2. Media Director Hinson Law Debby Wong Jenny Tam Marketing Director PR Director Jam Chan Creative Director Timmy Tam Financial Director Wincy Tang Strategic Planner
3.
4. Creative! Too New? 2003 Differentiate Your Products and Services We Hire The MOST talented marketing team!! Speaking…. English, Cantonese, Mandarin, French, Spanish Italian and Dutch… BASECREATIVE
5. And a GLOBAL 500 network of over clients. BASECREATIVE
24. Now the world's second biggest consumer of luxury goods behind Japan with 27.5% of the global share(Source: Census & Statistics Department, HKSAR, 2010) BASECREATIVE Situation analysis
54. Sales Campaign Objectives TSL PITCH Increase the monthly flow of visitors to two “Wedding Concept Stores” by 20% Increase in sales of wedding jewellery and related services by 20% BASECREATIVE Campaign Objectives
57. KEY Messages of IMC Campaign TSL PITCH TSL is not just an ordinary jewellery seller, but a wedding jewellery partner. TSL supports a perfect wedding by standing by your side during proposal, planning a wedding and wedding anniversaries, offering fine jewellery and advices. After-sales wedding services should be important to a wedding’s success, and a good jewellery company offers professional advice as well. BASECREATIVE Key Messages
58. Impacts on Consumer Belief TSL PITCH Customers will seek advice from TSL whenever they encounter problems about wedding. Customers form loyalty with TSL and purchase all jewellery for wedding anniversaries from TSL. BASECREATIVE Key Messages
74. General Strategy TSL PITCH Use of consistent Color – warm color – Pink & Purple Use of slogan – 緣.途有你 (Along Your Love Way) BASECREATIVE Creative Strategies
82. Digital Escalator Crown Bank TSL PITCH Advertisement Soundtrack Soundtrack - Harmonic music Print-Ads Voice Over Billboards (in purple) Digital Screen (in yellow) Poster extension (in green) BASECREATIVE Floor Plan - Causeway Bay MTR Station
83. Digital Escalator Crown Bank TSL PITCH Billboard Ad 1 Ad 2 Ad 2 BASECREATIVE Floor Plan - Causeway Bay MTR Station
84. Advertisement Sample TSL PITCH Ad 1 ……Women look for a life-long promise. We simply do it…… Man, 2010 BASECREATIVE Creative Strategies
92. 7th: A TSL wedding ring is what you need most! 一隻結婚戒指,謝瑞麟合你心意!Similar context for Women on the other side of the escalator BASECREATIVE Creative Strategies
93. Digital Escalator Crown Bank TSL PITCH What would be needed in your Wedding? 婚期將至,你最需要甚麼?? The “Male” side Any more? 還有嗎? BASECREATIVE Creative Strategies
97. Boyfriend kneeling down and proposing to her girlfriend (Left Door) Girlfriend standing and looks very satisfied (Right Door) BASECREATIVE Creative Strategies
98. Train Body + In-train Ads Sample TSL PITCH Scenes of Wedding Doors opening BASECREATIVE Creative Strategies
99. Train Body + In-train Ads Sample TSL PITCH Scenes of Wedding Doors opening BASECREATIVE Creative Strategies
113. Budgeting (Media Category) TSL PITCH *A large amount of the total expense in Public Relations are counted as Miscellaneous items and would be spread among 3 Phases. BASECREATIVE Budgeting
119. Conclusion TSL PITCH A comprehensive IMC campaign to promote the idea of TSL as “ Your Wedding Jewellery Specialist” A cost-effective “Flighting” media schedule with the limited budget A combination of Creativity & Practicality BASECREATIVE Conclusion