Please provide a successful case of real estate brand marketing? (Jianghu emergency)

Hua Ye? Oriental rose

Romance is passed down from generation to generation and lasts forever.

Fengsan

Title page:

Life is a kind of desire, and it is full of endless desire and strength in your heart.

Internal 2-3

Directory:

totem

picture

Geographical environment of capital

Planning attitude

Aesthetic architecture era

The beautiful complex of four seasons blooming

Huxing volume

Hardcover roll

Property quantity

Matching volume

amount of investment

Developer volume

Brand quantity

enjoy life

Extended reading

Internal 4-5

Huaye-Oriental Rose-Totem

Upper life in the central business district

The invincible is the queen of flowers.

It is a hymn in the works of Goethe, Schiller and Shakespeare.

It was the rose garden of the castle of Queen Merle Mei Sen of Josephine more than 200 years ago.

The embodiment of kindness, passion and aestheticism.

Noble, elegant and romantic protagonist

Spring has gone to Qiu Lai, and the years have changed, and the rose's heart will never fade.

In fact, Shakespeare has written

No matter what name the rose has changed, it still smells the same.

City. Dock. eternal

In this era of change, people are busy in the space of material desire, life is surrounded by numbness, and interest is bound. The simplest touch becomes extremely scarce. After all, the need for human nature to be touched and the hope for a better and lasting life will not change. Look for opportunities to tolerate this touch and let it return to life.

Internal 6-7

Excess phosphorus:

All roses are natural. They took advantage of our beauty.

All the desires ignited by roses are natural, and we use them to achieve beauty.

Internal 8-9

Huaye-Oriental Rose-Image

Witness. Romance handed down from generation to generation; Harvest. Forever and ever-forever and ever

Mainstream humanities, neoclassical architecture, landscape architecture ...

The upper reaches of a city's central CBD are rare, unique, rational and romantic achievements and exclusive.

A European neoclassical architectural group, with its prosperous Tibetan front and impetuous retreat, can be passed down from generation to generation.

Follow the world classic garden culture, and build the spiritual residence of life around landscape gardens.

A high-end property brand integrating high-end apartments, 5A-level office buildings and fashionable businesses.

Internal 10- 1 1

Huaye Oriental Rose —— Geographical context of capital

Everything happens for a reason, and there must be achievements in life.

Beijing East Development Zone, CBD, Chaoyang Park, East Fourth Ring Road and East Third Ring Road, Embassy District ...

Hua Ye? Rose East, located at No.25, Li Yanjing Middle Street, Chaoyang District, east of Beijing, is adjacent to East Fourth Ring Road, Li Yanjing Middle Street in the west and Chaoyang North Road in the north. Because it is close to the northeast area of CBD in Beijing Central Business District, famous landmark buildings such as Beijing-Guangzhou Center and International Trade Center, and the intersection of Chaoyang Park and Red Scarf Park, the international atmosphere and natural ecology are extremely rich.

Internal 12- 13

"Spiritual coordinates" and "wealth landmarks"; A class, an intellectual aristocrat.

In the United States, artists mostly hide in Beverly Hills, business tycoons choose to live in Long Beach, new york, and celebrities prefer Central Park. Being promoted to the mainstream society of modern China, class is increasingly dominating the enjoyment and opportunities of resources. China can reach a consensus on the wealth standard of a class, but it lacks the standard of a class in the spiritual field. Is this the imbalance of human nature or the helplessness of the times? When the passion of "intellectuality" and "nobility" collides, it will certainly produce a brand-new value belief.

Born; Join the WTO. You can do whatever you want to me.

In the era dominated by thought and capital, where elites gather and the space of humanistic ecology, I can easily reach the world, make progress and successfully realize my ambition, return to the intersection of life and stay in the harbor, and career and life. I am beyond the freedom of being born and entering the WTO.

Hua Ye? Oriental roses occupy the essence of CBD core area, with excellent landscape, fresh air and comfortable environment. Under the superior innate conditions, we will take the innovation of gardens, landscapes, apartment types, planning, building structures and other products as a breakthrough to create international works comparable to CBD.

Extension 14- 15

Excess phosphorus:

Happiness is an apple that can be picked at will. Happiness is a fleeting clean stream. Destiny takes a hand's person will never let her slip away quietly.

Extension 16- 17

Huaye-Rose Oriental-Planning Attitude

Color, sound, fragrance, taste and touch, holographic deconstruction of the civilization in the upper life field of CBD

Hua Ye? Rose Oriental, with a total construction area of 250,000 square meters, is surrounded by five residential buildings in four blocks. A paddock is an independent space, and four areas represent four planning opportunities. With the creative concept of "zoning", the four planned areas can not only perform their duties but also interact organically, and fully serve the owners as a whole.

Extension 18- 19

One of the highlights of detailed planning: private ownership.

Community is no longer a simple collection of reinforced concrete, but embodies culture and ideas, giving residents a sense of belonging, identity and security; Different facade effects are also considered for the same apartment, which are reflected by the changes of facade colors, component forms, roof forms, roof colors, materials and other factors; The residential resources of buildings should be privatized as much as possible, such as setting up a private garden on the first floor and a roof garden on the roof, paying attention to the treatment methods of stairwells and households, and emphasizing its humanization and privatization; Every unit and family has its own private space, such as private stairs, walkways, terraces, gardens, green spaces, etc. Free from external interference, this is the real personal space and personal taste.

Internal 20-2 1

The second highlight of moving detail planning: respect.

Introducing the wonderful design of the Australian design master Jingao Kefens Architects, taking the advantages of "town-house" and abandoning the disadvantages of "town-house", Town Home, a boutique residence with advanced concept, is formed. The four seasons landscape of the community is unique, with water system running through it, and the whole community environment is full of vitality; The interior and exterior of the house are no longer simple and repetitive, but are replaced by exquisite designs full of interest, such as quiet paths, cultural sketches, partially empty living rooms, luxurious and bright French windows, exquisite and chic wrought iron railings, etc. We will build different, personalized and differentiated interests such as leisure, reading, sightseeing and breakfast with various unique designs such as stepping out of the platform layer by layer and indoor and outdoor height difference design.

Internal 22-23

The third highlight of dynamic detail planning: nature.

The community is moderate in scale, with rich garden landscapes that residents can naturally share, unified in overall style and cleverly balanced with the natural environment; The unity of monomer combination makes each household's main space have a good landscape orientation, which improves the added value of landscape and coordinates the relationship between architecture and green space. Residents on the first floor have private gardens, so that residents on the second floor and above have balconies, and they can freely communicate with nature by quitting the platform; The architectural design, traffic design, greening, garden and landscape design of the whole community fully consider the symbiotic relationship between architecture and people, architecture and nature, and between people and nature, so as to make architecture, environment and people harmonious and unified.

Internal 24-25

Beyond the material limit from generation to generation, release the humanistic pluralistic value of the new mansion.

The total construction area is nearly 250,000 square meters, and the community style is complete and unified.

22,000 square meters of luxury landscape garden, the greening rate is over 50%.

Rare 80 meters building spacing, private scale quiet style.

The plot ratio of the apartment is 2.78, which is a comfortable living territory.

1: 1 parking system, separation system for people and vehicles, safety-oriented.

Floor heating system, humanized design, health, environmental protection and fashion.

The origin of hardcover high-end apartments, bilingual kindergartens, international clubs and experience life centers.

Internal 26-27

Excess phosphorus:

The blue of the morning light, the shadow of the afternoon and the glow of the sunset, the best time to enjoy the Oriental Rose Garden should not be deliberate. The architecture full of life breath and rational thinking, the loose beauty of light and shadow, impacts every soul who appreciates and looks up.

Internal 28-29

Huaye-Oriental Rose-Aesthetic Architecture Age

Comfort is a realm and a living building.

3 North-South Toutong 18 Floor Apartment

2 East-West 1 1 Floor High-grade Flat Apartment

Two stairs and two households, good ventilation, high lighting, utilization rate as high as 80%

Classic two rooms, comfortable three rooms, luxurious four rooms, 140-4 15 square meters of distinguished space.

Internal 30-3 1

Aristocratic life, intellectual taste, neoclassical festivals

Mr Graham–e–Harris Gray–Harris, an international architect, is a world design image.

Minimalist design adheres to the perfect requirements for details, elegant and noble, outstanding and extraordinary. When architecture resonates with life, then beauty is not just one or two buildings, but our home and our city.

Mr Harris

University of New South Wales, Australia, registered architect in Australia, director of Royal Australian Architecture Association, member of Australian Designers Association and member of China Architecture Association.

200 1 —— Sydney Social Center which won the BOMA Award in Australia.

200 1- King Langley Resort Australia

2001-alfred dunhill shopping center and office building, Sydney

2002-Housing Planning and Design in Jakarta, Indonesia

2002-High-rise office buildings and public parking lots in Wellington, New Zealand

2002-Interior Design of Rex Hotel in Canberra

2003-zhina Baptist Church

2003 Qishan Telecom Center Project in castel, Australia

In 2004, China Beijing Oriental Rose Garden.

Internal 32-33

Noble romance, Zen and philosophical interests and the architectural features of argot identity

The visual association of the main color is rich, and the facade is golden brick red, which is proud of the world, just like the Louvre in Paris, filled with the beauty of the details that have been tasted for a long time. Noble romance is low-key and profound. For people of the class who pay attention to taste, the accumulated life experience and years of cleansing are still just inner monologues.

Artistic architecture with traces of time, deducing a harmonious and free life.

Hua Ye? Oriental Rose combines traditional oriental culture with modern western minimalist style, presenting a quiet, peaceful and serene aristocratic atmosphere. Neo-classicism, as the space of intellectual life and the carrier of the realm of "oriental aristocrats", endows the building with the essence of calm and luxury, exquisite architectural texture, lines and colors, and exquisite details of some parts of the building, bringing amiable and sensible intellectuality and taste to the indifferent glitz, and perfectly creating a harmonious, pluralistic and shared community humanities field.

Internal 34-35

Excess phosphorus:

I like to start barefoot in early spring, embrace the emerald green shade, watch the leisure time brewed by the sun, drink the sweetness of foggy and rainy days, and live like summer flowers. The full moon is always nearby. I touch it and dream.

Internal 36-37

Flower Field-Oriental Rose-Beautiful Complex of Four Seasons Blooming

The wind. Light. Water. Gas. Yuexinyi Lin Jingyuan

Triple green freehand brushwork, fresh original wine.

Facing the green belt, Chaoyang park and the internal landscape of the community, it presents triple green beauty;

Creative man-made terrain, continuous ups and downs, and numerous scenic corridors extend the landscape to the community;

Each theme landscape garden covers an area of 8,000 square meters, and the right to speak the rules of urban community gardens is customized;

In the central waters of the community, the scenic spots and sketch sites are very close, and living near the stream is a luxury on earth.

Home in the landscape is the most suitable place for human habitation.

Hua Ye? The garden design of Oriental Rose makes full use of the width between buildings in the plot. A 300-meter landscape axis is built in the south and north of the plot, which is connected by an ecological garden corridor with a height of 4 meters and 22,000 square meters, forming a visual focus with different forest subjects and forming a layered landscape belt along the axis. Landscape environment is the most suitable place for human habitation. Many famous high-end communities in the world are built around landscape gardens.

Internal 38-39

EDAW international design garden landscape

As the largest professional organization of landscape design and planning in the world, EDAW in the United States has always been in a leading position in the fields of landscape architecture, urban design and environmental planning. It is good at creating a modern, natural, leisure and pleasant atmosphere, creating a unique and distinctive landscape enjoyment, and has a strong sense of identity and belonging.

"Place the building gently in the landscape, instead of creating a landscape around the building" —— Interpretation of Landscape by Kyle, a famous Australian teacher

"Every field has its own potential. The work of landscape architecture is not innovation. The core key is to discover the soul of the field, perception and meditation. The best design seems to have never been designed, but it has fully explored and utilized the landscape resources of the site. According to the trend of trees and waterscape, architecture blends into the landscape harmoniously and orderly, which ensures the overall unity and narrative of the landscape and makes the architecture grow naturally in the landscape. The reason for this operation and the cost of implementation are shocking. "

strategic plan

In 2003, the battle of commercial real estate in Dalian has entered a white-hot stage. As a real estate project monopolizing Dalian's core business area and scarce natural resources in the city, City Plaza has its own natural advantages such as non-renewable and non-replicable, and its huge capital investment and complex property composition also determine its dominant position. However, in the face of the current complicated and changeable war form and fierce competition, the city square has emerged, and it is even more necessary to assemble superior forces to jointly extinguish the fire with thunder, so as to achieve the ultimate goal of fully controlling the war situation and quickly occupying the target in a short time.

I. Aircraft weapons

(1) newspaper media

Advantages: visual media, with a large amount of information, can be read repeatedly, and is suitable for long-term rational appeal to target customers.

Disadvantages: readers need to take the initiative to accept appeals and lack strong stimulation.

Dalian Daily: Dalian's party newspaper has a large circulation, wide coverage, high circulation, strong credibility and authority.

Peninsula Morning News: Dalian local newspaper, with interesting content, large amount of information and low quotation, but its credibility is slightly weak.

Dalian Evening News: It has always been based on the principle of regionalization and popularization, and has a wide audience. This is a good media coverage.

"New Business Daily": The newspaper directly under Dalian Daily is also a party newspaper. It is as authoritative as major newspapers, mainly reporting business and economic information, and its quotation is low.

Delivery strategy: comprehensively analyze the characteristics of various media and consider objective factors such as budget. In our opinion, as an unprecedented super-large real estate project in Dalian real estate industry, Dalian Daily, the most authoritative media, should be the first choice in order to effectively publicize its image and establish its market reputation. In order to effectively integrate media forces and cover readers to the maximum extent in the most effective way, one of the remaining three media will focus on cluster bombing and the other two will serve as auxiliary firepower. Considering the comprehensive factors such as circulation, credibility, price, format and printing quality, among the three major media, New Business Daily undoubtedly has more advantages, with reasonable layout, high readers' cultural quality, rich constituent elements, strong fashion readability and more emphasis on economy and investment. Therefore, this paper chooses New Business Daily as the research focus.

In the arrangement of media placement, advertising placement is full of rhythm, which is closely linked with the promotion ideas and activities at all stages, making it Zhang Chi. In terms of date arrangement, considering the reading habits of Dalian citizens and the negative impact on the media caused by weekend rest days and May Day holidays, it is not appropriate to arrange advertisements at this time.

(2) print media

Print media include: 8P leaflets and Northern Airlines magazine.

DM flyer printing cost: 70,000 yuan /65438+ 10,000 copies.

Advertising cost of Northern Airlines magazine: 30,000 yuan/page? Month * 65438+ 10 month = 30000 yuan (discounted price)

Total price: 6,543,800 yuan+ten thousand yuan.

Note: As the delivery fee varies from hotel to hotel, it will be discussed separately.

Second, air weapons.

(1) radio category

First, the five major radio stations in Dalian broadcast real estate advertising packages:

The real estate advertisement of "City Square" covers ten columns of five channels of Dalian Radio Station in the form of package broadcast, ten times a day, each time for fifteen seconds. The specific time period is the most popular column of each channel, covering the news channel Central News and Newspaper Summary, News Hour, Today's Current Affairs Talk, Economic Channel Financial Prime File, Sunshine Journey, Literature and Art Channel Football World and Today's Current Affairs Talk. At the same time, many radio listeners are car owners and have strong economic strength, which is in line with our target group positioning. Moreover, this form of repeated play is also beneficial to our coverage advertising.

B, trunking broadcast transmission:

During the opening of "City Plaza", in order to effectively carry out market speculation, attract eyeballs and form a strong enough sales atmosphere, at this time, on the basis of regular broadcasting, more deterrent radio advertisements should be broadcast to make the release frequency more dense, the effect more obvious and the momentum more deterrent. The real estate advertisement of "City Plaza" will cover the whole hours of six channels of Dalian Radio Station within one week, from 6: 30 to 18: 30, and the advertisement with the length of 1 minute will appear on each channel 12 times a day, totaling 420 times a week.

(2) TV category

"City Square" itself is a miracle of Dalian real estate industry and a shocking news. At the same time, in order to achieve the psychological effect of "stopping at the top of the mountain" and truly reflect the noble characteristics of the project, we believe that TV advertisements should focus on the news programs of Dalian TV Station. News Panorama (1 set), News Network (1 set), Dalian News (1 set), City Discovery (1 set), Life Now (2 sets) and Live Studio at 2 1 (2 sets) are Dalian TV Station. Advertisements are put in a way of combining advantages and complementing firepower, and concentrated firepower is put in the active period and the prosperous sales period, so that advertisements can achieve the most efficient communication effect.

Delivery strategy:

Advertising slot advertising slot length Monday to Thursday Times Friday to Sunday Times total price (after 7.5% discount)

A set of news magazines. Before the news panorama (about 18: 27) 15 seconds 4200 7 5040 4 37 170.

Dalian News's previous episode A (about19: 35)15s 5400 35 6480 31292410.

Before a set of B Golden Theater (about 20: 0 1, before the Dragon Family Fun on Saturday) 15 seconds 4800 7 5760 4 42480.

A set of C "City Discovery" interrupt 15 seconds 3000 6 3600 3 2 1600.

Soft article report of "City Discovery" column 1 min12000431200 (after 6.5% discount)

Before the second set of b life present tense column (about 20: 27, Saturday/Sunday is the first interview time) 15 seconds 3000 7 3600 4 35400

The first two groups of B 2 1 point broadcast room columns (around 20: 58)15s 3000 35 3600 31162450.

Dalian TV Station's comprehensive news channel (1) Dalian News and Life Channel (2) 2 1 live room, with the highest ratings, was selected as the regular media and released continuously from April 22 to June 26. Other columns, as supplementary firepower, focus on the sales boom period and the early stage of the project to attract investors' attention and make the sales rhythm of the project more perfect.

The release date is:

Advertising slot advertising location advertising slot length Monday to Thursday, Friday to Saturday

A set of news magazines. Before the news panorama (about 18: 27) 15 seconds 4.28-29, 5. 14- 15, 5.20-22 4.26-27, 5. 16.

A set of special topics before Dalian News (about 19: 35) 15 seconds April 22-June 26.

Before a set of B Golden Theater (about 20: 0 1, before the Dragon Family Fun on Saturday) 15 seconds 4.28-29,5.14-15,5.20-22 4.26-27,5.65438.

In a set of C City Discovery, insert 15 seconds 4.28-29, 5. 14- 15, 5.20-22 4.26-27, 5. 16, 5.23.

According to different activities, the soft article report in the column of "City Discovery" will be broadcast temporarily 1 minute.

B Two sets of life present tense columns (around 20: 27, Saturday/Sunday is the first interview time)15s 4.28-29,5.14-/kloc-0,5.21-22 4.26-27,5.

The first two sets of B 2 1 point live broadcast room columns (about 20: 58) 15 seconds from April 22 to June 26.

Third, long-range deterrence.

(1) Poster of Delayed Overpass

With the arrival of the May Day Golden Week, foreign tourists flocked to Dalian, becoming a "city square" covering the whole northeast. At this time, we should seize this rare historical opportunity and leave a deep impression on foreign investors. At the same time, in order to truly and effectively achieve the propaganda effect and easily achieve the purpose of radiation, we suggest issuing street sign advertisements at the delayed overpass at the entrance of Dalian Expressway. Because most foreign tourists with economic strength take the form of self-driving leisure tourism, it is the only way to enter Dalian from a later date. The advertising signs here are eye-catching, with high attention rate and wide coverage, and it is easy to achieve the effect of "four or two".

(2) Advertising signs of Tianbailou

Make full use of the bustling crowds brought by various commercial real estate projects in Tianjin Street, and publish outdoor advertisements in Tian Bai Building, which is located in the golden position of Tianjin Street, to intercept investors going to Tianzhi Mall, Tianhe Square, Xintianlong and Xiuzhu Square. The so-called hype, using the successful results of competitors' market hype, Tian Bai billboards will subtly increase investors' inquiry psychology about "city square", increase their own influence, and at the same time, carry out a powerful encirclement and suppression of competitors, which will further enhance investors' investment desire for "city square".

The total cost of advertising signboard is 654.38+ 10,000 yuan/two months, with a total area of 654.38+0,000 square meters.