csj redefines

A Woha Plaha Campaign

Amr Abdel-Fattah

Andika Nur Ekaputri

Sara Faizpour

Vanessa Villalobos Fasenda

Marc Röger

Ignacio Villanueva

Chateau St. Jean

SINCE 1973REDEFINES

Chateau St. Jean Advertising Campaign

Strategy Brief

Swot Analysis

Creative Brief

Advertising Plan

Campaign Strategy

Public Relations

Launching Event

Partnership & Sponsorship

Summary

Table of Content

Strategy BriefTarget Audience

• Young Urban Professionals 26–30

Product Insight

• Chardonnay

• Pinot Noir

• Cabernet Sauvignon

• Merlot

• Fume Blanc

SWOT AnalysisStrengths

• History and Expertise

• Variety of Grapes

• Membership

Weaknesses

• Conservative Image

Opportunities

• Promoting a new Way of Consumption

• Creating Differentiation

Threats

• Mature Target Audience

• Consumption Habits

Creative BriefAdvertising Message

• Tailor-made Wine

• True Identity

• Differentiation & Individuality

Scenarios

• Shopping

• Frequent Business Traveler

• Dating

• Networking Event

• Sunday Brunch

SINCE 1973REDEFINES LIFESTYLES

SINCE 1973 SINCE 1973

SINCE 1973

SINCE 1973

Bottle Sizes

• Redefined Size 0.75 L

• After Hour 0.5 L

• PreParty 0.25 L

J o i n t h e E x c l u s i v e M e m b e r s h i p T o d a ySINCE 1973

REDEFINES SHOPPING

SINCE 1973

J o i n t h e E x c l u s i v e M e m b e r s h i p T o d a ySINCE 1973

REDEFINES TRAVELING

SINCE 1973REDEFINES DATING

SINCE 1973REDEFINES NETWORKING

SINCE 1973 SINCE 1973

Commercial

SINCE 1973REDEFINES BRUNCH

Commercial

Traditional Channels

• PrintMagazines

Newspaper

• BillboardsClose to Target Audience

• TVLifestyle Channels

Advertising PlanSocial Media

Show Information Exhibitors Jazz Fest Schedule Show Preview Buy Advance Tickets

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The annual CS2 Yacht Show and Wine Fest returns to Kemah Boardwalk Marina in Fall of 2011. Unlike any other Boat Show, this is an open invitation to manu-facturers, dealers, brokers and charter companies from across the USA to participate in a truly international, in-water, boat show at one of the best known venues in the Gulf Coast region.

show dates and hours:

Friday, 11th November: 12.00pm–6.00pm Opening Ceremony: 11.30am Saturday, 12th November: 12.00pm–7.00pm Sunday, 13th November: 10.00am–7.00pm

L i v e t h e g o o d l i f e

SINCE 1973REDEFINES LIFESTYLES

SINCE 1973

Sho

w In

form

atio

n

Exh

ibito

rs

Jazz

Fe

st S

ch

ed

ule

Sho

w P

revi

ew

Buy

Ad

van

ce

Tic

kets

The annual CS2 Yacht Show and Wine Fest returns to Kemah Boardwalk Marina in Fall of 2011. Unlike any other Boat Show, this is an open invitation to manu-facturers, dealers, brokers and charter companies from across the USA to participate in a truly international, in-water, boat show at one of the best known venues in the Gulf Coast region.

show dates and hours:

Friday, 11th November: 12.00pm–6.00pm Opening Ceremony: 11.30am Saturday, 12th November: 12.00pm–7.00pm Sunday, 13th November: 10.00am–7.00pm

L i v e t h e g o o d l i f e

SINCE 1973REDEFINES LIFESTYLES

SINCE 1973

SINCE 1973REDEFINES LIFESTYLES

Web PresenceKey Points

• Responsive Website

• Membership Login

• Social Media Streams

• Lifestyle Features

Campaign Strategy

H1 H2H2

Q1 Feb-Apr

• Intrigue Campaign

• Public Relations

• Launch Events

• Social Media

Q2 May-Jul

• TV Commercials

• 1st Social Media

Competition

• Promotions

• Print Ads

• Public Relations

Q3 Aug-Oct

• TV Commercial

(CSJ Summer)

• Billboards

• Social Media

• Activation Events

Q4 Nov-Jan

• Holiday Campaign

(CSJ Holidays)

• 2nd Social Media

Competition

• Promotions

• Print Ads

InformPersuade RemindPersuade & Remind

Public RelationsCSJ PR Event

• Invitation to Bloggers and Journalists

SINCE 1973

Launching Event Events

• Largest Networking Party

• PEG

• Miami Ultra

• NY New year Eve’s Party

SINCE 1973

SponsorshipEvents

• Largest Networking Party

• PGA Tour

• Miami Ultra

• New Year’s Eve Party

• South By Southwest

PartnershipBrands

• Starwood

• Aloft

• W Hotels

• Café del Mar

• Burberry

Events

• Largest Networking Party

• PGA Tour

• Miami Ultra

• New Year’s Eve Party

• South By Southwest

SINCE 1973REDEFINES 2014

SINCE 1973

NYECSJ presents New Year’s Eve at Times Square. Celebrate 2014 with us and rede�ne the way you party.

SummaryChateau St. Jean Advertising Campaign

Inform Persuade Remind

T h a n k Y o u f o r Y o u r A t t e n t i o n !SINCE 1973

REDEFINES YOU