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Abanes. Calibjo. Francia. Gonzales. Uy.
OVERVIEWOVERVIEW
About BGCAbout BGC
Competition Competition MattersMatters
Idea Idea IntersectionIntersection
ABOUT ABOUT BGCBGC
DeveloperDeveloper Ayala Land, Inc., Evergreen Holdings, Inc., Bases Conversion Development Authority
HistoryHistory Former Army training ground until 1995, became mainstream in the late 2000s
Target Target marketmarket
“Definitely for the elites”SEC AB, foreigners, ex-pats, elites,
socialitesMarketing Marketing
communicaticommunication effortson efforts
More BTL than ATL communications (events)
Public art programs c/o BAFIOfficial website with basic information
about the placeConsumer Consumer
associationsassociations“socializing place, masarap na tambayan
with family”“pang-sosyal… ‘breezy calm’, clean…”
“Fully Booked, Magnet, the event center!”“where a lot of my good memories are (i.e.,
talking about life with a friend)”“safe, clean, home, relaxing, laid back,
chill…”
COMPETITION COMPETITION MATTERSMATTERS
DeveloperDeveloper Megaworld DevelopmentHistoryHistory 2003 to 2004Target Target marketmarket
From AB moving into broad C individuals, partying yuppies and teenagers
Marketing Marketing communicaticommunicati
on effortson efforts
Wednesday Bloomfields nightConcerts and other events
Consumer Consumer associationsassociations
“a little passe, it was nice before”“mall-ish, a little confining”
“Eastwood Mall”
Eastwood CityEastwood City
DeveloperDeveloper Ayala Land, Inc.
Target Target marketmarket
Families from socio-economic class A &B.
Marketing Marketing communicaticommunicati
on effortson efforts
Occasional mall tours of international artists
Concerts and other events
Consumer Consumer associationsassociations
“Laid-back, suburban and personal”“Family bonding”
“A mall we can run to”
Alabang Town Alabang Town CenterCenter
IDEA IDEA
INTERSECTIONINTERSECTION
Enhance previous successes Enhance previous successes of BGC’s Passion Festof BGC’s Passion Fest
Better audience Better audience turnoutturnout
Positive word-of-Positive word-of-mouthmouth
DemographicsDemographics
Different age Different age groups of SEC ABgroups of SEC AB
(Moms, dads, kids, friends, (Moms, dads, kids, friends, classmates, relatives, name classmates, relatives, name
it!)it!)
PsychographicsPsychographics
Different interests and passionsDifferent interests and passionsHold special memories closeHold special memories close
Likes time with others and with Likes time with others and with selfselfMay slow down or speed up at May slow down or speed up at
preferencepreferenceCurious individual who try new Curious individual who try new thingsthings
BehavioralBehavioral
““I go there to have coffee with and talk to a loved I go there to have coffee with and talk to a loved one.”one.”““This place is safe and clean for me to take my This place is safe and clean for me to take my kids.”kids.”““It’s my thinking spot: no one bothers me when I It’s my thinking spot: no one bothers me when I do.”do.”““I go there to jog with my family or friends.”I go there to jog with my family or friends.”
Push the borders of previous Push the borders of previous
Passion Fest Passion Fest activities to generate better activities to generate better audience turnout and more audience turnout and more positive insights from loyal positive insights from loyal
patronspatrons
Push the borders of previous Push the borders of previous
Passion Fest Passion Fest activities to generate better activities to generate better audience turnout and more audience turnout and more positive insights from loyal positive insights from loyal
patronspatrons
BGC, BGC, particularly particularly
BHS, has been a BHS, has been a place of place of
memories for its memories for its loyal patrons, loyal patrons,
and they want it and they want it to stay that to stay that
wayway..
THE PASSION OF
THE PASSION OF
MEMORIES
MEMORIESRemembering, living, m
aking new
Remembering, living, m
aking new
memories
memories
BGC Passion Fest BGC Passion Fest 20112011: :
RemembranceRemembrance
Remember the passions for Remember the passions for yourself and for the ones you yourself and for the ones you love.love.
Remember these alone or Remember these alone or remember these with others. It remember these with others. It
matters not.matters not.
The point is to….The point is to….
REMEMBEREMEMBER.R.
Remember what has Remember what has passed and cherish them.passed and cherish them.
Remember what is in the now and Remember what is in the now and never forget them.never forget them.
Remember to make your memories for Remember to make your memories for the future.the future.
Remember, Remember, remember.remember.
Timeta
ble
Timeta
ble
Key Theme ActivitiesA Tribute to
LoveARTS:
Romantic Film Festival (1st and 3rd week of February)
String Quartet Concertos (2nd and 4th week of February)
LIFESTYLE:Chocolate Mania (2nd week)
SPORTS:Couple Badminton Tournament
(3rd week)
Jan-Feb Jan-Feb 20112011
The best love stories of all time will be shown during the 1st and 3rd week of February. It will be open to all interested audiences who want to get into the love.
Romantic Film FestivalRomantic Film Festival
descriptiondescription
Filipinos are sentimental people who are fond of teleserye-ish love stories, even the more prim and proper upper class.
Romantic Film FestivalRomantic Film Festival
rationalerationale
To get into the mood of February, a string quartet will be playing for the passersby in the BGC open area every 2nd and 4th weekend.
String Quartet String Quartet ConcertosConcertos
descriptiondescription
Some interviewees claimed that they would better appreciate the ambiance of BGC with “house music” in the outside environment.
String Quartet String Quartet ConcertosConcertos
rationalerationale
Chocolate Mania will be a festival of chocolates, with stalls outside that feature chocolates to get into the spirit of Valentine’s.
Chocolate ManiaChocolate Mania
descriptiondescription
Filipinos have an extremely sweet tooth. Added to that is the essence of Valentine’s being a chocolate holiday.
Chocolate ManiaChocolate Mania
rationalerationale
Key Theme ActivitiesSummer
ChroniclesSPORTS:
BGC Annual Fun RunNestea Fit
Summer Camp
April April 20112011
BGC Annual Fun BGC Annual Fun RunRun
descriptiondescription descriptiondescriptionSummer is the best time for lfeistyle activities especially running. People at this time spend their “me” time.
Summer is the best time for lfeistyle activities especially running. People at this time spend their “me” time.
BGC Annual Fun BGC Annual Fun RunRun
rationalerationale
BGC must continue with the run marathon because people have associated BGC with this movement.
Nestea FIT
Description
This is a repeat of last year’s Nestea Event
Rationale
It was a successful and engaging event and we believe that many people want to be active during summer.
Nestea FIT
Key Theme ActivitiesMommy
MemoriesLIFESTYLE:
Ultimate Food Festival (2nd week)
SPORTS:Aerobics & Pilates Session (2nd
week)
May May 20112011
Ultimate Food Ultimate Food FestivalFestival
descriptiondescription
For the mothers who love to cook, this is the perfect chance to get new recipes, and be pampered with some fine sample cuisine to boot.
This session brings family together via food, and is something a mother constantly looks for.
This session brings family together via food, and is something a mother constantly looks for.
rationalerationalerationalerationale
Ultimate Food Ultimate Food FestivalFestival
Key Theme ActivitiesDays With
DaddyLIFESTYLE:
BGC’s Annual Car & Gun Show (3rd week)
June June
20112011
BGC’s Annual Car & Gun BGC’s Annual Car & Gun ShowShow
descriptiondescription descriptiondescription
Fathers will be encouraged to go to BGC with their families for this show. Together with their family, fathers will satisfy their passion and love for guns and cars just by simply looking at it.
Fathers will be encouraged to go to BGC with their families for this show. Together with their family, fathers will satisfy their passion and love for guns and cars just by simply looking at it.
BGC’s Annual Car & Gun BGC’s Annual Car & Gun ShowShow
rationalerationale
We want fathers to remember the rush they had in the show. Thus, we want to be part of those moments that he felt somehow young by looking at cool stuff like cars and guns.
Key Theme ActivitiesRainy Day
BluesARTS:
Writing Workshop with Joem Antonio (2nd and 3rd week)
SPORTS:Indoor Games Tournament
(Foozball, Table Tennis, Scrabble) (3rd week)
July & August July & August 20112011
This event will encourage people to express themselves artistically by writing. All participants will have a main theme which is “moving times”.
Writing Workshop with Joem Writing Workshop with Joem AntonioAntonio
descriptiondescription
People do write because they want to express themselves. By expressing themselves, they try to create or capture memories. Through their works, memories are formed.
rationalerationale
Writing Workshop with Joem Writing Workshop with Joem AntonioAntonio
Writing Workshop with Joem Writing Workshop with Joem AntonioAntonio
Athletes still look for something to keep them active even in bad conditions, while Scrabble has been the top-of-mind board game of most people.
rationalerationale
Indoor Games Indoor Games TournamentTournament
This is for the frustrated athletes who hate being kept inside on a rainy day, or those who simply just love to play Foozball, Table Tennis and Scrabble.
Indoor Games Indoor Games TournamentTournament
descriptiondescription
Key Theme ActivitiesPet Thoughts ARTS:
Pet Photography Exhibit (whole month)
LIFESTYLE:Pet Pageant (3rd week)
September September 20112011
Owners can take photos of their beloved pets and they can hang it around the walkways of BGC. Special prizes will be given to outstanding photos, such as freebies from Pedigree, Whiskas, and other sponsors.
Pet Photography Pet Photography ExhibitExhibit
descriptiondescription
Pet lovers love their pets almost like they love human beings. People love to spend time with their pets and BGC has become the perfect avenue for them to foster owner-pet relationships.
rationalerationale
Pet Photography Pet Photography ExhibitExhibit
BGC can partner with the Philippine Canine Club company to host the Pet Pageant. This event would focus on the talent and glam of unique pets.
Dog PageantDog Pageant
descriptiondescription
Dog shows are the perfect events to foster and imprint long-lasting memories. The thrill of having their beloved pets “strut” their stuff gives pride to the owners and amusement to audience members.
rationalerationale
Dog PageantDog Pageant
Key Theme ActivitiesHaunting Memories
ARTS:Scary Film Festival (2nd and 3rd
week)LIFESTYLE:
Rockeoke Night (1st week)Family Trick-or-Treat (4th week)
October October 20112011
Classic horror movies through the years will be shown again to reminisce and appreciate its legacy to the cinema industry.
Scary Film FestivalScary Film Festival
descriptiondescription
Filipinos are fond of watching scary movies – especially dating couples. Watching scary movies spark memories like “first date movie” or the first time couples held hands in the theater.
Filipinos are fond of watching scary movies – especially dating couples. Watching scary movies spark memories like “first date movie” or the first time couples held hands in the theater.
Scary Film FestivalScary Film Festival
rationalerationale
People could visit and Magnet Café to drink and sing their hearts out. The theme for that Rockeoke Night would be “emo, “senti” songs”.
Rockeoke NightRockeoke Night
descriptiondescription
Rockeoke NightRockeoke Night
rationalerationale
BGC stores will be invited to participate in this event by giving out candy to families who come to them in costume.
Family Trick-or-Family Trick-or-TreatTreat
descriptiondescription
This is the opportunity to bring the family together in that place that they love spending time in.
Family Trick-or-Family Trick-or-TreatTreat
rationalerationale
Key Theme ActivitiesSeason of
RemembranceARTS:
Christmas University Chorale Festival
(3rd week)LIFESTYLE:
Winter Wonderland Landscape Design (whole month)
December December 20112011
Choirs from different schools will be invited to sing Yuletide favorites because Christmas is the perfect time to create memories with songs. It will be held in the BGC Tent, with limited paid seating for VIPs but generally free for all.
descriptiondescription
Christmas University Chorale Christmas University Chorale FestivalFestival
Filipino choirs are some of the best in the world and they could create and enliven memories of Filipino Christmas moments, especially with music by local composers like Ryan Cayabyab.
Christmas University Chorale Christmas University Chorale FestivalFestival
rationalerationale
WHITE CHRISTMAS LANDSCAPE DESIGN
description
There will be a big White Christmas Tree at the center of Bonifacio High Street. A giant Santa Claus will also be placed that will scatter candies in the least expected moment of their stay in Bonifacio High Street.
There will be a big White Christmas Tree at the center of Bonifacio High Street. A giant Santa Claus will also be placed that will scatter candies in the least expected moment of their stay in Bonifacio High Street.
WHITE CHRISTMAS LANDSCAPE DESIGN
rationaleChristmas is always the most important highlight of the year and Filipinos especially love celebrating it with their loved ones. They want it to be memorable and unique.
Abanes. Calibjo. Francia. Gonzales. Uy.
