Event Marketing

1. Event Marketing

2. Location:Tver Date:Sentember ,31 - October, 1 Channels of comunication:NTP, HoReCa CE activities: Hostesses: 10 • Informing LA Marlboro Lights smokers, • Trial among competitive LAS/ Sampling, • Trial Marlboro Ice Boost, • Swapping, • Purchase incentive, • Marlboro event invitation distribution to LAS • Visibility: Branded Audi cars, branded Seagways KeyActivityResults:. • Effectiveunique contacts NTP: 628 contacts • Effectiveunique contactsHoReCa: 43 contacts • Marlboro event flyers distributed: 2500 • Total effectiveunique contacts: 671 contacts

3. Venue:Tver,Zerkalo • Date:October, 1 • # ofvisitors:700 • Artists:DjFiancee, MC Kakoss • CE activitiesduringevent: • Hostessesattheevent: 10 • Informing LA MarlboroLights smokers, • Trial among competitive LAS/ Sampling • Trial Marlboro Ice Boost, • Swapping, • Purchase incentive Tools / mechanics: • Rock star chair Visibility: • Special temporary branding, branded DJ table, miniaero flags, branded Audi cars, press walls, roll up, light boxes, dispensers, table talkers, floor and tableashtrays. • KeyActivityResults: • Effectiveunique contacts:286 contacts (41%) incl. • Purchase motivation : 309 packs (114 lighters, 13 speakers,11 T-shirts, 1 aero tube certificates) • Sampling: 440 cigarettes • Salesfrom bar: 112 packs • Salesat the Marlboro stand: 206 packs

4. Location:Kaluga Date: October, 14-15 • Channels of comunication:NTP, HoReCa CE activities: Hostesses: 9 • Informing LA MarlboroLights smokers, • Trial among competitive LAS/ Sampling, • Trial MarlboroIce Boost • Swapping, • Purchase incentive • Marlboro event invitation distribution to LAS • Visibility: Branded Audi cars, branded seagways KeyActivityResults: • Effectiveunique contacts NTP: 679 contacts • Effectiveunique contactsHoReCa: 150 contacts • Marlboro event flyers distributed : 1500 • Total effectiveunique contacts: 829 contacts

5. Venue: Kaluga, Vmax • Date:October, 15 • # ofvisitors:550 • Artists:DjMalena, MC Kakoss • CE activitiesduringevent: • Hostessesattheevent: 9 • Informing LA MarlboroLights smokers, • Trial among competitive LAS/ Sampling, • Trial Marlboro Ice Boost, • Swapping, • Purchase incentive Tools / mechanics: • Rock star chair • DYO Visibility: • Special temporary branding, branded DJ table, mini aero flags, branded Audi cars, press walls, rock star chair, light boxes, dispensers, table talkers, floor and tableashtrays. • KeyActivityResults: • Effectiveunique contacts: 319 contacts (65%) incl. • Purchase motivation : 365 packs (235 lighters, 3 speakers,7 T-shirts, 10 raincoats) • Sampling: 192 cigarettes • Salesfrom bar: 103 packs • Salesat the Marlboro stand: 262 packs

6. Location:Ryazan’ Date: October, 21-22 • Channels of comunication:NTP, HoReCa CE activities: Hostesses: 9 • Informing LA MarlboroLights smokers, • Trial among competitive LAS/ Sampling, • Trial MarlboroIce Boost • Swapping, • Purchase incentive • Marlboro event invitation distribution to LAS • Visibility: Branded Audi cars, branded Seagways KeyActivityResults: • Effectiveunique contacts NTP: 430 contacts • Effectiveunique contactsHoReCa: 150 contacts • Marlboro event flyers distributed : 1500 • Total efectiveunique contacts: 580 contacts

7. Venue:Ryazan, Angel’s bar • Date:October, 22 • # ofvisitors:450 • Artists:DjMemfisa, MC Kakoss • CE activitiesduringevent: • Hostessesattheevent: 9 • Informing LA MarlboroLights smokers, • Trial among competitive LAS/ Sampling, • Trial Marlboro Ice Boost, • Swapping, • Purchase incentive Tools / mechanics: • Rock star chair, • DYO Visibility: • Special temporary branding, branded DJ table, mini aero flags, branded Audi cars, press walls, rock star chair, light boxes, dispensers, table talkers, floorandtableashtrays. • KeyActivityResults: • Effectiveunique contacts: 306 contacts (75%) incl. • Purchase motivation : 297 packs (173 lighters, 15 speakers,3 T-shirts, 4 aero tube certificates, 1 raincoats) • Sampling: 330 cigarettes • Salesfrom bar: 74 packs • Salesat the Marlboro stand: 226 packs

8. Tver - NTP, HoReCa • Winston Kent KSKent nanotecDunhillVogue Others

9. Tver - Event

10. Kaluga- NTP, HoReCa • Winston Kent KSKent nanotecDunhillVogue Others

11. Kaluga- Event

12. Ryazan’- NTP, HoReCa • Winston Kent KSKent nanotecDunhillVogue Others

13. Ryazan’- Event

14. MARLBORO Moscow Ring Tour. KPI First wave • Number of city: 4 • Hostess days :60 • Number of LA Visitors at Marlboro events: 1515 guests • Marlboro packs sales : 1113 packs • Effective unique contacts: 885 Second wave • Number of city: 3 • Hostess days : 60 • Number of LA Visitors at Marlboro events: 1700 guests • Marlboro packs sales : 1061packs • Effective unique contacts : 2991

15. Events summary • # of LA Visitors:1700 guests • Marlboro packs sales from the bar: 289packs • Sales at the Marlboro stand: 694 packs • Effective unique contacts: 911 • NTP summary • Effective unique contacts: 1737 • Flyers distributed: 5500 • Posters: 4500 Final summary Announced results: Sales of Marlboro during 3 citys: 1500 packs Quantity of DCC for MPT in NTP during 6 days: 1500 swapped packs Quantity of DCC for MPT during 3 events: 600 DCC Quantity of distributed flyers at Marlboro event by MPT for 6 days: 4500 All DCC 6 days activities: 2100 Achieved results: Sales of Marlboro during 3 cities: 1061 packs (71%) Quantity of DCC for MPT in NTP during 6 days: 1737 swapped packs (115%) Quantity of DCC for MPT in HoReCa during 6 days: 343 DCC Quantity of DCC for MPT during 3 events: 911 DCC (151%) Quantity of distributed flyers at Marlboro event by MPT for 6 days: 5500 (122%) All DCC 6 day activities: 2991 (142%) Achieved results

16. LAS GUESTS COMMENTS LAS guest:“ DJ’s with MC was amazing ! Thanks for drive and positive emotions!” Гость*: «Диджеи и MC были восхитительными! Спасибо за положительные эмоции» LAS guest:“Marlboro Permanent Team is so stylish and creative. It’s sogreat to meet them in Kaluga”. Гость*: «Перманентная команда Мальборо такая стильная и креативная. Это такздорово увидитьих в Калуге!» LAS guest: «Marlboro branded Audi cars and Seagways have been seen all over Ryazan’ today. My friends and I were totally impressed!» Гость*: «Брендированные Ауди и СигвеиМальборо встречались сегодня по всей Рязани. Я и мои друзья были крайне впечатлены!» LAS guest: «DYO machine is a lot of fun. Great idea! Thank you Marlboro for making parties so awesome!» Гость*: «DYO машина – это очень весело. Отличная идея! Спасибо Мальборо за то что, делаете вечеринки такими классными!»

17. Key Learning • We have made more effective contacts comparing with previous tour so that speaks about improvement of permanent team work and LAS guests loyalty. • We have produced posters of larger scale and flyers on the designer paper of better quality to increase buzz around the event • It is necessary to take into account adverse weather conditions. That is why we have organized shopping mall booking and made an emphasis on HoReCa activities. • A minimum of 2 days of activities in each town are required to provide improved quality of the announcement and increased number of effective contacts. • We have prepared effective working schedule so that allowed us to use lesser number of hostess teams and provide event better number of effective contacts. • It is necessary negotiate free entrance to the event with organizers. • Free entrance makes large impact on the event attendance in Moscow ring area.

18. Key Learning • It is necessary to book artists who are well known to the target audience to increase buzz around the event and even book local famous artists if possible. • A number of communication channels have been used to provide maximum connection with the target audience: • Web advertising • Clubs websites • Clubs pages in the social networks • Artists pages in the social networks • Flyers • Posters • Radio advertising • So that provided high attendance.