CHINA EQUINE CULTURAL FESTIVALCOMMUNICATION PLAN
Ogilvy PR Beijing
May 19th, 2016CECF 驭马文化节
让世界更了解中国，让中国更融入世界
EVENT THEME:
SHARE THE DREAM
让民族的，成为世界的蒙古来源于蒙语中的“MENGK GAL”
MENGK是永远，GAL是火
长盛不衰，勇驭锋镝
马背文化源远流长
拼搏精神长盛不衰
火XXXX
燃聚驭传SHARE THE DREAM 让民族的，成为世界的PRESS CONFERENCE
29th ,June 热情之火星星之火炽盛之火民族之火GALA DINNER
20th , August RACING DAY
21st , August CLOSING CEREMONY
AFTER PARTY
21st , August PRESS CONFERENCE 新闻发布会June 29th Date: June 29th
Location: Beijing
Attendance: Around 150
Event highlights:
-TVC
-Speech by CECF senior organisors
-Launch moment
TVCSHARE THE DREAM
CHINA EQUINE
CULTURAL FESTIVALSpeech by Mr. Teo Ah KhingLaunch MomentGALA DINNER 晚宴August 20th Date: August 20th
Location: Ordos City
Attendance: 500-1000
Event highlights:
-Red Carpet & Horse racing exhibition & Sponsors display section
-Speech by CECF senior organisers
-Performance (HAYA Band & Morin Quur performance)
RED CARPET & EXHIBITIONSPEECH & TOASTINGPERFORMANCEHAYA BandDeleheiPLAN A: OUTDOORPLAN B: INDOORRACING DAY 赛马日August 21st Date: August 21st
Location: Ordos City
Attendance: 30,000
Event highlights:
-Kick off: Mongolian dance & Present Khata
-Intermission: Mongolian Wrestling Performance
-Interactive section: VR horse racing device/Mongol Bow Experience Section/Handmade Khata Tutorial Section
-Service: VIP Lounge/Sponsors Product Display Section/Pop-up Bar
-Closing Ceremony: Speech & Awards & Ritual of preserving the fire for next edition CECFKick-OffIntermissionInteractive SectionMongolian DancePresent KhataMongolian Wrestling PerformanceVR Horse Racing Experience SectionMongol Bow Experience SectionHandmade Khata Tutorial SectionVIP LoungeOutdoor Pop-up BarCLOSING CEREMONY 闭幕式AFTER PARTY 庆祝酒会MEDIA STRATEGYCOMMUNICATION KEY WORDSMEDIA STRATEGYSportsMedia with government backgroundLifestyleBusinessMainstream online media
Knowledge-sharing platforms
Popular Weibo/WeChat accounts
Video sharing websites
Online mass mediaDiverse media selectionTraditional MediaNew MediaSPORTS
Focus on the horse race event itself, choosing mainstream online media and key sports media for coverage. FASHION
Focus on the fashion aspect of horse racing as well as co-branding projects, choosing style magazines and KOLs. LIFESTYLE
Focus on how horse racing is a part of an eminent lifestyle, choosing upscale lifestyle magazines.李晓玲的艺术
Followers: 3.5k MEDIA ANGLECommunication PlanMEDIA LIST FOR PRESS CONFERENCEMEDIA LIST FOR CECFMEDIA ANGLE
EVENTPRE-EVENT
Online media POST-EVENT
Mainstream media and sports mediaSAMPLEDURING THE EVENT
Local media in OrdosMEDIA ANGLE
FASHION
Media angle:
Introduce equestrian fashion trends.
Discuss the connection between the equestrian lifestyle and high-end fashion. ESQUIRE
One of the most popular and influential fashion magazines, targeting upper-income men. It features advice on fashion and consumption, helping readers cultivate an eminent fashion style.
gogoboi
A highly influential fashion blogger with more than 5 million followers on Weibo. Chrison克里森
A popular fashion blogger with more than 2 million followers on Weibo. Media angle:
Report on the dress of celebrities present at event.
Introduce equestrian fashion history. SAMPLESHANGLIU TATLER
SHANGLIU TATLER is essential reading for prominent figures and those who enjoy an elite lifestyle. It targets high-income individuals as well as business leaders, providing them with exclusive information about business, culture, and social life nationwide.MEDIA ANGLE
LIFESTYLE
ELLEMEN
ELLE Men aims to build up a wise and sophisticated image for elite Chinese men. It targets well-educated readers from the middle and upper classes, business elites, and men with a passion for style, the target audience for both CECF and CHC.Media angle:
Interview Li Xiaoling, CHC endorser, focusing on the connection between horse racing sports and upscale living.Media angle:
Focus on the high-end lifestyle closely related to equestrian sports.SAMPLEMEDIA ANGLE
LIFESTYLE (Digital Platforms)Fortunelife
A WeChat account operated by China Merchants Bank, targeting top VIPs with large deposits and high credit limits. Covers luxury, travel and other aspects of a high-end lifestyle. Media angle:
Introduce horse racing sports as an elite entertainment and leisure activity. Media angle:
Discuss the benefits equestrian sports can bring to a high-end lifestyle.Fortune Character
Fortune Character targets millionaires and leading figures in society. Such high-value individuals are all potential horse club members.
SAMPLEMedia angle:
Interview the core members of CHC Club and CECF organizers.
Explore the club’s organization and activities.
Discuss the influence of equestrian sports on the Chinese economy. MEDIA ANGLE
BUSINESS
CBNweekly
CBNweekly is the first business and lifestyle magazine to emphasize the concept of “fundamentals”. It focuses on business elites, with a large number of readers in first and second tier cities. It has a unique and in-depth view on emerging business, new markets and culture, as well as trends in design and lifestyle. Financial Headlines
A WeChat account reporting financial news. Its articles attract an average of more than 30k readers. Jiemian APP
Jiemian is the largest platform for business and social news in China. More than 500 CEOs use this app. Media angle:
Discuss how entrepreneurs can benefit from equestrian sports. SAMPLETHANK YOU!
