Roadshow Report U-Town Shopping Mall, November 2015

Transcription

1 Tastes of Europe campaign in China 2015 Page 1 Executive Summary Roadshow Report U-Town Shopping Mall, November 2015 The sixth Roadshow of the Tastes of Europe Campaign was organized on November in U-Town Shopping Mall. The mobile exhibition stand was placed in a strategic location in the open atrium in the shopping mall to reach as many visitors as possible. The stand attracted hundreds of visitor during the two-day programme; the most popular programme elements were the live cooking shows and the quiz sessions. The increased flow of visitors is attributed to the variety of samples, optimal location and the additional visibility in the shopping mall. All KPIs have been met or exceeded during this Roadshow as detailed in the tables below 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 Key Performance Indicators Item Target Implemented Visitors Visitors at the stand Visitors at cooking show Quiz participants Completed questionnaires Promotional items Quiz gift bags (pen, apron, GI product, bag) Branded aprons and pens for survey participants Producer fliers N/a 200+ Product samples Cooking show dish tasting MS represented through samples 4 11 Product categories represented 6 7 Tasting samples distributed

2 Tastes of Europe campaign in China 2015 Page 2 II. Agenda TIME ACTIVITY & CONTENT VENUE 11:30 Stand opens Animation area 11:30 11:40 Introduction to the campaign Animation 11:45 13:30 Variety sampling Ask the Producer session (Saturday session) Kitchen area 12:00 12:15 1 st Quiz Animation area 12:15 12:30 1 st Tour of the stand Stand 13:30 15:00 Cheese sampling Ask the Producer session (Sunday session) Cheese section 14:00 15:30 Olive oil sampling Olive oil section 15:30 16:15 Live cooking show and sampling of dishes cooked Kitchen 16:15 16:30 Ask the expert session Kitchen and animation area 16:30 17:00 Questionnaire Animation area 17:00 18:00 Ham and beer sampling Beer and ham section 17:15 17:30 2 nd Quiz Animation area 17:45 18:00 2 nd Tour of the stand Stand 18:00 19:30 Wine and cheese sampling Wine section 19:30 End of animation Stand III. Cooking show menu Flame Scottish salmon with Père Magloire Calvados - Salmon fillets (PGI Scottish Farmed Salmon, UK) - Hippocrates Extra Virgin Olive Oil (PGI Lakonia, Greece) - Père Magloire Calvados (GI Calvados Pays d'auge, France) - Wyborowa Vodka, (GI Polska Wódka/Polish Vodka, Poland) Mulled wine with Danish pastry - Red wine (PGI Venezie Giulia, Italy) - White wine (PDO Xynisteri, Cyprus) IV. Contractors Staff Support Staff - Albane Salzberg, Project Coordinator - Robert Rao, Chef - Lesley Murray, Products Coordinator - Jing Lan, Moderator - Iris Chen, Logistics Coordinator - 4 hostesses - Jessie Lu, Logistics Coordinator - Stand supervisor and technician - Amber Chung, Media Coordinator - Weijia Xu, Media Coordinator - Simon Dang, Director - Hellen Shen, Website and social media coordinator

3 Tastes of Europe campaign in China 2015 Page 3 V. Products Sampled Products Sampled Product Product category Country of Origin # of samples PGI Bayerisches Bier Beer Germany 500 PGI Českobudějovické pivo, Beer Czech Republic 80 PGI Budějovické pivo PGI Kentish ale and Kentish Beer United Kingdom 40 strong ale PDO Parmigiano Reggiano Cheese Italy 200 PGI Danablu Cheese Denmark 60 PDO West Country farmhouse Cheese United Kingdom 60 Cheddar cheese PDO Asiago Cheese Italy 100 PDO Prosciutto di Parma Ham & Meat Italy 400 PGI Lakonia Olive Oil Greece 80 PDO Estepa Olive Oil Spain 60 PDO Sierra Mágina Olive Oil Spain 60 PDO Beurre d Isigny Diversity (butter) France 90 PDO Miel de Granada Diversity (honey) Spain 90 PGI Štajersko prekmursko bučno Diversity (pumpkin seed Slovenia 60 olje oil) PGI Aceto Balsamico di Modena Diversity (vinegar) Italy 80 PDO Bordeaux Wine France 70 PGI Venezie Giulia Wine Italy 70 PDO Makkas Maratheftiko Wine Cyprus 80 PDO Porto Wine Portugal 60 PDO Xynisteri Wine Cyprus 80 Total: VI. Website and social media: Website-EN: Website-CN: Weibo: Wechat: Facebook: / /?type=3 Twitter:

4 Tastes of Europe campaign in China 2015 Page 4 VII. Follow up-actions: Analysis of visitor surveys will be submitted by December 11, VIII. Photo Gallery a. Ask the Expert Session: Chef Robert Rao b. Ask the Producer Session: PDO Asiago

5 Tastes of Europe campaign in China 2015 Page 5 c. Cooking show d. Cooking show and media

6 Tastes of Europe campaign in China 2015 Page 6 e. Cooking show sampling f. Media and KOLs

7 Tastes of Europe campaign in China 2015 Page 7 g. Beer and ham sampling

8 Tastes of Europe campaign in China 2015 Page 8 h. Cheese sampling i. Wine and cheese sampling

9 Tastes of Europe campaign in China 2015 Page 9 j. Olive Oil sampling k. Variety sampling

10 Tastes of Europe campaign in China 2015 Page 10 l. Quiz participants m. Quiz question winner

11 Tastes of Europe campaign in China 2015 Page 11 n. Touchscreen o. Photo opportunity