csj redefines
DESCRIPTION
CSJ Advertising CampaignTRANSCRIPT
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A Woha Plaha Campaign
Amr Abdel-Fattah
Andika Nur Ekaputri
Sara Faizpour
Vanessa Villalobos Fasenda
Marc Röger
Ignacio Villanueva
Chateau St. Jean
SINCE 1973REDEFINES
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Chateau St. Jean Advertising Campaign
Strategy Brief
Swot Analysis
Creative Brief
Advertising Plan
Campaign Strategy
Public Relations
Launching Event
Partnership & Sponsorship
Summary
Table of Content
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Strategy BriefTarget Audience
• Young Urban Professionals 26–30
Product Insight
• Chardonnay
• Pinot Noir
• Cabernet Sauvignon
• Merlot
• Fume Blanc
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SWOT AnalysisStrengths
• History and Expertise
• Variety of Grapes
• Membership
Weaknesses
• Conservative Image
Opportunities
• Promoting a new Way of Consumption
• Creating Differentiation
Threats
• Mature Target Audience
• Consumption Habits
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Creative BriefAdvertising Message
• Tailor-made Wine
• True Identity
• Differentiation & Individuality
Scenarios
• Shopping
• Frequent Business Traveler
• Dating
• Networking Event
• Sunday Brunch
SINCE 1973REDEFINES LIFESTYLES
SINCE 1973 SINCE 1973
SINCE 1973
SINCE 1973
Bottle Sizes
• Redefined Size 0.75 L
• After Hour 0.5 L
• PreParty 0.25 L
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J o i n t h e E x c l u s i v e M e m b e r s h i p T o d a ySINCE 1973
REDEFINES SHOPPING
SINCE 1973
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J o i n t h e E x c l u s i v e M e m b e r s h i p T o d a ySINCE 1973
REDEFINES TRAVELING
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SINCE 1973REDEFINES DATING
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SINCE 1973REDEFINES NETWORKING
SINCE 1973 SINCE 1973
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Commercial
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SINCE 1973REDEFINES BRUNCH
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Commercial
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Traditional Channels
• PrintMagazines
Newspaper
• BillboardsClose to Target Audience
• TVLifestyle Channels
Advertising PlanSocial Media
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Show Information Exhibitors Jazz Fest Schedule Show Preview Buy Advance Tickets
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The annual CS2 Yacht Show and Wine Fest returns to Kemah Boardwalk Marina in Fall of 2011. Unlike any other Boat Show, this is an open invitation to manu-facturers, dealers, brokers and charter companies from across the USA to participate in a truly international, in-water, boat show at one of the best known venues in the Gulf Coast region.
show dates and hours:
Friday, 11th November: 12.00pm–6.00pm Opening Ceremony: 11.30am Saturday, 12th November: 12.00pm–7.00pm Sunday, 13th November: 10.00am–7.00pm
L i v e t h e g o o d l i f e
SINCE 1973REDEFINES LIFESTYLES
SINCE 1973
Sho
w In
form
atio
n
Exh
ibito
rs
Jazz
Fe
st S
ch
ed
ule
Sho
w P
revi
ew
Buy
Ad
van
ce
Tic
kets
The annual CS2 Yacht Show and Wine Fest returns to Kemah Boardwalk Marina in Fall of 2011. Unlike any other Boat Show, this is an open invitation to manu-facturers, dealers, brokers and charter companies from across the USA to participate in a truly international, in-water, boat show at one of the best known venues in the Gulf Coast region.
show dates and hours:
Friday, 11th November: 12.00pm–6.00pm Opening Ceremony: 11.30am Saturday, 12th November: 12.00pm–7.00pm Sunday, 13th November: 10.00am–7.00pm
L i v e t h e g o o d l i f e
SINCE 1973REDEFINES LIFESTYLES
SINCE 1973
SINCE 1973REDEFINES LIFESTYLES
Web PresenceKey Points
• Responsive Website
• Membership Login
• Social Media Streams
• Lifestyle Features
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Campaign Strategy
H1 H2H2
Q1 Feb-Apr
• Intrigue Campaign
• Public Relations
• Launch Events
• Social Media
Q2 May-Jul
• TV Commercials
• 1st Social Media
Competition
• Promotions
• Print Ads
• Public Relations
Q3 Aug-Oct
• TV Commercial
(CSJ Summer)
• Billboards
• Social Media
• Activation Events
Q4 Nov-Jan
• Holiday Campaign
(CSJ Holidays)
• 2nd Social Media
Competition
• Promotions
• Print Ads
InformPersuade RemindPersuade & Remind
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Public RelationsCSJ PR Event
• Invitation to Bloggers and Journalists
SINCE 1973
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Launching Event Events
• Largest Networking Party
• PEG
• Miami Ultra
• NY New year Eve’s Party
SINCE 1973
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SponsorshipEvents
• Largest Networking Party
• PGA Tour
• Miami Ultra
• New Year’s Eve Party
• South By Southwest
PartnershipBrands
• Starwood
• Aloft
• W Hotels
• Café del Mar
• Burberry
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Events
• Largest Networking Party
• PGA Tour
• Miami Ultra
• New Year’s Eve Party
• South By Southwest
SINCE 1973REDEFINES 2014
SINCE 1973
NYECSJ presents New Year’s Eve at Times Square. Celebrate 2014 with us and rede�ne the way you party.
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SummaryChateau St. Jean Advertising Campaign
Inform Persuade Remind
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T h a n k Y o u f o r Y o u r A t t e n t i o n !SINCE 1973
REDEFINES YOU