Groundfive x Blind Tour

Abstract

在這個年輕人對穿搭相當注重的年代，一件好看的衣服就是要搭配耐看好搭又兼具舒適的鞋子，如果能擁有一雙舒適的鞋子，便可以帶你上天堂。另外，現在旅遊風氣盛行，人們在忙碌之餘仍會想要出外走走。 並根據質性訪談及分析結果我們認為須舉辦一場有別於以往的活動與其他品牌進行區隔，而我們都熱愛旅行，便想起盲旅BlindTour 這個新型態的旅遊方式，並開始積極與盲旅團隊聯繫，得到親自訪談的機會，了解到他們『希望藉由「盲」的包裝，讓旅人放下原先的成見，深入台灣當地秘境，去體驗在地的美好。』 我們更透過街頭質性訪談及量化問券分析，來了解消費者的想法，進行活動的改良，因此我們將活動設定成旅人穿著GROUNDFIVE Kalash 系列鞋款參加盲旅，並且我們親自穿著GROUNDFIVE Kalash 實際走過一次盲旅來驗證活動的可行性。期望旅人們在感受台灣美好的同時也能感受到鞋子舒適度，在行銷宣傳方面，我們會陸續推出一系列的網路宣傳以及公車廣告等方式進行推廣。

In this era which young people really pay attention to their outfits. A good-looking clothingmustgo along with the classic, easy-matching and comfortable shoes.If we have a comfortable shoes, just like in the paradise.In addition, the atmosphere of travling have gained popularity, they would still like to go out even if they are quite busy. According to the qualitative interviewsand the result of analytics, we consider that we have to hold special activities and segment with other brands.Also, we love travling, so thinkingaboutthe new style travel.We start to contact with BlindTour group activly, gettingthe opportunity to interview in person.We realize that they hope to pack BlindTour with blind and make travelers putdown their original opinions.At the same time, travelers can enter local and unexplored regionin Taiwanto experience local charm. We also understand consumers’thought and improve our activities byqualitative interviewsand quantitative research.So, we stipulatetravelers haveto wear Groundfive Kalash shoeswhen they join BlindTour.In order to test the posibility of our activities,We also wear Groundfive Kalash shoes to experience BlinTour in person.Because we hope travelers canfeel Taiwan’s glory ,they canrealize the ease of shoes at the same time.In the aspect of marketing promotion, We will continuouslylaunch a series of propaganda,like internet promotions,bus advertising and so on.