press release

DRAFT 1| MARKETING PRESS QR CODE CAMPAIGN For Immediate Release 27th June 2011

DILMAH LAUNCHES FIRST AUSTRALIAN PACIFIC MAGAZINES QR CODE CAMPAIGN gastronomy gets a modern twist in ’s newest multimedia campaign.

This week, Dilmah tea is set to become one of the first companies in Australia to launch a fully integrated QR Code advertising campaign. The Dilmah Tea Gastronomy QR campaign is the first ever QR campaign for Pacific Magazines in Australia. Its launch is timely given QR Codes were the dominant feature in the recent Tesco Homeplus South Korean campaign that won the 2011 Cannes Grand Prix Media Award last week.

With a media spend in excess of $300,000, Dilmah will launch a series of four full page advertisements in Better Homes and Gardens, New Idea, Marie Claire, Who and Women’s Health. Each advertisement features a different recipe using one of Dilmah Tea’s new Exceptional range as the essential ingredient. Using their Smartphone, readers simply snap a picture of the QR Code featured on the advertisement to be taken instantly to a Dilmah mobile site.

The QR-linked mobile site features a series of videos broadcasting the step-by-step guide to the featured recipes from the Dilmah Tea gastronomy kitchens. The site also downloads the supermarket- handy instant ingredient shopping list as well as a link for readers to share recipes on Facebook and add new ones.

Rob Leonard from Raw Advertising, who developed the campaign for Dilmah, commented “Our Dilmah research identified that an increasing number of 24-45 year old Dilmah tea drinkers appreciate tea as an ingredient as well as a drink. This campaign is the perfect way to introduce and actually bring to life the concept of tea gastronomy to them. We know how well QR Codes have been performing in advertising in the USA and , particularly amongst this audience, so we created a campaign around the QR

~ MORE ~ Code element, rather than use it as an “add on”. Because of the technology, we can measure the exact number of hits by recipe and by individual magazine. We also wanted to drive consumers to the new Dilmah Facebook site, where we can continue to measure responses and connect with our consumers by giving them more recipes and promotions there. It is the ultimate response campaign so we’re looking forward to being able to calculate real responses and results.”

Last month, Mobio Identity Systems published a study identifying QR Scanning has increased by 4,549% in the first quarter of 2011 on a year over year basis. “We noted that the Mobio study also found women showed a higher interest in using QR codes making this Dilmah Tea Gastronomy QR campaign the perfect platform to test Australian interest and responsiveness in QR,” continued Leonard. “Whilst we’re testing this with the Pacific Publications Group, we certainly have the means to extend if consumers show they have, well, a gastronomic interest in QR as well as Dilmah tea.”

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For further information on Dilmah please visit www.dilmah.com.au and for the latest news from Dilmah, the online press room at www.pressroom.dilmahtea.com. Journalists can find the mobile site here (without the need for the QR reader) http://m.staging.2mymob.com/dilmah/mc/

About Dilmah Tea Dilmah Tea was born in 1988 in Australia when Merrill J. Fernando offered consumers for the first time, Garden Fresh, Single Origin, and Pure Ceylon Tea, packed at origin. That was the first time in the tea industry a tea producer offered tea that was picked, packed and perfected at source, direct to consumers. For twenty one years the Dilmah family tea company has embodied the vision of its founder, to offer tea with authenticity, quality, natural goodness and ethics to tea drinkers around the world. By marketing his tea direct to consuming markets, Merrill J. Fernando ensures that the earnings from Dilmah remain in to be shared among workers and the community. Merrill’s desire was to make his business a matter of human service. Today Dilmah is recognised as the world’s only genuinely ethical tea. Proceeds from the sale of Dilmah tea support the work of the MJF Charitable Foundation. Established in 1999 to fulfill Merrill’s pledge to make his business a matter of human service, the MJF Foundation touches the lives of thousands of underprivileged people each year. -ends-

For further details please contact: Teresa Lane, Impressions Marketing Communications Tel: (02) 9969 2366 / 0412 773 887 Email: [email protected]