zhang ziyi - Hedway Inc

Transcription

• • • HIGHLY CONFIDENTIAL • • •
ZHANG ZIYI
BRAND AMBASSADOR CAMPAIGN
COPYRIGHT © 2012 HEDWAY, INC. / REN. ALL RIGHTS RESERVED.
1
DEFINING
WHAT IS PRICELESS
DELIVERING
WHAT IS TIMELESS
China’s biggest star in a celebrity brand ambassador campaign
for MGM Resorts International to deliver immersion in
and dominance over the Chinese luxury travel market.
2
CHARACTERISTICS OF THE CHINESE MARKET
•65 million Chinese travelled abroad last year
•Chinese outbound travel is the fastest growing in the world
•The WTO predicts 120 million travellers by 2020
•Of the 430 million Chinese internet users and 755 million mobile phone users
67% use the internet to get tourism information and make travel decisions
•89% of licensed Outbound Tour Operators in China believe the internet is the
most efficient way to reach Chinese consumers
•According to a recent report by Boston Consulting, Chinese consumers rely heavily
on their peers and celebrity endorsements when making purchasing decisions
•Chinese consumers’ recognition and preference for brands is quite different
from mature markets
•Hungry for knowledge, affluent consumers in China—when lacking baseline
knowledge—are highly likely to consult blogs, social networks and user/celebrity
review sites for information
•According to Asia Media Journal, in a nation where 80% of people are first-time
buyers, people rely heavily on the advice of friends, family, and social media
when it comes to choosing a service or goods
•Today in China, the use of celebrity endorsers as a marketing communication
strategy in mainstream advertising is a winning formula to build corporate image
and market products
•CR Nielsen reports that Chinese consumers make 60% of their purchase
decisions based on referral, making word-of-mouth and social media king in
China
•As the Chinese culture is said to be collective, it is expected that social relations—
celebrity-mediated—play a pivotal role in consumer habits (Professor Kara Chan
of the Hong Kong University Department of Communications)
•Imitation of celebrity models is a positive predictor of materialism, exerting a
high level of influence over Chinese purchase decisions
•Consumers reported that they were more likely to use products endorsed by
entertainers
3
CHARACTERISTICS OF THE CAMPAIGN
A campaign structured to address the three categories of the lucrative Chinese market:
highly affluent, new affluent, and mass affluent.
Appearances
Five staged appearances by Zhang Ziyi in Las Vegas and Greater China will offer a
plethora of multi-platform opportunities for MGM Resorts International to enhance
its brand in China and the Chinese community at large. In the following pages we
present an à la carte menu of ideas from which we can choose for the basis of the five
appearances.
Broadcast
A video shoot of Zhang Ziyi exploring and experiencing the unprecedented array of
exceptional attractions, events and culinary choices at the MGM Resorts will create
documentary-style broadcast materials for use editorially, advertorially, in-house and in
marketing collateral.
During times of peak Chinese visits or special events, the use of the video walls at
MGM Grand, for example, and tapping into Weibo (Chinese Twitter) will enhance the
experience of your guests.
The footage with be shot over a 7–10 day period to provide MGM Resorts with enough
material to release over a minimum of 12 months. The timelessness of the materials will
make it possible for MGM Resorts to use them over a long term.
Stills and Print
As appropriate, for each appearance we will invite targeted Greater China publications
to attend the events. Additionally a key prestigious glossy publication will spend
a minimum half-day creating a styled photo shoot with editorial content that will
dynamically include the agreed MGM messaging.
The video shoot will be supported by stills photography which will be placed into highprofile magazines in China, Hong Kong and Macau and can also be used in MGM
Resorts M life magazine.
We recommend creating a limited-edition, Chinese-language version of M life to
enhance the initiatives of the Brand Ambassador campaign.
4
TARGET MARKET OF THE CAMPAIGN
MARKET SEGMENT
THE AFFLUENT
The affluent buys to define
individuality to their peers and
themselves.
THE NEW AFFLUENT
The newly affluent buys
for status and because of
reputation of quality of goods
and services.
THE MASS AFFLUENT
The mass affluent buys to
impress, and to satisfy their
sense of luxury entitlement.
MOST INFLUENTIAL
WAYS THEY RECEIVE
INFORMATION
• Word-of-mouth: peer-topeer including celebrities
and friends
• Highly selective media
including digital media,
philanthropy
• Word-of-mouth strategic
brand and celebrity
alliances through digital
media, sponsorship, events,
aspirational media
• Celebrity and fashion
alliances through digital and
mass media, social causes
5
PREMISE OF THE CAMPAIGN
1.
Luxury is not just about materialism, it is about the
experience. The super-rich want the finest, freshest and most exclusive.
2.
The quest for better, more authentic products is continual.
Bespoke services continue to gain momentum.
3.
The feel-good factor is a critical trend
for all customers from the
aspirational to the super-rich.
4.
Chinese consumers expect that the brands they patronize
are good citizens. To paraphrase Confucius: humanity, righteousness,
respect, intelligence and authenticity are key tenets.
5.
The role of the brand CEO in selling to the ultra-affluents is
important.
“What others say about you is much more powerful than what
you say about yourself. That’s why publicity is more effective than
advertising. And why over the past two decades public relations has
eclipsed advertising as the most effective force in branding.”
6
APPEARANCES
Luxury is not just about materialism,
it is about the experience…
Zhang Ziyi—a golfer—joins the Michael Jordan Invitational and is paired with a Chinese
partner. The Chinese partner has won the opportunity to play golf with MGM Resorts’
brand ambassador through a competition run on Zhang Ziyi’s website zzy365, via a
raffle at the VIP event in Hong Kong or through a promotion on sina.com.
The winner will be flown into Las Vegas, all expenses paid.
MEDIA COMPONENTS
•
Features on zzy365 prior, during and post the event
•
“A Day in My Life” with Zhang Ziyi featured in Marie Claire magazine with excerpts
on zzy365
•
B-roll for global distribution through MGM Resorts’ traditional media outlets
•
Sina.com
•
Zhang Ziyi to Weibo her experiences
•
M life
“Experiences represent an existing but previously unarticulated genre
of economic outputs. Experiences are a fourth economic offering.
When a person buys an experience, he pays to spend time enjoying a
series of memorable events that a company stages.”
7
APPEARANCES
Luxury is not just about materialism,
it is about the experience…
Fashion’s Night Out is gathering momentum and was a huge success for Crystals.
Zhang Ziyi hosts a Fashion’s Night Out extravaganza for a VIP gathering of MGM Resorts
high rollers. Following a guided shopping experience at Crystals with Zhang Ziyi’s
personal stylists, guests are taken poolside at Wet Republic for a concert of a lifetime
featuring the iconic Faye Wong (or similar) in support of her Angel Smile Foundation.
This is an opportunity to invite key tour operators, government representatives and the
media to an extraordinary event, underscoring MGM Resorts’ prominence in hospitality,
creativity and entertainment.
MEDIA COMPONENTS
•
A selection of Chinese Media are flown over to join the event.
These can include:
Vogue China
Vogue US
Bazaar China
Business Traveler
China Daily
Cosmopolitan
Elle
Esquire
GQ
Self
Tatler Asian editions
Travel & Leisure
•
zzy365 to cover
•
•
sina.com
•
M life
“There is one claim that elevates a brand above the competition, that
makes every other claim much more believable. This is the claim to
authenticity. Credentials are the collateral you put up to guarantee the
performance of your brand.”
8
CAMPAIGN EXPERIENCES
The quest for better, more authentic products is continual…
ZHANG ZIYI LIMITED EDITION—Zhang Ziyi works with MGM Resorts to create a
boutique collection of products which are featured in-suite and in the retail outlets at
targeted MGM Resort properties. All profits from these sales to go to an MGM Resorts
philanthropy project.
Product examples that speak to the Chinese community:
•
Premium Chinese Tea
•
Mid-Autumn Festival Lanterns created in the shape of a lion
•
Silk scarf designed in conjunction with Hermes
•
Fine porcelain tea cups
•
“Not Lost in the Translation,” a pocket guide to favorite terms and expressions in
Mandarin and English
The World of MGM on zzy365. A selection of premium items—both perishable and
non-perishable—are highlighted and available for purchase through zzy365 store. This
makes MGM brand highlighted offerings available at the click of a button.
MEDIA COMPONENTS
•
The ‘must-have sections’ of all major magazines, newspapers and online sites
•
Front page of zzy365 store highlighting MGM Resort Limited Edition collection with
click-thru to online sales portal
•
M life
9
The feel-good factor is critical…
Zhang Ziyi attends Chinese New Year celebrations for the Year of the Snake festivities
with the Lion dance. During these Chinese New Year celebrations she whisks away
a select group of wives and girlfriends of MGM Resorts’ high roller guests to enjoy a
private luxury designer shopping experience at Crystals featuring her favorite designers.
Celebrity stylist Jeanne Yang will be on hand.
A photo shoot follows with Vanity Fair and Paris Match photographer Sebastien Micke,
using the outfits they have bought. These photos will end up in a mocked-up lookalike
magazine as a momento of their stay.
The same evening Zhang Ziyi phones up her friend and former James Bond star Pierce
Brosnan (or similar), and the group enjoys a surprise dinner at barMasa or Blossom.
MEDIA COMPONENTS
•
•
Lead feature on sina.com entertainment pages
•
Zhang Ziyi invites Bazaar China magazine to join the CNY festivities and photo
reporting of the fashion and celebrity elements
•
B-roll for global distribution through MGM Resorts’ traditional media outlets and
sina.com
•
•
M life
“Word of mouth, newspaper and magazine articles and—most
importantly—the internet play an increasingly greater role over
advertising in informing the affluent about resorts and destinations.”
10
The feel-good factor is critical…
MGM Resorts’ brand ambassador Zhang Ziyi launches the inaugural Festival of Chinese
Cinema during the Chinese New Year festivities. This is a weekend of classic and
contemporary Chinese cinema including art house movies, rare archives and personally
selected collection of Zhang Ziyi’s significant body of work.
As a curator of the Festival, Ziyi joins China Vogue’s editor-in-chief Angelica Cheung,
China Daily’s cultural treasure and editor Raymond Zhou and Yang Qingsheng, head of
research for the Beijing Film Academy.
Movies will be shown in the screening rooms of the MGM Grand.
This is again an opportunity to invite the universe that exists around the high roller
community to participate in activities that signal MGM Resorts’ sense and sensibility to
the China Luxury Market.
The event can be co-branded with MGM Resort vendors who are also seeking dynamic
penetration of the lucrative Chinese market. It also provides MGM with the opportunity
continue its role as a cross-cultural ambassador between the US and China.
MEDIA COMPONENTS
•
US media
•
US-based Chinese media
•
•
•
Lead feature on sina.com entertainment pages
•
China Daily and its syndication partners
•
B-roll for global distribution through MGM Resorts’ traditional media outlets, print
and magazine outlets
•
M life
“Celebrities provide living examples of people with fulfilling and
exciting lifestyles. We don’t want to be them but we will take our cues
from them, associating ourselves with the goods and services they
champion.”
11
Chinese consumers expect that the brands
they patronize are good citizens…
Coinciding with World Water Day 2013 Zhang Ziyi joins Cirque du Soleil in support of
MGM Resorts’ charity partner, ONE DROP, for a photo shoot with ELLE China. This gives
Zhang Ziyi the opportunity to explore the impressive sustainability agenda of MGM
Resorts and discuss the world’s largest environmental crisis: readily-available clean
water.
MEDIA COMPONENTS
•
ELLE China is invited to create a Cirque-themed fashion shoot on the set of ‘O’ using
Cirque props and talent
•
B-roll footage for use as interstitial on zzy365, MGM Resorts, ELLE China and
Cirque du Soleil websites, as well as an entertainment news feature for online and
broadcast media
•
Raymond Zhou, China Daily Cultural Editor is invited to join the event, to publish
a front-page story on his Cirque du Soleil/Zhang Ziyi experience and to interview
Guy Laliberté
•
ePals, the online social network community which accesses 25 million students and
teachers globally allowing ONE DROP to provide children and teachers with free
access to learning tools linked to water-related issues. Adding a Chinese language
version of all educational materials will enhance the global reach of ONE DROP
and allow Zhang Ziyi to be an advocate for the work of Cirque du Soleil and MGM
Resorts in this arena
•
•
M life
12
CEO for selling to the ultra-affluents is important…
Zhang Ziyi and MGM Resort’s International CEO host the annual MGM Resorts
International party for 800 affluent VIPs in Hong Kong.
This party features an announcement of Ziyi’s Brand Ambassadorship and a short
introduction from Zhang Ziyi.
Dinner at the VVIP table with CEO.
The CEO picks the raffle winner (this could also include the winner partnering with
her for the Michael Jordan Invitational if MGM Resorts prefers not to open up the
opportunity to a wider audience).
MEDIA COMPONENTS
•
MGM RESORTS driven media strategy
•
In-house private photography
We suggest this should be a private event with only an in-house photographer
capturing the evening; VIPs would be given the opportunity to be photographed
with Zhang Ziyi. They love this!
13
BROADCAST COMPONENTS
Zhang Ziyi explores the luxury MGM Resorts to present destination content styled in a
high-quality documentary format. Using the talents of an award-winning documentary
filmmaking team specialized in delivering content to the Chinese market, we will use a
director whom Zhang Ziyi has worked with and who also understands the sensibilities
of MGM Resorts’ content requirements.
This broadcast content will evoke the feeling that Zhang Ziyi ‘REALLY HANGS OUT
HERE AT MGM RESORTS’.
Once the contract with Zhang Ziyi is confirmed, we will create a separate synopsis and
mood board to present a vision of the content to MGM Resorts.
Dependent upon MGM Resorts’ priorities and budget, the content can be shot for any
the following formats:
•
One-hour special
•
Mini-movies
•
Interstitials
HOW MATERIALS CAN BE USED:
•
On-air sponsored broadcast version sponsored by MGM Resorts
•
Heavily branded version—”Chairman’s cut”—for in-house TV and in-flight
interstitials
•
Media micro-sites
•
MGM Resorts website usage
•
Trade shows
•
B-roll for sales and marketing
•
Co-branded collateral and promo materials with media partners
•
Corporate gifts
•
Co-branded press releases with brand partners participating in the activities
14
BROADCAST CONTENT RECOMMENDATIONS
Entertainment—CSI The Experience.
http://www.mgmgrand.com/entertainment/csi-the-experience.aspx
Cuisine—L’Atelier Joel Robuchon
http://www.mgmgrand.com/restaurants/atelier-joel-robuchon-french-restaurant.aspx
Accommodation—Sky Lofts
http://www.skyloftsmgmgrand.com
Houdini Magic
http://www.houdini.com/viewstore.cfm?mstoreid=1
Additional recommendations:
Swimming with The Dolphins at The Mirage
http://www.mirage.com/attractions/secret-garden.aspx
Cirque du Soleil Love at The Mirage
http://www.mirage.com/entertainment/love.aspx
Criss Angel Believe at Luxor
http://www.luxor.com/entertainment/entertainment_believe.aspx
15
Shopping—Crystals City Center
http://www.crystalsatcitycenter.com
Rejuvenation—The Spa and Salon at Aria
http://www.arialasvegas.com/spa/
Chinese Cuisine—Blossom (Executive Chef Chi Choi)
http://www.arialasvegas.com/dining/blossom.aspx
Japanese Cuisine—barMasa
http://www.arialasvegas.com/dining/barmasa.aspx
Accommodation—Sky Villas
http://www.ariaskysuites.com/suites/sky-villas.aspx
16
Show—Crique’s “O”
http://www.bellagio.com/o-cirque-du-soleil/o-cirque-du-soleil.aspx
Spectacle—Fountains Brunch
http://www.bellagio.com/restaurants/fountain-brunch-seasonal.aspx
Spectacle—Botanical Garden
http://www.bellagio.com/attractions/botanical-garden.aspx
Spectacle—Epicurean Center
http://www.bellagio.com/restaurants/epicurean-epicenter.aspx
Wine Pairing—Chinese are the #1 wine buyers in the world.
http://www.bellagio.com/restaurants/from-the-sommelier.aspx
Chocolate Making
http://www.bellagio.com/restaurants/jean-philippe.aspx
Shopping—OMEGA
http://www.omegawatches.com/stores/map/store-details?store=7355
17
OVERVIEW OF HOLIDAY OPPORTUNITIES
FOR CHINESE CLIENTELE
Chinese New Year Eve 除夕(chúxī)，大年夜
Spring Festival (Chinese New Year)
新年(xīnnián), 農曆新年, 春節, 春节,大年初一
The most important Chinese holiday is the Chinese New Year (Spring Festival),
which is also celebrated in Korea, Vietnam, and other Asian countries. More fireworks after midnight, visit family members. Jan 23, 2012; Feb 10, 2013.
Lantern Festival 元宵節(yuánxiāojié)/元宵节，小年
Lantern parade and lion dance celebrating the first full moon. Eating tangyuan.
This day is also the last day of new year celebration. Feb 6, 2012; Feb 24, 2013.
Zhonghe Festival (Zhong He Jie), Blue Dragon Festival
中和節(zhōnghéjié)/中和节, 青龍節 (qinglong jie)//青龙节
Eat Chinese pancakes (Chun bing, 春餅) and noodles, clean the house. Also
known as Dragon Raising its Head. Feb 23, 2012; March 13, 2013.
Qing Ming Jie (Tomb Sweeping Day)/Mourning Day / Ching Ming
Festival 清明節(qīngmíngjié)/清明节
Visit, clean, and make offerings at ancestral gravesites, spring outing.
April 4, 2012 and 2013.
18
OVERVIEW OF HOLIDAY OPPORTUNITIES
FOR CHINESE CLIENTELE
Duanwu Festival (Dragon Boat Festival) / Tuen Ng Festival
端午節(duānwǔjié)/端午节
Dragon boat race, eat dumplings wrapped in lotus leaves Zongzi. This festival
commemorates the ancient poet Qu Yuan; drink yellow rice wine, related to the
White Snake Lady legend. June 23, 2012; June 12, 2013.
The Night of Sevens / Chinese Valentine’s Day / Qi Xi 七夕(qīxī)
According to legend, the goddess “Zhi Nü” (the star Vega) fell in love with the
farmer boy “Niu Lang” (the star Altair), but her mother goddess disapproved. As
punishment, they were separated by the Milky Way and could only meet once a
year on this night. Aug 23, 2012; Aug 13, 2013.
Mid-Autumn Festival (Moon Festival) 中秋節(zhōngqiūjié)/中秋节
Eat mooncake, family union meal. Legend of Chang E. Sept 30, 2012; Sept 19, 2013.
Winter Solstice Festival / Mid-Winter Festival 冬至(dōngzhì)
Have Tangyuan and Jiuniang and perform ancestor worship, Feast day, family
gatherings, also named “Chinese Thanksgiving”. Dec 19, 2012; Dec 9, 2013.
Laba Festival / Congee Festival 臘八節(làbājié)
This is the day the Buddha attained enlightenment. People usually eat Laba congee, which is made of mixed grains and fruits. Jan 19, 2013; Jan 8, 2014.
19
CHECKLIST OF OTHER DISCUSSION POINTS
ZHANG ZIYI CONTRACT REQUIREMENTS:
•
First-class air travel
•
Hair
•
Makeup
•
Stylist
•
In-room requirements
•
Approval Process
BUDGETS:
•
Brand ambassador fee and payment schedule
•
Celebrity fees for any other featured talent
•
Execution of campaign by Hedway, Inc./Ren with separate consultancy fee
•
Events budgets—including travel of VIPs and media from China
•
Production budgets—broadcast and stills
•
Post-production and distribution
20
THE POWER OF ZHANG ZIYI IN PRINT
最时尚中文杂志 OCT 10 s$5.00
mPAs 2010年最佳中文杂志铜奖
www.nuyou.com.sg
OCT 2010 exTreme sTyle
S$5.00 HK$18
SPH MAGAZINES PTE LTD
21
THE POWER OF ZHANG ZIYI IN PRINT
22
REN
795 N Beverly Glen
Los Angeles, CA 90077
www.renpartnership.com
Hedda (Moye) Leonardi
Los Angeles: +1 310 4751583
hedda@hedwayinc.com
Legal Representation:
John Mason at Glaser Weil
Frank, Jacobs, Howard & Shapiro, LLC
jmason@glaserweil.com
Business Management:
Nicholas Brown at GSO Group
nbrown@gsogroup.com
23

zhang ziyi - Hedway Inc

Transcription

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