Tastes of Europe campaign in China 2015 Page 1 Executive Summary Roadshow Report CapitaMall Crystal, 19-20 September 2015 The fourth Roadshow of the Tastes of Europe Campaign was organized on 19-20 September in CapitaMall Crystal. The mobile exhibition stand was placed in a strategic location near a main entrance of 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 500 2000+ Visitors at cooking show 40 100+ Quiz participants 20 30 Completed questionnaires 20 55 Promotional items Quiz gift bags (pen, apron, GI product, bag) 20 20 Branded bags and pens for survey participants 30 60 Producer fliers N/a 200+ Product samples Cooking show dish tasting 60 200 MS represented through samples 4 9 Product categories represented (not including spirit 6 6 drinks due to shopping mall regulations) Tasting samples distributed 500 2040
Tastes of Europe campaign in China 2015 Page 2 II. Agenda TIME ACTIVITY & CONTENT LOCATION 11:30 Stand opens Animation area 11:30 11:40 Introduction to the campaign Animation 11:45 13:30 Variety sampling Show kitchen Ask the Producer session 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 Cheese section 14:00 14:45 Olive oil sampling Olive Oil section 15:00 15:45 Live cooking show and sampling Show kitchen of dishes cooked 15:45 16:00 Ask the expert session Show kitchen and animation area 16:00 16:30 Questionnaire time Animation area 16:30 18:00 Ham and beer sampling Ham and beer sections 17:00 17:15 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 and cheese sections 19:30 End of animation Stand III. Cooking show menu Flame Scottish salmon with Pere Magloire Calvados - PGI Scottish Farmed Salmon, UK (Salmon fillets) - PDO Kolymvari Chanion Kritis, Greece (olive oil) - GI Calvados Pays d'auge, France (Pere Magloire Calvados) - GI Svensk Vodka/ Swedish Vodka, Sweden (Swedish Absolut Vodka) Red wine cooked pear with white wine espuma - GI Svensk Vodka/ Swedish Vodka, Sweden (Swedish Absolut Vodka) - PDO Valpolicella, Italy (Masi Agricola) - PGI Prosecco, Italy (Zonin) - PDO Xynisteri, Cyprus (Xynisteri) IV. Contractors Staff Support Staff - Albane Salzberg, Project Coordinator - Cai Ming, Chef - Lesley Murray, Products Coordinator - Jing Lan, Moderator - Laiyin Yuan, Logistics Coordinator - 4 hostesses - Iris Chen, Logistics Coordinator - Stand supervisor and technician - Amber Chung, Media Coordinator - Weijia Xu, Media Coordinator
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 PDO Parmigiano Reggiano Cheese Italy 200 PGI Danablu Cheese Denmark 60 PDO West Country farmhouse Cheese United Kingdom 60 Cheddar cheese 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 Total: 16 6 9 2040 VI. Website and social media: Website-EN: http://tastesofeurope.eu/calender/roadshow-no-2/ Website-CN: http://tastesofeurope.eu/cn/calender/%e7%ac%ac%e4%ba%8c%e5%9c%ba%e8%b7%af% e6%bc%94/ Weibo: http://weibo.com/5574354205/cmmwwsf3x Facebook: https://www.facebook.com/media/set/?set=a.810282522400752.1073741833.65353103 8075902&type=1&l=74637f5231 Twitter: https://twitter.com/tastesofeurope/status/610273302213345280
Tastes of Europe campaign in China 2015 Page 4 VII. Follow up-actions: - Full roadshow report will be submitted together with the final technical report. - Analysis of visitor surveys will be submitted by 30 September 2015 VIII. Photo Gallery a. Ask the Expert Session: Chef Cai Ming
Tastes of Europe campaign in China 2015 Page 5 b. Ask the Producer Session: Marine Harvest, PGI Scottish Farmed Salmon (variety product category) c. Cooking show
Tastes of Europe campaign in China 2015 Page 6 d. Cooking show audience e. Cooking show sampling f. Beer and ham sampling
Tastes of Europe campaign in China 2015 Page 7 g. Cheese sampling
Tastes of Europe campaign in China 2015 Page 8 h. Wine and ham sampling
Tastes of Europe campaign in China 2015 Page 9 i. Olive Oil sampling
Tastes of Europe campaign in China 2015 Page 10 j. Variety sampling k. Quiz participants l. Quiz question winner
Tastes of Europe campaign in China 2015 Page 11 m. Touchscreen