Grand Kerala Shopping Festival

Idea Presentation By Lavina Thakur For Impresario EventsMobile – 8108236744

E-mail – lavina.virgo@gmail.com/ lavina@bootboxideas.com

The Event

Event Background

The festival first started on 2007 Dec 1 to next year Jan 15 lasting for a period of 46 days with an aim to promote and develop commerce, trade and industrial sector of Kerala using the brand value of Kerala Tourism. The objective of the festival is to make the state an International shopping destination over a period of 5 years and create employment to develop traditional trade centers.

During this period stores and shops registered under the GKSF offer wide range of discounts, vat refunds etc. Along with the guaranteed shopping experience, shoppers are provided with gift coupons for a fixed worth of purchase entering them into weekly and mega lucky draws.

Event Background

As compared to shopping festivals being held in other countries, this Festival converts the entire state of Kerala into a giant shopping mall, incorporating not just the big players, but also the small and medium scale industries.

Over 3,000 outlets selling jewellery, electronic goods, textiles, consumer-durables, cars and autos, as well as hotels, restaurants and shopping malls across the State have been decked up for this 45 days long Shopping Festival.

Key Objective

The aim of the Festival is to make Kerala an international shopping destination in five years on lines of Singapore

and Dubai and thereby attract tourists in large number to the state.

The Need For Season 7

To raise the bar and make the event even bigger than before.

To develop a unique way of organizing the Grand Kerala Shopping Festival scheduled from 1 Dec 2012- 15 Jan 2013.

To make the event more exciting & filled with bigger opportunities, offers and showcases to attract global tourists.

To give the Grand Kerala shopping Festival a new definition where in people get a chance to experience Kerala as a whole rather than a mere shopping spot.

Understanding the Global Consumer

Global Consumers are typically on the lookout to purchase, however it need not be only electronics or jewelry or material goods.

The global shopping trend indicates an increase in service shopping to include:• Education Shopping• Health & Medical Shopping• Wedding Destination Shopping • Creative Shopping• Spiritual & Religious Shopping• IT Shopping• Tourism/ Vacation Shopping

GKSF 2012 – 13 Proposed Plan

Extend the shopping experience

Apart from being just a unique shopping experience, Impresario intends to take GKSF to a new dimension, to include service shopping along with the regular trade & commercial goods sales.While promoting the products of the state, also emphasize on the services it can render to the discerning buyers

The idea is to offer a 360 degree approach to shoppers. They can source almost anything and everything they need through the GKSF this year.An all-encompassing venture to make Kerala the one-stop solution for all that a global buyer needs, to take GKSF to an entirely new level.

For this, we rope in health, spiritual, education, creative and IT partners to offer special rates and open up the 360 degree experience to the global consumer.Along with this, open the doors to international brands, providing them with a platform to trade in Kerala.

The Packaging

Propose adding a tagline to the main logo unit that sums up the essence of the festival in 5 key words.

Shop. Play. Win. Experience. Indulge.

These become the 5 key words for the festival with all activities falling under these verticals.

Proposed Festival Verticals

SHOP:

Commercial Goods

Services

Culture

PLAY:

Amusement

Sports

Gaming

WIN

Lucky Draws & Prizes

EXPERIENCE:

Entertainment Experiences

INDULGE:

Food Festival

Spa Beach

Vertical 1: SHOPPING

Mechanics, Locations, Offers.

Commercial Goods

Shopping – Commercial Goods

Locations:Merchants & Traders across the state participate in the festival.

These can be stores, malls, showrooms, neighbourhood shops and any place selling a product.

Shopping – Commercial Goods

Eligible Industries: Apparel

Automobiles

Jewelry

Handicrafts

Pets

Lifestyle

Home & Décor

FMCG

Electronics

Foods

Shopping – Commercial Goods

Branding: All participating merchants receive a neon glow sign with GKSF branding outside the establishment.

This neon sign signifies they are part of the festival and have special offers & discounts & prizes.

In addition every shop gets a lucky draw box for all shopper bills/ data for the weekly mega draws.

Shopping - Services

Services Shopping

In the attempt to escalate the festival we

tie up with service establishments to offer

special deals and promote their service

during GKSF.

The services are packaged & promoted as part of the festival across

all communication elements.

Details of service categories follow>>

Shopping - Services

Health & Medical Shopping:

Location: Wayanad, Alleppey

Health or medical tourism can be defined as the synergy between hospitals and the tourism industry. With so many hospitals joining hands with the tourism industry to promote their services, the field of health tourism is bound to grow at an alarming pace.

As part of endorsing health tourism, campaigns for a ‘health conscious Kerala’ can be taken up.

Various camps such as eye-care camps, dental-care camps, blood donation camps and basic check-up camps can be arranged.

Shopping - Services

IT Shopping:

Location: Trivandrum or Cochin

The State Government intends to make Kerala the most sought after and happening IT destination in the country. The IT revolution that is set to sweep the country provides tremendous opportunity for Kerala, given its large number of educated youth.

IT fair as part of the festival will create a central hub for global IT buyers to meet the Kerala sellers.

Shopping - ServicesSpiritual Shopping:

Locations – all temple towns in the state

Being a state with an abundance of religious and cultural history, spiritual tourism has immense scope in Kerala. It caters to the people who visit the state seeking inner peace and a break from the normal materialistic life.

For this purpose, special or customized tour packages to various religious sites in the state can be planned in association with reputed tour operators.

Shopping - Services

Education Shopping:

Location: Across Kerala

Educational tourism is something that has started attaining universal popularity and jumping on the bandwagon, people from far-flung corners of the world are especially considering India as an important destination for their educational tours.

These tours are especially focused on having a share of the educational experiences available in the country and also to enhance knowledge on the rich Indian history and culture.

An educational fair can be arranged with all major institutions participating, providing help with course admissions, other educational opportunities, job scope and the like.

Shopping - Services

Creative Shopping

Location – TBC ( 2 hub spots of kerala)

Kerala is filled with many talented creative professionals – from writers to painters, graphic designers & advertising professionals.

We create a space where these creative professionals can showcase their talent to the global buyers.

Shopping - Services

Wedding Shopping:

Location – Ideally host at a wedding destination or 5 star

Kerala provides an ideal destination for weddings & also features all infrastructure needed for a grand or a small wedding affair.

NRI’s particularly are taking interest in the grand wedding functions held in Historical Forts & other places of interest.

We create a space where all the wedding destinations & wedding vendors of Kerala can showcase wedding specifics to the global buyers.

A bridal show can be arranged to exhibit the various bridal attires of different cultures as a highlight of the event.

Shopping - Culture

Culture Shopping @ Trade Village

Trade Village:

Venue: Cochin (Exact location to be finalised)

Tentative opening dates: 22 Dec 2012– 5 Jan 2013

The Concept:

A trade village with three different pavilions, the main one being Kerala Pavilion, along with national pavilions and international pavilions.

Kerala Culture Pavilion will be around an area of 80,000sqft which will depict the cultural heritage of Kerala. The pavilion will be designed in a unique concept/theme. This is where we promote the indigenous products from Kerala which includes handicrafts, handlooms, spices, coir, rubber, spices, cashews, coconut carvings, traditional sarees etc.

India National Culture Pavilions - Option to have 10 states exhibiting their cultural and tradition

Global Culture Pavilion – Option to have 5 different countries participating

Culture Shopping @ Trade Village

Vision: Kerala Culture Pavillion

Create a mega display of the state in a vibrant atmosphere. Zones setup showcasing cultural activities, cultural products and also the animals of the state.

Live decorated elephants seamlessly fit into the cultural environment with performances by martial artists, kathakali artists and other keral culture elements.

Propose a tie up with cultural & folk groups to provide a continuous display of cultural acts.

Culture Shopping @ Trade VillageVision: India Culture Pavilion

Invite 10 key states to participate in GKSF by setting up culture pavilions at the Trade Village.

Each state brings in cultural goods, handicrafts, entertainment & customs to make it a multicultural experience for the shoppers.

Culture Shopping @ Trade Village

Vision: International Culture Pavilion

Invite 5 key international countries to participate in GKSF by setting up global pavilions at the Trade Village.

Each country brings in cultural goods, handicrafts, entertainment & customs to the event.

Vertical 2: PLAY

PLAY @ GKSF

The festival creates opportunities for attendees

to truly have a blast of a time with families & kids.

We create 3 spaces that encourage play –

Amusement, Sports & Gaming.

Amusement @ GKSF

Build an Amusement Park that includes:

Giant Wheels

Water splash

Baby pools

Gokarting

Water slides

Mini train

Kiddies Slides

Striking cars

Bowling area

Sports @ GKSF

The Idea:

Kerala has a love of sports found throughout the state. Especially Cricket, Football, Kabbadi & Badminton.

We invite GKSF attendees to participate and watch these 4 sports tournaments hosted during GKSF.

The tournaments are held at prominent stadiums and sports venues, involving the state’s sports personalities & also international guest players in each tournament.

Additionally, setup a sports shopping fair where international and national sports clubs can ‘buy’ players.

Gaming @ GKSF

The Idea

Digital/ Video Gaming is taking over the world & in order to place GKSF as a global event, propose a gaming zone where global gamers compete for a grand cash prize of 2 lac rupees.

For this we tie up with a gaming console developer such as Sony (Playstation) or Microsoft (Xbox) to host the global Gaming Tournament.

Ideal venue – convention center/ 5 star ballrooms.

Vertical 3: WIN

WIN @ GKSF

The Idea:

The major attraction of any shopping festival are the grand prizes that can be won against purchases.

Propose Daily Draw to be hosted in each city as well as Weekly grand lucky draws and finally a mega draw on final day.

Each participating city will have a daily draw with prizes such as electronics, apparel & smaller gifts while weekly draws will enable people to win mega prizes such as cars/ diamonds.

Finally a mega lucky draw on the closing day of the festival where one person wins a plot of land or flat/ bungalow.

Tentative dates: Daily draw – everyday in each city with local gift sponsors. Weekly draw every Sunday 9th Dec, 16th Dec, 23rd Dec, 30 Dec, 6th Jan , 12th Jan and the Mega Lucky Draw along with the closing ceremony on 15th Jan 2013.

Win @ GKSF – draw mechanics

Back end Prep:

Tie up a logistics partner such as AFL/ First Flight or a local courier to collect the entries from every participating shop each day and drop it to a central point.

Local draw: The draw is held at 8 p.m every evening in every city with a local sponsor picking winning tickets.

Weekly draw:

The rest of the tickets are sent ahead for the weekly draw in key cities (different every week). Here a celebrity pulls the winning tickets.

Grand Mega Draw:

Finally all tickets sent to the mega draw city for the finale. Here the minister pulls out the winning ticket.

Vertical 4: Experience

Experiences – Marine Drive

Marine Drive becomes a hub of the festival with a focus on creating a vibrant place for shoppers

to hang out, eat and enjoy the seaside experience with lots of great shows and activities

to enjoy>>.

Experiences Marine DriveNavy Show in conjunction with GKSF

Air Show

Street Performers

Musical Fountain/ water curtains

Laser Show

Mini Pooram

Vedi Kettu (on all days from Gundu Island)

Helicopter Rides

Seawing(from Dubai)

Yacht trip- a trip to the sea on a yacht

Fishing

Banana Boat Rides

Water Scooters

House boats display

Experiences Marine Drive

Indira Gandhi Boat Race:

The grand water carnival of snake boat races is unique to Kerala and celebrated with much vigour and enthusiasm in the state.

Tentative date: 29 Dec 2012

Venue: Marine Drive, Cochin

Vertical 5: INDULGE

Indulge in Food @ Marine Drive

Food Fair:

A mega food festival setup at marine drive.

Total of 500 food stalls/ spaces setup serving authentic food from each city of Kerala as well as a national and international food zone.

A mega ice cream zone adds to the attraction

Celebrity chefs invited to showcase and display best recipes for the shoppers to INDULGE.

Indulge in Pampering @ beach location

Spa Beach:

Select a central beach stretch and convert it into a spa lovers paradise.

This stretch features all the spa, relaxation and indulgence activities that Kerala has to offer in addition to international spa experiences.

The setup is clean and global with bamboo structures & drapes for the shoppers to relax and take in this specialty of Kerala.

Grand Opening & Closing Ceremonies

Opening Ceremony

GKSF Opening Ceremony

A grand affair with the CM inaugurating the festival, followed by headlining performer.

Opening Ceremony

• The festival is opened with a grand light & sound show launching the logo.

• The sound & light show takes the city through the grand history & growth of Kerala from a fishing village into an urban paradise. The AV storyboard traces the culture & the lifestyle and the important landmarks of Kerala that must be visited during GKSF.

GKSF Opening Ceremony

• Inaugural Moment:– Giant neon sign of

the festival logo placed on stage.

– The CM switches on the light and the neon sign comes alive.

Opening Ceremony Highlights

• Headlining acts perform for the audience – propose Shankar Mahadevan concert.

Opening Ceremony Highlights

Torch Lighting by eminent personality

Welcome speeches by local dignitaries

Sound & Laser Show / AV storyboard

Celebrity performer

Media Coverage

Grand Closing

Closing Extravaganza - Parade

Through the 45 day

affair Keralites

are encouraged to sign up for a grand Parade to mark the

end of the celebration

s.

Floats, Mascots,

Costumes, Fireworks – it all comes together at the grand

finale of the event!

Societies, corporates, individual groups &

schools can register to a part of the

mega parade by

filling a form at any

of the festival

venues or registering

online.

The best float,

mascot or costumed

group wins a mega

prize of 1 lac rupees.

Festival Collateral

Festival collateral

Festival Handbook:

Featuring all days agenda & activities.

The handbook is not just a calendar but becomes a keepsake for it’s information and pictures and interesting trivia & history behind each activity of the festival.

Festival Bags:

Branded, eco friendly jute, cloth & organic shopping bags are made mandatory for each participating outlet.

Festival Collateral

Festival Balloons:

Branded colorful eco friendly balloons given out to every child through the festival from every outlet and activity area

Festival Parking Stickers:

Dedicated parking stickers made available for shoppers. Anyone with the sticker on their vehicle is given preference at parking lots/ spaces.

Festival Collateral

Festival Signage/ calendar/ maps

Signage panels placed at all festival hubs

Festival calendar & maps placed at all key high visibility locations (hotels/ airports/ stations/ bus stands/ railway stations)

Festival Marketing & Promotion

Media Plan - India

• Promo spots across national TV & radio channels

Radio & TV:

• Press ads & editorialsPrint:

• Bus Shelter branding, hoardings, posters, banners, airports, railwaysOutdoor:

• Facebook, E-Mailers, International websites, NRK websitesOnline:

Media Plan - Global

Touch points:

International News

International Magazines

Tourism Websites

Tour Promoters

International Airports

Sponsorship Opportunities

Please note these are generic partner deliverables. A customised plan can be developed to integrate the brand within

the festival.

Title Sponsors – Platinum

Sponsorship

Associate Sponsors – Diamond

Sponsorship

Gold Sponsorship & Other Partners

Sponsor Levels

Thank You

Idea Presentation By Lavina Thakur For Impresario EventsMobile – 8108236744

E-mail – lavina.virgo@gmail.com/ lavina@bootboxideas.com