Contents

2. Contents • Background • Objectives • Solution • Event Details • Event Values • Target Audience • Strategy • Results for Artistry • Insights

3. Background • The Promoter • Services include securing sponsorship rights to pre-existing events and working with clients to gain maximum marketing value from the sponsorship • Artistry • World-class cosmetic brand under Amway • Sales started in 1989 and brand launch in China market from 2004 • Leverage brand positioning in art, lifestyle

4. Objectives Brand Awareness

5. Solution • The solution:

6. Rationale • Brand Awareness • Potential of up to 204,000 attendees over 3 months • Massive media coverage for two months • Comprehensive media (TV, radio & print) package for two months • Marketing collateral for 8 months • Prestige Image • Phantom, world-wide famous musical with many world rewards premium events in China • Set in Shanghai Grand Theatre – China’s most prestigious venue • Connect with customers • Phantom is romantic and magnificent, and captures the consumers’ emotions • Phantom provides a platform for consumer’s to connect with brand equity and interact with the products in a emotional way. • Hospitality • Can use to entertain government, clients from all China region and drive sales • Have the privilege to invite the cast for money can not buy experience • Provide incentives for sales staff and maximize employee motivation and pride • Drive sales • Drive sales via Phantom merchandise • New product launched named “Christine’s Choice” • Regular lectures with products and musical knowledge • China wide make-up competition

7. Event Details • Phantom is a Broadway Musical, created by Andrew Lloyd Webber • First visit to China/Asia • First time that a musical had a 3 months long season, 96 performances in China • Shanghai Season exclusive in China: 18 Dec,2004 to 12 March,2005 (Cover a range of festivals) • Venue: Shanghai Grand Theatre

8. Event Values • Prestige • International • Magnificent • Meaningful • Romantic • Long lasting

9. Target Audience • Artistry’s Target consumers • 28-40 years old female • Middle to Upper class • Desire for high standard of life • Phantom attracted: • Cultured, eager to learn new things and desire for modern life style • White collar • Mid to high disposable income

10. Event Details • Production Company: Really Useful Group • Event Promoter: Shanghai Grand Theatre • Sponsorship Agency: Frontiers Group • Title Sponsor: Artistry • Supporting Sponsor: Shanghai Pudong Development Bank Credit Card Center (SPDBCCC) KPMG Malaysian Airlines

11. Event Details Sales promo Marketing rights Branding PR & Media Merchandising On ground management Rights negotiation

12. Strategy

13. Strategy – Press conference July 04 - First: Title sponsor announcement - Second: New products launch announcement “Christine ‘s Choice” Press conferences Oct 04 • Third: Presenting products as gifts to all Phantom cast during Shanghai season Dec 04

14. Strategy - Media • Phantom/Artistry TVC • 30 seconds (10 second Artistry Billboard) • Aired more than 2000 times across 7 Shanghai stations (including Dragon TV with national coverage) • Aired 2000 times in major Grade A office building across Shanghai • Phantom/Artistry Radio Ad • 30 seconds • Aired above1000 times across 6 Shanghai stations

15. Strategy - Media • PR Push campaign in newspapers and magazines to build event awareness along timeline of the press conference and show marketing focus

16. Strategy – Significant outdoor billboards Billboards – more than 3 months

17. Strategy – Outdoor posters

18. Strategy – Street and high traffic subways Shanghai Street light box Shanghai Subway light box

19. Strategy – Outdoor and ticket outlets Street Flag Leaflet in booking office and hotel Kodak outlet

20. Strategy - PR Internal interview published on Artistry magazine for six months with different topic relating to sponsorship

21. Strategy - PR Regular lectures for public incorporated Phantom performance information with Artistry product knowledge

22. Strategy - PR Leading cast visit Artistry and meeting with media

23. Strategy - PR China National Make-up competition

24. Strategy – On ground at theatre Promotion in Shanghai Grand Theatre

25. Strategy – consumer interaction Lucky draw promotion relating to product and show through major fashion magazine

26. Strategy – Sales promotion “Christine’s Choice” launched

27. Strategy - Online Phantom Official Website to link to Artistry

28. Strategy - Online • From Amway Website

29. Strategy - Merchandise

30. Strategy - Hospitality Cast group photography Leading cast attend Artistry function

31. Results for Artistry • ROI -- Based on Media and Collateral value alone, ROI was calculated as 500% • 8-month Sales Promotion platform • 204,000 targeted consumers • Brand exposure • Driven sales • Product linked to event values • Client relations • Hospitality program • Position the brand as a “art oriented” image • Market Leadership • Unique and powerful marketing programs

32. Implications • Lead the market • Link your brand to events that reinforce your brand values • Cut through the clutter and be differentiated • Go to where your customers are • Take advantage of rising industries and untapped space • Communicate with multiple stakeholders • Connect with customers at an emotional level • High media value and high ROI

33. The Power of Event Marketing Property Phantom Brand Artistry POWERFUL LEVERAGE PROGRAM DEEP AND EMOTIONAL CONNECTION WITH THE TARGETED CONSUMERS