1 / 64

Kazakhstan Fashion Week ( May 14 -1 7, 2008)

Kazakhstan Fashion Week ( May 14 -1 7, 2008). Sponsorship report - Nissan KAZ. Content. Event description Sponsorship description Pre-event communication Event facts Post event communication Kazakhstan Fashion Week November proposal. Event Description.

airell
Download Presentation

Kazakhstan Fashion Week ( May 14 -1 7, 2008)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ

  2. Content • Event description • Sponsorship description • Pre-event communication • Event facts • Post event communication • Kazakhstan Fashion Week November proposal

  3. Event Description • Kazakhstan Fashion Week is the biggest Central Asian fashion show • The core of event is the show of prêt-â-porter clothes collection of Kazakhstan and Western clothes designers • The main purpose of event is to generate vast attention for the culture of modern fashion by intensive mass media involvement

  4. Sponsorship Description • Nissan brand - is the main partner of the Event • In every communication the main headline was dedicated to Nissan • “Official brand of the Fashion Week – Nissan” plus logo • Nissan presented throughout whole campaign • Key visual • TV Commercial • Venue installations (press wall, Nissan corner, pop up stands, etc) • Invitations, letterheads, etc • Product placement and Test drive for guests were organized at the event

  5. Pre-event communication • Main purpose of pre-event communication to create maximum awareness especially among mass media • Duration: from April 28th till May 16th • Main communication tools (media): • Outdoor (billboards, LED Displays, Spreads, etc) • TV (national channels and cable TV) • Radio (national channels) • Press (newspapers and glossy magazines) • Print materials (catalogues, invitations, etc)

  6. Pre-event communication • Outdoor • 10 LED displays at the city best locations. Total 81 240 airings. • Spread 15m*1.5m Placement cost $59 180

  7. Pre-event communication • Outdoor advertising sample (LED Display 3m*6m)

  8. Pre-event communication • Outdoor advertising sample (LED Display 3m*6m)

  9. Pre-event communication • Outdoor advertising sample (1,5 m x 15 m wall spread)

  10. Pre-event communication • TV • National Channels (Kazakhstan TV, Astana TV): 125 airings • Cable TV in Almaty only (Alma TV): 588 airings Placement cost $142 690

  11. Pre-event communication • Radio • Radio NS • Total 105 Radio Commercial airings Placement cost $26 673

  12. Pre-event communication • Press • Glossy Magazines (1 issue in each) • Cosmopolitan • Cosmo shoppingand beauty • Beauty World • Night Life • Time out • Yapiray • Newspapers: • Liter (15 issues) • Komsomolskaya Pravda (9 issues) • AiF (4 issues) Placement cost $103 850

  13. Pre-event communication • Press issue sample

  14. Pre-event communication • Print distribution materials • Catalogues • Invitations • Leaflets • Staff and guest badges Production and distribution cost $11 900

  15. Pre-event communication • Catalogue

  16. Pre-event communication • Catalogue

  17. Pre-event communication • Catalogue

  18. Pre-event communication • Catalogue

  19. Pre-event communication • Standard Invitation

  20. Pre-event communication • VIP Invitation

  21. - Staff and guest badges

  22. Pre-event communication • Total cost of communication • Outdoor (billboards, LED Displays, Spreads, etc) - $59 180 • TV (national channels and cable TV) - $142 690 • Radio (national channels) - $26 673 • Press (newspapers and glossy magazines) - $103 850 • Print materials (catalogues, invitations, etc) - $11 900 • Total pre-event communication cost $344 293

  23. Event • Dates of event: 15th and 16th of May • Attendance: • 2800 people invited • More than 2500 people attended • Place: Bakhshasaray Convention Palace • Most famous Kazakhstan celebrities attended event • Honored guest – Alexander Vasilyev, world known art and fashion historian

  24. Event press attendance • Press conference was held on the first day

  25. Nissan as sponsor at the event • Prominent position for Nissan: • Special product placement at the entrance to the venue • Test drive with dealer consultants during whole event • Nissan corner inside the venue • TV commercial rotation on every available screen at the venue • Branding of KFW press walls • Print materials and premiums distribution in the guest gift set • Total placement cost: • product placement (car exhibition) – $1 350 • corner space lease - $1 600 • inner branding (incl. print materials distr.) – $8 500

  26. Nissan as sponsor at the event – Product Placement • The special theme developed for the Nissan product placement – Car aerographic linked to the latest fashion trends • Nissan Qashqai • Nissan Murano • Nissan Micra • Car exhibition was supported by fashion promotion models in the special clothes collections from famous Kazakhstan designers Branding cost: $9 000

  27. Nissan as sponsor at the event – Product Placement

  28. Nissan as sponsor at the event – Product Placement

  29. Nissan as sponsor at the event – Product Placement

  30. VIP person on fashion cars show

  31. Nissan as sponsor at the event – Product Placement Test drive of Nissan cars

  32. Nissan as sponsor at the event – Inside branding

  33. Nissan as sponsor at the event – Pre-Party KFW Press lunch for media and partners

  34. Nissan as sponsor at the event – Inside branding

  35. Nissan as sponsor at the event – Inside branding

  36. Nissan as sponsor at the event – Press & Guest walls

  37. Nissan as sponsor at the event – Press walls

  38. Nissan exhibition stand

  39. After party event • A the last day After Party event took place • Location: Heaven Night Club, one of the Kazakhstan’s most famous clubs • 150 VIP guests and press representatives attended • Sponsors were awarded for the contribution to fashion industry of Kazakhstan • Nissan’s presence: • Product placement at the entrance • POP UP stands • Press wall • Print materials distribution Event cost: $15 000

  40. After party event

  41. 18 media invited 23Articles published 5 automotive press (Za rulem, Omega, Automir, AutoCruise, Megapolis za rulem) 5 business press (Vremya, Kaz pravda, NP, Izvestia, AiF) 4 woman press (Cosmopolitan, Domovoy, Mini, Beauty World, Vintage) 3 general interests press (Yapirai, Time Out, Night Life) 1 men’s press (Men’s Health) Total coverage worth $90 103 (with 30% discount without VAT) (to be calculated in the final report) USD (all publications) Nissan Teana Test Drive

  42. “Vintage” monthly magazine,№4, 2008Circulation: 10 000 2 A4 full pages Summary Mention of company Nissan as sponsor of event + test drive of Nissan’s cars 2 A4 Worth $4 083 (with 30% discount) Nissan Kazakhstan Fashion Week

  43. “Automir” Automotive weekly magazine,№24, 2008Circulation: 20 000 ¼ A4 full pages Summary Mention of company Nissan as sponsor of event + test drive of Nissan’s cars ¼ A4 Worth $316 (with 30% discount)

  44. “Cosmopolitan”Circulation: 30 000 2 A4 full pages Summary Mention of company Nissan as sponsor of event 2 A4 Worth $11 754 (with 30% discount)

  45. “Beauty World”Circulation: 35 000 A4 Extra full page Mention of company Nissan as sponsor of event A4 Extra Worth $5 990 (with 30% discount)

  46. “Akademiya Stilya”Circulation: 10 000 2 A4 full pages Summary Mention of company Nissan as sponsor of event 2 A4 Worth $3 990 (with 30% discount)

  47. “Time Out”Circulation: 10 000 ¼ A4 full pages Summary Mention of company Nissan as sponsor of event 2 A4 Worth $4 400 (with 30% discount)

  48. “Yapirai” monthly magazine,№5, 2008Circulation: 20 000 4A4 full page Summary Mention of company Nissan as sponsor of event 4 A4 Worth $5 472 (with 30% discount) Nissan Kazakhstan Fashion Week

  49. “Faces” monthly magazine, Circulation: 15 000 2 A4 full page Summary Logo Nissan on the pictures 2 A4 Worth $6 150 (with 30% discount) Nissan Kazakhstan Fashion Week

  50. “Mini” Monthly magazine,№07, 2008Circulation: 40 000 11/3A3 full page Summary Mention of company Nissan as sponsor of event is absent Mention of company Nissan 1 1/3 A3 Worth $1 410 (with 30% discount) Nissan Kazakhstan Fashion Week

More Related