Presentation updated March 30, 2009
Confidential Property of the National Geographic Society
                             ...
About the Exhibition
    Terra Cotta Warriors: Guardians of
    China’s First Emperor tells the dramatic
    story of Chin...
About the Exhibition
         Complemented by stunning National Geographic
         photography and dramatic displays, the...
Building on Success
                             London



            The Terra Cotta Warriors exhibition debuted
To be  ...
Building on Success
                  The U.S. 2008

The U.S. tour opened on May 18th and is already
performing far above ...
The Final Crescendo
      National Geographic Museum
            Washington, D.C.
    November 19, 2009 – March 31, 2010

...
The Final Crescendo
    National Geographic Museum
              Key Dates

    April 4 – National Cherry Blossom
    Para...
National Geographic Exhibit Partner Benefits
Branding and Visibility
   Logo/ID on:
      Exhibit entry/exit signage
     ...
National Geographic Exhibit Partner Benefits
Hospitality & Events
   Complimentary exhibit tickets plus member-rate ticket...
National Geographic Exhibit Partner Benefits
Educational Outreach
  Sponsor recognition on printed and online school curri...
National Geographic at a Glance
                                                                              Outreach
   ...
National Geographic Activation Opportunities
National Geographic’s extensive media include online,
print, television, and ...
Appendix: Marketing/Promotional Plan

 Goals of the campaign:
 1. Generate buzz (interesting/eye-catching applications, fl...
Traditional Advertising


Print
(Including ½ page in September 27th New York Times Magazine)


Outdoor/Public transit
(Met...
Collateral Materials


 National Geographic magazine wrapper (A minimum of four insertions in NE
 regional edition)


 Nat...
Web Presence

 ng.com/terracottawarriors

 www.warriorsdc.org

 Destination DC

 Cultural Tourism DC

 CulturalCapital.com...
E-blast Presence

Market                               Circulation
DC-100 mile radius                   63,000
Philly - 10...
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Terra Cotta Warriors Exhibition at National Geographic Headquarters November 2009 - March 2010

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Terra Cotta Warriors: Guardians of China’s First Emperor will make its way this November 2009 to National Geographic headquarters in D.C. This exhibit features over 100 sets of objects, including the famed terra cotta figures, and tells the story of China\'s First Emperor, his struggle to unify China, and the wonders of his tomb complex. This exhibition is the largest set of terra cotta figures and significant artifacts to travel to the United States from China.

A sponsor could gain exposure at the tour’s final venue via exhibit attendance and related news media, as well as benefits across National Geographic’s program and media assets that can be utilized to meet various business objectives. The tour has exceeded expectations with successful runs at the British Museum in London (855,000 visitors in 6 months), the Bowers in Santa Ana, CA (approx. 215,000 plus 8,000 schoolchildren) and the High Museum in Atlanta (300,000 to date).

Given the momentum around this extraordinary tour, we feel corporate partners would benefit greatly from joining National Geographic for its final stop at our headquarters in Washington, DC.

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Terra Cotta Warriors Exhibition at National Geographic Headquarters November 2009 - March 2010

  1. 1. Presentation updated March 30, 2009 Confidential Property of the National Geographic Society Confidential and proprietary to National Geographic 1
  2. 2. About the Exhibition Terra Cotta Warriors: Guardians of China’s First Emperor tells the dramatic story of China's First Emperor Qin Shihuangdi (Qin dynasty 221 – 206 BCE): his efforts to unify China, the building of the first portion of the Great Wall, and the wonders of his elaborate burial complex, considered one of the world’s greatest archaeological treasures. The exhibit highlights the terra cotta warriors - meant to protect the Emperor in the afterlife - and also includes exciting recent finds from the tomb site. Confidential and proprietary to National Geographic 2
  3. 3. About the Exhibition Complemented by stunning National Geographic photography and dramatic displays, the exhibit features: The largest number of “Level One” objects from the People’s Republic of China ever to Insert be allowed out-of-country for an exhibition photo Over 100 sets of objects, including bronze weapons and decorative objects from the here emperor's palace 15 life-sized terra cotta figures New finds such as court officials, acrobats, musicians and birds Confidential and proprietary to National Geographic 3
  4. 4. Building on Success London The Terra Cotta Warriors exhibition debuted To be at the British Museum with 855,000 visitors in the 6-month run replaced w/ better To meet the unprecedented demand the museum extended its hours to midnight photos from the Called the “hottest exhibit in town” by the Independent (London) Bowers Morgan Stanley was sole presenting sponsor Confidential and proprietary to National Geographic 4
  5. 5. Building on Success The U.S. 2008 The U.S. tour opened on May 18th and is already performing far above anticipated numbers. Bowers Museum of Cultural Art Santa Ana, CA May – Oct 2008 215,000 visitors plus 8,000 school children! Record merchandise sales High Museum of Art Atlanta, GA Nov 2008 – April 2009 Over 260,000 visitors to date Setting a new record for the highest attendance EVER! Houston Museum of Natural Science Houston, Texas May – Oct 2009 Confidential and proprietary to National Geographic 5
  6. 6. The Final Crescendo National Geographic Museum Washington, D.C. November 19, 2009 – March 31, 2010 Located in the heart of the nation’s capital, a center of international influence 300,000 visitors anticipated during the 4 ½-month run (over 10,000 group sales tickets sold through March 25, 2009) More than 10,000 sq ft of exhibit space Special exhibit store to include NG- branded souvenir books and other appealing merchandise Extended exhibition proprietary to National Geographic hours Confidential and 6
  7. 7. The Final Crescendo National Geographic Museum Key Dates April 4 – National Cherry Blossom Parade May 12 – Press Launch, individual tickets go on sale May 12-20 – Where’s the Warrior appearances November 4-January 4, 2010 – Where’s the Warrior appearances November 17, am – Press Preview November 17, pm – VIP Opening Party November 19 – Exhibition opens February 14 – Chinese New Year (Year of the Tiger) March 31, 2010 – Exhibition closes Confidential and proprietary to National Geographic 7
  8. 8. National Geographic Exhibit Partner Benefits Branding and Visibility Logo/ID on: Exhibit entry/exit signage Street banners National Geographic Museum website Family guide Tickets Associated live event collateral materials Exhibition souvenir book Corporate welcome on audio tour Promotion Right to use National Geographic logo and exhibition title in promotional activities (as approved by NGS) Use of approved Terra Cotta Warriors images Sampling and display opportunities Opportunity to “host” the exhibit with free tickets to the public during specified times (as long as tickets are still available) Confidential and proprietary to National Geographic 8
  9. 9. National Geographic Exhibit Partner Benefits Hospitality & Events Complimentary exhibit tickets plus member-rate tickets for employees Complimentary copies of exhibition souvenir book Complimentary tickets to related NG Live! programming in Washington, D.C. Invitations to press preview and VIP opening reception (to include Chinese delegation and officials from the Chinese embassy) Opportunity for sponsor representative to speak at select preview events One rent-free hospitality event (direct costs not included) with exclusive exhibit access; opportunity to host additional private breakfast and/or evening reception Co-host Chinese Delegation visit with National Geographic Society Opportunity for clients/management/employees to win a trip to Washington, DC to see the Terra Cotta Warriors or go to China on a National Geographic Expedition Confidential and proprietary to National Geographic 9
  10. 10. National Geographic Exhibit Partner Benefits Educational Outreach Sponsor recognition on printed and online school curriculum Opportunity to sponsor school field trips to the exhibit for D.C.-area students National Geographic Marketing and PR (see Appendix for further details) Inclusion in national advertising and marketing plan Inclusion on National Geographic membership e-mail blasts Inclusion in exhibit press kit Tutankhamun and the Golden Age of the Pharaohs, Los Angeles 2005, sponsorship by Northern Trust included support of LA-area school group visits Confidential and proprietary to National Geographic 10
  11. 11. National Geographic at a Glance Outreach Communication BOOKS MAGAZINES – U.S. 200+ books published each year – often best- 32 million US readers of National Geographic sellers 13.1 million readers of Traveler, Adventure & Kids EXHIBITS Produce and tour dozens of exhibits per year MAGAZINES – INTERNATIONAL International circulation of the magazines-3 EDUCATION million monthly Alliances with educators in all 50 US states 31 local language editions in 28 languages National and International Geography 30 National Geographic, 12 Kids , 6 competitions Traveler, and 1 Historia (Spanish) local School Publishing, Explorer! Magazine, EdNet language editions NG LIVE! TELEVISION & MOVIES US and International NG talent tours US Channel: 68 million households International Channel: 180+ million MAPS households, 152 countries, 27 languages Products include atlases, driving and hiking Production of IMAX, feature, and guides, Trails Illustrated, destination guides & documentary films custom-printed topo maps 48+ million videos and DVDs sold worldwide EXPEDITIONS NATIONALGEOGRAPHIC.COM Over 500 NG scientific and research 8.8 million unique visits per month expeditions currently at work across the globe Winner of top industry awards NG Expeditions runs 50 trips to 5 continents Integrates all elements of the Society per year – with custom-made opportunities Confidential and proprietary to National Geographic 11
  12. 12. National Geographic Activation Opportunities National Geographic’s extensive media include online, print, television, and radio assets providing additional opportunities to extend and activate a sponsorship. Just a few ideas: TV: 2 NG Cable specials will air in the run up to the exhibition: “The Great Wall” and “The First Emperor.” Radio: NG Radio Programming will devote airtime to discussion of the Terra Cotta Warriors and their cultural significance. Online: A themed micro-website has been developed for the exhibition, www.warriorsdc.org, including links to all previously released National Geographic content on the Terra Cotta Warriors as well as new video footage and photo galleries. Education: A classroom activity guide will be developed based on the exhibition and, funds permitting, on certain days D.C.-area public schoolchildren on fieldtrips will receive free admission to the exhibition. Confidential and proprietary to National Geographic 12
  13. 13. Appendix: Marketing/Promotional Plan Goals of the campaign: 1. Generate buzz (interesting/eye-catching applications, floor decals, guerilla videos with Jarry Chen to build earned media) 2. Generate ticket sales Outlets: Metro ads; WPNI; print in Post, Examiner; on-line target sites driven by Real Media 24/7 Potential Promotional partners: Washington Nationals, DC United, Macys, AARP, AAA, Washington Wizards, Capitals Launch May 12th - Coincides with opening of ticket sales While there has been much discussion of media and marketing, National Geographic’s formal marketing and promotional plan has not yet been finalized. The following slides summarize plans to date. Confidential and proprietary to National Geographic 13
  14. 14. Traditional Advertising Print (Including ½ page in September 27th New York Times Magazine) Outdoor/Public transit (Metro rail and Metrobus) Member/subscriber communication Radio and possible television Confidential and proprietary to National Geographic 14
  15. 15. Collateral Materials National Geographic magazine wrapper (A minimum of four insertions in NE regional edition) National Geographic Live!brochures (Mailed to 80,000 DC-area households, and 20,000 dropped locally) Promotional pieces in sponsors’ national and regional collateral Confidential and proprietary to National Geographic 15
  16. 16. Web Presence ng.com/terracottawarriors www.warriorsdc.org Destination DC Cultural Tourism DC CulturalCapital.com Other sponsor websites Facebook Tickets.com Confidential and proprietary to National Geographic 16
  17. 17. E-blast Presence Market Circulation DC-100 mile radius 63,000 Philly - 100 mile radius 46,000 NYC - 50 miles radius 73,190 Boston - 100 mile radius 32,000 Pittsburgh - 50 mile radius 10,000 Richmond - 100 mile radius 33,000 Norfolk/VA Beach - 50 mile radius 5,000 Raleigh, NC - 50 mile radius 10,000 Columbus, OH - 50 mile radius 17,000 Past DC-area NG Live! ticket buyer 9,000 Cultural Tourism 17,000 Tickets.com (DC area) 100,000 Sponsor e-blasts TBD Member Services promotions TBD Confidential and proprietary to National Geographic 17

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