The document outlines plans for several Chivas Regal events in Vietnam, including: 1) A "Great White Way" event in Hanoi featuring world-renowned musicals and ballet performances. 2) A "Music Fete" at Halong Bay featuring concerts by classical musicians Yanni and Lang Lang. 3) The "Chivas Gala", a celebration of Vietnam's history and culture through adaptations of famous theatrical shows.

1. Chivas Regal Events
A Presentation By Square Direct Communications
Monday, May 16, 2011

2. Name Studies
Chivas Finest
Chivas Moments
Chivas Attraction
Chivas Gala
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3. Chivas Regal create once in a lifetime
champion the various experience that
changes every year.
forms of Global
Artistry.
music
FETE ♫
at Halong Bay
FLICK!
Great White Way music
VIETNAM FETE ♫
Chivas Reels
at Hoang Thanh Thang Long
Modern Theater Music & History Motion Pictures & Emerging Artforms
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4. True to Chivas Regal’s spirit, Hanoi will be transformed to
become the new Broadway of Asia - where award winning
musical masterpieces and theatrical artistic performance
breakthroughs will pave the way in appreciation of art
previously reserved for a chosen elite few.
Great White Way
VIETNAM
The world renowned Bolshoi Zhang Yimou’s Famous West Lake
Modern Musical Masterpieces
Modern Ballet and other Theatrical Show Impressions to be
which captivated the world - CATS
Companies to be invited to adapted to reflect Vietnam’s Shining
and The Lion King
perform Historical and Cultural Gems.
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5. Chivas Advantage
Theater Disadvantage
Very high profile art Limited Venue Availability
association with the brand
Prestige High Production Cost =
Exclusivity Ticket Selling can be a
ELITE great opportunity to reach
World Class Artistry more audience and reach
Association, leveling with ROI
first world countries. Brand should be
Great White Way highlighted as Main
Targets all age levels from presenter. No co-
VIETNAM children to mature sponsorships.Maximize
audiences. advertising through
merchandising and Press
Release only.
Monday, May 16, 2011

6. To celebrate the musical artistry, Chivas Regal invites 2 of the
music world’s leading artists to play their unique blend of talent in the
FETE ♫
classical music and contemporary instrumental genre using Halong
Bay as the great historical venue. + Majestic Visual Light Art
at Halong Bay
Performance reflecting Ha Long Bay’s global significance &
uniqueness.
rock wonder in the sky an extraordinary musical tribute.
He earned Grammy nominations for his 1992 album, Dare to
Lang Lang has received numerous awards and has been
Dream, and the 1993 follow-up, In My Time. His
seen by millions of television viewers throughout the
breakthrough success came with the 1994 release of Yanni
world. Lang Lang appeared in a Time 100 – Time
Live at the Acropolis, deemed to be the second best-selling
magazine's annual list of the 100 Most Influential People
music video of all time.[1] Yanni has since performed live in
Lang Lang
in the World.[39] In 2008, the Recording Academy named
concert before in excess of two million people in more than
him their Cultural Ambassador to China.[40] Most
20 countries around the world. He has accumulated more
recently, Lang Lang has been chosen as an official
than 35 platinum and gold albums globally, with sales
worldwide ambassador to the 2010 Shanghai Expo.
totaling over 20 million copies.[1] Yanni is considered to be
Yanni
Lang Lang was recognized for his efforts by the United
one of the top fundraisers of all time for public television.
Nations' Children's Fund (UNICEF) who appointed him
His compositions have been included in all Olympic Games "evangelical in his efforts to
an international Goodwill Ambassador in 2004.[41] The
television broadcasts since 1988, and his music has been spread the popularity of
Chinese government also recognized his achievement by
used extensively in television and televised sporting events. classical music."
selecting him as one of the vice presidents at the All-
His music is frequently described as "new age", though he
China Youth Federation.[42]
prefers the term "contemporary instrumental"
Monday, May 16, 2011

7. Music Fete - Ha Long Bay Advantage Disadvantage
Yanni & Lang Lang High Class - Elite
Performers target mostly
World Class Event and Publicity older generation. Concept
must link and urge
music High Potential for Hype & Buzz participation of younger
FETE ♫ from local and global media. targets.
Help Rehabilitate Ha Long Limited Audience capacity.
at Halong Bay Bay’s Reputation and
Popularity
Study execution risks.
Brand will be linked to classic
awesome and amazing artistry
and performance.
A coffee table book or a
documentary can be produced in
cooperation with Ministry of
Tourism or Travel Cable Channels.
Monday, May 16, 2011

8. music Celebrating Hanoi’s rich and strong vibrant history, Yanni and
Lang Lang perform in one of the oldest relic alive in Hanoi - The
FETE ♫
Hoang Thanh Royal Citadel - a fortress that protected the royal
at Hoang Thanh family for centuries.
Thang Long
with performance of state of the art
projection, 3D Mapping and holographic
visual art and lighting.
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9. Music Fete - Hoang Thanh
Advantage Disadvantage
Thang Long
Yanni & Lang Lang High Class - Elite Performers target mostly
older generation. Concept
World Class Event and Publicity must link and urge
music participation of younger
FETE Historical relevance and
support for a Liquor Event
targets.
Limited Audience capacity.
at Hoang Thanh
Thang Long Brand will be linked to classic High Potential for Hype &
awesome and amazing artistry Buzz from local media only.
and performance.
A coffee table book or a
documentary can be produced in
cooperation with Ministry of
Tourism or Travel Cable Channels.
Monday, May 16, 2011

10. To immortalize the Chivas Regal Spirit, the motion
picture will be used as a medium to show the brand
and its reach consumers in a very entertaining and
lasting way.
produce short product create a film
FLICK! film series for placements festival - the
Chivas Chivas Regal next Cannes
products will be Conduct a film festival
A series of narrative
placed in major featuring promising
short films to produced
film production in amateur directors
and shown in select
Vietnam. championing budding
cinemas and tv stations
depicting Chivas Regal Spielbergs, Kurosawa,
key brand points and Fellinis and Copolla. A
relationship with the high profile awards
Vietnamese night will be conducted
consumers. Important as culminating event.
high profile directors
and actors will be
invited to join.
film genre
romance
action
adventure/suspense
social relevance
arts & culture
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11. Chivas Films
Advantage Disadvantage
Can be edited to serve subtle
advertising in other forms: Strong branding to ensure
- Viral Videos brand will be recognized and
Product Placement in FIlms/TV stand out.
Programs
- Films can be utilized globally. Ownership of films produced
- Foster partnership with Ministry in the festival.
of Culture for FIlm Competition
FLICK! and Awards Night. Create solid strong criteria and
directions for stories.
Pioneer brand to own the film art
genre in Vietnam Market.
Chivas Reels
Inspire strong association with
the FILM Art through style and
support of film aficionados and
cineaste.
Monday, May 16, 2011