JUZOUR | Launch StrategyMonday, August 1, 2011
Strategic ObjectiveUse the launch of the film “Nawfez El Rou7” (Windows of the Soul) to launch JUZOUR, creating awareness and positioning the foundation among its stakeholders.
Tactical ObjectiveCreate hype and anticipation around the documentary film in order to attract traffic to the theatres and to start raising money for the foundation. Funds will be raised mainly through:- The Sale of Tickets- The Sale of Merchandising
Items/DVDs- The Sale of the film to
documentary channels
The Big IdeaHistory’s Futures: Investing in your history’s future
The Rollout PlanPhase I: Thu, August 25, 2011 Public Viewing
Phase II: Thu, September 15, 2011 Theatre Viewing & JUZOUR Official Launch Ceremony
Phase III: October 01, 2011Documentary Channels & DVD Sales
Phase IPublic Viewing (Gorilla Tactic)
Thursday, August 25, 2011
Public ViewingOn the evening of Thursday August 25, when streets are packed with people shopping for Eid, we will simultaneously start showing the film on as many LED & other outdoor screens as possible, across Syria’s main cities.
Public ViewingThe screens will be equipped with sound system and film will have a scroll banner, inviting people to watch the film in theatres across Syria as of September 15th. The media will also be invited to cover the event and create hype around the film… disseminating the key messages that will help position the event and the foundation. We can also ask Addounia & Syrian TV to have interviews with people on the road during the event.
Material NeededFor Public Viewing (Aug 25)• JUZOUR Brochure/ Press
Release • Documentary Film with Scroll
Banner pre-announcing the launch of the film in theatres.
• Sound System
Material NeededTo start on August 26• TVC (Edit from existing
footage) to run in the peak hours after Iftar
• Radio Commercial• Website (If ready)
Phase IITheatre Viewing & JUZOUR Official Launch Ceremony
Thursday , September 15, 2011
Theatre ViewingStarting Thursday, September 15, the film will be launched in Cinema establishment theatres in Syria for a period of 1 week; allowing the public to buy tickets to watch the Syrian Tale and buy the cultural souvenirs.
Tickets should be sold at an affordable price to all, and depending on the theatre where the film is being played
JUZOUR Official LaunchThe foundation will also be launched on Thursday, September 15 through a VIP show at Dar Al-Assad. The event will begin with a welcome speech and introduction about JUZOUR, followed by a viewing of the documentary film, which will be integrated with live performances by Ibrahim Keivo and the orchestra.
Material NeededATL• TVC (Edit from existing
footage)• Radio Commercial• Print Ads• Press release
Material NeededBTL• Posters• Venue branding• Tickets• Film Visual ID (Enhancement)• VIP Invitations• JUZOUR Brochure
Material NeededDigital• Website• Facebook Page• Web Banners
Material NeededMerchandising Items• VIP Collector’s DVD Edition• Collector’s DVD Edition• Bookmarks (Stainless-steal & paper)• T-Shirts• Bandanas • Sacks• Tea/coffee Sets• Mankala Set• Barjees Set• Backgammon Set• Notebooks & Pens
Phase IIIDocumentary Channels & DVD Sales
Saturday, October 01, 2011
Documentary ChannelsSelling the broadcast rights to as many documentary channels as possible; sharing Syria’s cultural wealth with the world.
We will also need to have dubbed versions of the documentary film, in languages such as English, French, Spanish and German… If we want to broadcast the film on non-Arabic speaking channels.
DVDsDVDs containing the documentary film (in both VIP & regular editions) will be sold thereafter in bookshops; gift shops; megastores and newsstands in hotels, museums, airports as well as online.We can also explore selling the merchandising items, if such is deemed feasible.
Material NeededATL• TVC (Edit from existing
footage)• Radio Commercial• Print Ads• Press release
Material NeededBTL• Posters• Product Stand
Material NeededDigital• Website• Facebook Page• Web Banners
Material NeededMerchandising Items• VIP Collector’s DVD Edition• Collector’s DVD Edition• Bookmarks (Stainless-steal & paper)• T-Shirts• Bandanas • Sacks• Tea/coffee Sets• Mankala Set• Barjees Set• Backgammon Set• Notebooks & Pens
Film FestivalIt’s also recommended to participate in the 19th session of Damascus International Film Festival, which will be held in November 20-27, 2011.
Thank you