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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.

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

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  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

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