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販促会議 企画コンペティション2012




      プレミアムなビジネスホテル予約サイト

    「一休.comビジネス」
          の認知度を高める秘策




                      応募者ID:18A84BCD4F
どうしたら、「一休.comビジネス」を
認知させることができるのか?




ビジネスホテルにおける課題
1)出張がなければ、関心ごとになりづらい

2)日常の中で体験できず、サービスの差を実感しづらい
どうしたら、「一休.comビジネス」を
認知させることができるのか?

  「一休ビジネス」を認知させるために必要な要素は・・・


        話題性                         実感

                        +


 「一休.com ビジネス」をターゲットの       「一休.com ビジネス」に掲載されている
    関心事にするための話題性               ビジネスホテルの良さの実感
企画コンセプト

          ぜい


    「贅タク」
          PREMIUM TAXI




     ビジネスマンのあわただしい日常に、
         プレミアムな安らぎを
企画概要


 ターゲットは、出張が多く多忙なビジネスマン。
 時間に追われ、疲れきった彼らが接触するビークル。    接触
 それが「タクシー」




 「一休.com ビジネス」のプロモーション用に、
 プレミアムビジネスホテルの内装やサービスを活用した
 タクシーを作る。その名も『贅タク』。




 『贅タク』に乗ることで、一休.com ビジネスの
 ホテルに泊まったような、安らぎと癒しの一時を      実感
 タクシーという個室空間で体験することが出来る。
企画概要

 「贅タク」
 ・・・そこは、タクシーなのに一流ホテルの快適を味わえる空間




   ウッディな内装と               ラウンジにあっても
  高級感が溢れる絨毯      TAXI
                        おかしくないようなソファ




 車内は仄かにアロマが香り、           運転手は、ホテルの
  夏には冷たいウェルカム            ドアマンさながらの
   ドリンクがサーブ               ホスピタリティ
贅タクの利用までの流れ


 認知                               参加
                                         贅タク 特設サイト
       ポータルニュース!
       TOPICS                            本日の配車状況

       まるでホテル並み!?                         空車    満車
       日本一?贅沢なタクシー
       とやらに乗ってみた                          予約フォーム 》



 ニュースサイト等へ情報掲載を掲載し、             サイトにアクセスして必要情報を入力すると、
       集客を図る。                     抽選で実際に贅タクを呼ぶことができる



      体験
                   ○○さま、
                お迎えにあ         「贅タク」が自分のところにやってきて
                      がりました
                              目的地まで乗せてもらうことができる

                              ※もちろん費用は無料
                              ※ただし移動距離には制限がある
贅タクを起点とした情報拡散

               ニュースメディア

               新橋に出現した謎の
              高級タクシーの正体は!?




 リアルでの目撃者          TAXI
                             体験者の感想シェア
  今日新橋駅で、                     贅タク快適だった !
なんか豪華なタクシーを                  実は一休のビジネスホテ
  見た。何あれ?                      ルを再現したもの
  乗ってみたい。                        らしいよ




  「高級タクシー」×「一休.comビジネス」というコンテキストが
       ビジネスマンを中心に拡大していくことで
 一休にワンランク上のビジネスホテルがあることの認知を広げる。

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【販促会議企画コンペディション2012】一休.com(贅タク)