Subject: Elite Model Look 2004

Case1
Subject: Elite Model Look 2004

Leading
In the summer of 2004, due to the fact that the famous model (ZhiLing, Lin) made the huge stream in Taiwan and also such as PR activities pushed the “model issue" to the peak, every business about fashion industry needs a large amount of new stars. At this time, this kind of celebrities is different from the past; they must get training in order to get famous.
The following is I try to discuss PR case on " Elite Model Look 2004 " in Taiwan.



EML background
EML (Elite Model Look) has been established already for 23 years so far, and it has a strong position in the fashion world. Elite Model spreads all over whole world, the host also has the world-top Models, ex: 1983 Cindy Crawford capture tapestry of selective trial, another like: Claudia Schieffer, Gisele Bundchen, Stephanie Seymour, and Naomi Canpbell . They all pass the selective trial of Elite Model Look.

Elite Model Look has held separately in all parts of the world every year. Winners in every country can enter the rank to the global finals, one attracts media an eye on activity is training by photographer and each comes from whole world celebrities’ agents. The finals content in the world will be shown on TV every day and upgrade the materials. The next super model will be selected by model group, world-class photographer, and other professional personages. Elite Model Look global final is an annual major issue, the purpose is in order to select the next super model, the final one is choose by 400,000 people around the world, and EML is a major issues attracted attention definitely.


Media sponsor
DTC
TVBS TV station、TVBS weekly magazine
Shu-uemura cosmetics company
OMEGA
KOLIN
Sheraton-Taipei hotel


PR mechanism
1. Send news release, and invite media, electronic medium, TV station reporter interview
2.Taking instant news release (consume line , life line , amusement line , industry line , fashionable line)
3.Sending 廣編稿 or activity titbits.
4.Instant faxes to every media
5 Phone media's reporter directly


SWOT analysis
Strength: 1.Taiwan is the first time to held such international beauty competition activity that link up the world, and also build EML system in Taiwan
2. catch up the windward driving that huge models stream


Weakness models are amateur


Opportunity: the price is lower than professional famous model.


Threat: The appearance of the new face is more interesting to audience, but apt to let the activity lose the focus .









Media reported achievement on finals
The newspaper amounts to 62
The magazine amounts to 4
The TV amounts to 2
The network amounts to 4

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