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1、The Celtic Manor Resort and Mission Hills ChinaGoodwill TrophyAnnouncement Communications PlanPrepared by FourGritti Sports and Sponsorship16th November 2005Objectives- To announce the concept of the Goodwill Trophy and to reinforce awareness of the reciprocal agreement between The Celtic Manor Reso
2、rt and Mission Hills China- To strengthen brand awareness of both The Celtic Manor resort and Mission Hills China in Asia Pacific and European marketsTo promote the Goodwill Trophys profile in terms of:- Background and mission- Format and date- Players participation- Sponsor commitment- Positioning
3、as platform for UK and Chinese businessKey messages “The Goodwill Trophy and Business Forum is the first event of its kind to bring together two of the worlds leading golf clubs to enhance trade, tourism and cultural exchange between China and the United Kingdom”“The Goodwill Trophys concept of pitt
4、ing the best players from Ryder Cup countries against a Rest of the World team is unique in golf”.“The Goodwill Trophy Business Forum will provide an opportunity for high level discussion of business opportunities between China and the United Kingdom”“The Goodwill Trophy and Business Forum is the fo
5、remost example of the sporting, business and cultural partnership between Sir Terry Matthews Celtic Manor Resort and Dr David Chus Mission Hills China Golf Club”Considerations- At this point in time, it will be impossible to name the following as part of the media announcement:o Specific players who
6、 will participate in the Goodwill Trophyo Prize fund for the tournamento Sponsors, prospective sponsors or packages availableo Television partners- It is customary for new tournaments to be announced with some or all of these elements in place- Media questioning is likely to focus on these areas and
7、 Q&As should therefore be developed to brief spokespersons appropriatelyCommunications strategy- Utilise presence of Sir Terry Matthews and Dr David Chu at Mission Hills China for press conference and media interview opportunities- Utilise presence of Sir Terry Matthews in London immediately after e
8、vent to provide European media with opportunity to discuss- Utilise possible presence of Dr David Chu in London w/c 12th December- Exploit possible presence of European media at UBS Hong Kong Open w/c 29th NovemberCommunications planMedia announcement:Date:Tuesday 29th NovemberVenue:Mission Hills Go
9、lf ClubSchedule:11.00 12.00Media announcement press conferenceTarget 40 golf and business outlets from China, Hong Kong and the regionTarget European golf journalists attending Hong Kong Open12.00 12.15 Photography session12.15 13.45 Media lunch14.00 16.30 One-to-one sessionsTarget at 10 top tier go
10、lf and business media outlets from China, Hong Kong and regionSpecific activity to be undertaken with European Tour media office to identify European media accredited to the UBS Hong Kong Open in order to:- Invite them to Goodwill Trophy announcement press conference- Make them aware that transport
11、to and accommodation at Mission Hills China is available- Invite them to play one of the courses at Mission Hills China during their visit- Make them aware that transport directly to Hong Kong Golf Club will be available on 30th November- Make press release available at UBS Hong Kong OpenTarget UK,
12、European and international media with specific focus on broadcast:- CNN- SNTV- BBC World- European Tour Productions including European Tour Weekly- Bloomberg- Financial Times- CNBC Asia Pacific feeding CNBC Europe- Press Association- ReutersPress release and photos distributed to:- UK and European g
13、olf media- UK and European business media- UK and European newswires- Chinese news agencies based in UK- UK and European photography agencies- Ensure European Tour media centre at Hong Kong UBS Open hold copies of and distributes press release on first working day of event e.g. 30th NovemberPost ann
14、ouncement media pitching:As well as following up with all UK and European media outlets above, there are further opportunities for one-to-one media interviews that can be arranged in London to reinforce announcement message- Sir Terry Matthews in London end of w/c 29th November:Media interview oppor
15、tunities set up with: UK and European golf mediaUK and European business media- Dr David Chu possibly in London w/c 12th November:Media interview opportunities set up with: UK and European golf mediaUK and European business mediaFurther activity to be undertaken to advise key groups with specific interest in Chinese and Hong Kong affairs (as well as the development of business between China and the UK) of the announcement:- Chinese Embassy- China National Tourist Office- Hong Kong Tourist Board- Foreign and Commonwealth Office- W
