{"gateway_version":"1.0","source_url":"https://eventum-premo.com/zh-hans/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques","data_url":"https://eventum-premo.com/zh-hans/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques?ai_gateway=1","evidence_registry_url":"https://eventum-premo.com/ai-proof","language":"zh-hans","title":"大众Amarok阿根廷媒体巡展及新公关技巧 | Eventum Premo","language_alternates":{"ar":"https://eventum-premo.com/ar/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques","zh-hans":"https://eventum-premo.com/zh-hans/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques","en":"https://eventum-premo.com/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques","x-default":"https://eventum-premo.com/projects/volkswagen-amarok-press-tour-argentina-and-new-pr-techniques"},"headings":[{"level":1,"text":"大众Amarok阿根廷媒体巡展及新公关技巧"},{"level":2,"text":"大众Amarok阿根廷媒体巡展及新公关技巧"},{"level":2,"text":"项目介绍"},{"level":2,"text":"项目挑战"},{"level":2,"text":"创意构想"},{"level":2,"text":"执行范围"},{"level":2,"text":"项目成果"},{"level":2,"text":"正在筹备项目？"},{"level":2,"text":"更多项目"}],"content_text":"大众Amarok阿根廷媒体巡展及新公关技巧\n大众Amarok阿根廷媒体巡展及新公关技巧——该活动由Eventum Premo策划。迪拜顶尖的司机活动营销机构之一。\n大众Amarok阿根廷媒体巡展及新公关技巧\n项目介绍\n关于项目 作为与大众商用车的公关合作的一部分，Eventum Premo为媒体组织了多场媒体巡展支持。2009年，我们完成了不少于16个额外项目，每个都成为真正的新闻事件——包括汉诺威车展、法兰克福车展、意大利新T5试驾、达喀尔拉力赛独家媒体巡展、阿根廷科尔多瓦新款Amarok首测巡展等。 Amarok是大众的首款皮卡车型。其目标市场为南美，但众所周知，其他国家也流行皮卡，人们更看重其风格，而非必须拥有1.5吨货箱的实用性。 因此，大众商用车品牌组织了一场新款Amarok的大规模试驾，路线穿越被阿根廷人称为“阿根廷瑞士”的地区及其周边风景如画的小镇巴里洛切。 300名媒体代表，其中许多来自顶级汽车媒体，有机会亲自试驾这款新车。媒体群体迅速为活动注入活力，展现了真正的越野能力和赛车技巧——这得益于新款Amarok的技术性能。赛道活动之后，组织者与记者在新闻发布会和晚宴上进行了更深入的交流。我们有些意外地被邀请直接从讲台进入晚宴；欧洲及独联体销售总监与我们同桌；我们与另一组俄罗斯记者及大众NFZ董事会主席同桌。我们决定记者在新闻发布会后提问，随后组织者分组交流。另一种机制是：发言人可亲自询问是否能加入我们的谈话，进而展开关于“秘密价格”和“秘密事实”的讨论，保持记者的兴趣，使晚宴气氛活跃。我可以说，这种方式效果极佳，但有两个前提： - 需要有一位有能力或权威的代表在场；虽然传播总监能制定营销策略和演示方案，但设计工程师更合适。 - 需要不超过10人的媒体代表小组来主持讨论；否则讨论组会分散，参与者形成小团体，忽视发言者回答，讨论陷入停滞，发言者难以吸引全场注意。 媒体巡展安排了两天自由时间；这对参与者来说更是必要，因为飞往布宜诺斯艾利斯的航程超过24小时。第一天安排自由活动及晚间观看阿根廷最佳探戈表演并用餐，第二天安排城市游览。记者们经常旅行，不易被惊艳，但我们成功让他们惊喜——既有新车试驾，也有精心策划的游览，让他们领略了美丽的布宜诺斯艾利斯。毕竟，访问阿根廷不等于真正了解阿根廷；遗憾的是，这对记者来说尤为真实。 疲惫但满足，每位参与者都经历了情感和感官的风暴；巴里洛切和布宜诺斯艾利斯的美景不仅让大家精神焕发，也让他们体验到了新款Amarok的全部魅力。\n项目挑战\nAmarok是大众的首款皮卡车型。其目标市场为南美，但众所周知，其他国家也流行皮卡，人们更看重其风格，而非必须拥有1.5吨货箱的实用性。\n创意构想\n因此，大众商用车品牌组织了一场新款Amarok的大规模试驾，路线穿越被阿根廷人称为“阿根廷瑞士”的地区及其周边风景如画的小镇巴里洛切。\n执行范围\n300名媒体代表，其中许多来自顶级汽车媒体，有机会亲手接触并驾驶这款新车。媒体群体立即为活动做出了贡献——并且由于新Amarok的技术特点，他们展现了真正的越野能力和赛车技巧。赛道活动让位于组织者与记者在新闻发布会和晚宴上的更积极交流。我们有些意外地被直接从讲台邀请参加晚宴；欧洲及独联体销售总监与我们同桌；我们与另一组俄罗斯记者及VW NFZ董事会主席坐在隔壁桌。我们决定记者在新闻发布会后提问，然后组织者分组与记者单独交流。还有另一种机制：发言人可以亲自过来询问是否可以加入我们，然后谈论“秘密价格”和“秘密信息”，从而保持记者的兴趣，使晚宴非常有趣。我可以说，这个方法效果很好，但有两个前提条件：\n项目成果\n- 应该有一位称职或权威的代表出席；虽然公关总监肯定能够制定营销策略和演示方案，但设计工程师会更合适。\n正在筹备项目？\n发送您的项目需求，我们通常会在一个工作日内回复。\n沟通项目需求\n更多项目\n项目\n活动营销研讨会 他们为何惊喜凝固？\n项目\n元宇宙叙事","content_sha256":"e419f696c85276b0d000ea6965ac6033aa623983ae1317ab74d0433ef635f19e","links":[{"url":"https://eventum-premo.com/zh-hans/contacts#brief-form","label":"沟通项目需求"},{"url":"https://eventum-premo.com/zh-hans/projects/event-marketing-seminar-why-did-they-freeze-delight","label":"项目 活动营销研讨会 他们为何惊喜凝固？"},{"url":"https://eventum-premo.com/zh-hans/projects/metaverse-storytelling","label":"项目 元宇宙叙事"}],"structured_data":[{"@context":"https://schema.org","@type":"Organization","@id":"https://eventum-premo.com/#organization","name":"Eventum Premo MENA","legalName":"EVENTUM PREMO AND KUTEZH FOR EVENTS MANAGING CO. 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