High Quality
Open the downloaded document, and select print from the file menu (PDF reader required).
Page | 1
STRATEGIC PLAN: BMW & Cirque Du Soleil tie-up.
Our goal would be to announce the partnership between BMW and Cirque du Soleil and secure mediacoverage for this story. Keeping in mind the current economic climate, the intent of this strategic plan isto present the client with a range of different ideas and scalable options at differing price points that canbe adapted to meet their needs. Thus, we can create visibility for the client regardless of access to alarger budget or
the Cirque du Soleil’s talent
.
COST-CONSCIOUS PROPOSAL
Editorial opportunities are effective, affordable options that allow us to provide media outlets withinformation they need for planned, upcoming stories. For example, we can coordinate a pitch to caraficionado magazines emphas
izing “Arts, Culture & Precision Engineering”. We can then
leverage theseeditorial opportunities through press releases, media relations, by-line and feature reporting, to keep ourclient visible in key target media outlets, generating interest and raising public awareness of thepartnership, thus, making it relevant and newsworthy.Additionally, we can implement a radio competition, such as
a “call
in to win
” scenario
where participantscompete for the chance to win a customized VIP Cirque/BMW experience. Lucky contestants would be
picked up in the latest/greatest BMW and chauffeured to the Cirque’s opening night show, etc. This idea
can also be integrated with print by partnering up with a media outlet, say the Gulf News, and securing aone page advertorial of the latest BMW offering, participants can then fill out the quiz to win tickets to theshow. The end result being an affordable and easily measurable product editorial communicating the tie-up. As an added bonus we can come back to the client with metrics to quantify our efforts and justify theirinvestment.
COST-INTENSIVE PROPOSAL
The second proposal involves a full scale cost-intensive communications strategy integrating core PRtechniques (press releases, editorials, media relations & outreach, etc.) with staged events leading up to
the Cirque du Soleil’s
opening night show, then winding down with a post-show after party.Organizing a photo-shoot is a great way to kick off the campaign. By placing an appropriately chosenBMW vehicle inside the C
irque’s Big Top, set against the backdrop of one of their breathtaking acrobatic
performances, we will be creating images that merge the artistic and cultural aspects of Cirque du Soleilwith the sophistication and performance traits associated with BMW. These images would then bedistributed along with all other press material, creating a signature look and feel that can be used by themedia throughout the campaign.Evidently, press material would be released formally announcing the partnership between the twoorganizations, integrating key messages as well as the details (dates, times & locations) of all eventsleading up to, and including the Cirque du Soleil
’s
opening show. Furthermore, I believe it would be ofgreat benefit to distribute profiles of spokespeople from both organizations to select media outlets.
Staged Events
In partnership with BMW and the Cirque du Soleil, the second phase of the campaign would consist oftwo staged events in which performers from the Cirque du Soleil, using an appropriately chosen BMWmodel as a prop, put on a show for the public and media. These events would take place in the weekendsleading up to the inaugural show, and would have already been publicized in the first phase of ourcampaign.The first staged event would occur at the skating rink inside the Dubai Mall, the second, a week after at
“The Walk” in
JBR, both high profile locations open to the public and media alike. Staffed kiosks should
Add a Comment