...Let your soul and spirit fly Let your soul and spirit fly PANDA EXPRESS ON THE SILK ROAD PANDA EXPRESS ON THE SILK ROAD TABLE OF CONTENTS Introduction3 - 5 Introduction of China and its features3 - 4 Marketing objectives of campaign : entertainment 4 - 6 Theme design: Avatar Project 6 - 12 French target markets and motivations 5 Reasons and selection of themes 6 Implementations of a virtual animated journey 7 Different steps (media planning)8 Online network and virtual technology support and promotion9 Management of the effects 4 Budget 5 Evaluations of the outcomes 6 * A. Introduction Introduction of China and its features China is situated in eastern Asia on the western shore of the Pacific Ocean. Among the 220,000 kilometers of rivers the Changjiang (Yangtze), Huanghe (Yellow River) and Zhujiang (Pearl River) are the most famous. Yangtze River Basin is the cradle of Chinese civilization, as the many cultural-historical sites along the banks of the Yangtze River attest. China is divided into 35 administration unites, including 23 provinces, five autonomous regions (Inner Mongolia, Ningxia, Guangxi and Tibet), four municipalities directly under the central government (Beijing, Shanghai, Chongqing and Tianjin) and two special administrative regions (Hong Kong and Macau). China has beautiful scenery, with mountains and ranges, highlands, plains, basins, and hills. There are thousands of mountains of various sizes scattered across...
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