Discussion Document

Promotional Concept 25 Years

Prepared by AMG GroupConfidentialAugust 2013

TO CELEBRATE 25 YEARS IN THE NZ MARKET DILMAH OFFERS ITS CUSTOMERS THE CHANCE

TO WIN A TRIP OF A LIFETIME ON THE LUXURIOUS EASTERN ORIENT EXPRESS TRAIN OR CRUISE

This fabulous Orient Express promotion has become synonymous with the Dilmah brand over the years. It will be the third Orient Express promotion offered to readers. There are two options for the major prize:

•A trip for two on the Eastern Orient Express train from Singapore to Bangkok.

OR

•A trip for two on the luxurious Eastern Orient Express Cruise – aboard the Road to Mandalay, as it travels along the Ayeyarwady River, Myanmar.

Both these trips are the ultimate in luxurious travel!

Spending money should be part of the package, as well as a night’s accommodation before and after the train journey, Dilmah tea, and a magazine subscription.At least 30 additional Dilmah prize packs can be offered.

• As in the past, Dilmah to carry the promotion on its Single Region tea pack, or similar. Consumers will be required to purchase the tea, enter on line at MINDFOOD.com and be in to win their chance of a trip of a lifetime.

• The Eastern Orient Express train journey has been offered to Dilmah FOC in return for the promotional exposure. As the Cruise is in high demand the Orient Express cannot offer these for promotional purposes. However they are willing to provide two berths at a discounted rate.

Proposed Timing• It is proposed the timing for this promotion be March/April

2014.

• This timing is within the 25 years celebration timeframe and is a great time of the year when consumers are back to work after the busy Christmas period – looking forward to their next holiday.

• AMG Group has made initial contact with the proposed partners and received confirmation that they would all like to work with us on this promotion.

Major Prize’s• EASTERN ORIENT EXPRESS has offered the major prize of a trip for two from

Singapore to Bangkok. This is a 2 night / 3 day journey

• All excursions are included. Here is a link to the website...https://www.orient-express.com/web/eoe/journeys/4_180633.jsp?day=23&month=0&year=2014

• 2014 Singapore to Bangkok is valued from $2860 per person.

Major Prize’s• The other option is the EASTERN ORIENT EXPRESS CRUISE.

This journey is a 5 star cruise along the Ayeyarwady River, Myanmar. As this cruise is in huge demand Orient Express cannot offer us the trip for no cost. However they are happy to discount if we wish to take up this option. • This is a 3-4 days excursion and the fare per person, inclusive of

accommodation at the Governors residence, stay in Yang Gong city, excursions, flight from Yang Gong and the cruise is $3,800 per person.

Air TravelSINGAPORE AIRLINES has offered Dilmah the air travel at 50% of normal rate:

• Two return economy tickets from Auckland or Christchurch to Singapore and returning from Bangkok to Auckland or Christchurch • The ticket will include all fuel and insurance charges, but exclude airport and Government charges.

Total investment for air travel $1,900.00 (Normally $3,800) NOTE: If we decide to run with the cruise the flight on Singapore Airlines will be out of Australia.

Magazine/Online Entry Mechanism• MINDFOOD magazine is keen to be Dilmah’s partner in this promotion. This

magazine is so suitable for Dilmah as it contains in-depth features on society, wellness, environment, culture, travel and food. It’s all about Smart Thinking.

• It is a completely integrated concept with intelligent, inspirational ideas and information shared by its magazine, online, and ipad app.

Magazine/Online Entry Mechanism• With over 310,000 newsletters sent to subscribers each week; 34,000 recipes sent

per day and 48,000 ipad apps sold since it launched, MINDFOOD is in demand. The magazine has just increased its circulation to 36,000 copies per month

• Each month 55,000 copies of MINDFOOD are printed and the Dilmah promotion will feature in all these issues.

As well as being promoted on all online activity MINDFOOD will offer Dilmah the following: • Printed sheet advertising the promotion on all subscription -13,500 copies.

• Dilmah promotion advertised on MINDFOOD posters in news agents nationally.

• Dilmah promotion promoted on radio during MINDFOOD’s new issue radio interview with the Editor.

• Double Page Spread in MINDFOOD magazine to advertise the competition – all sponsors mentioned with visuals, created by magazine.

• Online advertising package to promote the competition – daily e-newsletters, 34,000 each day.

• Dilmah promotion included in the ‘7 Recipes for the Week’ – 45,000 sent each Monday.

• Online 100,000 page views booked to promote the competition – replicated from magazine DPS.

• Included in daily food e-newsletter – will run a ‘tea’ recipe with Dilmah

• MINDFOOD will manage competition entries via the website. Co-ordination and judging in association with Dilmah.

• Advertise the promotion via the MINDFOOD ipad app.

• MINDFOOD annual subscription offered as part of the prize package.

• The total rate card value offered is valued at $55,450.00

• MINDFOOD’s March edition is their largest selling issue for the year.

• The Editor of MINDFOOD is keen to run editorial on tea as well and AMG has pitched the idea of a story on Dilmah the brand 25 years on, how it started, its values, and the work that the MJF Charitable Foundation does. This is not guaranteed editorial, but is in-keeping with the editorial style of the magazine.

AMG Group estimated investment, including:• Negotiation with all partners• Liaison with Dilmah • Sourcing written agreements with all parties• Providing logo, copy, images to all partners• Compilation of copy and supply of artwork for promotional spreads• Compilation of copy and supply of artwork for on-pack stickers• Compilation of copy for e-newsletters• Liaison with Mindfood as to entries• Organisation of prize details including airfares, accommodation and details of prize

money, tea sets, tea and all competition-related prizes.• Compilation of T&C’s for entry• Organisation of photograph of winner for trade media.• Compilation of copy for trade release• Negotiation with MINDFOOD for article on Dilmah/MJF Foundation• Proofing all copy/layout• Sourcing Dilmah’s approval $9,850-10,250

NEXT STEPS / TIMING

Upon approval of the proposed Dilmah/Eastern Orient Express promotion, the following next steps and timing are envisaged: •Discussion with Dilmah re promotional details August

•Liaison with promotional parties for confirmation August

•Agree on promotional timing, mechanism, etc August

•Written confirmation to Dilmah on agreed promotion early September

AMG to begin work on the promotion mid September

Thank you for the opportunity to put forward this promotional concept and we hope to once again work with Dilmah on this very successful promotion.