BRANDING & COMMUNICATIONS PROPOSAL MARCH 6, 2017
THE BRAND CONCEPT
A CLASS OF YOUR OWN
WHAT IS A CLASS OF YOUR OWN?
HARMONY Balanced combination of local nature and culture gives the harmony for life.
AUTHENTIC
LUXURY
LIFE STYLE
It's original, it's real, it's one of a kind to the unlimited essence of the combination between modern and antique.
Inheriting the premium and high class of international characteristics.
Man is deserving of an enchanting lifestyle in any way they choose.
MARKETING PROPOSAL
OUR TASK Deliver a marketing plan that drives brand awareness and leads for Regent Phu Quoc that aligns with “A Class of Your Own”
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MARKETING OBJECTIVES
Build brand awareness and love for Regent Phu Quoc amongst potential investors, VIP’s and sales agents
Drive leads for sales team across all channels
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Sustain and engage target audiences consistently to remain top of mind
AUDIENCE BEHAVIORS
INVESTOR
LIFESTYLE PURSUER
THE UPPER CLASS
People who are concerned with how to make optimal returns for their investment
The need for an authentic and exquisite second home the boosts the ego and reflects their success
Enjoying an international standard luxury lifestyle
INSIGHTFUL PEOPLE They are analysts that seek information about market and contemporary trends.
Target Costumer Portrait ✓ 40+ ✓ Rich in culture & Sophisticated ✓ Rich in Family Heritage ✓ Family inheritance ✓ Successful family ✓ Wealth people With annual income of over $200,000 ✓ Brand Lovers Loyal customer of luxury brands ✓ People who demand the highest quality of living and surrounding community ✓ Professional Investor with Investment target: Low risk, high ROI, credible brand- names
Customer’s Insight On Purchasing ✓ Third party and financial specialist are need for consulting when investing a big amount of money. Everything must be analyzed carefully. ✓ Be large influenced by WOM. ✓ Use social media daily and consider Facebook as a precious source of information from their friend networks. ✓ Use Google search to view trustworthy information. ✓ Location( rate of process, utilities,...), prestigious developer / builder, price, profitability are some of the most essential feature that influence on buying or investing decision in a real estate project. ✓ Has more trust in premium real estate that’s introduced within well-known magazines or newspapers (visibility).
Source: In house interview 40+ A+
Customer’s Insight “ I'm interested in investing and I buy real estate not to live but to lease, to diversify my investment list. Moreover, from my point of view, my assets are not only the investment but also express my lifestyle and sophistication”
TELLING THE BRAND STORY
UNWRAPPING THE STORY OF ‘A CLASS OF YOUR OWN’ TELL ME ABOUT REGENT
EXCITE AND IMPRESS ME
IMMERSE ME IN THE REGENT EXPERIENCE Announce & Inspire key audiences to gain traction to gain visibility in key media outlets to drive curiosity and interest
Show the Regent experience and key USP’s of the project
VILLA RANGE & INVESTMENT
Impress & WOW me, show me whats on offer and the USP’s
Show the villa personalities and aspiring lifestyle
TWO AUDIENCES
The Investor
The Media
COMMUNICATING TO INVESTORS
KEY INVESTOR MESSAGES THE REGENT DIFFERENCE
RETURN ON INVESTMENT
VILLA DETAILS
THE INVESTOR’S JOURNEY INVITE TO VIP LAUNCH EVENTS INVITE HOOK: Regent & Bim Offers A Privilege To Be Invited To Be The First To Own The New Regent Phu Quoc. KEY MESSAGE: BIM brings you the opportunity to own Regent property. Also included is a launch - day only offer
ATTEND LAUNCH EVENTS IMMERSIVE EXPERIENCE DETAIL: Guests will attend at least 1 of 3 events that touches all five senses. KEY MESSAGE: Discover and Experience the Regent in a new and innovative way. Feel a new class of your own through authentic & bespoke luxury, premium villas, be part of new new resort community that offers unparalleled lifestyle and competitive returns on investment.
GROUND BREAKING
SURROUND IN MEDIA
DETAIL: Guests and media attend a unique and memorable Ground breaking ceremony
DETAIL: Supported by other media such as PR, OOH and digital
KEY MESSAGE: The regent does this differently with their own authentic style, with a promise to always deliver exceptional experiences. See PQ in a new light with a once-in-a lifetime ground breaking ceremony and site visit.
KEY MESSAGE: The Regent has a variety of luxury villa offerings, set within an exclusive enclave but still a part of the PQ marina community, developed by BIM Multiple PR and digital messaging to educate on return on investment
LAUNCH EVENT
EVENT CONCEPT “Experience Regent Phu Quoc through your 5 senses” We reinforce “A class of your own” through an immersive journey of the senses SIGHT & SOUND: 3D Fly through projections TOUCH: Interactive 3D tables with holograms of development & plans TASTE & SMELL: Phu Quoc inspired menu & cocktails Speeches would be kept short to maximize networking time. A special offer should be made for both VIP and Cocktail guests that’s available on the day only. We want investors to leave knowing that they’re the FIRST to buy Regent in Vietnam, that’s offering a unique, profitable and exclusive development thats part of a new lifestyle community.
THREE IN ONE DAY EVENT AGENDA Three events-in-one day 1. VIP luncheon 40 guests seated at tables of eight 2. Press conference 30 guests seated classroom style 3. Cocktail reception for potential investors 100 guests, standing room Potential venues: Park Hyatt Saigon Hanoi location TBC Location: Ballrooms – one ballroom for luncheon and press conference, wall divider removed to use two ballrooms for cocktail reception Note: set-up likely to be one full day in advance and overnight, rehearsals on morning of event.
IMMERSIVE EXPERIENCES Guests will have the opportunity for a memorable and inspiring interaction with the development through immersive technology, bringing the Regency Phu Quoc to life. Explore the Regent Phu Quoc simply by interactive with 3D holograms; get a true experience of the level of luxury & exclusivity it has to offer.
LAUNCH DAY AGENDA: 11.30 - 13.30 VIP Luncheon for partners, business associates VIP guests (non media) 16.00- 18.00 Press Conference for selected media 18.30 - 20.30 Cocktail reception for 100 other guests, media (wider guest list) We suggest that we have different representatives attend each event considering the length of the day (or example, VIP lunch is hosted by CEO’s of Regent & BIM, Media spokespersons for press conference and a Senior Sales representative to lead the cocktail reception.
GROUND BREAKING CEREMONY Selected guests and journalists will be invited to the ground breaking event to create a unique opportunity for news buzz & brand memorability. An earthmover ‘ballet’ will be performed as part of the ceremony to inspire audiences again with their senses, and reinforcing that Regent Phu Quoc is really in a class of its own. Reference: https://www.youtube.com/watch? v=oQ5sLu9VG5I
SURROUND INVESTOR TOUCHPOINT WITH CONTENT • Editorial • Business: Dau Tu, VIR, Doanh Nhan Saigon, DNSG Cuoi Tuan, Thoi Bao Kinh Te Saigon, Forbes, • Lifestyle: Robb Report, Golf & Life, Travellive, Sanh Dieu, Hang Hieu, L’Officiel, Heritage, Esquire • Major daily: Thanh Nien, Tuoi Tre, Saigon Times, Vietnam News, Thoi Bao Kinh Te Vietnam, Nguoi Lao Dong, Lao Dong • Online PR: VN Express, VietnamNet, Dan Tri, CafeF, VNEconomy • TV: HTV, FBNCTV
INFLUENCING JOURNALISTS TO GENERATE THE STORY
UNWRAPPING THE PRESENT ‘A CLASS OF YOUR OWN’
PRESS CONFERENCE
COCKTAIL PARTY
IMMERSIVE TECHNOLOGY
GROUND BREAKING PARTY
INSIGHTFUL AWARENESS TO GENERATE WORTHY NEWS Journalists are strongly exposed to different aspects of Regent Phu Quoc brand story. Hence, worthy news would spread to the right target of audience.
LUNCH
PRINT BUSINESS TITLES Print publications are chosen for their contextual relevance, coverage and design. Filter relevant categories to leverage Regent Phu Quoc key message: Business, Investment, Realestate, Finance... Select Top headers in filtered categories to maximize reach of niche target group Select headers which have good printing & design to deliver good look and feel brand visual
LIFESTYLE TITLES
✓ Monthly ✓ Cir: 60,000 ✓ Distribution: South East Asia
✓ Monthly ✓ Cir: 50,000 ✓ Distribution: Vietnam
PRESS CONFERENCE & COCKTAIL PARTY
EVENT AGENDA - PRESS CONFERENCE PRESS CONFERENCE • 16.00: Media invited time. Management and hostesses to welcome guests, small gathering in pre-event cocktail area, coffee-break catering, take seats as media arrives. • 16.30: MC welcomes guests, introduces VIPs and cues video. • 16.35: Multimedia video presentation of project on multiple screens surrounding guests • 16.40: MC invites Project Owner to introduce project • 16.50: Q&A session • 17.20: Press conference ends. Media invited to join cocktail reception if they wish. • 17.30: Interviews for spokesperson with 2-3 key media • 18.00: Interviews end.
STORY ANGLES FROM PRESS CONFERENCE REAL ESTATE & BUSINESS
LIFESTYLE
Interview with CEO of Regent - a prestigious high class resort rooted in Asia for more than 40 years
Renowned concept: A class of your own
What matters the most when you are looking for a premium resort brand to invest in
Portraits of lifestyle pursuers in digital age
Regent Phu Quoc: Beyond what’s been expected for luxury resorts on the pearl island
Update trend: Premium personalized lifestyle
Unique offers from a solid financial foundation of BIM Group only for Regent Phu Quoc
Have you found your authentic and exquisite second home?
Trust-worthy collaboration: BIM Group & Regent
Delightful present only for your class
FOCUS ON HERITAGE OF REGENT & BIM GROUP
TRIGGER CURIOSITY FOR “A CLASS OF YOUR OWN"
MEDIA TITLE LIST REAL ESTATE & BUSINESS
LIFESTYLE
Dau Tu & VIR
Heritage
Thoi Bao Kinh Te SG
Robb Report
Saigon Times Daily/Weekly
Deluxe Property
Nhip Cau Dau Tu
Elle/ Elle Décor
Doanh Nhan
Dep
Doanh Nhan Sai Gon
Travellive
Doanh Nhan SG Cuoi Tuan
Etc
Forbes Golf Vietnam Golf & Life Dien Dan Doanh Nghiep Kien Truc Viet Nam Kien Truc & Doi Song Etc
IMMERSIVE EXPERIENCES
EVENT CONCEPT An immersive event where guests can experience The Regent Phu Quoc from afar We reinforce “A class of your own” through exclusive new technology and immersion with - Fly through, video mapping - Multiple video screens showcasing panoramic mood video - 3D virtual tour using Occulus rift for Sky villas - Hologram and interactive 3D table of the entire project (The first in Vietnam) - Augmented Reality on mobile for brochure Speeches would be kept short to maximize networking time (especially at evening event allowing sales team to build relationships)
IMMERSIVE EXPERIENCES We will work with a tech marketing company to build and execute multiple innovative technologies to demonstrate the Regent Phu Quoc and stand out from the crowd. This will be the first time it will be done in Vietnam. The supplier simply needs any architectural plans and renderings and we build the 3D user experience to make the development come to life. Once this 3D experience is built it can be rolled out as a 3D virtual tour, interactive table and mobile AR.
STORY ANGLES MASS
REAL ESTATE & BUSINESS
LIFESTYLE
Experience luxury resort at your fingertips
Guarantee profitable investment by most advanced technologies
Digital experiences in real estate
The very 1st time ever in Vietnam: Finest luxury resort crafted in 3D
Lower risks when seeing your luxury property in reality
Bucket List: 3D interactive technology for luxury resort in Vietnam first time
Regent Phu Quoc: World class resort introduces augmented reality
Valuable real estate to diversify your investment list
3D virtual tour around Sky Villas
Forget brochures, see your premium resort in your own eyes now
Secure optimal returns for your investment
World class resort right in your hands
3D virtual tour for Sky Villas
Highest quality of living and surrounding community
Express your sophistication and lifestyle with technology
DELIGHTFUL EXPERIENCE
TECHNOLOGY PROVES QUALITY
BE THE FIRST ONE TO EXPERIENCE
TITLE LIST MASS
REAL ESTATE & BUSINESS
LIFESTYLE
ONLINE
Thanh Nien
Dau Tu & VIR
Heritage
Vnexpress.net
Tuoi Tre
Thoi Bao Kinh Te SG
Robb Report
Zing.vn
Ha Noi Moi
Saigon Times Daily/Weekly
Deluxe Property
Dantri.com.vn
An Ninh Thu Do
Nhip Cau Dau Tu
Elle/ Elle Décor
Tuoitre.vn
Tien Phong
Doanh Nhan
Dep
Thanhnien.vn
Sai Gon Giai Phong
Doanh Nhan Sai Gon
Travellive
Vietnamnet.vn
Tin Tuc
Doanh Nhan SG Cuoi Tuan
Etc
Cafef.vn
Etc
Forbes
Cafebiz.vn
Golf Vietnam
Bizlive.vn
Golf & Life
Cafeland.vn
Dien Dan Doanh Nghiep
Batdongsan.com.vn
Kien Truc Viet Nam
Ashui.com
Kien Truc & Doi Song
realestate.robbreport.com
Etc
Etc
EDITORIAL FORMATS PRINT: half page, full page, double page ONLINE: Homepage; home of Real Estate/Tourism column COVER PAGE & INTERVIEWS: - Outstanding features of Regent Phu Quoc - Insert info. about “Marina Phu Quoc” - BIM Group vision & mission
GROUND BREAKING PARTY
GROUND BREAKING CEREMONY Selected guests and journalists will be invited to the ground breaking event to create a unique opportunity for news buzz & brand memorability. An earthmover ‘ballet’ will be performed as part of the ceremony to inspire audiences again with their senses, and reinforcing that Regent Phu Quoc is really in a class of its own. Reference: https://www.youtube.com/watch? v=oQ5sLu9VG5I
STORY ANGLES MASS
REAL ESTATE & BUSINESS
LIFESTYLE
Unique way to celebrate an important milestone for luxury real estate project
You deserve the very best present
Yes it’s real: Ballerina performance at a construction site
Yes it’s real: Ballerina performance at a construction site
Exotic dancing performance right at the heart of your premium resort
Unforgettable day: dancing with the earth
An ultimate exciting party replaces a boring ceremony
With Regent Phu Quoc, you always get more than whatever you ever expected from a luxury resort When real estate business offers such a tremendously entertaining satisfaction
Forget dirty spades, just a spectacular ballerina performance
Your right choice from an exciting start
Can you imagine a dancing earth party?
Unforgettable day: dancing with the earth Big surprise beyond any ground breaking ceremony you have joined ever UNIQUE, EXCITING & UNFORGETTABLE EXPERIENCE
MOST ENTERTAINING EXPERIENCE ONLY FOR YOUR CLASS
Big surprise beyond any ground breaking ceremony you have joined ever
UNWRAP THE PRESENT BY DANCING
LUNCHEON
MEDIA LUNCHEON Shortly after groundbreaking, we want to initiative conversations about the Regent villa offerings and differentiate them from other developments. We must influence journalists in order to get premium cover page interviews with senior BIM and Regent executives to introduce in detail about the design, interiors and architecture of the villas as key reasons to believe. A luncheon of 8-10 journalists using a chef from the Regent Singapore to prepare a Phu Quoc inspired lunch, where media can ask questions to form authentic and inspiring content within key, premium lifestyle publications. Optional: We create a menu that serves a dish based on the personality of the range of villas (Sea, Sky, Beach) inspired food.
STORY ANGLES MASS
REAL ESTATE & BUSINESS
LIFESTYLE
Taste iconic Phu Quoc cuisine in a premium resort
Which villas fit your personalities best?
A whole new benchmark of luxury customized villas
Things you might not know about the pearl island
Villas not only to live, but to lease
The best villa for your sophisticated gout
Unwrap the best present: Desirable villas right for your own class
SUMMARY
CK PA TA RT IL Y
D per emon son aliz strate Reg atio n th ent e way
IND
L
CIA SO
REM
A CLASS OF YOUR OWN
ON RSI
Exc lu lun sive R ch w ege ith nt PQ BIM t & R hemed ege nt
E
ME
Ann Dem ounce c over e Regen onst a t rate Rege ll develo brand pme nt br n a n elega d valu t concep es, h nce. erita t. ge &
IM
achieve my return on investment”
ANN OUN Intro du C
ed aliz lity son Rea Per nted e gm Au
construction updates to help
BRAND STORY
V “I’m happy with my purchase and I look forward to seeing
CO
BRAND STORY
S ’ IP
PRESS CONFERENCE
GROUNDBREAKING Earthmover Ballet performance
trust and knowledge of their offering”
BRAND STORY
“Seeing Regent Phu Quoc reinforces my
EXCITE
DI Ba GI nn
Demonstrate personalization the Regent way, showcasing villas that are memorable and impactful to drive sales
TA L
ers br , In oc te hu rac res tiv e
FAM TRIP Regent Taipei
H Q P C t BIM n N ge ith e R w U e L lusiv lunchegent c Ex med & R e th
BRAND STORY
OOH LED, Airports
“Regent promises a new form of understated luxury, a class that is unparalleled”
“The Regent Phu Quoc offers a lucrative investment plan, a an exclusive lifestyle set within a unique lifestyle community
DELIVERABLES
BUDGET SPLIT INCLUSIONS
COST (VND)
1 day event, catering, venue, staging, sound & visual, branding, excludes video production
1,500,000,000
PR
20 article sponsorships, 2 x cover interviews, media gifts, media travel
1,000,000,000
Digital
Facebook ads, display ads, mobile & search engines marketing
500,000,000
Half page, full page and double page in key titles
1,000,000,000
OOH
Hanoi & HCM, LED, billboard
500,000,000
Digital Tech
3D floor plans, interactive table, Fly through video projection
500,000,000
Event
EVENT, PR, MEDIA SPEND TOTAL
5,000,000,000
OTHER KOL attendance at Event
TBC
TBC
Digital banner & Print production
TBC
TBC
For any enquiries, please contact:
CHRIS ELKIN
DACEY CALISURA
THUAN NGUYEN
MANAGING DIRECTOR - VIET NAM
HEAD OF STRATEGY
SENIOR ACCOUNT DIRECTOR
e: chris.elkin@red.vn m: (84) 903 042 545 o: (84) 8.3911 1190
e: dacey.calisura@red.vn m: (84) 120 466 0889 o: (84) 8.3911 1190
e: thuan.nguyen@red.vn m: (84) 903 300 1703 o: (84) 8.3911 1190
www.aleph-labs.com
www.red.vn