TEST DRIVE KIA CEED 2015 for Journalists

Surprise
Organisation of the
test drive for
renewed KIA CEED
2015 for Journalists
16/07/2015
SWIST

• Developing of concept for test drive
• Preparing and conducting of a test drive
• Finding a route and selection of locations
Tasks

• Journalists and media
• Representatives of Kia Motors Rus
Test drive participants

• Dynamics
• New winter suspension
• New Navigation. Tom tom service
• The responsiveness of the engine to the gearbox
• Blind Spot Monitoring System (BSD)
• Enhanced noise-vibration isolation
• Automatic parking SPAS
• Improved controllability
• RCTA system
Advantages of new KIA CEED

Manifest
There is a cult of food in Europe. The first thing people ask you
there is “are you hungry?”, to feed you and only after that
question you about everything else.

Idea
TASTE FOR LIFE WITH 
NEW KIA CEED

Idea
We offer our participants to take part in a trip filled with
gastronomic delights and unforgettable experiences,
together with KIA.
Due to improved KIA CEED performance participants will get
a taste of life without worrying about traffic concerns.
Throughout the route:
• Introducing the updated KIA CEED model
• Discovery of the European cuisine

Route
Along the way, participants are introduced to the values of
the region and the technical features of the updated KIA
CEED.

The best thing is that our participants transforms into Chefs.
Their main aim now is to get the secret recipes of Italian food and
local ingredients and at the end of the test-drive to prepare the
dinner using these recipes.
They get to their cars. There is one tablet in each of them - “cook
book”.
Test drive

Tablet keeps track of the location of
the car and helps participants to get to
the next place and at the end to get to
the final destination.
In the “cook book” they will find the
coordinates of the first recipe or
ingredient.
After they arrive to the right place
they must write recipe in the special
graph in the tablet, check-in in the
place and download the photo to the
instagram.
After they do all these steps they
receive coordinates of the next
location.
Cook Book

In each location participants in various ways get information
about the next location, for example “46°09'17.3N 9°29'39.4E
go to this location and find the ones with tails”
The route and the scenario are built so as to maintain the
interest of the process.
Example
Participants receive
coordinates and tips
Arrive to the right
place
COOK
BOOK
Fill the cook book:
recipe, photo, check-
in
Attend the master
class
Receive coordinates
and tips for the next
location

KIA’s Chef
During the whole test drive our teams will be accompanied by a real
chef, he will tell them about the features of cooking of delicacies with
which our participants will get acquainted.
Participants together with the KIA’s chef will choose the best
ingredients and recipes for cooking traditional Italian specialties on the
planned master class.

During the trip, participants should create pictures of the
team on the background of the control points and share
them in instagram using hashtag # Kia_ceed_2015.
At the end participants will receive a travel album with their
photos.
Activities

• Each team receive the tablet with downloaded gaming application.
• The team's task - to pass on a certain route (marked on the
application), and to visit prepared by organizators locations on the route.
• There are quest tasks at the key points of the route. Team answers
questions in the application, performs tasks under the supervision of
instructor, or find secret locations and prepared there messages.
• For the complete task team gets another ingredient to the recipe, which
they will prepare in the final of the quest.
• After visiting all the points of the route - the team collects the
ingredients and recipes for cooking three meals (tbd each team can
collect the ingredients of one dish)
Quest Mechanics

Starting screen
There are marked route and locations of the key points in the
“cook book”. In the right part of menu lists the ingredients
that teams need to collect. Alert sounds (or text box) when
clicking on the menu: In order to get the ingredients - visit
point №1, 2, and so on

Approaching to points
When approaching to a point designated POI
(points of interest) they are converted into icons
corresponding to recipe ingredients.

Activation of the task
Quest task is activating as soon as team arriving to the location.
In addition to the quest task teams can read interesting information
(historical information or facts) about this product, and listen to the
audio file with the description of ingredients.

Completing the task
At the site of the pop-up window, team receives a simple quest task
(complete instructor’s task, make certain photos, find a message left
by the organizers). There is a window on the tablet where you can
enter a code or a photo to complete the task.
After completing task the corresponding item on the right menu
becomes active (the team got another ingredient to the recipe) and
team is sent to the next point.

Completing quest
The final point is activating after visiting all the points with the
ingredients for a recipe, and in the right menu appears another icon
of the collected ingredient. While teams are on the way to finish
they can listen to the audio information about the ingredients of the
recipe and the recipe itself.
A tasty master class of cooking from the collected recipes and
ingredients is waiting for our teams at the finish.

Map
Visiting of eco farm.

Degustation of milk

and meat products
Presentation at

Sheraton.

Start/Finish
Orto Lake.

Night at Villa
Crespi
Como lake.
Lunch at Villa
d’Este
Maggiore lake.
Ferry.
Excursion
- Day 1 - Day 2

The second route will take place near the most
beautiful lakes of Italy and probably of Europe.
The most romantic – Orto
The most aristocratic - Maggiore
The most luxurious – Como
We will experience the whole range of
gastronomic entertainment:
- roasted chestnuts with wine outdoors in Orto
- Michelin restaurant for dinner at Villa Crespi.
- Products from the plow on the farm
Agriturismo Negozio
- Dinner in the aristocratic Villa d'Este
Concept of the route

Day 1.
85 km. 1,5 hours
On the first day guests will wake up early in Moscow and fly to Italy, so
we believe that in order to make the trip comfortable for them we wont
make it too difficult. We must give them a chance to feel the new car and
atmosphere of Italy, get the unconscious positive emotions.
Day 2
185 км. 5 Hours
On the second day will be a detailed studying of the car, with the ability
to conduct a test drive on public roads and a special demonstration of the
parking system at the point, selected during prescout.
Total length – 270 km (about 6,5 hour)
City roads 80% (we do not go to big cities, it is a small country roads
with great coverage and low traffic) Highway 15%.
The route passes through a ferry. At the same time all cars can cross it
or in turns. Workload of ferry is low. Traffic jams are excluded.
Route description

14:30 - 15:30 - Conference
15:30 - 16:30 - Road to Orta San Giulio
16:30 - 17:00 - Excursion on the Island
17:00 - 17:15 - Arrival to Villa Crespi
17:30 - 19:30 - Celebratory dinner and Master Class
19:30 - Check-in in the hotel, free time
Timing: Day One

08:00 - 10:00 - Breakfast at Villa Crespi
10:30 - 12:30 - Road to Fattoria Gaggio
12:30 - 13:30 - Master class, degustation
13:30 - 14:00 - Road to Agriturismo Il Vecchio Fienile di Luzzani Angelo
14:00 - 14:30 - Degustation
14:30 - 15:00 - Road to Villa d’Este
15:00 - 17:00 - Celebratory lunch, master class.
17:00 - 18:00 - Road to Malpensa Airport
21:00 - Flight to Moscow
Timing: Day Two

08:00 - 10:00 - Breakfast at Villa Crespi
10:30 - 12:30 - Road to Fattoria Gaggio
12:30 - 13:30 - Master class, degustation
13:30 - 14:00 - Road to Agriturismo Il Vecchio Fienile di Luzzani Angelo
14:00 - 14:30 - Degustation
14:30 - 15:00 - Road to Villa d’Este
15:00 - 17:00 - Celebratory lunch, master class.
18:00 Arrival to Milan. Excursion at EXPO 2015.
20:00 Arrival to Four Season Hotel
21:00 Cooking master calss, dinner at Four Season
Day 3
09:00 Breakfast at the hotel
10:00 Transfer to airport
12:40 Departure to Moscow SU 2411
16:40 Arrival to Moscow SVO
Alternative Timing: Day Two

Transfer of the first group to the airport - comfortable bus. Clean and
tucked cars already waiting in the parking lot of airport for the next group
of journalists
Group

forming
21 September 22 September 23 September 24 September 25 September
Group 1 Group 2

Flights
Flights of our teams will be carried out by Aeroflot.
Moscow - Italy. Departure from Moscow at 11:10 arrival at the airport
Malpensa 13:45.
Italy-Moscow. Departure from Malpensa 21:00 arrival in Moscow at 01:35.

Ideal place for the conference, where our teams will gather in
anticipation before the test drive and discuss all the nuances of
the upcoming trip.
Sheraton Milan Malpensa
Airport Hotel Conference Centre
•Security Agreement
•SDA and the unspoken rules of local driving
First day

Safety
Safety - our main priority during the test drive.
Mandatory part of the briefing at the airport is:
- issuing badges and luggage tags (for changing
vehicles)
- instructions on the route
- signing agreements on security
- map demonstration
- warnings about traffic rules and unspoken
rules of local driving
All cars will be equipped with GPS trackers, thus
we know the location of the vehicle through out
the route, it’s speed and other key parameters.
We can contact them and if necessary to
provide technical or other help.

There are excellent opportunities for VIP parking at Sheraton: 
- a convenient way out of meeting rooms 
- unhurried choosing of vehicles 
- canopy in case of rain  
- the absence of traffic
Parking at Sheraton

The little Island of San Giulio is
dominated by its Romanesque basilica,
the bishop’s palace and the Benedictine
abbey.
Its narrow cobbled streets, pretty
harbour and charming houses make it an
enchanting place to visit.There are
numerous restaurants serving excellent
fish dishes. The island also takes on a
special fascination at night-time; the
crowds have gone and you almost feel
as if you have the island to yourself.
Key locations
Orta San Giulio
15:30-16:30

An unrepeatable chance to observe
and to learn the secrets of Chef
Cannavacciuolo’s two star Michelin
awarded cuisine during two hours
spent in the kitchen learning to
prepare delicious dishes that will
surprise and impress guests at
home. Participants can take notes
of the some Villa Crespi brigade’s
secrets. Armed with the recipes,
participants will enjoy hearing
curious facts and anecdotes of the
culinary arts and being awarded
with certificate of attendance
at the end of the visit.
Key locations
17:00 - 17:15
Villa Crespi

The shortest and the most beautiful
way to across Lake Maggiore. Travel
time - 15 minutes. The ferry departs
every 20 minutes. Capacity on the
ferry - 10-16 cars.
Key

Key locations
Here participants will cross by ferry across Laveno Intra on Lake Maggiore
and move to Fattoria Gaggio
At Fattoria Gaggio vegetables are grown according to the cycles of nature.
There are herbs, fruits and berries such as blueberries, currants,
raspberries, strawberries ... Fattoria Gaggio do it with passion, living in
close contact with nature that in return for their efforts gives them
priceless aromas , colors and flavors. They also grow fodder for animals
and corn for polenta which is the queen of italian table.
12:30-13:30
Orta San Giulio

Key locations
A Montano Lucino, locating in a
welcoming environment where you can
taste the flavors of wholesome cuisine
Lombarda.
An oasis of tranquility surrounded by
green countryside.
In the beautiful outdoor area where a
small degustation party of local
ingredients will be organized.
13:30-14:00
Agriturismo Il Vecchio
Fienile di Luzzani Angelo

Final destination
Participants will Experience the
splendor, the grandeur, the intrigue
and the magic of Villa d'Este- an
opulent hotel overlooking glorious
Lake Como. Hailed as one of the
best hotels in the world by Travel
Leisure, Cond Nast Traveler and
Forbes Traveler, this famous resort
destination has been widely
praised for its beautiful gardens,
exquisite cuisine, gala celebrations,
impeccable d cor and
extraordinary hospitality.
14:30-15:00
Villa d'Este

We are really lucky! The main culinary event of
the year - food exhibition Expo. As VIP visitors,
we can visit the pavilions of Italy and Wine, and
learn the innermost secrets of Italian cooking.
EXPO

Four Seasons Hotel is placed in a
former monastery of the XV
century. Hotel is conveniently
located in the city centre, in 14 km
from the exhibition center Expo
2015.
Four Seasons Milan

Here in Four Seasons in La Veranda
restaurant are famous culinary
master classes, after which guests
will enjoy a gala dinner.
La Veranda

Branded food baskets with the
most typical products of the region:
the best cheeses, jerked sausages,
wine.
Presents

Spagetti meter
Additional Presents
Chef uniform
Fridge bag
Eco friendly food bag

Route
day 1 day 2
finish
start
finish
start

Timing: Day One
13:45 - Arrival to the Malpensa Airport
14:30 - 15:30 - Conference/Briefing
15:30 - 17:30 - The way to the Meat Farm Farm-La Florida (2 hours)
17:30 - 18:00 - Degustation of meat delicacies (30 min)
18:00 - 18:10 - The way to the Cheese Farm Latteriavaltellina (10 min)
18:10 - 18:40 - Degustation of cheese delicacies
18:40 - 19:20 - The way to the restaurant Ristorante-Il Caminetto
19:30 - 21:00 - Master Class/Cooking
21:20 - Check-in in the hotel Clarion Collection Hotel Griso Lecco, free time

Timing: Day Two
09:00 - 11:00 Breakfast in the Hotel
11:00 - Departure from the hotel
11:00 - 11:40 - The way to the Lecco chocolate production factory (40 min)
11:50 - 12:50 - Excursion, degustation
12:50 - 13:40 - The way to Visini s.r.l. (50 min)
13:40 - 14:40 - Degustation, master-class
14:40 - 15:20 - The way to the fruit gardens Villa Litta Panza (40 min)
15:20 - 16:20 - Picnic at the Villa
16:20 - 17:10 - The way to Ristorante - Ilario Vinciguerra (50 min)
17:10 - 19:00 - Celebratory master class, cooking session, dinner and rewarding
21:00 - Departure to Moscow

Farm-La Florida
Key locations
It is common to say short supply
chain about this place. From farm
products to the delicious dish on
your table is just 0 km, go to the
coordinates 46.1529138,9.5028146
to find out how.
The combination of this approach to
growing and cooking with the
talented hands of chef in a local
restaurant, earned Michelin star for
this place.
15:30-17:30

Latteriavaltellina
Since 1969, the farm became the most
large-scale production of cheese and dairy
products on the north of Italy.
A varied range of products, ready to satisfy even
the most refined guests, all because the main
ingredient for production, their own fresh milk.
Key locations
There is a perception that it is a mice’s
favorite product. Go to the coordinates
46.1376488,9.4692609 to find whether
this is true or false.
18:00-18:40

Ristorante-Il caminetto
Key locations
It is time to apply all the knowledge
received today, go to the coordinates
46.0259469,9.290439 and do it.
The key location of the first day -
cooking practice.
Our team will cook with the help of
eminent Italian chef from the collected
ingredients for the day, from the most
picturesque Italian villages and farming
industries.
18:40-21:00

ICAM Chocolate Factory
Go to the coordinates 45.9425722,9.2200561
and visit the place, which makes italian
children happy.
Sweet history of more than 60 years.
This chocolate factory produce 20,000 tons
of regular chocolate and 5 000 tons of
organic chocolate grown in ecologically clean
regions.
Key locations Day 2
11:00-12:50

Visini s.r.l.
Go to the coordinates 45.8012884,9.0657705 to discover the dish,
which main task - to excite the appetite, but do not be too hearty.
Cooking is an art, which is expressed in terms of smell, taste, tactile
and visual sensations. Our participants will learn how to serve
snacks, will find out how to cook them and of course they will try
them.
Key locations Day 2
12:50-14:40

Villa Litta Panza
Go to the coordinates
45.8254704,8.8288649 the place
where collide an art, history and
endless orchards.
Especially for our teams, will be
organized a picnic in the courtyard
of the villa,
fruit for which they pick
themselves in the garden. They
will learn how to choose fruit for
cooking certain dishes.
Key locations Day 2
14:40-16:20

There is a restaurant at these coordinates
45.662382,8.789494 where menu does not
exist.
Guests are at the centre of the cooking
process. An unforgettable experience - the
kitchen where anything can happen!
Ristorante - Ilario Vinciguerra
Face to face with the famous Chef
Ilario Vinciguerra and his staff,
participants will be immersed in a
unique atmosphere, where they
will experience their emotions,
tension and passion. And of
course our teams will take part in
a cooking!
Key locations Day 2
16:20-19:00

Spagetti meter
Presents
Chef uniform
Fridge bag
Eco friendly food bag

• At the starting point there are parked KIA cars, beautifully exposed
in a row. At the starting point there are flags or roll-ups.
• After a short brief on the route, participants go to car and go for a
test drive route.
• Participants accompanied by two technical vehicle (car number 1 is
going ahead of participants - puts flags, check the readiness of the
following points, meets the first participants; car number 2 -
technical closing car, collects flags and branding, if necessary,
provides technical support to the participants and serves as a
replacement car).
• On all the key points (ferry, ambiguous intersections, lunch point)
instructor is on duty to assist the participants.
• At the end of the test drive cars get on maintenance (cleaning,
refilling and packaging).
• The optimal number of staff for a test drive is one instructor for
two cars. This will provide quality service for vehicles and
communication with journalists.
Test drive description

Branding
Units branding at the event:
- Flags at the parking (farm, hotel, location of lunch and dinner)
• Banners and roll-ups at the conference hall, at the dinner, during
check-in in the hotel (parking,reception), at the entrance of the
restaurant etc.
• Pens, notebooks for press conference.
• Uniform for participants and personnel
• Souvenirs for participants
• Badges for participants
• Printing products - program of the event, Road-book of the test
drive, the dinner menu.

There are few things in each car:
• IPad with a map indicating the main points of the route (also serves as
a gps-tracker to track the movement)
• Phone with local SIM card and contacts of organizators (emergency-
communication)
• Envelope with money for toll roads
• Ticket for the ferry across the lake (at the ferry will be instructor on
duty for the convenience)
• Lunch boxes, water bottle, wipes, automotive cloth to wipe the
shooting, first aid kit, road book, a description of the vehicle
Vehicle equipment

Audio guide
We offer to equip cars with audio guide - a special device which at
certain points of the route says (via car audio) about places of interest
along the route and about characteristics of the new KIA CEED which are
shown on certain sections of the route.
Using the audio guide will allow to conduct a test drive more efficiently
and to convey to the participants a greater volume of information in the
more interesting format of live conversation along the test drive.

• To let participants be able to drive various KIA models there will be
organized change points on the route.
• Change point will be located in areas with convenient access and
convenient parking (ideal - points of lunch).
• If necessary, we can make a few points of change.
• At the starting location, participants will be warned by our car
coordinator of the need to exchange cars.
Car exchanges

In the parking lot (at the hotel or in the agro - farm) will be
special simulators to demonstrate the parking assistance
system for journalists.
Car systems demonstration

TEST DRIVE KIA CEED 2015 for Journalists

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