哈雷戴维森第六届全国车主骑行活动方案
Harley-Davidson
The 6th H.O.G. China National Rally 2014-22活动时间 2014.05.09 – 11 Event Date
参与人群 哈雷车主、哈雷经销商、 当地官员、哈雷高管及 员工、媒体人员等 Participants H.O.G. Members & Families H-DC & Dealer Staffs H-DMC & H-DAP Media Journalists
活动目的 服务哈雷车主 传播骑行文化 Objectives Delighting H.O.G. Members Disseminating H-D CultureBrief Recap3Brief Recap活动地点：丹东 位于辽东半岛经济开放区东南部鸭绿江与黄海的汇合处，地处东北亚的中心地带，是东北亚经济圈、环渤海经济圈重要交汇点，是连接朝鲜半岛与中国及欧亚大陆的主要陆路通道，是中国万里长城的最东端起点和中国万里海疆的最北端起点
Event Location：Dandong Dandong, located in southeast of Liaodong Peninsula Economic Development Zone, where it is the joint of the Yalu River and the Huanghai Sea, is in the center of northeast Asia. It is the crucial intersection of the Northeast Asia Economy and the Bohai Economic Rim as well as the main path through Europe and Asia on land and a connection point with North Korea. It is also the very east start of the Great Wall and the very north start of the tremendous sea territory of China.
4Event Theme – Option 1千里走丹骑
United by Independence音同中国历史典故“千里走单骑”，武圣关公过关斩将、果敢坚毅，是每个中国男儿自小膜拜的英雄，与哈雷自由不羁、独立进取硬汉形象有着异曲同工之妙 Based on the famous Chinese historical allusion, Riding Alone for Thousands of Miles, in which the hero named as Guan Yu is the idol of masculinity.
取“丹”字，既能表达本次骑行地丹东，又能赋予本次活动更多热血和激情 The Dan from Dandong means the destination of the campaign and the passion of H-D owners as well.5KV6Event Theme – Option 2 飚骑北纬40°
Rally Toward Northern Latitude 40°飚骑音同“骠骑”，为古代武官最高殊荣，寓意哈雷车主公路骑行的硬汉形象 Biao Ji indicates the title of military officers in ancient times of China, which pictures the tough image of H-D owners.
北纬40°的大地域概念，突出哈雷车主不羁的个性 The concept of vast region across the northern latitude 40° signifies the uninhibited character of H-D owners.7KV8Deployment - Plan ADeployment - Plan BPlan B说明：万一活动遇到恶劣天气，摇滚派对将被设置在嘉年华区域中
Plan B that Rock Party stage be combined with Carnival Area will be deployed in case of horrible weather such as storm and heavy rain before the event.10Event ScheduleRock PartyRecruitment Mar 1st - Apr 25th
Check-in
Carnival
Welcome Ceremony
Kick-off Ceremony
Parade
Carnival
Rock Party
Media Experiencing Day May 11thMay 9th May 10th 11招募报名 Recruitment 3.1-4.25 @DLR Stores12招募报名 Recruitment 3.1-4.25 @DLR Stores13招募报名 Recruitment 3.1-4.25 @DLR Stores14招募报名 Recruitment 3.1-4.25 @DLR Stores15签到入住 Check-in 5.7-5.9 @Hotels and H-D Park距活动现场2公里范围内4-5星酒店及可供房间数: 4-5 Star hotels 2km away from the event location:16签到入住 Check-in 5.7-5.9 @Hotels and H-D Park17签到入住 Check-in 5.7-5.9 @Hotels and H-D Park18签到入住 Check-in 5.7-5.9 @Hotels and H-D Park19签到入住 Check-in 5.7-5.9 @Hotels and H-D Park欢迎礼包 Welcome Package Layout 活动卫衣 Sweater Layout 20签到入住 Check-in 5.7-5.9 @Hotels and H-D ParkPassport Cover Layout 21签到入住 Check-in 5.7-5.9 @Hotels and H-D ParkRally Pin Layout 22签到入住 Check-in 5.7-5.9 @Hotels and H-D Park23签到入住 Check-in 5.7-5.9 @Hotels and H-D Park24签到入住 Check-in 5.7-5.9 @Hotels and H-D ParkRoadside Flag Layout25嘉年华 Carnival 5.9-5.10 @Carnival AreaPlan A26嘉年华 Carnival 5.9-5.10 @Carnival AreaPlan BR.P.27嘉年华 Carnival 5.9-5.10 @Carnival Area28嘉年华 Carnival 5.9-5.10 @Carnival Area29嘉年华 Carnival 5.9-5.10 @Carnival Area30嘉年华 Carnival 5.9-5.10 @Carnival Area31嘉年华 Carnival 5.9-5.10 @Carnival Area32嘉年华 Carnival 5.9-5.10 @Carnival Area3D Layout of Dealers Booth33欢迎仪式 Welcome Ceremony 5.9 @Diamond Ballroom of Crown Plaza 34发车仪式 Kick-off Ceremony 5.10 @H-D Park35发车仪式 Kick-off Ceremony 5.10 @H-D Park36发车仪式 Kick-off Ceremony 5.10 @H-D Park37骑行 Parade 5.10 @Parade Route38骑行 Parade 5.10 @Parade Route骑行路线 Riding Route
Plan A - Total: 22km
月亮广场 – 滨海路 – 虎山长城
Moon Piazza – Binhai Rd. – Tiger Mountain Great Wall
Plan B - Total: 58km
月亮广场 – 滨海路 – 虎山长城 – S202 – 河口
Moon Piazza – Binhai Rd. – Tiger Mountain Great Wall – S202 – Hekou39摇滚派对 Rock Party 5.10 @Rock Party AreaOverall Layout－Plan A40摇滚派对 Rock Party 5.10 @Rock Party AreaOverall Layout－Plan A41摇滚派对 Rock Party 5.10 @Rock Party AreaOverall Layout－Plan A42摇滚派对 Rock Party 5.10 @Rock Party Area43摇滚派对 Rock Party 5.10 @Rock Party Area3D Layout of Rocky Party stage44摇滚派对 Rock Party 5.10 @Rock Party Area45摇滚派对 Rock Party 5.10 @Rock Party Area46摇滚派对 Rock Party 5.10 @Rock Party Area47摇滚派对 Rock Party 5.10 @Rock Party Area48摇滚派对 Rock Party 5.10 @Rock Party Area49摇滚派对 Rock Party 5.10 @Rock Party Area50摇滚派对 Rock Party 5.10 @Rock Party Area51媒体体验日 Media Experience Day 5.1152总结 Summary – Overall Rundown53总结 Summary – Action Plan54PR StrategyRock Party传播策略
预热、高潮到品牌聚集，层层深入，递次传播 Successive communication from prophase warm-up, climax to brand focus
主流媒体为源头，社交媒体主动扩散，引导放射性传播，事半功倍 With mainstream media as main source, and spreading through social media, creating radioactive communication effect55PR Strategy 网络媒体为主要传播渠道；主动自发的社交媒体为爆发热点引爆高潮聚焦品牌前期预热名人效应，凸显品牌扩大影响 品牌效应主动扩散，引发关注传播角度：
关注转发哈雷戴维森第六届全国车主骑行活动，赢取免费骑行机会
话题示例：
1、哈雷车主们，快关注转发活动海报即有机会赢得丹东骑行名额！
2、全国仅十个免费名额！速度转发，抢哈雷戴维森第六届全国车主免费骑行名额！传播角度：
明星名人悉数到场、活动现场盛况空前；公益活动等到场内、外热情捐赠
话题示例：
1、李亚鹏、杨坤、张亮哈雷丹东骑行特别报道
2、打开微信和明星们一起为山区的孩子们献爱心！传播角度：
活动总体回顾，强化品牌文化
话题示例：
1、哈雷戴维森第六届全国车主骑行活动尾声
2、自由不羁，我们一直在路上——哈雷戴维森第六届全国车主骑行活动圆满落幕！56PR Strategy Network media acts as the main communicating channel; the actively engaged social media is the hot topicCommunicating Perspective:
Sharing the 6th H.O.G Riding event to win cost-free riding opportunity
Topic Examples:
1、Owners have opportunities to take part in riding event after sharing Weibo with friends!
2、Only 10 vacancies for 6th H.C.0 national cost-free riding event!Communicating Perspective:
Celebrities arriving there creating grand occasion; charities organizing donations inside and outside the event location
Topic Examples:
1、Special reports on the Harley riding of Li Yapeng, Yang Kun and Zhang Liang in Dandong
2、Giving love to children in mountainous areas with celebrities through Wechat!Communicating Perspective:
Overall summary on the whole event to intensify the brand culture
Topic Examples:
1、The 6th H.O.G Riding event is approaching the end
2、We are always on the way with free spirit-the 6th H.O.G Riding event ends with a complete successIgniting ClimaxBrand FocusProphase Warm-upLeveraging celebrity effect to highlightEnhancing brand influenceSpreading actively to attract attention57SponsorshipRock PartyRock Party58Cost Estimation59Cost Estimation60Team Structure胡建飞
3D设计总监吴东坡
完稿组长王钧
3D设计制作徐文俊
客户副总监邵楠
平面设计总监史玮
项目经理陆靖宇
策划总监策划创意项目管理许鑫
BTL 总经理服务团队李越
BTL 副总经理支持团队管理团队CRM葛佩红
公关业务 总经理ATLPR孙啸
ATL部门 总经理邹骅
CRM部门 总经理执行李哲
策划经理吉丽蕾
项目专员黎小芬
项目专员制作及第三方管理黄纯初
项目专员陈文渊
制作经理龚景
项目专员曹佩瑶
BTL 副总经理吴晓
项目专员俞倩倩
项目专员赵英岐
项目专员THANKS!
