Crest10thAnniversaryPRCampaignProposalPreparedbyWeberShandwickBeijingThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexBriefBrandarchitecturewillbeintroducedinJuly,andcrestcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10yearsThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexObjectivesIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheawarenessofCrest10years’contributiontoChineseoralhealthimprovemen