The document summarizes plans for an event to promote the opening of a new Biotherm boutique in Almaty, Kazakhstan. It includes details on advertising concepts and PR channels to promote buzz for the event. The event will feature a performance by singer Alizee, a DJ, catering, decorations, and technical support at the boutique location on August 5th from 7-10 pm with free entrance. Media promotion of the event is outlined for radio, websites, and social media platforms.

2. Advertising

3. Concept development

4. PR instruments and channels
Opening of the
Biotherm boutique
Buzzing before the
event:
teasers: flyers in the
“bohemian” places of
Almaty, teaser on the
building of the
boutique.
Web site launch

5. Almaty

6. Almaty

7. Sales promotions
 1) Free Sampling

8. Sales promotions
 2) “Membership Cards”
Biotherm Almaty

9. Gifts to loyal customers

10. Sales promotions
 3) Premiums

13. Background information
Birth name: Alizée Jacotey
Born: 21 August 1984 (age 26)
Ajaccio, Corsica, France
Genres:
World, pop, rock, hip hop, electronica, dance
Occupations: Singer
Years active: 2000–present
Labels:
Polydor (2000–2007)
RCA (2007–2008)
Wisteria Song (2007–present)
Jive Epic (2008–present), subsidiary of Sony
Music Entertainment
Associated acts : Mylène Farmer, Madonna
Edie Sedgwick
Website: www.alizee-officiel.com

14.  Show program
 Catering
 Personnel
involved
 Decorations
 Technical support
Event date: August 5, 2011
Location: Biotherm Boutique
Time: 7pm – 10 pm
Free entrance, FC

15.  Show Host:
Rinat Safargulov - $3.000
 Alizee – $100.000
 DJ Denis Prashkevich - $500

16. Catering
 Supplier: Figaro.kz
 Menu: Assorted fruits, vegetarian tapas,
 Drinks: Cappy Pulpy, Perrier mineral water, $13.000
Milk shakes

17. Personnel involved:
 5 Hostesses - $715
(additionally: special uniforms - $715)
 2Photographers - $300
 2 Cameramen - $ 1450

18. Decorations and facilities:
 2 Tents 5x5 size (ordered production) - $2150
 4 Buffet tables 180x90 size (rent) - $45
+ $285 tables transportation
 6 Bar tables - $65
 24 Bar chairs (ordered production) - $600
 200 blue balloons - $215
 10 Flower sets - $215
 Technical support: light, sound, stage - $5000
The total cost of the event is ≈$127.655

19. Media and media vehicles
 Event announcement on “Energy fm” radio
Program name : “Gentlemen Club”
Main topics: men’s fashion, style, famous people
Length: 5-7 min.
Language: Russian
Frequency: Tuesday and Friday.
Time: original at 1pm, repeating at 6pm and next day
morning
Rotation period: from 17.07.11 till 04.08.11

20. Media and media vehicles
 Promoting biotherm.kz on:
Yvision.kz
Facebook.com
Vkontakte.ru
Cosmo.kz
Promotion includes: blogs, groups.
Activities start from 08.07.11
Responsible person: PR manager