在消費群體，促成品牌與目標(biāo)受眾之間立體的深度交流。3-借助商界名人的影響力，擴(kuò)大品牌在圈層內(nèi)的美譽度與偏好度。聚集精英深度交流名人效應(yīng)XX奧迪新A8L試駕品鑒會方案Cooperatewithmedia,gatherelitesActivitybriefAppreciationconferencehighlightsCooperatewith“Xin’anEveningNews”(Hefei)and“ZhengzhouEveningNews”,“DaheDaily”(Zhengzhou),invitelocaltopconsumerstoattendthelaunchappreciationconference,promotethelaunchappreciationconferenceasthetopgentriesParty,highlightnewA8Lnoblestatus.Withtheforceofmedia

1-Presentpersonalizedandpreciseinvitationfortargetedclients.2-Withtheconferenceactivityplatform,gatherpotentialconsumers,promotethedeepcommunicationbetweenthebrandandtargetclients.3-Withtheforceofbusinesscelebrity,expandtheawarenessandfavoriteofbrandinthecircle.

GatherelitesDeepcommunionCelebrityeffect

XX奧迪新A8L試駕品鑒會方案餐前酒會：活動概述

品鑒會創(chuàng)意亮點簡析傾聽美妙的歐式音樂，品嘗來自德國高級紅酒及小吃，享受著奧迪帶來至始至終全程的尊崇體驗。餐灑酒會營造了一個與志同道合的朋友相聚暢談的機(jī)會，為來賓和經(jīng)銷商之間創(chuàng)造了良好的交流平臺。讓到場來賓都深入體驗到奧迪的尊貴服務(wù)。XX奧迪新A8L試駕品鑒會方案Preprandialcocktail:ActivitybriefAppreciationconferencehighlightsEnjoywonderfulEuropeanmusicandGermanyhighgraderedwineandrefreshments,enjoythenobleexperiencebroughtbyAudi.Createapartyandcommunicationopportunityforfriendsandcreatethecommunicationplatformforguestsanddistributors.

LetattendantsdeeplyexperiencethenobleserviceofAudi.

XX奧迪新A8L試駕品鑒會方案跨界營銷的結(jié)合：活動概述

品鑒會創(chuàng)意亮點簡析秀臺啟動儀式。A8L品鑒會現(xiàn)場將開展秀臺的啟動儀式。通過高雅尊貴的奧迪、進(jìn)取卓越的A8L、尊貴奢華的秀臺，強(qiáng)強(qiáng)聯(lián)合，引領(lǐng)新的時尚潮流。XX奧迪新A8L試駕品鑒會方案Combinecross-areamarketing:ActivitybriefAppreciationconferencehighlightsShowTimestartceremony.A8LAppreciationsitewillpromotethestartceremonyofShowTime.ThroughelegantandnobleAudi,excellentA8LanddeluxeShowTime,cooperatewiththestrongandleadthenewfashion.

XX奧迪新A8L試駕品鑒會方案高科技的應(yīng)用：活動概述

品鑒會創(chuàng)意亮點簡析光畫技術(shù)的演繹。光畫是使用光來繪畫的現(xiàn)場表演，在黑暗的環(huán)境中，畫家用手上的光筆在畫幕上描繪出夢幻般的唯美畫面。畫幕上的光會停留在板上顯現(xiàn)一段時間，然后慢慢消逝。正因為會消失，所以人們會嘗試著努力的記住它，才用永遠(yuǎn)的留在心靈記憶中。光畫畫風(fēng)大氣盎然，神韻十足。與奧迪品牌所傳遞的高雅尊貴相吻合。XX奧迪新A8L試駕品鑒會方案ApplicationofhightechnologyActivitybriefAppreciationconferencehighlightsLightpaintingtechnology.Lightpaintingisthesiteperformancetopaintwithlight,inthedarkenvironment,thepainterdrawsthebeautifulpictureonthecurtainwithlightpencil,thelightonthecurtainwillkeeponthecurtainforaperiod,andthendisappearslowly,therefore,peopletrytorememberitsinceitwilldisappearwithdeepimpression.Thelightpaintingisgrandandvivid,andmatchestheeleganceandnoblepassedbyAudibrand.

XX奧迪新A8L試駕品鑒會方案高科技的應(yīng)用：活動概述

品鑒會創(chuàng)意亮點簡析水幕投影技術(shù)。水幕投影是將激光器發(fā)出的激光束射在水幕噴頭噴出的水膜上，形成斑斕奪目的奇異效果.。當(dāng)觀眾在觀摩時，水幕與現(xiàn)實世界融為一體，當(dāng)畫面出入時，好似事物騰起飛向天空或自天而降，產(chǎn)生一種虛無縹緲和夢幻的感覺，令人神往。具體強(qiáng)烈的科技感，與奧迪A8L進(jìn)取卓越的品牌理念相呼應(yīng)。XX奧迪新A8L試駕品鑒會方案ApplicationofhightechnologyActivitybriefAppreciationconferencehighlightsWatercurtainprojectiontechnology.Watercurtainprojectionmeanstospraythelaseronthewaterfilmtoformthesplendidandwonderfuleffect.Watercurtainintegratesintotheactualworldwhenattendantsareenjoying,whenthepicturemoves,itlookslikethatthepicturefliestotheskyordropsfromthesky,thusgeneratingthedreamyfeeling.ThespecificandintensivetechnicalfeelingechoesthestrivingandexcellentbrandthoughtofAudiA8L.

XX奧迪新A8L試駕品鑒會方案新車亮相（鄭州站）：活動概述

品鑒會創(chuàng)意亮點簡析光繪藝術(shù)家在舞臺畫出新A8L亮麗的LED車頭燈的效果LED車頭燈的效果畫，A8L駛出水幕區(qū)，A8L出現(xiàn)于嘉賓面前漸明漸暗的舞臺上，光繪藝術(shù)大師伴隨著輕快地音樂，在舞臺中央幕布上畫出新A8L標(biāo)志性的LED車頭燈效果圖案，幕布騰然升起，舞臺上留下新A8L，優(yōu)雅閃著LED車燈，尊貴的展現(xiàn)在來賓面前。XX奧迪新A8L試駕品鑒會方案Newcarlaunch(Zhengzhou)ActivitybriefAppreciationconferencehighlightsEffectofphotoplottingartistdrawingtheLEDheadlampofnewA8LonthestageEffectofLEDheadlamp,A8Ldrivesoutofthewatercurtainarea,A8Lappearsinfrontoftheguests

Onthemistystage,photoplottingartistdrawtheLEDheadlampofnewA8Lsymboliconthecurtaininthemiddleofthestage,curtainrises,thenewA8LkeepsonthestagewiththeLEDlampflashing,andshowinfrontoftheguestswithanobleimage.

XX奧迪新A8L試駕品鑒會方案新車亮相（合肥站）：活動概述

品鑒會創(chuàng)意亮點簡析新A8L在舞臺水幕區(qū)域駛出，開啟標(biāo)志性的LED車頭燈，彰顯獨特魅力漸明漸暗的舞臺上，新A8L伴隨著輕快地音樂，在舞臺中央水幕區(qū)駛出開啟新A8L標(biāo)志性的LED車頭燈亮相，舞臺上留下新A8L，優(yōu)雅閃著LED車燈，尊貴的展現(xiàn)在來賓面前。XX奧迪新A8L試駕品鑒會方案Newcarlaunch(Hefei)ActivitybriefAppreciationconferencehighlightsNewA8Ldrivesoutfromthewatercurtainareaonthestage,lightonthesymbolicLEDheadlamp,highlighttheuniqueattraction

Onthemistystage,newA8Ldrivesontothestagefromthewatercurtainareainthemiddleofstagewithcozymusic,andnewA8LlauncheswiththesymbolicLEDheadlamplighting,thenewA8LkeepsonthestagewiththeLEDlampflashing,andshowinfrontoftheguestswithanobleimage.

XX奧迪新A8L試駕品鑒會方案A8L試駕：體驗奧迪奢華活動概述

品鑒會創(chuàng)意亮點簡析精心設(shè)計試駕項目，讓嘉賓感受奧迪新A8L無微不至的高端設(shè)置及奧迪之尊貴魅力部分試駕項目詳細(xì)解析靜態(tài)體驗區(qū)新A8L性能配置講解展現(xiàn)，舒適氣派的座艙氛圍及高端客制化配置。MMI\后座娛樂系統(tǒng)體驗區(qū)以較緩慢的車速讓嘉賓在車上充分體驗MMI系統(tǒng)，尤其是在后排試乘的嘉賓，將充分體驗后座娛樂系統(tǒng)。奧迪預(yù)防式整體安全系統(tǒng)體驗區(qū)以充氣假人作為道具，嘉賓駕駛新A8L體驗，當(dāng)雷達(dá)捕捉到危險信號后，車輛自動報警并剎停，讓嘉賓體驗先進(jìn)科技帶來的安全防護(hù)。

專業(yè)試駕區(qū)體驗新A8Lquattro、運動差速器、輕量化車身帶來的靈活操控性、平穩(wěn)車身。夜視系統(tǒng)體驗區(qū)全封閉篷房，將光線減到最低模擬夜間效果，并設(shè)計一定彎曲的行駛道路，讓嘉賓真實體驗新A8L夜視系統(tǒng)。XX奧迪新A8L試駕品鑒會方案A8Ltestdrive,experienceAudiluxuriousActivitybriefAppreciationconferencehighlightsCarefullydesigntestdriveproject,makeguestsfeeltheconsiderateandtopsettingsofAudinewA8LandthenoblecharmofAudiDetailedintroductiononthetestdriveprojectStaticexperienceareaIntroducenewA8Lperformanceconfiguration,thecomfortableandgrandatmosphereandtopcustomizedconfiguration.MMI\rearseatentertainmentsystemexperiencearealetguestsexperiencetheMMIsystemwithlowspeeddrive,particularlyfortheguestsintherearseatswhowillcompletelyexperiencetheentertainmentsystemoftherearseat.Audipreventivegeneralsecuritysystemexperienceareatakeaeratedpuppetasproperties,guestsdrivenewA8L,whenradargraspsthedangeroussignal,thecarwillautomaticallyalarmandbrake,guestsmayexperiencethesafetybroughtfromadvancedtechnology.ProfessionaltestdriveareaexperiencetheflexiblecontrolandstableperformanceofnewA8Lwithquattro,sportdifferential,lightbody.NightviewingsystemexperienceareaFullyclosedtentroom,dropthelighttolowestforsimulatingthenighteffect,anddesigncertainbendingroadtomakeguestsreallyexperiencethenightviewingsystemofnewA8L.XX奧迪新A8L試駕品鑒會方案精妙的助興演出：活動概述

品鑒會創(chuàng)意亮點簡析活動現(xiàn)場將安排管弦樂、專業(yè)模特、沙畫、情境舞蹈等多樣的演出形式，通過人、藝術(shù)、車的三都完美融合，傳遞奧迪的高貴品質(zhì)。XX奧迪新A8L試駕品鑒會方案Wonderfulperformance：ActivitybriefAppreciationconferencehighlightsArrangeorchestra,professionalmodel,sandpaintinganddanceonsite,passthenoblequalityofAudithroughtheperfectcombinationofhuman,artandcar.

XX奧迪新A8L試駕品鑒會方案目錄Contents整體策略Generalstrategy活動概述Activitybrief活動運營Activityoperation媒體邀約Mediainvitation活動管理Activitymanagement項目預(yù)算Projectbudget

XX奧迪新A8L試駕品鑒會方案活動運營

品鑒會流程品鑒會活動流程（鄭州站）時間項目活動內(nèi)容備注18:30-19:00A8L品鑒嘉賓簽到\暖場進(jìn)入場內(nèi)餐前酒會19:00-19:05主持人開場歡迎來賓，簡介晚宴內(nèi)容19:05-19:10領(lǐng)導(dǎo)致辭總部相關(guān)人員致辭，禮儀小姐引導(dǎo)上臺19:10-19:15欣賞廣告片新A8L廣告片19:15-19:20新A8L現(xiàn)場亮相時尚、震撼的揭幕儀式19:20-19:25專家深度講解新車性能講述新車性能，可允許有嘉賓互動環(huán)節(jié)19:25-19:30社會進(jìn)取人士代表感言與新A8L的相近之處19:30-19:50秀臺啟動情景劇、沙畫表演通過情景劇與沙畫的演繹，展現(xiàn)秀臺時尚酒吧、開放式攝影室、會員卡贈送儀式、特色餐廳、擊劍、五人足球賽等功能19:50-20:00“奧迪S-line英杰會”會員卡贈送及秀臺啟動儀式秀臺啟動20:00-20:05晚宴祝酒儀式20:05開始用餐圍餐形式（鄭州秀臺為自助餐形式）20:05-20:30助興表演詳見“助興表演節(jié)目”（用餐時穿插表演）20:30晚宴結(jié)束嘉賓互動交流XX奧迪新A8L試駕品鑒會方案Activityoperation

AppreciationconferenceflowAppreciationconferenceactivityflow(Zhengzhou)TimeProjectContentRemarks18:30-19:00A8LappreciationGuestsregistration\warm-upEnterthesite,preprandialcocktail19:00-19:05Presider’sspeechGreettheguests,introducetheactivitycontents19:05-19:10OfficergivesspeechHeadquarterstaffgivesspeech,missamenityleadsthestaffstogetonthestage19:10-19:15EnjoyadvertisingfilmNewA8Ladvertisingfilm19:15-19:20newA8LsitepublishFashionableandastonishedunveilingceremony19:20-19:25ExpertsdeeplyintroducenewcarperformanceIntroducetheperformanceofnewcar,guestsinteractionisallowed19:25-19:30SocialaggressivegentriesgivespeechSimilarwithnewA8L19:30-19:50ShowTimestart

Scenedrama,sandpaintingperformance

ShowthefunctionsofShowTimefashionablebar,openstudio,membercarpresentingceremony,specialrestaurant,swordplayandfive-a-sidefootballthroughscenedramaandsandpaintint19:50-20:00“AudiS-lineEliteClub”membercardpresentationandShowTimestartceremony

ShowTimestart20:00-20:05DinnerToastingceremony

20:05EnjoythefoodsChinesefoods(ZhengzhouShowPlatformisbuffet)20:05-20:30PerformancePleasesee“InterestingPerformance”(performanceduringdinner)20:30DinnerendGuestsinteractivecommunionXX奧迪新A8L試駕品鑒會方案活動運營

品鑒會流程時間活動內(nèi)容備注18:30-19:00嘉賓簽到\暖場進(jìn)入場內(nèi)餐前酒會19:00-19:15主持人開場歡迎來賓，簡介晚宴內(nèi)容19:15-19:20領(lǐng)導(dǎo)致辭總部相關(guān)人員致辭，禮儀小姐引導(dǎo)上臺19:20-19:25欣賞廣告片新A8L廣告片19:25-19:30新A8L現(xiàn)場亮相時尚、震撼的揭幕儀式19:30-19:55專家深度講解新車性能講述新車性能，可允許有嘉賓互動環(huán)節(jié)19:55-20:00社會進(jìn)取人士代表感言與新A8L的相近之處20:00-20:05祝酒儀式20:05開始用餐圍餐形式（鄭州秀臺為自助餐形式）20:15-20:30助興表演詳見“助興表演節(jié)目”（用餐時穿插表演）20:30晚宴結(jié)束嘉賓互動交流品鑒會活動流程（合肥站）XX奧迪新A8L試駕品鑒會方案Activityoperation

AppreciationconferenceflowAppreciationconferenceactivityflow(Hefei)TimeActivitycontentRemarks:18:30-19:00Guestsregistration

warm-upEnterbrandshowspace,preprandialcocktail19:00-19:15Presider’sspeechGreettheguests,introducetheactivitycontents19:15-19:20LeadergivesspeechHeadquarterstaffgivesspeech,missamenityleadsthestaffstogetonthestage19:20-19:25EnjoyadvertisingfilmNewA8Ladvertisingfilm19:25-19:30newA8LsitepublishFashionableandastonishedunveilingceremony19:30-19:55ExpertsdeeplyintroducenewcarperformanceIntroducetheperformanceofnewcar,guestsinteractionisallowed19:55-20:00SocialaggressivegentriesgivespeechSimilarwithnewA8L20:00-20:05Toastingceremony

20:05EnjoythefoodsChinesefoods(ZhengzhouShowPlatformisbuffet)20:15-20:30PerformancePleasesee“InterestingPerformance”(performanceduringdinner)20:30DinnerendGuestsinteractivecommunionXX奧迪新A8L試駕品鑒會方案活動運營

鄭州站品鑒會活動場地推薦介紹鄭州秀臺鄭州秀臺是河南甚至全國第一家體育運動的“體驗”式商業(yè)模式的高端時尚會所。秀臺所倡導(dǎo)的是“體驗”式的商業(yè)模式，在這里通過源自對心靈渴求的體驗，參與者在自發(fā)性的體驗過程中，得到在日常生活中無法體會的愉悅享受、心靈收獲，腦海長久保存對品牌、對產(chǎn)品的美好體驗記憶。秀臺為企業(yè)提供了深度的品牌植入方式及形式多樣的展示平臺，并設(shè)有企業(yè)包間，便于大型企業(yè)訂場舉辦休閑會議、聚會等；另外，國際著名品牌蘋果電腦已進(jìn)駐，設(shè)有蘋果體驗店。

XX奧迪新A8L試駕品鑒會方案Activityoperation

ZhengzhouappreciationconferenceactivitysiterecommendationZhengzhouShowPlatformZhengzhouShowPlatformisthefirstsports“experience”typetopfashionclubinHenanandevenChina.Showplatformadvocatesthe“experience”typebusinessmode,andtheattendantsmayenjoythepleasurewhichcan’tprovideindailylifethroughthedesiredexperience,andmaydeeplyremindthebeautifulmemorytothebrandandproducts.Showplatformprovidesthebrandimplantingmodeanddiversifiedshowplatformfortheattendants,andsetsenterpriseVIProomforbigenterprisetoholdrecreationalmeetingandparty;additionally,theworldfamousbrandApplecomputerhasalsosettledherewithAppleexperiencestore.

XX奧迪新A8L試駕品鑒會方案活動運營鄭州站品鑒會活動場地推薦理由場地優(yōu)勢交通便利：位于鄭州市健康路省體育場游泳館二樓配套成熟：設(shè)有專業(yè)室內(nèi)5人足球場、企業(yè)舞臺、標(biāo)準(zhǔn)擊劍館、特色創(chuàng)意餐廳、開放式攝影室、時尚酒吧場地亮點：秀臺是第一家體育運動的“體驗”式商業(yè)模式的高端時尚會所。整體性：在項目運營中，參與者在自發(fā)性的體驗過程中，得到在日常生活中無法體會的愉悅享受、心靈收獲，腦海長久保存對品牌、對產(chǎn)品的美好體驗記憶，能充分的體現(xiàn)出活動的整體性。鄭州秀臺XX奧迪新A8L試駕品鑒會方案ActivityoperationZhengzhouappreciationconferenceactivitysiterecommendationSiteadvantagesConvenienttraffic:2/F,HenanProvinceStadiumSwimmingHall,JiankangRd.,ZhengzhouMaturefacilities:setprofessionalinteriorFive-a-SideFootballCourt,enterprisestage,standardFencingHall,specialcreativerestaurants,openphotographicstudioandfashionablebarSitehighlights:showplatformisthefirstsports“experience”typetopfashionclub.Integrity:intheprojectoperation,theattendantsmayenjoythepleasurewhichcan’tprovideindailylifethroughthedesiredexperience,andmaydeeplyremindthebeautifulmemorytothebrandandproducts,whichthoroughlyshowtheintegrityoftheactivity.ZhengzhouShowPlatformXX奧迪新A8L試駕品鑒會方案活動運營

鄭州住宿酒店推薦（一）鄭州索菲特國際飯店

鄭州索菲特國際飯店是河南國際飯店與法國雅高酒店集團(tuán)共同投資興建的一座具有五星級標(biāo)準(zhǔn)的合資酒店，并于2000年6月被國家旅游局評審為五星級旅游涉外飯店。時至今日，索菲特國際飯店管理的酒店遍布世界140多個國家、超過4000間酒店。開業(yè)迄今，成功接待了眾多國家的政界要人及王室成員。并屢次獲得包括福布斯中文版頒發(fā)的“全國最佳商務(wù)酒店50強(qiáng)”、大河報頒發(fā)的“游客滿意的十佳飯店”在內(nèi)的多項殊榮，是被譽為“歐洲先鋒、全球酒店及企業(yè)服務(wù)集團(tuán)”的雅高國際酒店集團(tuán)的一員。鄭州索菲特國際飯店地處鄭州市城東路和金水大道交匯的黃金地段，周邊省級政府機(jī)構(gòu)林立，金融商貿(mào)云集，僅10分鐘車程即可到達(dá)鄭東新區(qū)，交通十分便利。飯店對面的紫荊山公園和環(huán)繞酒店的金水河畔，倍添旅客的閑情逸致。在熠熠生輝的高樓上俯瞰全城，歷史風(fēng)情盡收眼底。XX奧迪新A8L試駕品鑒會方案Activityoperation

Zhengzhouaccommodationhotelrecommendation(1)ZhengzhouSofitelInternationalHotel

ZhengzhouSofitelInternationalHotelisthe5-starstandardhoteljointlyinvestedbyHenanInternationalRestaurantandFrenchAccorHotelsGroup,andwasrankedasthe5-starforeignhotelbyStateTourismBureauinJune2000.Tillpresent,SofitelInternationalHotelhasgovernedmorethan40000hotelsinmorethan140countries.Tillitisputintooperation,ithassuccessfullyreceivedthepoliticalgentriesandroyalmembersofdifferentcountries,andhasawardedsuchhonorsas“Top50BestBusinessHotelsintheWorld”publishedbyForbesChineseversionand“Top10HotelswithSatisfactionfromGuests”byDaheDaily,andisthememberofAccorHotelsGroupwhichispraisedasthe“Europeanpioneerandglobalhotelandenterpriseservicegroup”.ZhengzhouSofitelInternationalHotelsettlesatthecrossofChengdongRoadandJinshuiAvenueinZhengzhousurroundedbyprovincialgovernmentaladministrationswithflourishingfinanceandbusiness,andisonly10minutes’drivetoZhengdongnewdistrictwithveryconvenienttraffic.TheZijingshanParkandJinshuiRiversurroundingthehotelprovidestherecreationandeleganceforguestswhocanthoroughlyenjoythehistoricalcityfromtheshiningtallbuilding.

XX奧迪新A8L試駕品鑒會方案活動運營

鄭州住宿酒店推薦（一）鄭州索菲特國際飯店鄭州索菲特國際飯店地址：鄭州城東路289號。距鄭州秀臺3.2公里，車程10分鐘。XX奧迪新A8L試駕品鑒會方案Activityoperation

Zhengzhouaccommodationhotelrecommendation(1)ZhengzhouSofitelInternationalHotelZhengzhouSofitelInternationalHotelAddress:No.289,ChengdongRd.,Zhengzhou.3.2kmtoZhengzhouShowPlatform,10minutes’drive.

XX奧迪新A8L試駕品鑒會方案活動運營

鄭州住宿酒店推薦（二）鄭州裕達(dá)國貿(mào)酒店鄭州裕達(dá)國貿(mào)酒店是一家國際豪華酒店，地處鄭州政治、商業(yè)中心地帶，毗鄰鄭州市人民政府而建，俯瞰中原重鎮(zhèn)迷人風(fēng)光，地理位置得天獨厚。去往新鄭機(jī)場、火車站交通便利。酒店建設(shè)共耗資3億美金，由世界著名設(shè)計師李祖原先生親自設(shè)計，為河南省最高的建筑物之一，裕達(dá)國貿(mào)酒店設(shè)有豪華客房、行政客房、商務(wù)客房，酒店豪華客房的構(gòu)造延續(xù)了酒店寬敞舒適的美譽，帶獨立淋浴間、衛(wèi)星電視等。憑窗遠(yuǎn)眺，古老的中原重鎮(zhèn)、綠色的鄭州西城以及現(xiàn)代城市風(fēng)光盡收眼底。同時還包括了集世界時尚最前沿的設(shè)計于一體的餐廳和酒吧、除一座水晶宴會廳外，同時還有一座中庭式大宴會廳采用歐式建筑格局，可同時容納700位賓客。加上多間大小各異的會議室，可滿足賓客不同的商務(wù)需求。酒店開業(yè)時間1997年開業(yè)，2003年裝修，樓高45層，客房總數(shù)356間（套）。XX奧迪新A8L試駕品鑒會方案Activityoperation

Zhengzhouaccommodationhotelrecommendation(2)ZhengzhouYudaPalaceHotelZhengzhouYudaPalaceHotelisaninternationaldeluxehotelsettledatthecentralzoneofpoliticsandeconomyinZhengzhouandneighborstheZhengzhouPeople’sGovernmentwithadvantagedgeographiclocationandconvenienttraffictoXinzhengAirportandRailwayStation.Thehotel,withtheinvestmentreachingUSD300million,waspersonallydesignedbyMr.LiZuyuanwhoistheworldfamousdesigner,andisoneofthehighestbuildingsinHenanprovince.YudaPalaceHotelsetsdeluxeguestroom,administrativeguestroomandbusinessguestroom,thestructureofdeluxeguestroomextendsthereputationofcomfortableandwidewithindependentshowerroomandsatelliteTV.Viewingbesidethewindow,guestsmaythoroughlyenjoytheancientcity,greenwestdistrictandmodernurbanscenery.Additionally,italsohasrestaurantandbarwithworldfashionabledesign,besidesthecrystalbanquethall,italsosetsonebigbanquethallinEuropeanarchitecturalpattern,andiscapableofserving700guestssimultaneously.Combiningseveralmeetingrooms,itcanmeetthedemandsofdifferentguestsinbusiness.Thehotelopenedservicein1997andwasdecoratedin2003,thehotelisa45-floorbuildingwith356guestrooms(suites).

XX奧迪新A8L試駕品鑒會方案鄭州裕達(dá)國貿(mào)酒店商務(wù)套房行政套房高級單人房高級雙人房活動運營

鄭州住宿酒店推薦（二）XX奧迪新A8L試駕品鑒會方案ZhengzhouYudaPalaceHotelBusinesssuiteAdministrationSuiteHighgradesingleroomHighgradedoubleroomActivityoperationZhengzhouaccommodationhotelrecommendation(2)XX奧迪新A8L試駕品鑒會方案鄭州裕達(dá)國貿(mào)酒店鄭州裕達(dá)國貿(mào)酒店地址：河南省鄭州市中原中路220號。距鄭州秀臺5.8公里，車程約21分鐘。距鄭州高速北服務(wù)區(qū)試駕場地21公里，車程約50分鐘?；顒舆\營

鄭州住宿酒店推薦（二）XX奧迪新A8L試駕品鑒會方案ZhengzhouYudaPalaceHotelZhengzhouYudaPalaceHotelAddress:No.220,CentralZhongyuanRd.,Zhengzhou,Henan.5.8kmtoZhengzhouShowPlatform,21minutes’drive.21kmtoZhengzhouExpresswaynorthserviceareatestdrivesite,50minutes’drive.

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