Roadshow Report. U-Town Shopping Center, 9-10 May 2015
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1 Executive Summary Roadshow Report U-Town Shopping Center, 9-10 May 2015 The first Roadshow of the Tastes of Europe Campaign was organized on 9-10 May in U-Town Shopping Centre. The mobile exhibition stand was placed in a strategic location in the centre of the mall to ensure it is easily accessible to visitors. The stand caught the attention of visitors on the five floors of balconies surrounding the open area. During the two-day programme, the stand attracted hundreds of visitor with the most popular programme elements being the live cooking shows and the quiz sessions. All KPIs have been met or exceeded during this Roadshow as detailed in the tables above and shown in the attached pictures. Report Content: I. Statistics II. Agenda III. Cooking Show Menu IV. Staff V. Products Sampled VI. Website and social media VII. Follow-up Actions VIII. Photo Gallery I. Statistics Page 1 Key Performance Indicators Item Target Implemented Visitors Visitors at the stand Visitors at cooking show Quiz participants Promotional items Taste Book Factsheets Quiz gift bags (pen, apron, GI product, bag) Branded bags and pens for survey participants Producer fliers N/a 200+ Product samples Cooking show dish tasting MS represented 4 6 Products sampled 7 9 Tasting samples distributed
2 II. Agenda TIME ACTIVITY & CONTENT VENUE 12:00 Stand opens Animation area 12:00 12:05 Introduction to the campaign Animation 12:15 13:15 Cheese sampling hour Cheese category 13:15 13:30 1st Quiz Animation area 14:30 15:30 Ham sampling hour Ham section 14:35 14:45 Tour of Stand & Touchscreen Stand & Touchscreen 15:00 15:30 Live cooking show and sampling of dishes Kitchen 15:30 16:00 Ask the Expert Session Kitchen 16:00 16:15 2nd quiz Animation area 16:15 17:15 Beer sampling hour Beer section 17:30 18:30 Olive oil sampling hour Olive section 18:45 19:45 Wine and cheese sampling Wine section 18:45 19:00 Ask the Producer Session: Bordeaux Wine Wine section 20:00 End of animation Stand Page 2 III. Cooking show menu Pasta Carbonara with featured PDO/PGI products: PDO Parmigiano Reggiano (cheese) PGI Lakonia (olive oil) PGI Pasta di Gragnano (pasta) PGI Sel de Guérande (salt) Fruit Skewers: Watermelon cubes, cherry tomato, lemon peel, mint leaves, feta cheese, paired with olive oil with featured PDO/PGI products: PDO Feta (cheese) PDO Estepa (olive oil) PDO Prosciutto di Parma (ham) IV. Contractors Staff Support Staff - Philip Bartley, Director - Kinga Katus, Project Coordinator - Eric Li, Chef - Albane Salzberg, Stand Coordinator - Paolo Tramelli, Chef - Lesley Murray, Producers Coordinator - Jing Lan, Moderator - June Wang, Shopping Mall contact point - 5 hostesses - Dieudonne Boupu, IT technician - Stand supervisor and technician - Jeremy Liu, Media Coordinator
3 Products Sampled Product Product category Country of Origin # of samples PGI Českobudějovické pivo, Beer Czech Republic 90 PGI Budějovické pivo PDO Parmigiano Reggiano Cheese Italy 300 PDO Feta Cheese Greece 200 PDO Tiroler Bergkase Cheese Austria 150 PDO Prosciutto di Parma Ham Italy 300 PGI Lakonia Olive Oil Greece 80 PDO Estepa Olive Oil Spain 80 PDO Bordeaux Wine France 120 PGI Venezie Giulia, PGI Veronese, Wine Italy 100 PDO Valpolicella PDO Xynisteri Wine Cyprus 40 PGI Balsemico di Modena Variety Italy 50 Total: Page 3 V. Website and social media Tastes of Europe website (English) Tastes of Europe website (Chinese) Facebook &type=3 Twitter Weibo VI. Follow up-actions: - Full roadshow report will be submitted together with the final technical report. - Adjustments to stand based on Client s feedback.
4 VII. Photo Gallery a. Ask the Expert Session: Chef Eric Li Page 4 b. Ask the Producer Session: Bordeaux Wine
5 c. Beer sampling Page 5 d. Cheese sampling
6 e. Parma ham representative Page 6 f. Parma ham sampling
7 g. Wine sampling Page 7 h. Wine sampling
8 i. Olive Oil sampling Page 8 j. Cooking show display
9 k. Cooking show sampling Page 9 l. Cooking show
10 m. Photo Opportunity Page 10 n. Quiz participants
11 Page 11 o. Quiz question winner p. Touchscreen
12 Page 12 q. Promotional items r. Tour of exhibition stand
13 Page 13 s. Greek Agriculture Counsellor watching the Feta cheese informational video
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