Company Profile

1. Company Profile 2016

2. Who We Are….. Open the Door is a strategic public relations, marketing and sales firm utilizing almost 30 years of experience in domestic and international markets to increase business for our clients. From developing niche markets to increasing leads, Open the Door has the experience and expertise to position your organization to increase business. At Open the Door: • We know what works; • We know what the consumer is looking for; • We understand how the consumer thinks; • We deliver news that the media is interested in; • We know how to build a brand; • We know how to bring you business during off peak periods; and • We know how to make your business successful. Our experience has assisted destinations, convention bureaus, convention centers, cities, towns, associations, hotels, restaurants, cultural organizations, technology, toy and healthcare companies to increase their share of the market.

3. Services Offered…… Open the Door offers a variety of services to choose from allowing clients to access the variety of fresh ideas that we have – and you need – to move your company ahead. As a results oriented organization, we have an entrepreneurial spirit and the courage to do things differently. Based on our clients needs, we offer full service representation or undertake work on a project basis using a range of tools to generate results, including: • Sales, Marketing and/or Public Relations Representation • Development and implementation of Strategic Plans • Organizational Planning • Sales: • Database development and maintenance • Lead generation • Sales promotion activities: road shows; product launches; sales calls; and trade/consumer shows • Temporary staffing • Marketing: • Branding • Strategic alliances and co-branding • Creative marketing and e-marketing campaigns • Communications content development – websites, social media, newsletters, brochures, sales kits, press kits, ad materials and other collateral material • Media Relations: • Communications and media relations services • Newsletters, media releases, media pitches, speeches • Itinerary development and implementation for media trips • Meetings & Events Management • Association Management • Promotional Events • And much, much more!

4. Convention Centers: Aberdeen Exhibition & Conference Centre Dubai International Convention & Exhibition Centre Destination Marketing Organizations: Greater Boston Convention & Visitors Bureau Cambridge Office for Tourism North of Boston Convention & Visitors Bureau Greater Merrimack Valley Convention & Visitors Bureau Central Massachusetts Convention & Visitors Bureau Greater Springfield Convention & Visitors Bureau Southeastern Massachusetts Convention & Visitors Bureau Providence Convention & Visitors Bureau South County Tourism Council Economic Development/Cities & Towns: Western Massachusetts Economic Development Council City of Salem Town of Provincetown City of Cambridge City of Gloucester Greenfield Community College Town of Dedham New Bedford Chamber of Commerce Who We Work With….. Open the Door accesses the world for our clients. Whether they are private businesses, government agencies, trade associations, travel and tourism leaders, or other types of companies, we work with them to build their business. From strategic plans to branding, from special events to public relations, from advertorial and newsletter writing and distribution to sales missions, we’ve done it all for the following clients……..

5. Hotels: Lenox Hotel Beacon Hill Hotel & Bistro Hay Creek Hotels (Exeter Inn, Centennial Hotel, Wolfeboro Inn, The Orchards, Eagle Mountain House, Ethan Allen Hotel) Harraseeket Inn Purity Spring Resort/King Pine Ski Resort Revere Hotel Chatham Bars Inn Inn at Mystic Back Bay Hotel Hawthorne Hotel Hotel Commonwealth Hyatt Regency Boston Millennium Bostonian Hotel Publick House Clearwater Beach Hotel Restaurants: Cuffs Caliterra Grille North 26 Restaurant & Bar The Palm Turner’s Seafood Grill & Market Who We Work With….. • Associations: • American Hotel & Lodging Association • Massachusetts Lodging Association • Maryland Hotel & Lodging Association • International Society of Hotel Association Executives (ISHAE) • National Conference of State Legislatures (NCSL) • Kentucky Hotel & Lodging Association • Special Event Venues: • Boston University • Brae Burn Country Club • Fenway Park

6. Who We Work With….. • Tradeshows & Exhibitions: • Boston Wine Expo • Consumer Products: • Smart Destinations/Go Cards • NAMiTS • PetLink • ZhuZhu Pets • Technology: • Passkey • Stark Service Solutions • Real Estate • The Channel Center • Healthcare: • Boston Healthcare International • Culture: • USS Constitution Museum • French Library & Cultural Center • Boston Children’s Museum • New England Foundation for the Arts • Fostering Art & Culture in Franklin County • Beat of Boston • National Trust for Historic Preservation • Tour Operators: • Cividin Viagi • North American Traveler/Downeaster Travel Packages • Pullman Rail Cars • Destination Management Companies • Best of Boston • Destination Partners Inc. • NXTevent

7. CASE STUDIES

8. Case Study #1:Destination Salem • Objective: • Develop a tourism marketing strategy to increase visitation to Salem, Massachusetts throughout the year • Program: • Reconfigure organizational structure and develop ways for community to work more closely together • Include recommendations for new structure, by-laws, budget and coordination of efforts with City • Creation of new organization housed within City Hall, funded by both public and private sector • Results: • Creation of new organization housed within City Hall • Organization funded by both public and private sector • First year of operation reported 15% increase in visitation to City • By year three, averaging 10% increases in visitation at a time when tourism numbers have been down Open the Door has been hired twice since the creation of the organization to assist with grant writing and marketing planning.

9. Objective: Raise the profile of Petlink and Establish them as a leader in the pet microchip field. Program: Four month public relations campaign promoting their product to mainstream media as well as trade media. Developed media lists, pitched story ideas, promoted case studies, followed up with media. Results: During this four month time period, Open the Door generated 865 storiesthat reached 63.9 million viewers and had an advertising value of $2.1 million Case Study #2: Petlink

10. Objective: Aligning graphic identity with new marketing strategy Program: Cleaning up the brand elements, leveraging image assets, streamlining messaging and establishing graphic standards for the brands. New templates for advertising were created as a result, and new brochures designed to focus the brand messaging. Results: Increased consumer awareness for properties due to brand redesign. Increased traffic to website from target markets. Case Study #3: Purity Spring Resort & King Pine

11. Objective: To generate awareness locally, regionally and nationally for the 200th anniversary of the War of 1812 Program: Develop program to generate awareness for the the Museum and various programs that were taking place during the summer of 2012, including: War of 1812 Interactive Exhibit, unveiling of USPS commemorative stamp and several events Results: During a four month period, major coverage was received in over 600 media outlets, including: Boston Globe Boston Herald C-Span ABC News Washington Examiner Hartford Courant Buffalo News Visitors to the museum increased 30% over the same time the previous year Case Study #4: USS Constitution Museum • Philly.com • CBS News • Fox • New England Cable News • Cape Cod Times

12. Objective: To increase membership and participation in the International Society of Hotel Association Executives (ISHAE) to ensure it’s relevance to members. Program: Created new networking and educational opportunities for members throughout the year. Introduced communications tools to generate interest and engagement, including monthly newsletters, bi-monthly government affairs and membership calls, list-serve opportunities and shared “file cabinets” for pertinent information. Results: Increased membership by 20% Increased membership engagement and participation in ISHAE programs and events Increased partnership dollars by 35% Case Study #5: International Society of Hotel Association Executives

13. Case Study #6:Temporary Sales & Marketing Staffing • Objective: • Service temporary sales and marketing staff during need periods • Program: • Oversee sales and marketing efforts while businesses were short staffed, including maintaining existing accounts and prospecting new business • Results: • Generated $1.1 million in new business for Best of Boston over a three-month period • Booked $565,000 in new business for Revere Hotel over an eight-week period • Ensured a seamless transition between periods of part-time and full-time sales and marketing staff

14. Case Study #7:Hyatt Regency Boston • Objective: • Increase awareness of Hyatt Regency Boston and renovation among consumers and travel trade • Program: • Use the $10.5 million renovation of the guest rooms and public spaces as a focal point and transform the hotel’s green practices, uniforms, weekend packages and more • Deliver key message, extreme transformation of the entire property, throughout the entire campaign; the transformation is not only physical, but sensory and aesthetic as well • Write and Distribute press releases on each of the areas of the transformation: Room Renovation; Extreme Packages; Green Initiatives; New Uniforms • Undertake several radio stations in targeted markets to launch Hyatt’s Extreme Packages; the hotel gave away a free package to listeners in exchange for free advertising on the radio station • Results: • 4-week radio generated $150,000 free publicity for the hotel • After the integrated launch of the Extreme Packages through press releases & radio promotions, the packages sold 127% more than the previous year • Value of press coverage generated in 12 months was $624,000 • ADR increased 7% year over year • Hotel revenues increased 25% over the same time period previous year

15. Objective: To generate awareness locally and regionally for Boston Children’s Museum and its new Five Friends from Japan Exhibit. Program: Developed and conceived this interactive exhibit over a two year period in Boston Travelled the United States and Canada, after Boston launch, over a five year period, visiting 10 different cities Develop program to generate awareness for the exhibit and the museum locally and nationally Results: During a three month period, major coverage was received in the following publications: Boston Globe J Magazine Boston Courant Where Magazine Hanson Town Crier East Boston Times GBCVB Boston Overnight Mayors Office of Cultural Events Winter Guide to Boston Feature pieces also placed in the New York Times twice, Travel & Leisure and Time Magazine for Kids Case Study #8: Boston Children’s Museum • AAA Horizons • Boston Herald • Boston Metro • Concierge Magazine • Boston Magazine • Post Gazette

16. Objective: Develop a strategy to promote Logan Airport to the consumer and travel trade as the preferred gateway to the region and the United States Program: Position airport using the city’s name and “Gateway to New England” Develop campaign that did not portray the “traditional” New England Execute two year campaign included advertising, public relations and direct sales Results: Air service to Boston went from 5 daily flights to 10 daily flights The number of UK tour operators using Logan as the Gateway increased from 88 – 114 Inquiries increased 300% over previous year Visitors from the UK increased by 10% the first year and 15% the second year of the program Case Study #9: United Kingdom

17. Case Study #10:Boston, America’s Walking City Promotion • Objective: • Generate leads for short term meeting business during slow years • Program: • Direct mail, fulfillment and supporting print campaign • Rockport Shoes sent to those who responded to program • Results: • 3,665 room nights generated representing $4 million in economic impact • 251 new prospects for future business

18. Why We Are Different..... • 360° Strategic Thinking: • From start to finish, every step of the way we provide the services needed to get the job done quickly, professionally, efficiently and effectively • “Soup to Nuts” Contacts: • We have personal contacts with over 4,500 media, meeting planners, tour operators, airline personnel and others around the world ready to help you grow your business • Partners For Life or Just For Now: • We have the experience to bring together diverse groups of people with similar objectives and create programs that benefit all involved. • Partnerships can become long-term relationships, or project based • We Have Done It Before, We Will Do It Again: • Experience + Results + 30 Awards + Global Reach = Open the Door

19. Christina Pappas cpappas@openthedoor.biz Christina Pappas has almost 30 years experience in the hospitality industry. Prior to founding Open the Door in November, 2001, Pappas held the position of Director of Marketing for the Massachusetts Convention Center Authority and Director of International Marketing for the Massachusetts Port Authority. Pappas has positioned Boston & New England as a world class destination in over 20 countries, resulting in a 15% increase in visitors to the region, 12% above the national average; developed strategic partnerships resulting in leveraging marketing budget dollars 600%; and generated 500% growth in awareness in 18 months in the United Kingdom. Long recognized for her marketing expertise by the US Travel Association and the Hospitality Sales & Marketing Association International, Pappas has garnered over 30 awards for advertising, public relations and community programs and speaks frequently at industry events, both nationally and internationally. Because of her expertise in the international market, since 2010 she has written the international column in Meeting Mentor Magazine, the official publication of Conference Direct. In this column, she teaches US based meeting planners how to do business internationally. Pappas serves on the board of Skal, having been President of Skal Boston in 2011. She has served on the board of US Travel Association and MAASH (Massachusetts Advocacy for Arts, Sciences, and Humanities). She is a member of US Travel Association, Skal, Meeting Professionals International, Professional Convention Management Association, American Society of Association Executives, Society of Incentive Travel Executives, North American Travel Journalists, International Food & Wine Travel Writers Association, Public Relations Society of America, Massachusetts Lodging Association, Greater Boston Chamber of Commerce, Greater Boston Convention & Visitors Bureau and Greater Merrimack Valley Convention & Visitors Bureau, Pappas has also served as Professor at the Boston University School of Hospitality, teaching Meetings & Events.