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1、,博尔特中国行 媒体推广方案,Blots foots in China Media Planning,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（Titan Sports）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
2、知名品牌.,Co-organizer：KuangHe（Beijing）International Media Advertisement CO.,Ltd,Organizer：Titan Sports,Titan Sports ,localized in Changsha,Hunan Province,is currently the comprehensive newspaper on Sports with the most published issue in china.And it has various divisions ,such as football magazine, al
3、l sports, golf and the Masters of outdoor magazines.Its editorial department is in Beijing now,and there are many Permanent Correspondents all around the world. Titan Sports established long-term cooperative relationship with the French “team“, Spain, “Marca“ newspaper, and so on.,KuangHe（Beijing）In
4、ternational Media Advertisement Co.,Ltd is a kind of multi-media advertising agencies specialized in Television advertising production, Brand Planning, Public Relations Planning and Executive, Media Operation and so on. The company officals were all senior casts coming from the Film and Television p
5、roduction industry, the Advertising industry and the Media. They had working experience in a number of international and domestic brands.,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
6、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：,Bolt had written a new chapter of mankind in the 100-meter in 9.69 secondsin the Nest in Beijing 2008. Quickly he became a shinning star by a large number of medias real-time reports. Bolts first time to china has become the hot spot of various media after the Olympic
7、s. Inevitably, it will become the focus of the companies and the organizers that how the related product and brand spread and how it present to the consumers. To this point, we do comprehensive, in-depth analysis on the media and makestrategies by Bolts characteristic as a sports star to promote the
8、 media as follows:,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,Bolt will become the focus again in China at the end of 2008,The mainstream media in charge of the opinion The Regional media infiltration public opinion,Our Strategy,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
9、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,The Mainstream Media,Newspaper: Titan Sports,Football magazine, All sports, Golf ,Masters of outdoor magazines, Dunk. TV Media：CCTV-5、BTV-6、Hunan Statellite TV Internet ：Sina Sports Channel、Sports Network Broadcast Media： China National RadioBeijing T
10、ransports RadioTencent QQ radio Out-of-door Media：Beijing Bus-car TV,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
11、、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。,Media Analysis ,Mainstream Media： Titan Sportsis published three times per week recently, and there are about 1.6 million copies each circulation. the total is nearly 5 million copies.It has held the national sp
12、orts media market cooperating with the Titan Net,All Sports,Dunk,Football Weekly, Out-door Magazine, The Golf and Yoga. CCTV-5is the first and the largest professional sports channel. It has the exclusive domestic reporting rights in many of the worlds top tournament，Its information is covering 24 h
13、ours all day long.Hunan Statellite TVIt is the most authoritative TV organization in Hunan，and it is the first provincial-level TV by the occupancy among the national city. Its national coverage reached to 60% and the number of the audiences reached to 0.76 billion. China National Radio is one of th
14、e most important and most influential media, and there are 40 reporter stations and offices all around (all provinces, autonomous regions, Municipalities, Hongkong and Maca).China National Radio has established Business cooperation relationships with the Broadcasts Station in more than 40 Nations an
15、d Zones.,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。,Media Analysis ,Summary: Titan Sports, China National Radio, CCTV-5 and Hunan Satellite TV, all of these mainstream media will take the edge of the information dissemination in the who
16、le nation, and ultimately, the participated enterprises will be well known nationwide, as well as its brand.,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,The Mainstream Media Planning ,News
17、paper: Titan Sports will report the entire track of this activities and spread the ad launch real-time information TV Media: CCTV-5, BTV-6,Hunan Statellite TV will broadcast news of this activities, and at the same time, the Hunan Statellite TV will pay attention to the activities of Bolts trip, and realease the information immediately. Internet Media:Sina Sports Chanel: Video coverage of the Bolts trip to China ,Bolt Interview. Sports Network:Video coverage of the full activities and the release of information,
