Communication Campaign 2012

Creative PR & Events for Real –

Estate Companies, Retail &

Shopping Centers

SUMMARY PR for multinational real – estate company

We create leaders of opinion in real-estate

Creative ideas in PR

Shopping Center Pre-launch Braila, Suceava, Bacau

PR for franchise multinational real-estate company

Shopping Center PR Campaign

Shopping Center Project – Pre-launch Press Conference

Shopping Center Creative Events:

Halloween Fever

X-Mas Event 2009 - Christmas Around the World

Valentine’s Event 2010 – A spring in love

Fantasia Event 2010

O jucarie pentru un zambet – A toy for a smile

All Star Drift – Drifting Championship

PR for retailers: Wawel, Bucovina Aqua, AntiEthanol soft drink

Social media concept: Facebook, Twitter, FourSquare, Pinterest, Google+

PR for multinational real-estate company

www.anteea.ro

Case Studies – Real Estate Company PR for Cushman & WakefieldOctober 2008 – present•Implementing: Strategy of•communication &•implementation tactics;•Media relations;•Personal image campaigns for main executives; •Generating extensive press coverage for Cushman & Wakefield; Results: •In this period, we generated a•number of over 800•articles/interviews/ TV shows;•C & W is positioned now as point of•reference for real estate media &•customers;•In terms of awareness – C&W went•up to top 3

Case Studies – Real Estate Company PR for Cushman & WakefieldOctober 2008 – presentNovember, 2009Implementing:

– Announcing the launch of www.romania-industrial.ro real-estate portal;

– Press clipping send to national press and adapted for the regional press (Suceava, Timisoara, Brasov, Constanta, Ploiesti, Pitesti, Sibiu, Suceava, Targu – Mures, Iasi, Oradea);

Results: − Over 15 articles on national

newspapers and news portals in two days;

− A number of 14 articles on regional newspapers and portals in one day;

− PR Ranking in Google from 0 to 3

We create leaders of opinion in real-estate

www.anteea.ro

Case Studies – Real Estate Company Promoting the General Director of C&W and the Department Heads in order to position them as LEADERS of opinion.October 2008 – presentProject – Promoting the General Director Cushman&Wakefield,Razvan Gheorghe

Director of Industrial Department – Gabriel Sfetcu

Director of Shopping Centers Department – Cristina Dumitrache

Director of Evaluation Department

March 2008 – Ongoing Implementing:

– Articles in national and regional mediaResults:

More than 100 articles and TV stories Cushman & Wakefield specialists well-known

and with a solid reputation in the industry.

Case Studies – Real Estate Company

Image creating for the Head of Evaluation Services – Cushman & WakefieldProject – Promoting the Head of EvaluationServices from Cushman & Wakefield

March 2008 – November 2009 Implementing: −Articles in national and regional media−Results: −several articles and TV stories −Dan Ionascu is very well known in whole−industry−Supports him in getting new clients and new−projects ion in the industry. −The evaluation business grew up to 20%−of the entire C&W business

Creative Ideas in PR

www.anteea.ro

Case Studies – Real Estate Company PR for Cushman & WakefieldOctober 2008 – present

Project – Cotroceni Park - 2009Facts: during entire 2009 Ziarul Financiar was famous for turning even a positive story in a very powerful negative one

Facts: this happened to several companies such as Cushman & Wakefield, Equest before becoming our customers

Facts: Ziarul Financiar called the letting agent wanting to visit AFI Cotroceni construction site and received approval

Situation: Ziarul Financiar & Business Magazine were programmed to visit alone the site – so there was a probability that this could turn in a negative story

Agency Solution: through C&W the agency proposed to the journalists an exclusive interview with Mr. Havar, at the construction site and instructed the client to respond through a positive answer to any negative question

Results: A very positive and optimistic article – half a page in ZF and 1 page in Business Magazine

Pre-launch campaigns for regional shopping centers

www.anteea.ro

Shopping Center Pre-launch Bacau

Pre – launch of European Retail Park Bacau

•Total number of news – 53

•Total number of regional news – 9 (6 print & 3 online)

•Total number of local (Bacau) news – 5

•Traditional central press (press & TV) – 15

•Online versions of press – 20

•Number of news with photo of the commercial center – 8

•Online media – 13

Shopping Center Pre-launch Braila

Pre – launch of European Retail Park Braila •Traditional Central Media (press, TV) – 15•Regional media – 5 (4 traditional and 1 online) •Online Media – 15•Online versions of traditional media – 17•Number of news with photo of the commercial center – 9 •Total number of news – 52

PR Campaigns for real-estate franchise, other real-estate companies ( residential), ARAI - association

www.anteea.ro

Case Studies – PR for real-estate company – working for residential market as well

December, 2009 Implementing:

– Creating several press clippings, in order to be published on 22 december, a difficult period, taking into considerations that the Christmas was very closed and media was unfocused ;

– Communicating with media & doing follow-up in order to ensure that the story gets in the papers

Results: − Over 20 articles on national

newspapers and news portals in two days;

− Over 7 articles on regional newspapers and portals in one day;

RE/MAX BASTION – international franchise

Case Studies – residential real-estate business

Anteea Estate Residential

March, 2009 Objective: Positioning the company as a

specialist in residential asset management PR Campaign promoting their knowledge &

expertise

Results: − Over 30 articles on national

newspapers and news portals in one month;

− Some of these articles appeared in national newspapers such as: Financiarul, Romania Libera, Bursa, Saptamana Financiara, Capital etc.;

− Most important – the company landed a big administration contract following the campaign

Proiect – PR

Case Studies – First real-estate international congress

Project – First International Real Estate Congress – PR Campaign

Client – ARAI Main real estate association in Romania

September 2006, Hotel Marriot Implementing:

– Partnerships with major dailies, Televisions, Radios and Magazines

– Presence of all mass media at the event – 7 televisions present, 2 broadcasting live

Results: - The PR campaign supported sales

and marketing strategy- ARAI gor the presidency of

CEREAN - Over 100 artcicles, TV news and

radio news about the event

Project – PR

PR Campaigns for Bucharest shopping centers

www.anteea.ro

Case Studies – Shopping Center

PR 2009 - 2011

Results : • Shopping center became well – known

in mass-media• Retailers were promoted on Euforia

TV, • The campaign brought 4 new retails

( of which one is an anchor)• Shopping Center benefited from a

media of 10-15 articles/ month as well as 10% increase in traffic

ProProject – PR

Press Conference/Event – for a Developer

www.anteea.ro

Shopping Center Project – Pre-launch Press Conference

February 2008 - Howard Johnson Plaza

Project, budget & implementation realized in a week

Results :

• Creative materials including a logo prototype for Arad

• Logistics: conference room, audio-video system, translation, lunch

• Invitation of journalists – over 40 persons

• Over 35 articles & TV News

PR Conference – Project Launch

PR, Events, Creative Concepts

www.anteea.ro

Case Studies – Halloween Event

– Special decoration by Ileana, fashion for Halloween – The Institute of Fine arts, Fall Vitantis fashion show by Cassandra,

– flash-mob event – 60 dancers, live concert, 10 actors from National Theater, prizes for the most interesting costumes;

– Media Partnership with Intact Group– 3 news in prime time - Antena 1– 3 news in prime time - Antena 3– 5 days of contest in “Neata” – Antena 1– 33 commercials of 60” on Radio Zu– 2 articles in Jurnalul National

Results in data & figures: − Over15 articles before & after the event –

PR Campaign− Around 14,000 visitors in the day of the

event− In between 200 and 500 persons were

present at each moment of the show;− In between 2000 and 4000 spent the entire

day in the commercial centre – 70% families with children.

Project– Halloween Fever

Halloween Fever

Case Studies – Christmas Event

Christmas allegorical voyage passing trough Peru, Russia, SUA, Spain and ending in Romania

DECORATION: 5 booths of 3sqm where each country recreated specific decoration: Spain – The mage kings; Peru – the holy family in the barn etc.

– Media partnership with Intact: – 12 news in prime time - Antena 1– 5 news in prime time - Antena 3– 17 days of contest with prizes at Neata

– Antena 1– 132 commercials of 60” on Radio Zu– 6 articles in Jurnalul National

Results:− Over30 articles– PR Campaign;− Over 16,000 visitors during the days

of the events;− In between 300 and 500 persons were

present at each moment of the show;− In between 2000 and 5000 spent the

entire day in the commercial centre – 70% families with children.

Project – Christmas around the world in 5 week-ends

Christmas around the world

14 februarie 2010– Pop-rock concert - Vis-a-Vis– Dance shows by ”Happy Feet”– Contests with prizes:

– VIP lweek-end at Howard Johnson Plaza, a romantic dinner at luxury restaurant, Casino vouchers, vouchers for ”La mama” restaurant and ”Cafepedia”Café

– Special Guests : The Mayor of 4th district Cristian Popescu Piedone, Raluca from ”Super Bingo Metropolis”, Georje from ”Cântă dacă poți”

– Fashion show by Bride`s Boutique Fashion House;– Heaven girls band concert ;

– Media partnership with Intact:– 90 radio commercials during 2 weeks – Radio Zu– 10 days of contests at ”Neața cu Razvan și Dani”– 12 BBI/BBO – prime time Antena 1;– 2 prime time news Antena 1;– Banner on home page Radio Zu;– 1 article in Jurnalul National;

• Results:− Around 11,300 visitors in the event’s day

Case Studies – Valentine’s Day A lovers spring – “Primavara Indragostitilor”

A lovers’ spring

– Multitude of special mini events – Magic shows, trial & parkour, gymnastics,

break dance and capoeira as well as stand up comedy.

– Concerts: Blue Motors, Alexandra Ungureanu și Connect-R

– Charitable auction of famous Romanian painters – the money raised went as a scholarship for a gymnast and for the institutionalized children.

– Intact partnership– 12 BBI/BBO during the following TV shows

on Antena 1, Antena 2 & Antena 3 TV (all shows in prime time): “Un show păcătos”, “Super Bingo Metropolis”, “Cântă dacă poți”, “Meteo”;

– Radio Zu – 90 commercials / news;– Event presented by CRISTI BRANCU & OANA

TURCU• Results:

− Around 18,433 visitors in the event’s day

Project – “ Visul unui tanar …..viitorul unei generatii ”- the dream of a young person is the future of an entire generation

Case Studies – Easter Event

Easter event

Children’ day with Voiculescu Foundation “A toy for a smile”

20 news of which 4 TV news, Adevarul (print edition and online), Jurnalul National (online, to be followed by the print edition), Realitatea TV (4 pieces of news), TVR (The National Television, one piece of news) and PRIMA TV (1 piece of news). Top Gear (online, followed by the print edition), ProMotor , Stiriauto.ro

All Star Drift – drifting championship event Case Studies – Sport Event

Sport event – All Star Drifts – 4000 people present

PR for Retailers

www.anteea.ro

Case Study – Retail

2008 - 2010 Implementing

– Launch of the new brand & producer;

– Creating special events together with trade magazine such as Magazinul Progresiv.

– Participating at fairs & exhibitions – wedding fair made by Edipresse

– Promoting the products towards the retail chains through trade magazines & portals;

– Realizing market studies.

Project – Wavel Polish chocolate premium brand

Case Study – Retail

2011 – 2012 Total number of articles generated by the

PR Campaign in between July – December 2011 : 235 articles

Total audience over 15,000,000 persons exposed to the message; Considering the media of readership as 3 – means that an unique number of 5,000,000 readers were exposed to the

message in this period. Advertising equivalent value for analyzed 61 articles with a total net audience of 3, 850,000 persons = an approximated

cost at Rate-card of 72,850 Euro + VAT

Project – Rio BucovinaBucovina – still mineral natural water

Case Study – Retail

48 articles based on launch press release alone

Project launch with Radio Zu in Brasov – AntiEthanol main sponsor – sampling product

Design of key visual and all corporate materials;

Project – AntiEthanolNew natural soft drink with energizing effect, reducing the effects of alcohol drinking

Communication Campaign 2012

Social media campaigns:Facebook, Twitter, Foursquare, Pinterest, Google +

Thank you!

Contacts:www.anteea.ro

Roxana Pavel – Marketing DirectorMobile: 0722 222 021

Email: roxana.pavel@anteea.rowww.anteea.ro

www.anteea.ro

Anteea Consulting