Presentation updated March 30, 2009
Confidential Property of the National Geographic Society
Confidential and proprietary to National Geographic
1

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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