Glenmorangie Night Event ITC Proposal – MOT –. UNNECESSARILY WELL MADE 杰作，源自不必要的坚持 Brand Positioning 品牌定位.

Presentation on theme: "Glenmorangie Night Event ITC Proposal – MOT –. UNNECESSARILY WELL MADE 杰作，源自不必要的坚持 Brand Positioning 品牌定位."— Presentation transcript:

1 Glenmorangie Night Event ITC Proposal – MOT –

2 UNNECESSARILY WELL MADE 杰作，源自不必要的坚持 Brand Positioning 品牌定位

3 Objective 目标 1.To target malt discoverers and raise brand awareness. 面向麦芽威士忌爱好者，提升品牌认知度 2.To increase purchase with interactive tasting program. 利用互动的品酒程序，提高销量

4 Event Theme 活动主题 Glenmorangie Night 格兰杰之夜

5 Event Flow 活动主题 Consumer arrival, PG A,B welcome guest with orange accessories 顾客到店， PG A,B 欢迎顾客并发放橙色小礼品 Welcome 迎宾 PG C,D invite guests to taste whisky with service ritual PG C,D 按照服务规程邀请客人品尝格兰杰威士忌 Tasting 品鉴 Game Interaction 游戏互动 DJ performance DJ 表演 Music 音乐 PG C,D lead ipad game interaction with gift redemption PG C,D 引导客人进行 ipad 游戏互动，并发放礼物 Guests data consolidation and lucky draw 整合顾客资料，抽奖 Lucky draw 抽奖

6 MOT Decoration 搭建  Entrance 门头  Table setting VIP 桌摆设  Tent-card 台卡 Interactive program 互动程序  PG uniform PG 制服  Orange accessory 橙色小礼品  Interactive IPAD program 互动 IPAD 游戏  GMG service ritual 格兰杰服务规程  Music by Female DJ 女 DJ 音乐表演

7 Key Visual 海报样板

8 Barrel Shape Entrance 门头：酒桶形状门拱 High barrel shape entrance with orange light Vertical thematic Glenmorangie light box GMG logo moving gobo lighting 酒桶形状门拱的门头，橙色格兰杰主题花纹 橙色灯光垂直投射 格兰杰 LOGO 的电脑灯在地面上移动投射

9 VIP table setting VIP 桌摆设 PG lead VIP guests to VIP table decorated with GMG POS: Tent card Candle holder Magnumscope Ice-ball machine Orange sofa cushion PG 引导 VIP 顾客来到装饰好格兰杰 POS 的 VIP 桌 : 台卡 格兰杰蜡烛台 1.5L 格兰杰摇架 格兰杰制冰球机 橙色格兰杰沙发靠垫

10 VIP table setting VIP 桌摆设 Orange Sofa Cushion 橙色格兰杰沙发靠垫 Orange Table Mat 橙色桌垫

11 Candle holder 蜡烛台 Orange color candle holder with barrel shape 橙色蜡烛台， 5.1*5.1*4.0cm ，格兰杰主题花纹，酒桶形状缺口

12 Tent card 台卡设计 Actual barrel shape tent card to be printed in thick cardboard, approximately 3.5 mm thick 3.5mm 厚硬纸板印刷的台卡，裁 切为酒桶形 Tent card acrylic base with logo 印有格兰杰 logo 的亚克力台卡座

13 DJ booth and dance area DJ 台和舞池 Orange laser light inside of MOT. 橙色激光灯，提高场内气氛

14 Hostess Uniform 礼仪服装 Shoes 高跟鞋  Length: slightly above knee 服装长度：稍稍过膝  Logo around waist line 腰线附近印有格兰杰 Logo  Drape sewing along both sides to create ruffles 侧面褶皱缝纫  Slightly lifted up on right side skirt-end 右边稍短，不对称裙摆  Bra-pad inserted 内置胸垫

15 PG makeup PG 化妆 INSPIRATION 灵感来源  Makeup inspired by “frozen orange”. 化妆灵感源自 “ 冰冻的橙子 ”  Color Palette: A pop of bright coral on the lips & a sweep of sunburnt orange eye shadow. 色彩：唇彩为亮珊瑚色，眼影扫上橙色， 眼影颜色好似经阳光晒干的橙子  Add glitter or rhinestones for a more dramatic effect around eye area. 可在眼周贴上亮片或水钻来增加戏剧效 果

16 Premium: Hand Chain 礼品 : 手环 At the entrance, all the customers will be given small orange accessories to enhance experience. 在门口，所有顾客都会收到一条橙色小手环，用以加深顾客对格兰杰的品牌 体验 Orange rubber bracelet 橙色橡胶手环

17 IPAD Interactive Game IPAD 互动游戏 0:00 PG takes user through a short video with Glenmorangie imagery 0:30 Whisky Tasting. Depending upon the whisky, PG clicks relevant bottle to begin tasting 1:30 Short explanation by PG about the interactive game and the chance to win a prize 1:40 Consumer starts playing a short interactive game 2:40 Once game is complete, consumer is asked to provide personal data for lucky draw 3:00 PG thanks consumer for the time provided PG 为顾客演示 一段包含格兰杰 影像的短片 PG 简短介绍此互 动游戏，提示顾客 有机会赢取奖品 游戏结束后， PG 请顾客提供 个人资料用于抽 奖 威士忌品鉴 根据选择的威士忌， PG 点击 相应瓶身图像，开始品酒 顾客开始 体验 IPAD 上的互动 小游戏 PG 感谢顾 客抽出时 间的配合

18 GMG Service Ritual 格兰杰服务规程 PG would present GMG service ritual to VIP table. PG 为 VIP 桌提供格兰杰服务流程

19 Step 1 第 1 步 : Table Setting 桌面摆设 PG prepare all POS on the VIP table including: ice ball machine, magnumscope, ice bucker, tumblers, etc. PG 在 VIP 桌准备好所有 POS ，包括：制冰球机，格 兰杰摇架，冰桶，酒杯等 Step 2 第 2 步 : PGs standby PG 就位 2 PGs lead guests’ to be seated, PG B holding an ipad. 2 位 PG 引导客人坐下， PG B 准备好 IPAD Step 3 第 3 步 : Brand introduction 品牌介绍 PG B use ipad to introduce GMG and service ritual, PG A prepare to make ice ball. PG B 用 IPAD 介绍格兰杰并根据流程服务， PG A 准 备制作冰球 Step 4 第 4 步 : GMG service ritual 格兰杰服务规程 PG A make ice ball with the machine on the table, and put it into tumbler. Then PG B serve the tumbler on the ipad to start tasting. PG A 用桌上的制冰机制作冰球，并放入酒杯，然后 PG B 把倒好酒的杯子放在 IPAD 上开始供客人品酒 Step 5 第 5 步 : Game interaction 互动游戏 After tasting, PG B introduce the game for guests to play and encourage purchase with gift reward. PG A continue to serve ice ball to other guests around the table. 品酒过后， PG B 向顾客介绍 IPAD 游戏供其试玩，鼓 励客人购买威士忌并说明有获奖机会。 PG A 继续为桌 上其他客人准备冰球 Step 6 第 6 步 : End 结束 Thank guests and leave the table, PG A taking away the ice ball machine. 感谢顾客配合，离开卡座， PG A 将制冰球机带走 MOT Service Flow 服务流程

20 DJ Outfit DJ 服装 Orange sundress with black Glenmorangie Logo 印有黑色格兰杰 LOGO 的橙色性感 连衣裙 Orange makeup 橙色主题妆容 Orange hair band 橙色发带 Orange ear rings 橙色耳环

21 DJ Cassette Based in LA At a young age she becoming extremely interested in ambient, electronica and idm, she played in a couple bands as a drummer and guitarist. After finishing her education at Boston University in Film Production, she ventured to Los Angeles where she discovered her true talent in Djing. She quickly gained residencies at Hollywood hot-spots and her career took off throughout the hot 2008 summer. Over the past year, Cassette has played gigs multiple times a week throughout Los Angeles and toured all over the US. Cassette has quickly set her place in major party cities throughout the US as a fashion- forward, dance-friendly party thrower. Her international tours included DJing in Australia in December/January [08/09], Germany and France [Summer 09]. She has traveled and played in Japan at AMAZING venues in Tokyo with incredible DJs at Solfa, Trump Room and New Lex. DJ Performance DJ 表演 DJ Cassette 常住洛杉矶 DJ Cassette 从小就对 ambient, 电子和 idm 音乐十分感兴趣，她曾在一些乐队中担任 鼓手和吉他手。从波士顿大学电影制作系 毕业后，她来到洛杉矶并发现了自己的 DJ 才能。她很快成为好莱坞热门场所的常驻 DJ ， 2008 年夏开始，她的 DJ 事业开始迅 猛发展。去年一年， Cassette 每周在洛杉 矶表演多次，并在全美国巡演。 Cassette 的走在时尚前沿的舞曲风格在美 国各大派对城市享有盛名。 她的国际巡演包括： 08 年 12 月至 09 年 1 月，澳大利亚 09 年夏，德国和法国 她曾在日本东京热门俱乐部 Solfa,Trump Room 和 New Lex 与许多著名 DJ 同台演出 音视频： www.myspace.com/thisiscassette http://www.shejay.net/artistDetail.php?use rID=3373 http://djjessnyc.com/tag/andie-cassette/ http://twitter.com/#!/djcassette