您好,欢迎访问三七文档
博尔特中国行媒体推广方案Blot`sfootsinChinaMediaPlanning承办单位:匡合(北京)国际广告传媒有限公司主办单位:《体坛周报》体坛周报(TitanSports)是中国目前期发量最大的综合类体育报,总部在湖南长沙。目前旗下还有足球周刊、全体育、高尔夫大师和户外杂志。编辑部现居北京,在世界各个体育强国都有常驻记者,并与法国《队报》、西班牙《马卡》报等建立长期合作关系。匡合(北京)国际广告传媒有限公司,是一家集广告影视制作、品牌策划、公关策划及执行、媒体运营于一体的多元化广告传播服务机构。公司主创人员均为影视制作界、广告界、传媒界的资深人士,曾服务过众多国际和国内知名品牌.Co-organizer:KuangHe(Beijing)InternationalMediaAdvertisementCO.,LtdOrganizer:TitanSportsTitanSports,localizedinChangsha,HunanProvince,iscurrentlythecomprehensivenewspaperonSportswiththemostpublishedissueinchina.Andithasvariousdivisions,suchasfootballmagazine,allsports,golfandtheMastersofoutdoormagazines.ItseditorialdepartmentisinBeijingnow,andtherearemanyPermanentCorrespondentsallaroundtheworld.TitanSportsestablishedlong-termcooperativerelationshipwiththeFrenchteam,Spain,Marcanewspaper,andsoon.KuangHe(Beijing)InternationalMediaAdvertisementCo.,Ltdisakindofmulti-mediaadvertisingagenciesspecializedinTelevisionadvertisingproduction,BrandPlanning,PublicRelationsPlanningandExecutive,MediaOperationandsoon.ThecompanyofficalswereallseniorcastscomingfromtheFilmandTelevisionproductionindustry,theAdvertisingindustryandtheMedia.Theyhadworkingexperienceinanumberofinternationalanddomesticbrands.08年的鸟巢,博尔特以9.69秒的成绩谱写人类100米跑的新篇章。众多媒体的即时报道,让他迅速成为一颗璀璨的新星。奥运会后,博尔特的首次中国之行必将成为众多媒体的焦点,与之相关的产品和品牌以怎样的媒体组合传播形式,怎样最大程度地呈现在目标消费者面前。这是商家所关注的,同时也是主办方所要做的。为此,我们特别对各地主流媒体进行全面分析,并针对博尔特作为体育明星的特点制定如下媒体组合策略:Bolthadwrittenanewchapterofmankindinthe100-meterin9.69secondsintheNestinBeijing2008.Quicklyhebecameashinningstarbyalargenumberofmedia`sreal-timereports.Bolt’sfirsttimetochinahasbecomethehotspotofvariousmediaaftertheOlympics.Inevitably,itwillbecomethefocusofthecompaniesandtheorganizersthathowtherelatedproductandbrandspreadandhowitpresenttotheconsumers.Tothispoint,wedocomprehensive,in-depthanalysisonthemediaandmakestrategiesbyBolt`scharacteristicasasportsstartopromotethemediaasfollows:主流媒体抢占先机,区域媒体全面渗透我们的策略08年底博尔特将再次成为中国的焦点BoltwillbecomethefocusagaininChinaattheendof2008ThemainstreammediainchargeoftheopinionTheRegionalmediainfiltrationpublicopinionOurStrategy主流媒体介绍报纸媒体:《体坛周报》、《足球周刊》、《全体育》、《高尔夫大师》、《户外杂志》、《扣篮》电视媒体:CCTV-5、BTV-6、湖南卫视网络媒体:新浪体育频道、体坛网广播媒体:中央人民广播电台北京交通台腾讯QQ电台户外媒体:北京公交车内电视TheMainstreamMediaNewspaper:TitanSports,Footballmagazine,Allsports,Golf,Mastersofoutdoormagazines,Dunk.TVMedia:CCTV-5、BTV-6、HunanStatelliteTVInternet:SinaSportsChannel、SportsNetworkBroadcastMedia:ChinaNationalRadioBeijingTransportsRadioTencentQQradioOut-of-doorMedia:BeijingBus-carTV媒体分析(一)主流媒体:体坛周报—目前一周三期,期发量约为160万份,周期发量500万份。其与体坛网、全体育、扣篮、足球周刊、户外、高尔夫大师、愈加等联动,形成体育媒体网占据中国体育传媒市场。CCTV-5—国内创办最早、规模最大、拥有世界众多顶级赛事国内独家报道权的专业体育频道,全天24小时播放,信息覆盖全国。湖南卫视—湖南省最权威的电视机构,全国中心城市入住率位居省级卫视第一,06年底全国覆盖率达到60%,覆盖人群7.6亿中央人民广播电台—是我国最重要的、最具有影响力的传媒之一,在全国各地(各省、自治区、直辖市、计划单列市及香港、澳门特别行政区)设有40个记者站和办事处,目前已同40多个国家和地区的广播机构建立了业务合作关系。MediaAnalysisⅠMainstreamMedia:TitanSports—ispublishedthreetimesperweekrecently,andthereareabout1.6millioncopieseachcirculation.thetotalisnearly5millioncopies.IthasheldthenationalsportsmediamarketcooperatingwiththeTitanNet,AllSports,Dunk,FootballWeekly,Out-doorMagazine,TheGolfandYoga.CCTV-5—isthefirstandthelargestprofessionalsportschannel.Ithastheexclusivedomesticreportingrightsinmanyoftheworld`stoptournament,It`sinformationiscovering24hoursalldaylong.HunanStatelliteTV—ItisthemostauthoritativeTVorganizationinHunan,anditisthefirstprovincial-levelTVbytheoccupancyamongthenationalcity.Itsnationalcoveragereachedto60%andthenumberoftheaudiencesreachedto0.76billion.ChinaNationalRadio—isoneofthemostimportantandmostinfluentialmedia,andthereare40reporterstationsandofficesallaround(allprovinces,autonomousregions,Municipalities,HongkongandMaca).ChinaNationalRadiohasestablishedBusinesscooperationrelationshipswiththeBroadcastsStationinmorethan40NationsandZones.媒体分析(一)总结:以《体坛周报》、中央人民广播电台、CCTV-5、湖南卫视等覆盖全国的主流媒体为宣传主体,在全国范围内快速形成信息的强势传播,抢占先机,必将使此次活动及参与企业和品牌的知名度在全国范围内迅提高。MediaAnalysisⅠSummary:TitanSports,ChinaNationalRadio,CCTV-5andHunanSatelliteTV,allofthesemainstreammediawilltaketheedgeoftheinformationdisseminationinthewholenation,andultimately,theparticipatedenterpriseswillbewellknownnationwide,aswellasitsbrand.主流媒体传播方案(一)报纸媒体:《体坛周报》对活动全程进行跟踪报道,即时发布活动广告信息电视媒体:CCTV-5、BTV-6、湖南卫视对活动进行新闻播报,同时湖南卫视密切关注活动行程,即时发布广告信息网络媒体:新浪体育频道:视频报道博尔特中华之行,《博尔特访谈》栏目体坛网:全程视频播报以及活动信息发布TheMainstreamMediaPlanningⅠNewspaper:TitanSportswillreporttheentiretrackofthisactivitiesandspreadtheadlaunchreal-timeinformationTVMedia:CCTV-5,BTV-6,HunanStatelliteTVwillbroadcastnewsofthisactivities,andatthesametime,theHunanStatelliteTVwillpayattentiontotheactivitiesofBolt`strip,andrealeasetheinformationimmediately.InternetMedia:SinaSportsChanel:VideocoverageoftheBolt`striptoChina,BoltInterview.SportsNetwork:Videocoverageofthefullactivitiesandthereleaseofinformation广播媒体:中央人民广播电台:体育新闻播报北京交通台:体育新闻播报腾讯QQ电台:全程跟踪直播户外媒体:车内电视:新闻播报以及活动信息发布主力媒体投放时间:2008年12初至2009年1月末主流媒体传播方案(二)TheMainstreamMediaPlanningⅡBroadcastMedia:ChianNationalRadio:SportsNewsBeijingTransportsRadio:SportsNewsTencentQQ:LiveFullTrackOut-doorMedia:TVin-car:NewsandReleaseofinformationMainstera
本文标题:博尔特媒体推广方案
链接地址:https://www.777doc.com/doc-1472781 .html