Chivas Regal EventsA Presentation By Square Direct Communications

Monday, May 16, 2011

Name Studies

Chivas Finest

Chivas Moments

Chivas Attraction

Chivas Gala

Monday, May 16, 2011

Great White Way

VIETNAM

at Halong BayFETE

music♫

FLICK!

at Hoang Thanh Thang Long

FETEmusic

♫

Chivas Regal champion the various

forms of Global Artistry.

Modern Theater Music & History Motion Pictures & Emerging Artforms

Chivas Reels

create once in a lifetime experience that changes every year.

Monday, May 16, 2011

Great White Way

VIETNAM

True to Chivas Regal’s spirit, Hanoi will be transformed to become the new Broadway of Asia - where award winning musical masterpieces and theatrical artistic performance

breakthroughs will pave the way in appreciation of art previously reserved for a chosen elite few.

The world renowned Bolshoi Modern Ballet and other

Companies to be invited to perform

Modern Musical Masterpieces which captivated the world - CATS

and The Lion King

Zhang Yimou’s Famous West Lake Theatrical Show Impressions to be

adapted to reflect Vietnam’s Shining Historical and Cultural Gems.

Monday, May 16, 2011

Advantage DisadvantageChivasTheater

Very high profile art association with the brandPrestigeExclusivityELITE

Great White Way

VIETNAM

Limited Venue Availability

High Production Cost = Ticket Selling can be a great opportunity to reach more audience and reach ROI

World Class Artistry Association, leveling with first world countries. Brand should be

highlighted as Main presenter. No co-sponsorships.Maximize advertising through merchandising and Press Release only.

Targets all age levels from children to mature audiences.

Monday, May 16, 2011

at Halong BayFETE

music♫

To celebrate the musical artistry, Chivas Regal invites 2 of the world’s leading artists to play their unique blend of talent in the

classical music and contemporary instrumental genre using Halong Bay as the great historical venue. + Majestic Visual Light Art Performance reflecting Ha Long Bay’s global significance &

uniqueness.

He earned Grammy nominations for his 1992 album, Dare to Dream, and the 1993 follow-up, In My Time. His

breakthrough success came with the 1994 release of Yanni Live at the Acropolis, deemed to be the second best-selling

music video of all time.[1] Yanni has since performed live in

concert before in excess of two million people in more than

20 countries around the world. He has accumulated more

than 35 platinum and gold albums globally, with sales

totaling over 20 million copies.[1] Yanni is considered to be

one of the top fundraisers of all time for public television.

His compositions have been included in all Olympic Games

television broadcasts since 1988, and his music has been

used extensively in television and televised sporting events.

His music is frequently described as "new age", though he

prefers the term "contemporary instrumental"

Lang Lang has received numerous awards and has been

seen by millions of television viewers throughout the

world. Lang Lang appeared in a Time 100 – Time

magazine's annual list of the 100 Most Influential People

in the World.[39] In 2008, the Recording Academy named

him their Cultural Ambassador to China.[40] Most

recently, Lang Lang has been chosen as an official

worldwide ambassador to the 2010 Shanghai Expo.

Lang Lang was recognized for his efforts by the United

Nations' Children's Fund (UNICEF) who appointed him

an international Goodwill Ambassador in 2004.[41] The

Chinese government also recognized his achievement by

selecting him as one of the vice presidents at the All-

China Youth Federation.[42]

"evangelical in his efforts to

spread the popularity of

classical music."

rock wonder in the sky

Yanni

Lang Lang

an extraordinary musical tribute.

Monday, May 16, 2011

Advantage DisadvantageMusic Fete - Ha Long BayYanni & Lang Lang High Class - Elite

Performers target mostly older generation. Concept

must link and urge participation of younger

targets.

Limited Audience capacity.

High Potential for Hype & Buzz from local and global media.

Help Rehabilitate Ha Long Bay’s Reputation and

Popularity

World Class Event and Publicity

Study execution risks.

at Halong BayFETE

music♫

Brand will be linked to classic awesome and amazing artistry

and performance.

A coffee table book or a documentary can be produced in

cooperation with Ministry of Tourism or Travel Cable Channels.

Monday, May 16, 2011

at Hoang Thanh Thang Long

FETEmusic

♫

Celebrating Hanoi’s rich and strong vibrant history, Yanni and Lang Lang perform in one of the oldest relic alive in Hanoi - The Hoang Thanh Royal Citadel - a fortress that protected the royal

family for centuries.

with performance of state of the art projection, 3D Mapping and holographic

visual art and lighting.

Monday, May 16, 2011

Advantage DisadvantageMusic Fete - Hoang Thanh

Thang LongYanni & Lang Lang High Class - Elite Performers target mostly

older generation. Concept must link and urge

participation of younger targets.

Limited Audience capacity.

High Potential for Hype & Buzz from local media only.

World Class Event and Publicity

Historical relevance and support for a Liquor Event

Brand will be linked to classic awesome and amazing artistry

and performance.

A coffee table book or a documentary can be produced in

cooperation with Ministry of Tourism or Travel Cable Channels.

at Hoang Thanh Thang Long

FETEmusic

Monday, May 16, 2011

product placements

Chivas Regal products will be placed in major

film production in Vietnam.

create a film festival - the next Cannes

Conduct a film festival featuring promising amateur directors

championing budding Spielbergs, Kurosawa, Fellinis and Copolla. A

high profile awards night will be conducted as culminating event.

produce short film series for

Chivas A series of narrative

short films to produced and shown in select

cinemas and tv stations depicting Chivas Regal key brand points and relationship with the

Vietnamese consumers. Important high profile directors

and actors will be invited to join.

film genreromance

actionadventure/suspense

social relevancearts & culture

FLICK!

To immortalize the Chivas Regal Spirit, the motion picture will be used as a medium to show the brand and its reach consumers in a very entertaining and

lasting way.

Monday, May 16, 2011

Advantage DisadvantageCan be edited to serve subtle advertising in other forms:- Viral VideosProduct Placement in FIlms/TV Programs- Films can be utilized globally.- Foster partnership with Ministry of Culture for FIlm Competition and Awards Night.

Pioneer brand to own the film art genre in Vietnam Market.

Chivas Films

FLICK!

Chivas ReelsInspire strong association with the FILM Art through style and support of film aficionados and cineaste.

Strong branding to ensure brand will be recognized and stand out.

Ownership of films produced in the festival.

Create solid strong criteria and directions for stories.

Monday, May 16, 2011