EVERY LIVING ORGANISM HAS ROOTS WHICH CONNECT IT WITH THE GROUND

WHY THIS COMMUNICATION STRATEGY?

• To recruit 400 restaurants and 500 producers throughout the Czech Republic to become members of the Slow Food organisation by the end of 2011

• To create 40% awareness of the program among the general public target group by the end of 2011

http://www.slowfood.cz/

Communication Theme

„Experience the BACK TO ROOTS TOUR! “Communication Theme

„Experience the BACK TO ROOTS TOUR! “

Consumer View

Consumer View

Brand Offer

Brand Offer

„Eating is my PLEASURE“

QualityTradition

Responsibility

Taste

Slow Food brings

together pleasure and responsibilit

y

„I feel RESPONSIBLE for my health and the health of my family“

„I look for TASTY and QUALITY products“

„COOKING is not a must

anymore, it is my hobby“

„I am keen on COOKING

SHOWS“

• IDEACreate a social gastronomic platform focusing on national heritage and responsibility

Communication Theme

„Experience the BACK TO ROOTS TOUR! “Communication Theme

„Experience the BACK TO ROOTS TOUR! “

ALL IN ONE TOUR

TOUR of restaurants, local producers and households taking the best of the Czech heritage

• EXECUTIONCreate an interactive platform on www.stream.cz containing:

– Reality show about Slow Food cooking in restaurants– Reality show about Slow Food producers– Reportage from the Slow Food events– Household „TOUR“ by sharing

• Own Recipes• Videos of cooking Slow Food • Own experience

– Discussions

Communication Theme

„Experience the BACK TO ROOTS TOUR! “Communication Theme

„Experience the BACK TO ROOTS TOUR! “

Communication Theme

„Experience the BACK TO ROOTS TOUR! “Communication Theme

„Experience the BACK TO ROOTS TOUR! “

SEED THE INTEREST TO TAKE A RIDEPrint – insertions, PR

Online - display, PPC, social ads, PR

ENGAGE IN THE TOURwww.stream.cz platform

KEEP „ON THE RUN“Use the content on own website

Events

• IMPLEMENTATION

EVERY LIVING ORGANISM HAS ROOTS WHICH CONNECT IT WHITH THE GROUND

AND THESE ROOTS ENABLE IT TO

BLOSSOM

By creating a social gastronomic platform focusing on national heritage and responsibility

To create 40% awareness of the program among the general public and to recruit 400 restaurants and 500 producers to become members of the

Slow Food organisation

Experience the BACK TO ROOTS TOUR!

WHAT?

WHY?

HOW?