The document outlines an integrated marketing campaign proposal for Tse Sui Luen Jewellery to establish itself as a wedding jewellery specialist. The proposal includes a situation analysis, target market analysis, campaign objectives, key messaging, media strategies, creative concepts, budget, and evaluation plan. If implemented, the campaign aims to increase foot traffic and sales at Tse Sui Luen stores through coordinated advertising, public relations, and experiential activities promoting its wedding products and services.

1. BASECREATIVE

2. Media Director Hinson Law Debby Wong Jenny Tam Marketing Director PR Director Jam Chan Creative Director Timmy Tam Financial Director Wincy Tang Strategic Planner

4. Creative! Too New? 2003 Differentiate Your Products and Services We Hire The MOST talented marketing team!! Speaking…. English, Cantonese, Mandarin, French, Spanish Italian and Dutch… BASECREATIVE

5. And a GLOBAL 500 network of over clients. BASECREATIVE

6. Phillips Celebration brochures. CyberportNewsletter Promotion Packaging Design BASECREATIVE

7. SWANA Packaging and visual merchandising Loewe Exhibition Booth Loewe Fashion Show BASECREATIVE

8. Integrated Marketing Campaign – Hysan Newsletter Hysan Direct Mail BASECREATIVE

9. Integrated campaign…. Indoor design PR event Chinese New Year gift BASECREATIVE

10. Most importantly… Hong Kong-based China-based Choose Best Places for Ads!! BASECREATIVE

11. Agenda Situation Analysis Your Brand Communication History Target Market Analysis Campaign Objectives Key Messages Media Strategies Creative Strategies Budget Evaluation Conclusion BASECREATIVE

12. Situation Analysis

14. Steady growth in the field

15. A tremendous market of HK$4,566 million as in September 2010

16. 43% increase in retail values in the last 2 yearsBASECREATIVE Situation analysis

17. 4566 3179 43% increase in 2 years (Source: Census & Statistics Department, HKSAR, 2010) BASECREATIVE Situation analysis

19. Proportion of mainland tourists increase from 55% to 63% (Source: Census & Statistics Department, HKSAR, 2010) BASECREATIVE Situation analysis

21. 36% increase for overnight visitors

22. 67% increase for same-day in-town visitors

23. China's retail market is growing at 16.8% annually

24. Now the world's second biggest consumer of luxury goods behind Japan with 27.5% of the global share(Source: Census & Statistics Department, HKSAR, 2010) BASECREATIVE Situation analysis

26. Chow Tai Fook

27. Chow Sang Sang

28. Luk Fook

29. Tse Sui Luen

30. Market share:

31. Market leader

32. 1st: Chow Tai Fook owns 10%

33. 2nd: Chow Sang Sang

34. Ambiguous position for the 3rd and 4th

35. Tse Sui Luen:

36. Ranked as the 3rd in “Most frequently mentioned brand” in the jewellery marketBASECREATIVE Situation analysis

37. Your Brand Communication History

39. Outshone by competitorsBASECREATIVE Brand Communication

41. Print ads on newspaper, magazines

42. Radio

43. Direct marketing

44. PRBASECREATIVE Brand Communication

46. Low Awareness

47. Promotion went unnoticedBASECREATIVE Brand Communication

49. Deliver a consist, persist and impressive message

50. Re- enforcing the image of TSLChange Perception Grasp Attention High Exposure BASECREATIVE Brand Communication

51. Target Market Analysis

52. Target Market Analysis TSL PITCH Target Market

53. Campaign Objectives

54. Sales Campaign Objectives TSL PITCH Increase the monthly flow of visitors to two “Wedding Concept Stores” by 20% Increase in sales of wedding jewellery and related services by 20% BASECREATIVE Campaign Objectives

55. Non-sales Campaign Objectives TSL PITCH BASECREATIVE Campaign Objectives

56. Key Messages

57. KEY Messages of IMC Campaign TSL PITCH TSL is not just an ordinary jewellery seller, but a wedding jewellery partner. TSL supports a perfect wedding by standing by your side during proposal, planning a wedding and wedding anniversaries, offering fine jewellery and advices. After-sales wedding services should be important to a wedding’s success, and a good jewellery company offers professional advice as well. BASECREATIVE Key Messages

58. Impacts on Consumer Belief TSL PITCH Customers will seek advice from TSL whenever they encounter problems about wedding. Customers form loyalty with TSL and purchase all jewellery for wedding anniversaries from TSL. BASECREATIVE Key Messages

59. Media Strategies

60. Means – end chains Values Consequences Attributes Great Product Satisfaction Pleasure High Quality Products Quality Assurance Security Specialist in Wedding Jewellery Unique Wedding Experience TSL Wedding Jewellery Reliance Wholehearted Services Warm, Prestigious Experience Sincerity Differentiated Wedding Jewellery products Variety of Choices Freedom of Choices BASECREATIVE Media Strategies

61. Media Schedule BASECREATIVE Media Strategies

62. Advertising Strategy : Flighting Advertisements ($) Months BASECREATIVE Media Strategies

63. Media Strategies: 6 Media BASECREATIVE Media Strategies

64. 1. MTR Station TSL PITCH Broadview Banner Trackside 12-sheet Panel BASECREATIVE Media Strategies

65. 1. MTR Station (Cont’d) TSL PITCH Escalator Crown Networks Digital Escalator Crown Bank With Poster Extension BASECREATIVE Media Strategies

66. 1. MTR Station (Cont’d) TSL PITCH MTR Exhibition BASECREATIVE Media Strategies

67. 2. Bus Stop Shelter TSL PITCH At Central BASECREATIVE Media Strategies

68. 3. Bus Ads (Mega Rear) + Tramcar TSL Bus Ads Mega Rear PITCH Tramcar BASECREATIVE Media Strategies

69. 4. Train Body + In-train Campaign TSL PITCH Train Body Advertising + In-train Campaign BASECREATIVE Media Strategies

70. 5. Billboard TSL PITCH Outside Quarry Bay MTR Station Cotton Tree Drive BASECREATIVE Media Strategies

71. 5. Billboard (Cont’d) TSL PITCH Outside YauMa Tei MTR Station At Central (Charter Garden) BASECREATIVE Media Strategies

72. Media Schedule BASECREATIVE Media Strategies

73. CreativeStrategies

74. General Strategy TSL PITCH Use of consistent Color – warm color – Pink & Purple Use of slogan – 緣.途有你 (Along Your Love Way) BASECREATIVE Creative Strategies

75. TV Commercial TSL PITCH BASECREATIVE Creative Strategies

76. TV Commercial TSL PITCH Phase I, Week 1 – 2: TVC1 BASECREATIVE Creative Strategies

77. TV Commercial TSL PITCH BASECREATIVE Creative Strategies

78. TV Commercial TSL PITCH Phase I, Week 3 – 4: TVC2 BASECREATIVE Creative Strategies

79. TV Commercial TSL PITCH Phase I, Week 5 – 6: A Mix of TVC1 & TVC2 BASECREATIVE Creative Strategies

80. After 1 Month of TVC…

82. Digital Escalator Crown Bank TSL PITCH Advertisement Soundtrack Soundtrack - Harmonic music Print-Ads Voice Over Billboards (in purple) Digital Screen (in yellow) Poster extension (in green) BASECREATIVE Floor Plan - Causeway Bay MTR Station

83. Digital Escalator Crown Bank TSL PITCH Billboard Ad 1 Ad 2 Ad 2 BASECREATIVE Floor Plan - Causeway Bay MTR Station

84. Advertisement Sample TSL PITCH Ad 1 ……Women look for a life-long promise. We simply do it…… Man, 2010 BASECREATIVE Creative Strategies

85. Advertisement Sample TSL PITCH Ad 2 BASECREATIVE Creative Strategies

87. 2nd : A pair of nice Shoes?一對名貴皮鞋 ?

88. 3rd : Shirts?裇衫?

89. 4th : Bow tie?煲呔?

90. 5th : Suit?西裝?

91. 6th : Any more? 還有嗎？

92. 7th: A TSL wedding ring is what you need most! 一隻結婚戒指，謝瑞麟合你心意！Similar context for Women on the other side of the escalator BASECREATIVE Creative Strategies

93. Digital Escalator Crown Bank TSL PITCH What would be needed in your Wedding? 婚期將至，你最需要甚麼？? The “Male” side Any more? 還有嗎？ BASECREATIVE Creative Strategies

95. Scenes of Wedding

97. Boyfriend kneeling down and proposing to her girlfriend (Left Door) Girlfriend standing and looks very satisfied (Right Door) BASECREATIVE Creative Strategies

98. Train Body + In-train Ads Sample TSL PITCH Scenes of Wedding Doors opening BASECREATIVE Creative Strategies

99. Train Body + In-train Ads Sample TSL PITCH Scenes of Wedding Doors opening BASECREATIVE Creative Strategies

102. Decorate as a palace

103. Warm and romantic

104. Photo area included to attract couples (a bench in the middle) BASECREATIVE Creative Strategies

105. MTR Station Exhibition – Photo Area TSL PITCH Bird Cage Bench BASECREATIVE Creative Strategies

106. MTR Station Exhibition TSL PITCH TsimSha Tsui MTR Station Exhibition Site BASECREATIVE Creative Strategies

109. Aman proposing and holding a diamond ring from TSLBASECREATIVE Creative Strategies

110. Public Relations TSL PITCH 世紀婚禮 – 謝瑞麟(與您)攜手到白頭 Centennial Wedding – TSL。Hand in Hand to Eternity BASECREATIVE Creative Strategies

111. PR – Centennial Wedding TSL PITCH Objective  Complete love journey  Public exposure 2. Appeal  Emotional appeal  Touching, romantic, resonate 3. Message  TSL is a caring wedding jewellery specialist  A good Wedding Ceremony is crucial BASECREATIVE Creative Strategies

112. Budgeting for IMC Campaign

113. Budgeting (Media Category) TSL PITCH *A large amount of the total expense in Public Relations are counted as Miscellaneous items and would be spread among 3 Phases. BASECREATIVE Budgeting

114. Budgeting (Media Function) TSL PITCH BASECREATIVE Budgeting

115. Evaluations

116. 3 Stages of Evaluations BASECREATIVE Evaluations

117. 3 Stages of Evaluations BASECREATIVE Evaluations

118. Conclusion

119. Conclusion TSL PITCH A comprehensive IMC campaign to promote the idea of TSL as “ Your Wedding Jewellery Specialist” A cost-effective “Flighting” media schedule with the limited budget A combination of Creativity & Practicality BASECREATIVE Conclusion