资源描述：
《china launch briefing book-bjs》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、TourismAustralia‘Australia.ADifferentLight'BrandLaunchAsiaBeijing,29March2005Shanghai,31March2005Executivebriefingmanual16PreparedbyEuanBartyAssociates17March2005Objectives·RefreshAustraliaastheunearthlyholidaydestinationunderthenewbrandpropositionas“Australia.ADifferentLight”·Annotatetheperc
2、eptionofnewbrandthatembodiesAustralia’suniquenaturalcolour,attitudesandlifestyletotargetedmedia·MaximumAustralia’sexposureintoptietrade,business,lifestylemediainChina·DifferentiateAustraliafromothercountriescompetingfortourism·PresentanupdatedimageofAustralia’sdiversityandcosmopolitancultureK
3、eyMessages·Australiaisamulti-cultureandvoguecountrywithanever-unfoldingstory·'LifeinaDifferentLight'drawsonthepowerfullinkbetweenthelight,thelandandthelifeinAustralia.ThepropositionisbasedontheideathatthelightisdifferentinAustralia·Australiaisbright,bothliterallyandfiguratively.It’saplacewher
4、ecolorsaretrue,skiesarenever-endingandthelightshiftsperspectiveswhereveritshines.Thiscultivatesinfectiouscandourandoptimism.ChinaMediaOverviewWithapopulationof1.3billion,Chinaisacountrywithanextensivemediamarket.Attheendof2004,thereweremorethan2,000newspapers,7,000magazinesand1,000TVandradios
5、tationsthroughoutthecountry.Inthepast,journalistshavecriticizedsomepapersforcarryinglittlenewsinthetruejournalisticsense,insteadfeaturingtoomanyemptyreportsaboutofficialmeetingsortoomanyenterpriseadvertisementsintheguiseofnews.Despitetheconcerns,Chinesenewspapersandmediaingeneralareadvancingf
6、asttowardspracticinggreaterfreedomofthepress.Evidenceofthisincludes:1.Themediaisbecominganimportanttoolforthepeopleinexposingcorruptionandsupervisingthegovernment.2.Themediahasbecomeanimportantarenainthedevelopmentofconsumerrightsawareness.3.Themediaincreasinglyrepresentsthemultifacetedsideso
7、fasociety,reflectingdifferentinterestgroupsanddifferentopinions.Chinesepeoplerelyheavilyonnewsmediaforinformationgathering.TVisconsideredthemosteffectivemeansofinformationdissemination.Brandawarenessplaysakeyroleinpurchasingdecisions.Journali
