test drive kia ceed 2015 for journalists

The�� Power�� to�� Surprise

Organisation of the test drive for renewed KIA CEED 2015 for Journalists

16/07/2015

SWIST�� AGENCY

1 BACKGROUND

• Developing of concept for test drive • Preparing and conducting of a test drive • Finding a route and selection of locations

Tasks

• Journalists and media • Representatives of Kia Motors Rus

Test drive participants

• Dynamics • New winter suspension • New Navigation. Tom tom service • The responsiveness of the engine to the gearbox • Blind Spot Monitoring System (BSD) • Enhanced noise-vibration isolation • Automatic parking SPAS • Improved controllability • RCTA system

Advantages of new KIA CEED

2 CONCEPT

Manifest

There is a cult of food in Europe. The first thing people ask you there is “are you hungry?”, to feed you and only after that

question you about everything else.

Idea

TASTE FOR LIFE WITHNEW KIA CEED

Idea

We offer our participants to take part in a trip filled with gastronomic delights and unforgettable experiences, together with KIA.

Due to improved KIA CEED performance participants will get a taste of life without worrying about traffic concerns.

Throughout the route:• Introducing the updated KIA CEED model • Discovery of the European cuisine

Route

Along the way, participants are introduced to the values of the region and the technical features of the updated KIA CEED.

3 TEST DRIVE

The best thing is that our participants transforms into Chefs.

Their main aim now is to get the secret recipes of Italian food and local ingredients and at the end of the test-drive to prepare the dinner using these recipes.

They get to their cars. There is one tablet in each of them - “cook book”.

Test drive

Tablet keeps track of the location of the car and helps participants to get to the next place and at the end to get to the final destination.

In the “cook book” they will find the coordinates of the first recipe or ingredient.

After they arrive to the right place they must write recipe in the special graph in the tablet, check-in in the place and download the photo to the instagram.

After they do all these steps they receive coordinates of the next location.

Cook Book

In each location participants in various ways get information about the next location, for example “46°09'17.3"N 9°29'39.4"E go to this location and find the ones with tails”

The route and the scenario are built so as to maintain the interest of the process.

Example

Participants receive coordinates and tips

Arrive to the right place

COOK BOOK

Fill the cook book: recipe, photo, check-in

Attend the master class

Receive coordinates and tips for the next location

KIA’s Chef

During the whole test drive our teams will be accompanied by a real chef, he will tell them about the features of cooking of delicacies with which our participants will get acquainted.

Participants together with the KIA’s chef will choose the best ingredients and recipes for cooking traditional Italian specialties on the planned master class.

During the trip, participants should create pictures of the team on the background of the control points and share them in instagram using hashtag # Kia_ceed_2015.

At the end participants will receive a travel album with their photos.

Activities

4 QUEST APPLICATION

• Each team receive the tablet with downloaded gaming application.

• The team's task - to pass on a certain route (marked on the application), and to visit prepared by organizators locations on the route.

• There are quest tasks at the key points of the route. Team answers questions in the application, performs tasks under the supervision of instructor, or find secret locations and prepared there messages.

• For the complete task team gets another ingredient to the recipe, which they will prepare in the final of the quest.

• After visiting all the points of the route - the team collects the ingredients and recipes for cooking three meals (tbd each team can collect the ingredients of one dish)

Quest Mechanics

Starting screen

There are marked route and locations of the key points in the “cook book”. In the right part of menu lists the ingredients that teams need to collect. Alert sounds (or text box) when clicking on the menu: "In order to get the ingredients - visit point №1, 2, and so on"

Approaching to points

When approaching to a point designated POI (points of interest) they are converted into icons corresponding to recipe ingredients.

Activation of the task

Quest task is activating as soon as team arriving to the location. In addition to the quest task teams can read interesting information (historical information or facts) about this product, and listen to the audio file with the description of ingredients.

Completing the task

At the site of the pop-up window, team receives a simple quest task (complete instructor’s task, make certain photos, find a message left by the organizers). There is a window on the tablet where you can enter a code or a photo to complete the task.

After completing task the corresponding item on the right menu becomes active (the team got another ingredient to the recipe) and team is sent to the next point.

Completing quest

The final point is activating after visiting all the points with the ingredients for a recipe, and in the right menu appears another icon of the collected ingredient. While teams are on the way to finish they can listen to the audio information about the ingredients of the recipe and the recipe itself.

A tasty master class of cooking from the collected recipes and ingredients is waiting for our teams at the finish.

5 KEY LOCATIONS

Map

Visiting of eco farm. Degustation of milk and meat products

Presentation at Sheraton. Start/Finish

Orto Lake.Night at Villa Crespi

Como lake. Lunch at Villa d’Este

Maggiore lake. Ferry. Excursion

- Day 1 - Day 2

The second route will take place near the most beautiful lakes of Italy and probably of Europe. The most romantic – Orto The most aristocratic - Maggiore The most luxurious – Como We will experience the whole range of gastronomic entertainment: - roasted chestnuts with wine outdoors in Orto - Michelin restaurant for dinner at Villa Crespi. - Products from the plow on the farm

Agriturismo Negozio - Dinner in the aristocratic Villa d'Este

Concept of the route

Day 1. 85 km. 1,5 hours On the first day guests will wake up early in Moscow and fly to Italy, so we believe that in order to make the trip comfortable for them we wont make it too difficult. We must give them a chance to feel the new car and atmosphere of Italy, get the unconscious positive emotions.

Day 2 185 км. 5 Hours On the second day will be a detailed studying of the car, with the ability to conduct a test drive on public roads and a special demonstration of the parking system at the point, selected during prescout.

Total length – 270 km (about 6,5 hour) City roads 80% (we do not go to big cities, it is a small country roads with great coverage and low traffic) Highway 15%.

The route passes through a ferry. At the same time all cars can cross it or in turns. Workload of ferry is low. Traffic jams are excluded.

Route description

14:30 - 15:30 - Conference 15:30 - 16:30 - Road to Orta San Giulio 16:30 - 17:00 - Excursion on the Island 17:00 - 17:15 - Arrival to Villa Crespi 17:30 - 19:30 - Celebratory dinner and Master Class 19:30 - Check-in in the hotel, free time

Timing: Day One

08:00 - 10:00 - Breakfast at Villa Crespi 10:30 - 12:30 - Road to Fattoria Gaggio 12:30 - 13:30 - Master class, degustation 13:30 - 14:00 - Road to Agriturismo Il Vecchio Fienile di Luzzani Angelo 14:00 - 14:30 - Degustation 14:30 - 15:00 - Road to Villa d’Este 15:00 - 17:00 - Celebratory lunch, master class. 17:00 - 18:00 - Road to Malpensa Airport 21:00 - Flight to Moscow

Timing: Day Two

08:00 - 10:00 - Breakfast at Villa Crespi 10:30 - 12:30 - Road to Fattoria Gaggio 12:30 - 13:30 - Master class, degustation 13:30 - 14:00 - Road to Agriturismo Il Vecchio Fienile di Luzzani Angelo 14:00 - 14:30 - Degustation 14:30 - 15:00 - Road to Villa d’Este 15:00 - 17:00 - Celebratory lunch, master class. 18:00 Arrival to Milan. Excursion at EXPO 2015. 20:00 Arrival to Four Season Hotel 21:00 Cooking master calss, dinner at Four Season

Day 3 09:00 Breakfast at the hotel 10:00 Transfer to airport 12:40 Departure to Moscow SU 2411 16:40 Arrival to Moscow SVO

Alternative Timing: Day Two

Transfer of the first group to the airport - comfortable bus. Clean and tucked cars already waiting in the parking lot of airport for the next group of journalists

Group�� forming

21 September 22 September 23 September 24 September 25 September

Group 1 Group 2

Flights

Flights of our teams will be carried out by Aeroflot. Moscow - Italy. Departure from Moscow at 11:10 arrival at the airport Malpensa 13:45. Italy-Moscow. Departure from Malpensa 21:00 arrival in Moscow at 01:35.

Ideal place for the conference, where our teams will gather in anticipation before the test drive and discuss all the nuances of the upcoming trip.

Sheraton Milan Malpensa Airport Hotel & Conference Centre

•Security Agreement •SDA and the unspoken rules of local driving

First day

Safety

Safety - our main priority during the test drive. Mandatory part of the briefing at the airport is: - issuing badges and luggage tags (for changing

vehicles) - instructions on the route - signing agreements on security - map demonstration - warnings about traffic rules and unspoken rules of local driving All cars will be equipped with GPS trackers, thus we know the location of the vehicle through out the route, it’s speed and other key parameters. We can contact them and if necessary to provide technical or other help.

There are excellent opportunities for VIP parking at Sheraton:- a convenient way out of meeting rooms - unhurried choosing of vehicles- canopy in case of rain - the absence of traffic

Parking at Sheraton

The little Island of San Giulio is dominated by its Romanesque basilica, the bishop’s palace and the Benedictine abbey.

Its narrow cobbled streets, pretty harbour and charming houses make it an enchanting place to visit.There are numerous restaurants serving excellent fish dishes. The island also takes on a special fascination at night-time; the crowds have gone and you almost feel as if you have the island to yourself.

Key locations

Orta San Giulio

15:30-16:30

An unrepeatable chance to observe and to learn the secrets of Chef Cannavacciuolo’s two star Michelin awarded cuisine during two hours spent in the kitchen learning to prepare delicious dishes that will surprise and impress guests at home. Participants can take notes of the some Villa Crespi brigade’s secrets. Armed with the recipes, participants will enjoy hearing curious facts and anecdotes of the culinary arts and being awarded with certificate of attendance at the end of the visit.

Key locations

17:00 - 17:15

Villa Crespi

The shortest and the most beautiful way to across Lake Maggiore. Travel time - 15 minutes. The ferry departs every 20 minutes. Capacity on the ferry - 10-16 cars.

Key�� locations

10:30-12:30

Ferry

Key locations

Here participants will cross by ferry across Laveno Intra on Lake Maggiore and move to Fattoria Gaggio At Fattoria Gaggio vegetables are grown according to the cycles of nature. There are herbs, fruits and berries such as blueberries, currants, raspberries, strawberries ... Fattoria Gaggio do it with passion, living in close contact with nature that in return for their efforts gives them priceless aromas , colors and flavors. They also grow fodder for animals and corn for polenta which is the queen of italian table.

12:30-13:30

Orta San Giulio

Key locations

A Montano Lucino, locating in a welcoming environment where you can taste the flavors of wholesome cuisine Lombarda. An oasis of tranquility surrounded by green countryside.

In the beautiful outdoor area where a small degustation party of local ingredients will be organized.

13:30-14:00

Agriturismo Il Vecchio Fienile di Luzzani Angelo

Final destination

Participants will Experience the splendor, the grandeur, the intrigue and the magic of Villa d'Este- an opulent hotel overlooking glorious Lake Como. Hailed as one of the best hotels in the world by Travel & Leisure, CondF Nast Traveler and Forbes Traveler, this famous resort destination has been widely praised for its beautiful gardens, exquisite cuisine, gala celebrations, impeccable dFcor and extraordinary hospitality.

14:30-15:00

Villa d'Este

We are really lucky! The main culinary event of the year - food exhibition Expo. As VIP visitors, we can visit the pavilions of Italy and Wine, and learn the innermost secrets of Italian cooking.

EXPO�� Milan

Four Seasons Hotel is placed in a former monastery of the XV century. Hotel is conveniently located in the city centre, in 14 km from the exhibition center Expo 2015.

Four Seasons Milan

Here in Four Seasons in La Veranda restaurant are famous culinary master classes, after which guests will enjoy a gala dinner.

La Veranda

Branded food baskets with the most typical products of the region: the best cheeses, jerked sausages, wine.

Presents

Spagetti meter

Additional Presents

Chef uniformFridge bag

Eco friendly food bag

6 Alternative route

Route

day 1 day 2

finish

startfinish

start

Timing: Day One

13:45 - Arrival to the Malpensa Airport 14:30 - 15:30 - Conference/Briefing 15:30 - 17:30 - The way to the Meat Farm Farm-La Florida (2 hours) 17:30 - 18:00 - Degustation of meat delicacies (30 min) 18:00 - 18:10 - The way to the Cheese Farm Latteriavaltellina (10 min) 18:10 - 18:40 - Degustation of cheese delicacies 18:40 - 19:20 - The way to the restaurant Ristorante-Il Caminetto 19:30 - 21:00 - Master Class/Cooking 21:20 - Check-in in the hotel Clarion Collection Hotel Griso Lecco, free time

Timing: Day Two

09:00 - 11:00 Breakfast in the Hotel 11:00 - Departure from the hotel 11:00 - 11:40 - The way to the Lecco chocolate production factory (40 min) 11:50 - 12:50 - Excursion, degustation 12:50 - 13:40 - The way to Visini s.r.l. (50 min) 13:40 - 14:40 - Degustation, master-class 14:40 - 15:20 - The way to the fruit gardens Villa Litta Panza (40 min) 15:20 - 16:20 - Picnic at the Villa 16:20 - 17:10 - The way to Ristorante - Ilario Vinciguerra (50 min) 17:10 - 19:00 - Celebratory master class, cooking session, dinner and rewarding 21:00 - Departure to Moscow

Flights

Flights of our teams will be carried out by Aeroflot. Moscow - Italy. Departure from Moscow at 11:10 arrival at the airport Malpensa 13:45. Italy-Moscow. Departure from Malpensa 21:00 arrival in Moscow at 01:35.

Ideal place for the conference, where our teams will gather in anticipation before the test drive and discuss all the nuances of the upcoming trip.

Sheraton Milan Malpensa Airport Hotel & Conference Centre

•Security Agreement •SDA and the unspoken rules of local driving

First day

Safety

Safety - our main priority during the test drive. Mandatory part of the briefing at the airport is: - issuing badges and luggage tags (for changing

vehicles) - instructions on the route - signing agreements on security - map demonstration - warnings about traffic rules and unspoken rules of local driving All cars will be equipped with GPS trackers, thus we know the location of the vehicle through out the route, it’s speed and other key parameters. We can contact them and if necessary to provide technical or other help.

There are excellent opportunities for VIP parking at Sheraton:- a convenient way out of meeting rooms - unhurried choosing of vehicles- canopy in case of rain - the absence of traffic

Parking at Sheraton

Farm-La Florida

Key locations

It is common to say "short supply chain" about this place. From farm products to the delicious dish on your table is just 0 km, go to the coordinates 46.1529138,9.5028146 to find out how.

The combination of this approach to growing and cooking with the talented hands of chef in a local restaurant, earned Michelin star for this place.

15:30-17:30

Latteriavaltellina

Since 1969, the farm became the most large-scale production of cheese and dairy products on the north of Italy. A varied range of products, ready to satisfy even the most refined guests, all because the main ingredient for production, their own fresh milk.

Key locations

There is a perception that it is a mice’s favorite product. Go to the coordinates 46.1376488,9.4692609 to find whether this is true or false.

18:00-18:40

Ristorante-Il caminetto

Key locations

It is time to apply all the knowledge received today, go to the coordinates 46.0259469,9.290439 and do it.

The key location of the first day - cooking practice.

Our team will cook with the help of eminent Italian chef from the collected ingredients for the day, from the most picturesque Italian villages and farming industries.

18:40-21:00

ICAM Chocolate Factory

Go to the coordinates 45.9425722,9.2200561 and visit the place, which makes italian children happy.

Sweet history of more than 60 years. This chocolate factory produce 20,000 tons of regular chocolate and 5 000 tons of organic chocolate grown in ecologically clean regions.

Key locations Day 2

11:00-12:50

Visini s.r.l.

Go to the coordinates 45.8012884,9.0657705 to discover the dish, which main task - to excite the appetite, but do not be too hearty.

Cooking is an art, which is expressed in terms of smell, taste, tactile and visual sensations. Our participants will learn how to serve snacks, will find out how to cook them and of course they will try them.

Key locations Day 2

12:50-14:40

Villa Litta Panza Go to the coordinates 45.8254704,8.8288649 the place where collide an art, history and endless orchards.

Especially for our teams, will be organized a picnic in the courtyard of the villa, fruit for which they pick themselves in the garden. They will learn how to choose fruit for cooking certain dishes.

Key locations Day 2

14:40-16:20

There is a restaurant at these coordinates 45.662382,8.789494 where menu does not exist.

Guests are at the centre of the cooking process. An unforgettable experience - the kitchen where anything can happen!

Ristorante - Ilario Vinciguerra

Face to face with the famous Chef Ilario Vinciguerra and his staff, participants will be immersed in a unique atmosphere, where they will experience their emotions, tension and passion. And of course our teams will take part in a cooking!

Key locations Day 2

16:20-19:00

Spagetti meter

Presents

Chef uniformFridge bag

Eco friendly food bag

7 TECHNICAL INFORMATION

• At the starting point there are parked KIA cars, beautifully exposed in a row. At the starting point there are flags or roll-ups.

• After a short brief on the route, participants go to car and go for a test drive route.

• Participants accompanied by two technical vehicle (car number 1 is going ahead of participants - puts flags, check the readiness of the following points, meets the first participants; car number 2 - technical closing car, collects flags and branding, if necessary, provides technical support to the participants and serves as a replacement car).

• On all the key points (ferry, ambiguous intersections, lunch point) instructor is on duty to assist the participants.

• At the end of the test drive cars get on maintenance (cleaning, refilling and packaging).

• The optimal number of staff for a test drive is one instructor for two cars. This will provide quality service for vehicles and communication with journalists.

Test drive description

Starting point

Branding

Units branding at the event: - Flags at the parking (farm, hotel, location of lunch and dinner) • Banners and roll-ups at the conference hall, at the dinner, during

check-in in the hotel (parking,reception), at the entrance of the restaurant etc.

• Pens, notebooks for press conference. • Uniform for participants and personnel • Souvenirs for participants • Badges for participants • Printing products - program of the event, Road-book of the test

drive, the dinner menu.

There are few things in each car: • IPad with a map indicating the main points of the route (also serves as

a gps-tracker to track the movement) • Phone with local SIM card and contacts of organizators (emergency-

communication) • Envelope with money for toll roads • Ticket for the ferry across the lake (at the ferry will be instructor on

duty for the convenience) • Lunch boxes, water bottle, wipes, automotive cloth to wipe the

shooting, first aid kit, road book, a description of the vehicle

Vehicle equipment

Audio guide

We offer to equip cars with "audio guide" - a special device which at certain points of the route says (via car audio) about places of interest along the route and about characteristics of the new KIA CEED which are shown on certain sections of the route. Using the audio guide will allow to conduct a test drive more efficiently and to convey to the participants a greater volume of information in the more interesting format of live conversation along the test drive.

• To let participants be able to drive various KIA models there will be organized change points on the route.

• Change point will be located in areas with convenient access and convenient parking (ideal - points of lunch).

• If necessary, we can make a few points of change. • At the starting location, participants will be warned by our car

coordinator of the need to exchange cars.

Car exchanges

In the parking lot (at the hotel or in the agro - farm) will be special simulators to demonstrate the parking assistance system for journalists.

Car systems demonstration

We have been working in Italy for a long period of time. Ministry of Tourism of Italy will help in organizing and conducting of the tour. Which guarantees not only the quality and interesting route but also an irreproachable conduct of the project.

On-site support

Option 1: Cars go across the borders by instructors and than go by transporters. Not very efficient in terms of costs (need a man for each car + visa + return tickets and the way back across the border to Kaliningrad and then another tickets to go to the event).

The approximate cost: Total 900 000 rubles one way.

Autologistics: option 1

Option 2: Cars go from Kaliningrad by instructors, excellent road surface (highways) + running (if there will be some roughness in cars, they would be found earlier) + our instructors have great experience of driving in Europe (driving of cars in Spain, France, Switzerland, Italy, Montenegro, Greece, Turkey).

The approximate cost: 3 days of riding - 450,000 rubles including salary, per diem, lodging, fuel and toll roads, 130, 000 rubles tickets Msk-Kaliningrad-Msk for instructors + per diem + accommodation, visa 35-60 000 rub. Total about 640 000 rubles one way. Minus a ticket for instructors from MSK to Milan and back from budget.

Autologistics: option 2

Option 1. Registration in Moscow. You must provide an inspection report to local traffic police - with such paper, you can register car in Moscow. Option 2. Departure of 2 experts in Kaliningrad, where in 2 working days, they will be able to register all cars of the project in the local traffic police. Staff: auto coordinator + instructor.

Required documents: PTS originals, originals of insurance with a stamp of owner, money orders certified with round blue seal of the owner (he has to be the payer), maybe act of the adoption of the vehicle on balance, if the owner is not the importer or manufacturer - a set of documents on the transfer of ownership, power of attorney to perform registration activities from the owner.

Autologistics: registration

Auto�� logistics:�� timing

8-10 sept 14 sept 15 sept 16 sept 17 sept 18 sept 19 sept 20 sept 21 sept

registration

Loading on auto

transporter

Driving to a test drive

Arrival, unloading from transporter

Preparation and running route

Our Instructors have extensive experience in European projects (France, Switzerland, Italy, Spain and others countries). Most of instructors fluently speak English. One of the projects was in Italy (organization of test drive for journalists for ACURA TLX).

Most of Avtorazum instructors are fluent in English, have an annual Schengen visas, as well as the experience of european trainings in companies like Renault, Jaguar Land Rover, Mercedes Benz, Peugeot, Subaru at the same level with foreign experts.

Avtorazum operates in the market of automotive events from 2006. In their portfolio are over 560 completed projects of various sizes - from multi-month roadshow to unique off-road expeditions.

Instructors

THANK YOU

test drive kia ceed 2015 for journalists

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