PR CAMPAIGN FINAL REPORT

SUBJECTS
Arranging the 2nd Salon du Chocolat
PR campaign aimed at
Presenting the Salon as an independent high status event (brand) having rich international history (not related to Food Show Festival)
Popularizing chocolate products and developing culture of their consumption
2nd Salon du Chocolat
Dates: November 29 – December 02, 2007
Venue: Moscow, Gostiny Dvor

CONCEPT
PR campaign concept of the
2nd Salon du Chocolat in Moscow was based on the following principles
Salon du Chocolat is not a single Moscow event but a large scale international structure introducing and promoting ‘chocolate’ as a product, industry, technology, business, life style in several countries, having unique information about this product and maintaining ties with chocolate producers all over the world
Salon du Chocolat presents product – chocolate is above all!
Salon du Chocolat is a French successful brand

CONCEPT
Above mentioned ideas were supported by the following concept principles of
PR campaign
Being ‘absorbed’ in product
All press events included chocolate tasting
Having unique information
Press office presented any kind of information concerning chocolate required by press during the PR campaign period
All press events had non-standard format and always offered opportunities to know and experience something new
High status underlining
Press events were arranged in well-known restaurants in pleasant atmosphere, chocolate gifts were presented to journalists
All press materials (photos, web site, press kits, folders) had presentable form

TASKS
Working out and distributing press materials concerning the Salon (press releases, press kits); writing articles; creating the Salon presentation for potential partners and media
Press accreditation
Developing PR ground, occasions
Arranging thematic PR events for media and with media representatives during PR campaign and in Gostiny Dvor
Inviting and working with the Salon media partners
Arranging work of press center in Gostiny Dvor
Assisting in attracting and working with defile participants (designers, pastry chefs, VIP)
Assisting in attracting exhibitors and partners
Salon web site: developing structure and refreshing information regularly http://www.foodshow.ru/sdc/chocosalon_news.htm
Creating ad banners for press partners web sites
Arranging report photo shooting in Gostiny Dvor http://www.milkfood.ru/Salon_Moscow_07/
Working out PR reports, including end of campaign monitoring press kit (January, 2008)

PRESS MATERIALS
Press releases and press kits
June – general Salon press release
September – press kit (issue timed to the press event – Chocolate Bonbons Tasting)
November
Press release devoted to Jean-Paul Hevin
Press release devoted to chocolate defile
Salon press kit (issue timed to the press event – Chocolate Day)
December
Post release devoted to chocolate defile
Salon post release

PR EVENTS FOR MEDIA (September)
Chocolate Bonbons Tasting – for media and Salon participants
Venue: Grand Cru wine bar
Work with media
Distributing Salon press kit and invitation card to tasting: 70 media (including gastronomic, business, leisure & entertainment, aircraft and glossy magazines)
Accreditation: 35 journalists
Attendance: 16 journalists (Chef, Cosmopolitan, Cosmo Shopping, Cosmo Magia, The Moscow Times, Grazia, Gastronom, Izvestia, Time Out Moscow, Kinder Bazaar, Seasons, AiF, Vedomosty, Vash Dosug, freelancers)
Salon participants
14 chocolate producers and potential partners (Lindt, Valrhona, Red October, Globus Gourmet, Korkunov, Konfael, Chocolate Atelier, BIO-Market, Azbuka Vkusa, Dolce Vita, Morand, Pushkin, Fazer)

PR EVENTS FOR MEDIA (November)
Chocolate Day
Venues: Volkonsky cafe, Red October museum & factory workshops, Andrey Deloss Restaurant House – pastry workshop
Work with media
Distributing Salon press kit and invitation:
70 media (emphasis on daily press including leisure magazines (announcements right before the Salon), glossy magazines having gastronomic columns (publications in Jan. & Feb. 2008)
Accreditation: 37 media
Attendance: 19 journalists (Izvestia, Nezavisimayja Gazeta, Time Out Moscow, Simple Wine Magazine, Cosmo Magia, Gastronom, Story, Maxim, Psychology, Advertology.ru, Moscow Restaurants, Style TV, Gurman.ru, RBC Daily, Vash Visoky Vkus, Priyatnogo Appetita, RIA Novosty, Sigar Goumet)

PR EVENTS FOR PRESS (November)
Jean- Paul Hevin press conference
Venue: Coffemania coffee house
Work with press
Invitations distribution: 30 periodicals
(mainly gastronomic, professional and others having gastronomic columns)
Accreditation: 20 media
Attendance: 13 media (Gastonom, Chef, Restaurateur, Chef-Art, Izvestia, Time Out Moscow, Simple Wine Magazine, Food Service, Golos Rossii radio station, Hello! Icons, Gurman.ru, Rabotnitsa, Okruga)

MEDIA ACCREDITATION AT THE SALON
Accreditation: 55 media
(see Supplement 1)
Attendance on November 29: 45 media
Periodicals – 20
Internet – 12
Radio stations – 3
TV channels – 10
Full monitoring – January 2008

SALON MEDIA PARTNERS
Media invited as Salon partners occupy leading positions in various market segments (gastronomy, leisure, star life, business and others) and this ensures requisite target audience to the Salon
CHEF magazine
GASTRONOM magazine
Time Out Moscow magazine
ОК! magazine
Menu.ru online magazine
Relax-FM radio station
RBC Club – EVENT.RBC.RU
LiveJournal.ru blog service
CIGAR CLAN magazine
ZAYATS magazine

SALON MEDIA PARTNERS
Extent of advertising & informational support
CHEF gastronomic magazine
Monthly, 30 000 copies
TA (target audience) – chefs, pastry chefs
www.nta-rus.com/publishing/chief/
Publishing ½ ad layout (November) and announcement article devoted to the Salon and professional master-classes
Post report
½ ad layout

GASTRONOM magazine about culinary, products, restaurants, chefs
Monthly, 255 900 copies (Moscow)
TA – 20-55 y.o. (80% women, 43% of them with median and above median income level)
www.gastromag.ru
Publishing 1/1 ad (November) and announcements devoted to he Salon
Post report
Ad 1/1
SALON MEDIA PARTNERS
Extent of advertising & informational support

Time Out Moscow magazine about leisure in Moscow
Weekly, 50 000 copies
TA – 20-35 y.o., above median income level
www.timeout.ru – 206000 visitors (November)
Publishing article devoted to Moscow chocolate places and coupon (1/2, 26.11.07) guaranteeing
5% discount in Creperie de Paris cafes and Red October shop, 50% in SPA Palestra salons
Gift certificate (invitation for 2 to the Salon) on purchase of chocolate products (selected assortment) in Globus Gourmet, Respublica and Red October shops, SPA Palestra salons and Creperie de Paris cafes
½ ad
SALON MEDIA PARTNERS
Extent of advertising & informational support

Drawing 5 gift certificates (invitations for 2 to the Salon) among Time Out Moscow magazine subscribers (more than 20 0000)
Quiz on the web site www.timeout.ru: 5 questions concerning chocolate. Prize to the first 5 participants giving all correct answers – invitation to the Salon opening (29.11)
SALON MEDIA PARTNERS
Extent of advertising & informational support

ОК! magazine about star life
Weekly, 150 000 copies (37% Moscow)
TA – young (20-35 y.o.) well-to-do women - citizens of big cities
www.ok-magazine.ru
Publishing ½ ad layout (22 & 29.11.07)
Post report (ОК! dress at defile, ОК! chocolate showpiece, Star Chocolate ceremony – hand prints by famous people) in magazine and on web site www.ok-magazine.ru/index.php?action=article&id=992
½ ad layout
SALON MEDIA PARTNERS
Extent of advertising & informational support

Menu.ru leading online magazine covering all events of restaurant life in Moscow and St. Petersburg
www.menu.ru – about 450 000 visitors per month
Publishing 3 big articles devoted to the Salon, professional master-classes,
J.-P. Hevin
Placing Salon banner on Menu.ru linked to the Salon web site (during 2 weeks in November)
SALON MEDIA PARTNERS
Extent of advertising & informational support

LiveJournal.RU – blog service (the most popular blog hosting in Russia)
TA – 18-45 y.o.
www.livejournal.ru – attendance: 12 mln records per month, 40% users (about 200000) – Moscow
Chocolate Creative Ideas contest (photos, texts) on LiveJournal.ru along with ad banner placing
Opening special page for gathering participants for the Blind Chocolate Tasting contest in Gostiny Dvor http://community.livejournal.com/eatsweet/1852.html?view=46652#t46652
Ad banner
SALON MEDIA PARTNERS
Extent of advertising & informational support

RBC Club – EVENT.RBC.RU, project by RBC group of companies – leader in mass media for business audience
TA – business audience with above median income level
www.event.rbc.ru
Publishing Salon announcement
Placing Salon banner on EVENT.RBC.RU linked to the Salon web site
TV report
Post report
Ad banner
SALON MEDIA PARTNERS
Extent of advertising & informational support

ZAYATS child & family magazine
Magazine concept – family lifestyle
Monthly, 100 000 copies
www.zayatsmag.ru
Publishing 1/1 ad layout (November) and announcement article
Placing Salon ad banner on www.zayatsmag.ru linked to the Salon web site
Post report
1/1 ad layout
SALON MEDIA PARTNERS
Extent of advertising & informational support

Relax-FM (90.8-FM) radio station
695 000 listeners per week
TA – 24-45 y.o., median and above median income level
www.relaxfm.ru
50 ad announcements (30 sec. each, 22.11-01.12.07)
CIGAR CLAN magazine about cigars and cigar life style
Published once per 2 months, 27 000 copies
TA – ‘for respectable men and stylish women’
www.cigarclan.ru
Publishing 1/1 ad layout (November) and announcement article
Post report
SALON MEDIA PARTNERS
Extent of advertising & informational support

INFORMATIONAL SUPPORT
VASH DOSUG leisure magazine & web site
www.vashdosug.ru – 135 000 visitors per months
Publishing article about the Salon and photo gallery on www.vashdosug.ru/exhibition/performance/166542/
Quiz on the web site www.vashdosug.ru: 5 questions concerning chocolate. Prize to the first 5 participants giving all correct answers – invitation to the Salon
Placing ad banner of the quiz (23-29.11) on www.vashdosug.ru and www.mail.ru (one of the first-rate web mail portal, banner demonstration –
200 000 times per day)
Ad banner

ADDITIONAL INTERACTIVE ACTIONS
Star Chocolate – annual ceremony
Arranged along with ОК! magazine and Confael company
Ceremony participants – famous and talented persons making hand prints with colour chocolate on white chocolate bars
Collection will be kept in Confael chocolate boutique. In 2008 it will be demonstrated at the Salon and increased with new star hand prints to be sold afterward by charity auction

Chocolate Truffles Making contest – competition between Time Out Moscow magazine and Salon guests teams
Arranged along with MORAND (Wimm-Bill-Dann company), Atelier du Chocolat and Time Out Moscow magazine
ADDITIONAL INTERACTIVE ACTIONS

Blind Chocolate Tasting contest –
with 10 chocolate brands provided by Salon exhibitors. Contest participants registered themselves beforehand on special page of LiveJournal.ru http://community.livejournal.com/eatsweet/1852.html?view=46652#t46652
Arranged along with LiveJournal.ru blog service
ADDITIONAL INTERACTIVE ACTIONS

Chocolate Wall with photos and texts by participants of Chocolate Creative Ideas web contest
Arranged along with LiveJournal.ru blog service
Prizes for winners provided by Obedinennie Konditery holding
ADDITIONAL INTERACTIVE ACTIONS

Relax Cafe
Arranged along with Relax-FM radio station and Guylian chocolate
Children’s Chocolate Playground
Arranged along with Zayats child & family magazine and Confael company
ADDITIONAL INTERACTIVE ACTIONS

WORKING WITH DEFILE PARTICIPANTS
Inviting designers and coordinating their work with pastry chefs, partners, VIP models during defile arrangement and in Gostiny Dvor
Invited designers
Dmity Loginov (for Krups)
Julia Dalakyan (for Cote d’Or)
Julia Nikolaeva (for Martell)
Natalia Drigant (for ОК! magazine)
Participation was also negotiated with designers
Denis Simachev
Andrey Sharov
Andrey Bartenev
Pastry chefs
Alexander Ilukhin, Renaissance – Moscow hotel (for Krups)
Maria Makovetskaya (for Cote d’Or)
Liudmila Bukina, Golden Ring hotel (for ОК! magazine)
Eduard Lebdev (for Martell)
Invited VIP models
Vladimir Tishko (telepresenter) with fiancée – for Krups
Lyajsan Utiasheva (gymnast) – for J.Belanger
Evelina Bledans (actress) – for Ph.Bernachon
Participation was also negotiated with 9 VIP

ATTRACTING PARTNERS & EXHIBITORS
Salon partners
Attracting partners
Hennessy Cognac – sponsor of
J.-P. Hevin visit that has become one of the main PR ground during Salon PR campaign
Working with partners
Gathering and correcting Salon partners’ press releases for press kit and web site
Arranging participation in defile (Krups, Cote d’Or, Guylian)
Attracting exhibitors to the Salon
Volkonsky bakery & cafes
Creperie de Paris cafes
Desir
Hot chocolate &chocolate cocktails (by Tatiana Elizarova, the most well-known Moscow barista)

SALON WEB SITE
Working with the Salon web site
Developing web site structure
Working out information filling and refreshing data regularly
www.foodshow.ru/sdc/chocosalon_news.htm
Web site structure
News
Salon events & program
Chocolate defile
Salon participants
Salon partners
Salon history
Salon founders
Jean-Paul Hevin
For professional pastry chefs
Chocolate fact list
Photo gallery
Salon press service
How to get to the Salon?
Salon du Chocolat 2006

WRITING PR ARTICLES
Writing special articles during PR campaign devoted to the Salon and chocolate subjects for the following periodicals
CHEF magazine
GASTRONOM magazine
CIGAR CLAN magazine
ZAYATS magazine
Kommersant-Weekend newspaper & site
Marie Claire magazine
In Style magazine

Flayers (20 000 copies)
Posters (500 copies)
AD MATERIALS – Partners’ Logos Placement

Invitation cards for 29.11.07 (3 000 copies)
Catalogue (20 000 copies):
1/1 ad layouts placement
AD MATERIALS – Partners’ Logos Placement

Gift certificates – invitations to he Salon:
200 copies in all (for 2 persons each) with individual branding (logo) of companies participating in the action
Time Out Moscow magazine
Globus Gourmet shops
Red October Shop
Respublica shops
Creperie de Paris cafes
SPA Palestra salons
AD MATERIALS – Partners’ Logos Placement

Banner (two-sided)
Roll up banners (2 pieces)
AD MATERIALS – Partners’ Logos Placement
(Gostiny Dvor)

PHOTO REPORT http://www.milkfood.ru/Salon_Moscow_07/

PR, advertising & event
Working out a separate Salon web site in Russian managed in Moscow with information refreshed regularly during a year (at least once a month)
Dividing PR and event budgets
Working out event program – new events each year
Inviting a new outstanding participant – exhibition headliner
Arranging additional ad options in Gostiny Dvor: separate street banner, broadcasting partners’ ad trailers on plasma screens during Salon events (amphitheatre area)
Image & positioning
Logotype in Russian
Separate web site
Salon’s own street ad
General concept of exhibition area – design, more cozy and elegant atmosphere
Prospect separation from Food Show Festival
Management
Drawing up detailed project estimate in proper time
Working out project schedule along with efficient sharing of responsibilities and authority
Personnel
Salon representative in Moscow – selling exhibition areas, leading arrangement & technical issues concerning the exhibition (working with mounting service, controlling mounting & dismantling, exhibitors coming & leaving, security, cleaning)
Fund-rising curator in Moscow (sponsor packages sale should be started in February)
Defile image curator
Technical curator of defile
Salesman for professional master-classes
Supervisors responsible for events arrangement during the Salon
RECOMMENDATIONS

Chocolate defile
Appointing defile curator (person of consequence) responsible for the event image and participants (selecting designers, models, VIP; supporting image and developing PR in fashion world, etc.)
Appointing technical curator of defile responsible for defile arrangement
Supervising partners, designers, pastry chefs, VIP models during defile arrangement: providing and gathering administration and technical data (schedules, defile mechanics, sizes gathering, VIP assignment for French chocolatiers, etc.)
Backstage work: meeting defile participants, distributing badges (including special badges for backstage), controlling order of appearing on the scene
Arranging work of hairdressers and visagistes
Supervising dresses: controlling readiness of dresses for demonstration and their safety, providing mannequins, name boards, etc.
Making comfortable backstage conditions for defile participants (tea, coffee, snacks, chairs, tables, racks, cloakrooms, mirrors, carpeting)
Working out detailed plan (procedure) for defile arrangement
Working out and conforming scenario of defile in proper time (including word-by-word text for a presenter, presenting chocolatiers as key participants of defile (having not minor importance in comparison with designers): special appearance on the stage, photo session)
Exhibition
More clear exhibition zoning – beauty area, children’s area, café area
Working out admission procedure (badges, invitation cards, lists for exhibitors’ coming & leaving, admission system for professional master-classes visitors)
Working out clear exhibition security procedure
Maintaining cleanness – increasing quantity of dustbins and cleaners (briefing cleaning company)
Providing handling machinery and technical personnel (jack-lifts, hand carts, loaders)
RECOMMENDATIONS

Supplement 1. Media accreditation at the Salon

Supplement 1. Media accreditation at the Salon