Minitalia Leolandia Park unites amusement, edutainment and nature, only a few minutes from Milan, and is the ideal place for the entire family.
A. The Edutainment is represented by 5 areas dedicated to discovery:
1. Minitalia: take a voyage through the Italian peninsula perfectly reproduced with 160 monuments in miniature, statues of famous Italians, electric trains and typical vegetation for every region.
2. Leonardo da Vinci’s multimedia museum: explore with 7 reproductions, a giant interactive book and the famous Mona Lisa.
3. Aquarium: see up close 56 species of fish and sharks from the American, African and Asian seas including the colorful coral reef.
4. Reptile Terrarium: encounter 62 species of reptiles, spiders and amphibians.
5. Farm Animals and Parrots: stroll through 350 meters to see 100 species of exotic birds, and 30 original species of sheep, goats, and much much more.
B. Amusement is represented by Leolandia and 30 attractions for children of all ages, Shows, and LeoMonster, the eccentric yet fun and friendly mascot. Many options are available for a tasty treat or complete lunch all tastes.
C. Nature is represented by a park with lots of trees, shade, picnic areas and an overall feeling of relaxation.
Background: Minitalia was inaugurated in 1971 with great success but in the last 20 years, visitors declined. In 2008, the brand changed and has grown 20% per year but the park is still little known for its brand and new contents. The headline and payoff of 2009 and 2010 have been: “Fun, Culture & Nature only minutes from Milan.” (aka. The amusement park only minutes from Milan.” and “One place has it all.” (aka. Much more than you can imagine)
Conversion drivers: attractions, quality family time, and Minitalia.
The year 2011 celebration of the park’s 40° anniversary or birthday.
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
The objective is to create an urgency to visit the park.
The formats are:
- Proposal for radio spots for both 15 and 30 second multi-subject:
- Spring launch campaign
- Summer campaign
- Fall campaign (e.g. exclusive offer: come in September and get a free stay/pass in October for HalLEOween)
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
- Families with children up to 12 years of age
- Italians who haven’t returned for many many years (since they were small)
- Visitors who came to the park prior to 2008
- Foreign tourists on vacation in Lombardy
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
In Minitalia Leolandia Park, 2011 is a year of celebration you just can’t miss! Children of today and yesterday alike in this very special year can live the emotions of the historical park now completely restructured with special moments dedicated to the 40th birthday / anniversary!
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Minitalia Leolandia Park is one of a kind, immersed in nature and offers attractions, shows and discovery leaving its visitors with a sensation of having spent quality time with family and friends. Often visitors say “it’s so much more than I expected!”
Since 2008, 20 new rides have been added and the historical Minitalia completely restructured for an innovative multisensory journey. The park is located in the heart of Lombardy only minutes from Milan, Bergamo and Brescia, easily accessible by Highway A4, only 300 meters from the the Capriate exit.
Even if there is so much to see and do in Minitalia Leolandia Park, the relaxing atmosphere offers a stress free day even for families with small children or grandparents.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
- Minitaly: learning, curiosities and discovery.
- LeoLand: amusement rides and shows to enjoy in a group.
- Park: green and relaxing.
- Other distinctive elements: not far and easy to reach, great value for money.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
- North Italy
- Print ads, posters, standard flyers, press office
- Internet, web marketing
- Local and National radio
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
Campain Background
- LeoMonster was the protagonist of the march 2008 launch
- 2009 and 2010 used a rich, distinct and dispersive visual
- In 2011 the key concept is the celebration for the park’s 40th birthday / anniversary and the uniqueness of the park.
- The mood and concept of 2011’s visual should be a transition from the past few year’s visuals for a smooth evolution of image.
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Find attached our older and characteristic radio spots:
- 2007 – Dialect preview
- 2008 – LeoMonster starring “time is over”
- 2009 – Multi –subject campaign: Opening, Rapids, Dad
- 2010 - Mom, Dad, Tantrums, Institutional, Among friends
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
