INFUSING MAGIC INTO CEYLON TEA PART 1 - STRATEGY & CREATIVE a Proposal to the Sri Lanka Tea Board by Phoenix Ogilvy

INFUSING MAGIC INTO CEYLON TEA PART 1 - STRATEGY & CREATIVE A proposal to the Sri Lanka Tea Board by Phoenix Ogilvy. 31 July 2012 PART 1 STRATEGY & CREATIVE THE BRIEF CHALLENGES FACING CEYLON TEA

1. The ‘country of origin’ is becoming less and less of a selling point for tea brands, and other attributes are gaining prominence.

2. The demand for ‘pure’ Ceylon tea is dropping as markets are being inundated with multi-origin blends.

3. Former Ceylon tea loyalists are being increasingly drawn to quick brews, which is not a strength of long leaf Ceylon tea.

Source: Client Brief, 15 June , 2012 MARKETING OBJECTIVES

1. To reinforce Ceylon tea’s position as the pre-eminent tea in the world.

2. To increase revenue from Ceylon tea exports from the current value of US$1.5 billion to approximately US$ 2.5 billion by 2017.

3. To increase volume exports of pre-packaged Ceylon tea.

Source: Client Brief, 15 June , 2012 COMMUNICATION TASK

1. Recreate the aspiration for Ceylon tea.

2. Get consumers to look for the Lion logo as the sole guarantee of pure Ceylon tea.

Source: Client Brief, 15 June , 2012 GROWTH STRATEGY THE TWO OPTIONS FOR GROWTH

The target of US$ 2.5 billion in total export earnings by 2017 can be met in two ways. (a) through increase in production or (b) via an increase in price.

Looking at the past trends, we see that over the last decade, the volume of tea exports went up only by 9%.

However, over this period, total export earnings went up by114%. The growth was undoubtedly through a rise in the price per kilo (from $ 2.37 per kg in 2002 to $ 4.6 per kg in 2011).

Production is not predicted to increase dramatically over the next few years either. Even an optimistic y.o.y. increase of 5% in production won’t meet the target.

It’s the earning per kilo that will have to rise. From $ 4.6 /kg to roughly $ 6.1 /kg.

This means that the only option for growth is to pursue a premium price strategy.

IS A PREMIUM PRICE STRATEGY LIKELY TO SUCCEED?

A look at global trends in the tea market will help us validate this strategy. GLOBAL TREND 1 CONSUMPTION PATTERNS ARE CHANGING

Erstwhile high volume markets in Western Europe are likely to show growth in terms of retail value.

Developing markets in Eastern Europe and Middle East are expected to grow in absolute terms- retail volume and value.

Coffee drinking markets in Americas are showing gradual increase in per capita consumption of tea.

See Appendix 2 GLOBAL TREND 2 TWO CLEARLY DIFFERENT MARKETS ARE EMERGING

1. Mass markets where they prefer value products (homogenized blends).

2. Niche markets where they are willing to pay a premium for speciality teas.

See Appendix 2 GLOBAL TREND 3 SPECIALITY PRODUCTS ARE INCREASINGLY BEING SOLD ON AN AUTHENTICITY PLATFORM High end consumers are willing to pay more for better quality ingredients sourced from the origin. They are looking to engage with brands that tell compelling stories of tradition and heritage.

See Appendix 2 GLOBAL TREND 4 AMONG SPECIALITY TEAS, GREEN TEA AND VALUE-ADDED BLACK TEA LOOK PROMISING Green tea and value-added black tea are expected to grow the fastest and yield the highest returns in terms of value.

See Appendix 2 GLOBAL TREND 5 FOODSERVICE CHANNELS ARE CONTRIBUTING MORE

It’s not just retail sales for in-home consumption that is growing, sales through foodservice channels is rising significantly.

See Appendix 2 THE TRENDS SHOW THAT THE CONSUMER BASE FOR PREMIUM TEA IS GROWING WHERE DOES THIS CONSUMER BASE LIVE? BUT CEYLON TEA IS ONLY AVAILABLE IN A FEW OF THOSE COUNTRIES

Source: Brand Websites of Mlesna, Dilmah, Basilur, Ahmad, Tea Tang. SO OUR TARGET COUNTRIES ARE:

UK Russia Ukraine Belarus Poland Australia New Zealand Japan U.A.E. Saudi Arabia LET’S PEEK INSIDE TWO OF THESE TARGET COUNTRIES MEET MARGARET BROWN FROM THE UK She is 45 years old and works for Bloomsbury Publication in the heart of London.

She usually has about three cups of tea daily, starting her day with Twinings English Breakfast.

She has been reading up a lot on health issues recently and has started drinking Clipper Organic Darjeeling, Organic Oolong and Lemon Green tea when in office.

She often picks up these packs from the tea section at Waitrose but given her recent hectic schedule, she finds it convenient to order them online. MEET IVANA BOROWSKI FROM RUSSIA She is 30 years old and works as a legal counsel at Salans LLP in Moscow.

She fondly remembers trips taken with her family to the Datcha during cold months where they would enjoy endless cups of tea from the samovar.

She now likes to try out new speciality teas when meeting friends at the tea haus or during official meetings.

She keeps a pack of Lipton Sri Lankan treasure handy in her office for everyday use. WHAT DO MARGARET AND IVANA THINK OF CEYLON TEA? Both Margaret and Ivana have heard of Ceylon tea from the elders in the family.

Margaret remembers stories of the British colonial lifestyle narrated by her mother.

And Ivana remembers having Ceylon tea for special occasions, when guests came over. She recalls a Ceylon Tea pack with ‘elephants on it’.

Both of them don’t recall trying Ceylon tea in the recent past, but consider it to be ‘exotic tea from somewhere in the tropics’.

IMPLICATIONS FOR COMMUNICATION

1. Position Ceylon tea as premium tea.

2. Associate Ceylon tea with high-end, aspirational imagery, people and events.

3. Romanticize the story of Ceylon tea.

4. Use emotional drives rather than rational, logical arguments. OUR TASK: POSITION CEYLON TEA AS PREMIUM TEA What Tiffany is to jewelry, what Swarovski is to crystals, what Chanel is to perfume, Ceylon tea should be to tea. OUR TASK: ASSOCIATE CEYLON TEA WITH HIGH-END IMAGERY, PEOPLE AND EVENTS Every touch point, every occasion where the consumer interacts with Ceylon tea must feel premium. This must be a consistent effort and a long-term commitment. OUR TASK: ROMANTICIZE THE STORY OF CEYLON TEA Consumers look for authenticity in premium brands. When they buy speciality tea, they are buying more than the pack. They are buying into the whole story of that product as well as what it says about them. OUR TASK: TALK TO THE HEART, NOT THE MIND Instead of attempting to persuade people through logic and reason, as a premium product, Ceylon tea must win them over with a magical experience. Benefits are important and must be part of the story. But premium products are not always a rational argument. WHY DO PEOPLE DRINK TEA? A cup of tea is a cup of warmth, a spot of calm and comfort in a care-worn life, a liquid respite from the madding world.

This is the category benefit for tea. IF CEYLON TEA IS PREMIUM TEA, WHAT DOES IT OFFER OVER THE CATEGORY BENEFIT OF TEA? Ceylon tea isn’t just the purest, cleanest tea in the world. It is tea from an exotic island. It is tea with a history, a place and a culture. Tea with charm. Tea with personality. SO WHEN YOU TAKE A SIP OF CEYLON TEA… you don’t just escape from the world, you’re transported into a beautiful , luxurious, exotic story. THE CEYLON TEA STORY ON THE TV SCREEN IN FRONT OF THE LENS, to give our tea a premium status and plenty of media attention, we need a celebrity female lead reknowned for her charm, personality and good taste. Imagine someone like Kate Winslet, Keira Knightley or Rachel Weisz. AND BEHIND IT, we need a director with an eye for beauty and a gift for creating wonder. Imagine Bruno Aveillan, who has directed commercials for high-end brands such as Louis Vuitton, Guerlain and Shangri-La.

THE IDEA, IN BRIEF is that every sip of Ceylon tea takes you on a magical trip to the tea island of Sri Lanka. THE FILM OPENS on Kate Winslet in an English garden raising a cup of tea to her lips. Like Alice going through the looking glass, she is transported to Sri Lanka.

All through the journey, a child recites a poem to the accompaniment of soft music.

“When the world is all at odds and the mind is all at sea then cease the useless tedium and brew a cup of tea.

There is magic in its fragrance, there is solace in its taste and the laden moments vanish somehow into space.

The world becomes a lovely thing There’s beauty as you’ll see all because you briefly stopped to brew a cup of…”

Kate strolls barefoot up a path. The dawn light creeps up the hill with her, staining a tea plantation pink and gold. A kingfisher flashes into a stream and emerges with breakfast. A tea basket sits in a barn, empty and damp. A rooster foot claws the ground lazily.

Kate picks up a silver tray and runs her fingers over it. Thousands of fresh dewy tea buds wait all over the hillside. Kate plucks a bud and puts it in the tray. Then another. And another. A bee pauses on its rounds to inspect Kate’s tray. Rain clouds slink together overhead.

Kate rides on the back of a tractor. Tea baskets crowd around her. Her tray is full of her morning’s pickings. A crow, shaking rain from its feathers, watches the tea go by.

Kate runs her fingers through the drying crop. A rolling machine dances back and forth over the leaves. She holds up a handful to her nose. It’s heady.

A stem hiding among the tea is discovered and ejected. A curious monitor lizard looks up with interest. Kate’s silhouette walks through swirling tea dust.

Tea brews in a pot on the verandah. A cup demands to be filled. Kate rides in an old convertible, sipping tea. Village children follow, laughing, giggling, thrilled.

Kate’s tea looks like liquid gold in the cup. She looks content, back in her English garden.

Super: Pure enchantment in a cup.

Ceylon tea Lion logo. Tag: Only genuine Ceylon tea from Sri Lanka carries this quality mark.

Website: www.teaisland.com

Pure enchantment in a cup

Only genuine Ceylon tea from Sri Lanka carries this quality mark. Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com Logo modiﬁcations

Modify the keyline/box around the logo to create more space for the wording.

Simplify the wording: Change ‘SYMBOL OF QUALITY’ to ‘QUALITY MARK’. This makes the wording more readable when the logo is reduced. Only genuine Ceylon tea from Sri Lanka Tagline for the logo. carries this quality mark. Whenever possible the tagline should appear with the logo. THE CEYLON TEA STORY IN MAGAZINES Ceylon tea. Pure enchantment in a cup.

Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com Ceylon tea. Pure enchantment in a cup.

Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com Ceylon tea. Pure enchantment in a cup.

Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com THE CEYLON TEA STORY ON THE RADIO SFX: Soft piano music plays under throughout. A child recites a poem: “When the world is all at odds and the mind is all at sea then cease the useless tedium and brew a cup of tea. There is magic in its fragrance, there is solace in its taste and the laden moments vanish somehow into space.”

SFX: Birds chirping in Sri Lanka with faint sinhala song in the distance.

The child continues: “The world becomes a lovely thing, there’s beauty as you’ll see all because you briefly stopped to brew a cup of…”

Anncr: Ceylon tea. Pure enchantment in a cup. Remember, genuine Ceylon tea from Sri Lanka is stamped with the Lion logo. To discover more, visit www.teaisland.com THE CEYLON TEA STORY ONLINE TEAISLAND.COM The new microsite is not intended to replace the existing Sri Lanka Tea Board website. www.teaisland.com is targeted at the consumer. while www.pureceylontea.com is for the trade.

This is also the best place to let consumers understand the unique properties of Ceylon tea.

Visitors to the site will discover for themselves, through interactive features, that Ceylon tea is handpicked, artisanal, ethical, eco-friendly, pesticide-free tea that is rich in variety and wellness. TEAISLAND.COM LOOK AND FEEL In appearance, the site should feel as classy as the tea and the film. But in engagement, it should be magical, charming, entertaining and fun.

How do we achieve this combination? The web-based games designed by Amanita Design are a good example of how this can be done (www.amanita-design.net)

TEAISLAND.COM THE LANDING PAGE The website opens on a flash video of Kate Winslet getting into a boat and being rowed to an island that looks like a tea cup. She arrives, disembarks, and makes her way to the tea plantations on top of the island. TEAISLAND.COM THE HOME PAGE

The home page shows an overhead 3D map of the teacup-shaped island. There are seven regions, covered in tea plantations. When we roll over the regions, their names appear. These seven regions correspond in shape to the seven tea regions of Sri Lanka. NAVIGATING TEAISLAND.COM CLICK ON ANY TEA REGION TO ENTER AND EXPLORE IT

All the seven tea regions of Sri Lanka will be explorable online. Each will contain its own characters, games and hidden treasures. NAVIGATING TEAISLAND.COM MEET CHARACTERS AND INTERACT WITH THEM

Characters representing estate owners offer nuggets of history. Pluckers and factory workers reveal trivia about Ceylon tea terroir and processes. The occasional tea tasters pass on health tips. Meanwhile, games, puzzles and activities keep the visitor eager for more and more. SAMPLE GAME ON TEAISLAND.COM GET THE YOUNG LEAF BUDS IN TIME

The objective is to pluck the fresh leaves and buds before they mature. The plants grow fast. So you must fill your basket before the time runs out. SAMPLE GAME ON TEAISLAND.COM RUN THE TEA FACTORY The objective is to find the hidden switches to turn on the machines in a tea factory. SAMPLE GAME ON TEAISLAND.COM GET THROUGH THE TEA MAZE

The objective is to load the tractor with freshly plucked tea leaves and take them to the factory. But the trouble is, the paths are like a maze and it’s easy to get lost or go around in circles. Can you make it in time? SAMPLE GAME ON TEAISLAND.COM FEED THE KINGFISHER

This game introduces you to the charm and colour of Sri Lanka. The objective is to show the kingfisher where the fish are, so he can have his breakfast. When he gets all the fish, you advance to the next stage. MORE LEARNING GAMES ABOUT CEYLON TEA Game: Dry the precious tea leaves exactly right. A game in which you have to remove the tea leaves from the drying area at just the right time to earn maximum points.

Game: Save the plantation from the elephant. The idea is to divert and distract the elephant so it doesn’t trample the tea plants.

Game: Find the hidden magic tea pot. Search for the waterfall with the magic tea pot behind it. Then rub the pot to release the tea genie.

Game: Keep all the visitors healthy. Serve the different visitors the right kinds of tea to cure them of to their ailments.

Game: Repair the tea tractor in time. A tea tractor has broken down. Can you fix it so it can get the leaves to the tea factory before they spoil? MORE DISCOVERY GAMES ABOUT SRI LANKA

Get the village kids into the classroom. Find the school bell and ring it, so the class can begin. Make sure all the kids are in.

Game: Match each beetle to his lotus. Help a beetle find an open lotus flower. Then close the flower before it escapes. THE HOME PAGE BUTTON AND THE LION LOGO BUTTON The teaisland icon always leads back to the home page with the overhead view of the island. The Lion logo leads to an ‘About’ page that tells you about genuine Ceylon tea from Sri Lanka. It also has links to www.pureceylontea.com. TEAISLAND FACEBOOK GROUP A facebook group for the virtual tea island will allow tea island fans to discuss their experiences and exchange game cheats. SLTB can also use this group to announce PR events and updates on other happenings at both the virtual and real tea islands. BANNER ADS FOR TEAISLAND.COM THE CEYLON TEA STORY ACTIVATION & EVENTS TEA ISLAND INSTALLATION

We create a ‘Tea Island’ installation atop the world famous Selfridges store in London. This will be an attraction that will last for around a week and generate a lot of buzz. TEA ISLAND INSTALLATION

To get to the island, invited guests will have to row in small boats across hot fragrant Ceylon tea. The island itself will have a tea bar inside, where tea will be served in wine glasses. Visitors can enjoy the tea-inspired cuisine, created by Michelin star chefs. MAKING THE MOST OF THE TEA ISLAND INSTALLATION We propose leveraging the tea island installation to reach out to a larger and more diverse influencer set including media, chefs, sommeliers and celebrities.

A sample event schedule could be: Day 1- Invite media personnel for an exclusive high tea with a prominent member from the royal family. They can talk about their long-standing patronage of Ceylon tea. Day 2 - Get a popular chef like Nigella Lawson or Jamie Olivier to host a show from the kitchens of Tea Island. They can suggest food pairings with tea or Ceylon tea cocktails. Day 3 - Lend it to a popular celebrity to host an exclusive tea party. Day 4 - Set up a meet and greet session between the top retailers and tea exporters from Sri Lanka. A tea-tasting session comprising of only the most exclusive teas, like Silver Tips, can also be organised.

Ceylon tea. Pure enchantment in a cup.

Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com

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culpa qui ofﬁcia deserunt mollit anim id Souvenir Poster

Ceylon tea. Pure enchantment in a cup.

Only genuine Ceylon tea from Sri Lanka carries this quality mark.

www.tea-island.com PennantsPennants design Design

CEYLON TEA PURE ENCHANTMENT IN A CUP.

www.tea-island.com REFINING THE TRADE WEBSITE PURECEYLONTEA.COM www.pureceylontea.com will now be targeted solely at the trade (including retailers, distributors, and planters). PURECEYLONTEA.COM SHOULD HAVE A NEW SECTION TARGETING INTERNATIONAL TRADE We suggest including an information section solely targeted at international Trade/Foodservices Channels.

The section should highlight the importance of the Lion logo as the sole guarantee of Pure Ceylon tea.

It should also list country-wise distribution of approved Lion logo brands. DOMESTIC CAMPAIGN TO MOTIVATE SMALL-HOLDERS 76% of total tea production is from small-holders.

In order to encourage them to increase their yield and produce better quality leaves, we should launch a grass-root level campaign.

This campaign will highlight some of the fundamental practices (7 day plucking cycle, soil testing for acidity, building back top soil) that they should follow to increase production.

The campaign will reach out to them via leaflets and guidance services.

We can also co-opt factory owners to help in spreading the message. PART 2 MEDIA STRATEGY MEDIA PROPOSAL OUTLINE Market Understanding Market Prioritization Media Approach Activity Roadmap MARKET UNDERSTANDING GLOBAL AD SPENDS IN 2010

Total ad spend by product category FMCG ad spend by product category

‘Drinks’ was a highly advertised category in 2010 - ad spends of US$ 27 bn.

Source: The Nielsen Company, Global AdView Pulse, Q4 2010 AD SPENDS WITHIN DRINKS CATEGORY, 2010

Spends on cold drinks were the highest- US$ 11.1 bn. Spends on hot beverages was US$ 4.3 bn. Tea was faced with direct competition in the Hot beverage category and indirect competition from all other beverages, for better share of throat.

Source: The Nielsen Company, Global AdView Pulse, Q4 2010 AD SPENDS ACROSS COUNTRIES IN 2012 (f)

Australia 40.8% Italy Canada India France Russia 2% Brazil 3% UK 3% Germany 14.4% 3% Japan 4% China 3.6% US 5% 9.7% 6.1% 6.0%

High ad spends are forecast in the main tea-drinking markets. UK, Russia, Japan & Australia would make up 22% of the global ad spend earnings.

Source: Warc, Internaonal Ad Forecast 2012/13 (June 2013). AD SPENDS ACROSS MEDIUM IN 2012 (f)

TV, Newspaper and Internet are expected to garner the biggest chunk of all ad spends. Ad spends on Outdoor, Radio and Cinema are also likely to grow.

Source: Warc, Internaonal Ad Forecast 2012/13 (June 2012). INTERNATIONAL FORECAST

World Advertising Research Centre predicts global advertising spend (based on 12 key markets) will rise by +4.8% at current prices, this year.

2013 is expected to show a slightly higher growth rate of +5.2%.

Source: Warc, Internaonal Ad Forecast 2012/13 (June 2012). MARKET PRIORITIZATION THE DATA SHOWS THAT PREMIUM CONSUMERS ARE SPREAD ACROSS THESE 20 COUNTRIES MARKET PRIORITIZATION It is not feasible to target all these potential markets with the available resources.

Countries with the highest potential need to be identified along with optimal medium selection to ensure the campaign gets targeted coverage. IDENTIFIED KEY MARKETS

UK Russia Ukraine Belarus Poland Australia New Zealand Japan U.A.E. Saudi Arabia MARKET COVERAGE

Display Ads Search Engine Social TV Ads Magazine Radio Markeng Media UK

Russia

Japan

Australia

Ukraine

Belarus

UAE

New Zealand

Saudi Arabia

Poland MARKET APPROACH MEDIA TASK

Create Engagement

Create Excitement

Build Awareness THE APPROACH

Objecve Increase awareness and reinforce Ceylon tea as the pre-eminent tea in the idenﬁed markets

Planning Consideraons

Reach Relevance Sustainability

Strategic placement of Long-term messaging Using targeted media with targeted messages to opportunies to improve/ maximum touch points to create strengthen brand relevance generate posive high impact & emoonal connect percepon with consumers REACH

Qualitative Reach

Interaction & Reinforcement Engagement & Frequency

Image Reach, Interaction Building & Engagement

The campaign will be deployed across multiple touch points to create a synergistic effect. RELEVANCE PART 2 DIGITAL MEDIA STRATEGY DIGITAL MEDIA OBJECTIVES 1. Drive web traffic to TeaIsland.com

2. Create social media conversations about www.teaisland.com and PR events. DIGITAL MEDIA STRATEGY The campaign will focus on high value markets with high internet penetration.

Within these markets, the reach will be narrowed down by specific special interest categories associated with niche consumers. TARGET MARKETS Of the key markets identified in the overall media strategy, the focus will be on markets with high internet penetration, i.e. minimum 40%. DIGITAL MEDIA APPROACH

Display Banner Ads Paid Media Click to Play Video Ads on Youtube Facebook Ads Pay Per Click Search Engine Links

Tea Island Facebook Fan Page Owned Media Tea Island Youtube Channel

Conversations on Facebook around Tea Island www.teaisland.com Earned Media Photos and video content generated through activation Blogger reviews. PAID MEDIA - SAMPLE PLACEMENT SEARCH ENGINE TRAFFIC

People searching for keywords: ‘tea’ and ‘Ceylon’ in Search Engines would be shown a sponsored link (on top of the page) to the teaisland website. SEARCH ENGINE MARKETING

Monthly Search Volume Predicted Click Keywords Used by TG from Target markets Through Rate Monthly Clicks

Ceylon Tea 22,000 12% 2,640

High tea 300,000 5% 15,000

Premium Tea 7,000 10% 700

High Quality Tea 6,000 10% 600

Total 335,000 18,940

Approximately 20,000 visitors are expected to click through to the Tea Island website via the sponsored links on major search engines. OWNED MEDIA OWNED MEDIA PLATFORMS

Tea Island Properties on Social Media Web Traffic Through digital WOM

Daily updates, Documentary clips about inspirational quotes Ceylon Tea Ceylon Tea trivia Tea industry experts Ceylon Tea fact book interviews Help forum for ‘tea Island’ Consumer experience website games videos www.teaisland.com Shareable content (Video, Ceylon Tea Trails – Holiday infographics etc) about spots videos Ceylon tea EARNED MEDIA USER ENGAGEMENT AROUND TEA ISLAND WEBSITE TO EARN FREE MEDIA

Tea Island Engagement Amplify With Website Activities Earned Media

Amplify with Make them FB Twitter Blogs Share Links Link Paid Media go viral pages shares

FB Sidebar Ads

Google Earned Media Video Ads Display PART 3 PR STRATEGY PR OBJECTIVES Leverage the ATL campaign and other key events to build premium associations with Ceylon tea.

Ensure Sri Lanka Tea Board is internationally recognized as the authority on Ceylon tea. PR ROLL-OUT IN TWO PHASES Phase 1: Amplify ATL campaign - Celebrity endorsement and the ‘Tea Island’ installation/event.

Phase 2: Educate high-end audiences about Ceylon tea. PR PHASE 1: AMPLIFICATION Amplify ATL campaign - Celebrity endorsement and the ‘Tea Island’ installation/event. PR PHASE 1: AMPLIFICATION GLOBAL ANNOUNCEMENT OF THE BRAND AMBASSADOR A global media release targeting Lifestyle, Entertainment and F&B media will be issued announcing the celebrity partnership to promote Ceylon tea.

The story will be amplified on-line and taken across social media sites. PR PHASE 1: AMPLIFICATION HIGH TEA WITH KATE (DURING FILM SHOOT IN SRI LANKA) Media personnel from highly circulated regional lifestyle magazines and local magazines with an international audience will be invited for an exclusive high tea with Kate. SLTB can release limited edition tea cups with the Lion logo and Kate’s signature. PR PHASE 1: AMPLIFICATION STORY OF KATE EXPLORING THE REAL TEA ISLAND OF SRI LANKA

A journey across the island to the main tea estates will be arranged for Kate. This trip will be covered via videos and blogs posted on social media sites and Youtube. PR PHASE 1: AMPLIFICATION A TEA ISLAND INSTALLATION IN KEY MARKETS THAT BECOMES A PR EVENT TEA ISLAND INSTALLATION

A sample event schedule could be: Day 1- Invite media personnel for an exclusive high tea with a prominent member from the royal family. They can talk about their long-standing patronage of Ceylon tea. Day 2 - Get a popular chef like Nigella Lawson or Jamie Oliver to host a show from the kitchens of Tea Island. They can suggest food pairings with tea or Ceylon tea cocktails. Day 3 - Lend it to a popular celebrity to host an exclusive tea party. Day 4 - Set up a meet and greet session between the top retailers and tea exporters from Sri Lanka. A tea-tasting session comprising of only the most exclusive teas, like Silver Tips, can also be organised.

In order to capture all the happenings from the Tea Island, we recommend placing an event correspondent or blogger who can relay the happenings live on Facebook, Youtube or via a microsite linked to teaisland.com PR PHASE 2: EDUCATION Educate high-end audiences about Ceylon tea. PR PHASE 2: EDUCATION MEDIA TOURS TO TEA ISLAND We will invite journalists and bloggers from selected markets to discover the real Tea Island . Various stories that make Ceylon tea special will be shared with them. MEDIA TOURS STORY IDEA 1 OLD TRADITIONS WITH NEW VALUES How some of the oldest estates across the island are preserving the authenticity of Ceylon tea while moving towards more international management styles. MEDIA TOURS STORY IDEA 2 DIVERSITY OF CEYLON TEA A journey to all seven agro-climatic regions to discover the nuances of how flavours, textures, colour differ based on the terroir. MEDIA TOURS STORY IDEA 3 WELLNESS IN A CUP A story highlighting special teas from across the island and some of the processes used to ensure that they remain rich in anti-oxidants and polyphenols. PR MEDIA REACH STRATEGY PR budgets can be optimized by focusing

1. Primarily on media with a regional/global audience.

2. Secondarily on media with only national reach in respective markets.

The media mix will consist of Travel and Living, Lifestyle and Food & Beverage Magazines, Newspapers and TV Channels. KEY REGIONAL MAGAZINES AND NEWSPAPERS

REGION MEDIA

CIS Argumenty i Faktv/ Weekly Life/ Zhizn, Moscow Time, St. Petersburg Times

Middle East/ Ahlan! / Variety Arabia / Connector Gulf

North Africa Mayadin / Tripoli Post

Far East Baccarat / Lifestyle Oceania Americas Cosmopolitan / Marie Claire / Martha Stewart Living / O: The Oprah Magazine

EU ELLE / Hello / Style

Asia Femina / Nirvana MULTI-REGIONAL MAGAZINES AND CHANNELS FEATURES BY TRAVELLERS ON LONELY PLANET POSTCARDS TO SUM UP WHY THIS WILL WORK

1. Ceylon tea is consistently positioned as premium tea.

2. We associate Ceylon tea with high-end, aspirational imagery, people and events.

3. We build a romantic story around Ceylon tea. THANK YOU AGENCY CREDENTIALS APPENDIX MARKET DATA CONSUMPTION PATTERNS ARE LIKELY TO VARY ACROSS NATIONS

Source: Hot Drinks 2011 Overview: Trends and Opportunities, Euromonitor, April 2011 SOME COUNTRIES ARE SHOWING A WILLINGNESS TO PAY MORE FOR THEIR CUP OF TEA

Source: Hot Drinks 2011 Overview: Trends and Opportunities, Euromonitor, April 2011 AUTHENTICITY/PROVENANCE AS A PRODUCT BENEFIT WILL BECOME MORE APPEALING

Source: Authenticity & Provenance Trends: Consumer Insights and Marketing Opportunities, Datamonitor, 2010 GREEN TEA AND SPECIALITY BLACK TEA LIKELY TO SHOW HIGHEST GROWTH IN VALUE TERMS

Source: Hot Drinks 2011 Overview: Trends and Opportunities, Euromonitor, April 2011 FOODSERVICE CHANNEL IS EXPECTED TO SHOW HEALTHIER GROWTH VS. RETAIL

Source: Hot Drinks 2011 Overview: Trends and Opportunities, Euromonitor, April 2011 APPENDIX MEDIA MARKET-WISE MEDIA SELECTION KEY MARKET - UK

Internet and TV are key media vehicles needed to engage audiences. Newspaper is on a decline. Consumer magazines have a low reach but are required to create a qualitative impact. KEY MARKET - RUSSIA

Internet penetration is showing positive growth. TV is growing at a relatively slower pace. KEY MARKET - JAPAN

Internet penetration is showing positive growth. Newspapers are the 2nd highest penetrated media vehicle in the market. TV is growing at a relatively slower pace. KEY MARKET - AUSTRALIA

Internet and TV are key media vehicles needed to engage audiences. Newspaper is on a decline. Radio and consumer magazines have low reach but are required to create a qualitative impact. KEY MARKET - NEW ZEALAND

Internet, TV and Newspapers are all needed to engage audiences. KEY MARKET - MIDDLE EAST

Internet penetration is growing rapidly- it is the key media vehicle needed to engage audiences. KEY MARKET - POLAND

Internet and TV are key media vehicles needed to engage audiences. TYPICAL CONSUMER OF PREMIUM TEA WITHIN SELECTED MARKETS

Dominant Gender among Tea Speciﬁc Cies/ Target Age Household Income Market Consumers Regions Group (Annual)

UK Female England / Wales 25 - 65 £15,000 Plus Moscow, Russia Female St. Petersburg 25 - 44 $25,000 Plus Katowice, Warsaw, Poland Female Kraków, Łódź 25 - 44 $25,000 Plus

UAE Female All Areas 25 - 44 $25,000 Plus

Australia Male/Female All Areas 25 - 44 $25,000 Plus

New Zealand Male/Female All Areas 25 - 44 $25,000 Plus

Japan Male/Female Tokyo, Kyoto 25 - 44 $25,000 Plus

Ukraine Female Kiev, Sevastopol 25 - 44 $25,000 Plus

Special interests associated with these consumers are: Arts & Entertainment, Food & Drink, Home & Garden, Books & Literature. PAID MEDIA DISPLAY BANNER ADS ESTIMATED REACH

Unique People Ad Impressions Frequency % of TG Market Reached (Per Month) (Per Month) Reached

UK 7,400,000 74,000,000 10 15%

Russia 5,600,000 56,000,000 10 15%

Ukraine 1,300,000 26,000,000 20 20%

Poland 5,600,000 56,000,000 10 23%

UAE 1,200,000 36,000,000 30 35%

Australia 2,400,000 48,000,000 20 15%

New Zealand 1,600,000 48,000,000 30 45%

Japan 1,200,000 12,000,000 10 8%

Total 26,300,000 356,000,000

This Reach is scalable and will change if there are modifications to the budget. UK AUDIENCE PROFILE AUSTRALIAN AUDIENCE PROFILE FACEBOOK PPC ADS

Market Unique People Reached Clicks Per Month UK 6,500,000 130,000.0 Russia 350,000 7,000.0 Ukraine 100,000 2,000.0 Poland 700,000 14,000.0 UAE 900,000 18,000.0 Australia 2,500,000 50,000.0 New Zealand 450,000 9,000.0 Japan 970,000 19,400.0 Total 12,470,000 249,400