PR CAMPAIGN REPORT

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PR CAMPAIGN REPORT
Deceber 15, 2008
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• SUBJECTS

• Arranging the 3d Salon du Chocolat PR campaign
  aimed at
• Presenting the Salon as an independent high
  status event (brand) having rich international
  history (not related to Food Show Festival)
• Popularizing chocolate products and developing
  culture of their consumption
• 3d Salon du Chocolat
• Dates November 28-30, 2008 (Gala Evening
  November 27, 2008)
• Venue Moscow, Gostiny Dvor

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• TASKS

• Writing and distributing press materials
  concerning the Salon (press releases, press kit)
  http//www.salonduchocolat.ru/press/
• Press accreditation
• Inviting and working with the Salon media
  partners
• Arranging work of press center in Gostiny Dvor
• Creating Salon web site and updating information
  regularly www.salonduchocolat.ru
• Arranging report photo shooting in Gostiny Dvor
  http//www.milkfood.ru/Salon_Moscow_08/
• Working out end of PR campaign monitoring press
  kit

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• PRESS MATERIALS

• Press releases
• http//www.salonduchocolat.ru/press/
• September
• General Salon press release
• November
• Salon press kit
• Press release devoted to Christophe Michalak
• Press release devoted to chocolate defile
• December
• Post release devoted to chocolate defile
• Salon post release

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• PR EVENTS FOR PRESS

• Press tour to 14éme Salon du Chocolat de Paris
  (supported by Maison de la France)
• Dates October 30 November 02
• Venues Salon du Chocolat, Paris chocolate
  boutiques (Jean-Paul Hevin, Patrick Roger, Pierre
  Herme, Maison du Chocolat)
• Press tour participants
• Gastronom (magazine publication (Nov.)
  www.gastronom.ru/blog/blog_comments.aspx?id2458)
• Vedomosti.Friday (newspaper publication (Nov. 28)
  www.friday.vedomosti.ru/article.shtml?2008/11/07
  /13937
• Izvestia (newspaper publication (Nov. 14)
  www.week.izvestia.ru/reportings/article5928 )
• Dni.ru www.dni.ru/style/2008/11/6/152607.html,
  http//journal.vz.ru/menu/2008/11/7/1519.html
• Seasons (magazine (Jan.)

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• PR EVENTS FOR PRESS

• Christophe Michalak press conference devoted to
  his 10 day tour in Coffemania coffee house and
  work at Salon du Chocolat
• Date November 27
• Venue Coffemania coffee house
• Work with press
• Accreditation 27 media
• Attendance 12 media (Gastronom, Chef,
  Restaurateur, Gurman.ru, Restorate.ru, Vash
  visoky vkus, Moe Delo.Restoran,
  Kommersant.Katalog, Moskovskaya Pravda, Sam, Dom,
  Shkola Sommelier)

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• SALON WEB SITE salonduchocolat.ru

• Working with the Salon web site
• Creating independent Russian web site
• Writing articles and refreshing data regularly
• Web site structure
• News
• Salon events program
• Chocolate defile
• Chocolate Awards
• Salon participants
• Salon partners
• Salon history
• For professional pastry chefs
• Photo gallery
• Salon founders organizers
• Salon press service
• How to get to the Salon?
• Chocolate fact list
• Salon du Chocolat 2007

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• SALON MEDIA PARTNERSExtent of advertising
  informational support

• CHEF gastronomic magazine
• Monthly, 30 000 copies
• TA (target audience) general public, chefs,
  pastry chefs
• www.nta-rus.com/publishing/chief/
• Publishing 1/1 ad layout (November)
• Announcement devoted to the Salon (November)
• Post report (December-January)

• 1/1 ad layout

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SALON MEDIA PARTNERSExtent of advertising
informational support

• GASTRONOM magazine about culinary, products,
  restaurants, chefs
• Monthly, 255 900 copies (Moscow)
• TA 20-55 y.o. (80 women, 43 of them with
  median and above median income level)
• www.gastromag.ru, www.gastronom.ru
• Publishing 1/1 ad (November)
• 1/1 announcement devoted to the Salon
• Web banners on www.gastronom.ru Nov. 18-30
• Web announcements
• www.gastronom.ru/news.aspx?id100507
• www.gastronom.ru/blog/blog_comments.aspx?id2458
• www.gastronom.ru/news.aspx?id100521
• www.gastronom.ru/news.aspx?id100544
• Post report
• www.gastronom.ru/blog/blog_comments.aspx?id2595

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• INFORMATIONAL SUPPORT

• VASH DOSUG leisure magazine web site
• ?agazine, each 1,5 week 50 000 copies
• www.vashdosug.ru 135 000 visitors per months
• Publishing 1/1 ad (November)
• 1/1 article devoted to the Salon (November)
• Additional announcement www.vashdosug.ru/performan
  ce/293945/
• Quiz on www.vashdosug.ru 5 questions concerning
  chocolate. Prize to the first 10 participants
  giving all correct answers invitation to the
  Salon

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SALON MEDIA PARTNERSExtent of advertising
informational support

• Menu.ru leading online magazine covering all
  events of restaurant life in Moscow and St.
  Petersburg
• www.menu.ru about 450 000 visitors per month
• Publishing 2 articles devoted to the Salon,
  Christophe Michalak
• www.menu.ru/transformer/action__pv/id__435806.html
  
• www.menu.ru/transformer/action__pv/id__435814.html
  
• Placing Salon web banners on Menu.ru linked to
  the Salon web site (November 20-30)

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SALON MEDIA PARTNERSExtent of advertising
informational support

• LiveJournal.RU blog service (the most popular
  blog hosting in Russia)
• TA 18-45 y.o.
• www.livejournal.ru attendance 12 mln records
  per month, 40 users (about 200000) Moscow
• Quiz and announcement on www.community.livejournal
  .com/afisha_lj/145364.html 5 questions
  concerning chocolate. Prize to the first 10
  participants giving all correct answers
  invitation to the Salon

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• MEDIA ACCREDITATION AT THE SALON

• Accreditation 80 media
• Salon attendance 54 media
• Periodicals 23
• Internet 18
• Radio stations 2
• TV channels 11
• Full monitoring January 2009

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AD MATERIALS Partners Logos Placement

• Postcards (20 000 copies)

• Posters (500 copies)

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AD MATERIALS Partners Logos Placement

• Catalogue (20 000 copies)1/1 ad layouts
  placement

• Invitation cards for 27.11.07 (2 000 copies)

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AD MATERIALS Partners Ad Placement

• Catalogue (20 000 copies) 1/1 ad layouts

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AD MATERIALS Partners Logos PlacementGostiny
Dvor

• Banner (two-sided)

• Street banner

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• C. MICHALAK RELATED AD MATERIALS

• Newspaper (10 000 copies)

• Coffeemania receipt-book

• Coffeemania menu

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• Katerina DROZDOVA  Creative Director7(495) 798
  59 98  drozdova_at_milkfood.ru
• Olga PASSUTINA  Account Manager7(916) 804 89
  87  passutina_at_milkfood.ru
• Svetlana SHOSHINA Account Manager7(909) 909
  20 01 shoshina_at_milkfood.ru