Click to edit Master title style. Executive Summary Lifestyle –Defining trends within action sports and sports fashion –Positive and credible brand image

Click to edit Master title style

Click to edit Master title styleExecutive Summary

• Lifestyle– Defining trends within action sports and sports fashion– Positive and credible brand image– Cool and celebrity endorsed parties

• Sports– One of the fastest growing winter sports in the world– The worlds most watched action sports event globally– The broadest and highest target group reach– By far the highest action sports media value in Europe– The worlds top riders

• Snowboarder superstar Shaun White, two times gold medalist, two time Air & Style winner was the most valuable athlete, in earnings per year, at the Olympic Games in Vancouver 2010.

• Music– Live performances from global and domestic AAA

artists e.g.• Clawfinger, Ice-T, Creed, Xzibit, Sean Paul, the Hives, Mando Diao

Click to edit Master title styleExecutive Summary

• Oakley Air & Style Beijing – Biggest winter action sports event in China– World- and Olympic Champions riders, among them two

time Olympic champion and two time Air & Style Winner Snowboarder superstar Shaun White

– Top Chinese and international riders – Price purse of USD 100.000– AAA Chinese and International Live Music Acts– Aims to be the most influential annual sports event in

Asia

• Endorsed by…– The Beijing Government – Beijing Sports Bureau, Competition Administration Center– SwatchTTR World Snowboarding Tour

Click to edit Master title styleAir & Style - About

• Created in 1994 by Andrew Hourmont

• Unique combination of Sports and Music

• 17 years of strong growth of audience and brand equity

• Credible and positive brand image

• Worldwide influence on snowboarding

• Worldwide influence on Sports- and leisure fashion

• Proven strong media value and Sponsorship ROI

Click to edit Master title styleSwatch TTR WORLD SNOWBOARD TOUR

• Representing the best snowboarders of the world

• 185 top rated Independent freestyle snowboarding events across four geographical zones

• Star classification: 6 - highest, 1 - lowest

• Sample of global Swatch TTR events– O’Neill Pro Freestyle, Avoriaz, France

– Chevrolet Grand Prix, Mt Bachelor, Oregon, USA

– Crans Montana Champs Open, Switzerland

– Nissan X-Trail Nippon Open, Japan

– The Arctic Challenge, Oslo, Norway

– Oakley Air & Style, Beijing, China

Click to edit Master title styleAir & Style - Key Target Groups

Riders & Industry

Snowboard community17 million snowboarders worldwide

40% female 60% male

Lifestyle, music and fashion oriented youth

Audience with general interest in

sports

More than 100 million snow/skate/surf interested people around the world.strongly growing action

sport population

Click to edit Master title styleAir & Style - Demographics

• 18 - 40 years old

• Male 60%, Female 40%

• Active and curious

• White collar workers

• University students

• Life-style oriented (music, fashion, sports)

• Identifying themselves with thrill and action sports (active or passive)

• Brand and quality conscious

• Online and mobile savvy

Click to edit Master title styleAir & Style - Media

• Air & Style is the only action sport event that is covered on mayor TV channels and news broadcasts in Europe.

• By far the highest action sports media value in Europe

• The broadest and highest TV-reach among its key target groups

• At the Olympic Games in Vancouver 2010, Snowboarding half pipe had the 2nd most TV viewers in USA and the 3rd globally.

• All media coverage and marketing output is analyzed by independent companies.

• An average Sponsorship ROI of 10:1 (media value : sponsorship fee)

“Magic Flights. There are not many magic moments in sports, but this was one. 27.000 spectators experienced the most memorable night in snowboarding history.“

front page Frankfurter Allgemeine Zeitung

Click to edit Master title styleWinter sports in China

• Explosive growth of the Chinese ski industry

• World class Chinese snowboarding and freestyle stars:

– Jiayu Liu, reigning female Snowboarding World Champion

– Han Xiaopeng, men’s Gold medal in 2006 Olympics

– Liu Zhongqing, Aerial Bronze medal 2010 Olympics

– Li Nina, Aerials Silver medal 2010 Olympics

– Guo Xinxin Aerial Bronze medal 2010 Olympics

– Li Nina, Guo Xinxin and Xu Mengtao dominating 2009 Women’s World Cup aerials

– Qi Guangpu and Jia Zongyang number two and three in the 2009 Men’s world cup aerials

• More than 200 ski resorts across China still offering skiing and snowboarding opportunities

The snowboarding and skiing scene in China is predicted a bright future. China is expected to surpass Japan as Asia’s premier ski nation in 2015.

(Source: Chinese Ski Association)


December 3rd - 4th

Beijing 2010

Click to edit Master title styleAir & Style Beijing 2010 - Facts

• 5 - Star Event of the Swatch TTR World Snowboard Tour, the most important and largest CUP Tour in the season

• Annual event 2010 - 2014

• 4th of December 2010, 50 days activity “ramp up”

• Snowboarding Big Jump Competition

• The worlds top 20 Riders.

• World- and Olympic Champions riders, among them two time Olympic champion and two time Air & Style winner Snowboard Superstar Shaun White

• The best riders in China

• Price purse of USD 100.000

• World class live entertainment with AAA Chinese and International Live Music Acts

• Aims to become the most influential annual sports and lifestyle event for people between 18 and 40 years in Asia

Click to edit Master title styleAir & Style Beijing 2010 - Event Partners

Beijing Sports Bureau, Competition Administration Center

Air & Style Company

SwatchTTR World Snowboarding Tour

Click to edit Master title styleAir & Style Beijing 2010 – Organizing Committee

Mr. Gerhard Heiberg, chairman of the Marketing Commission of the International Olympic Committee and member of IOC Executive Board. Chairman Green Interactions Ltd.

Mr. Andrew Hourmont, Managing Director Air & Style Company and TTR World Snowboard Tour board member

Mr. Guo Jin Long, Mayor of Beijing

Mr. Li Yingchuan, Beijing Sports Bureau, Competition Administration Center

Click to edit Master title styleAir & Style Beijing 2010 - Venue

• Olympic Sports Center

– Next to Birds Nest Olympic Arena and the Olympic Green

– 20.000 Spectators

– Subway station 150m

– Bus station 50m

– Taxi and Limousines drop and pick up points

– Extensive parking facilities

• Ramp design

– “One of a kind” construction

– ~ 40m tower starting point visible from outside the arena

– ~ 170m length

– 70m and 42° Incline approach

– 25m snowboard gap

Click to edit Master title styleAir & Style Beijing 2010 - Key Target Groups

Riders & Industry

Snowboard community17 million snowboarders worldwide

40% female 60% male

Lifestyle, music and fashion oriented youth

Audience with general interest in

sports

More than 100 million snow-/skate-/surf-

interested people around the world.

strongly growing action sport population

Click to edit Master title styleAir & Style Beijing 2010 – Demographics

• 75% within 18 - 40 years old

• 60% male 40% female

• White collar workers

• University students

• Life-style oriented (music, fashion, sports)

• Snowboard and Winter sport interested

• Thrill- and action sports identification (active or passive)

• Brand & quality conscious

• Online and mobile savvy

Click to edit Master title styleAir & Style Beijing 2010 – Sponsorship

• Unique opportunity for Sponsorship leverage:

– The greatest sports- and lifestyle event in China for people between 18 and 40 years (middle and upper middle class)

– Efficient communication platform for reaching an attractive but jaded target group

– Olympic- and world champion athletes

– Top Chinese Riders

– World class entertainment with AAA Chinese and International Live Music Acts

• Media package valued to + RMB 100M (greater China)

• Targeted and extensive marketing program

• Great opportunities for bespoke sponsorship activation

– 50 days “ramp-up”

– Designated city-venue partnership (Sanlitun Village. The Opposite House TBC)

Click to edit Master title styleAir & Style Beijing 2010 - MarCom 360°

AdvertisingAdvertising

Retail Retail ActivationActivation

Government Government RelationsRelations

StrategicStrategicPartnershipsPartnerships

PromotionsPromotions

GrassrootsGrassrootsEvents/Events/

Fan developmnt & Fan developmnt & Social Media.Social Media.

Sponsors EventsSponsors EventsTV / Online TV / Online

MediaMedia

PR &PR &SpokespersonSpokesperson

IntegrationIntegration

CorporateCorporateHospitalityHospitality

Air & StyleAir & StyleEventEvent

Click to edit Master title styleAir Style Beijing 2010 - Media partners

CCTV-5 of China Central Television is the most influential sports channel in China. Annually the channel produce and distribute more than 1000 live programs. CCTV-5 boasts more than 300 million viewers in China.

Leading action sports producer and distributor to 300 TV channels worldwide

European Broadcasting Union is the largest association of national broadcasters in the world with 75 Active Members, from 56 countries in and around Europe, and 43 Associate Members around the world.

Click to edit Master title styleAir Style Beijing 2010 – Media distribution Nat.

• TV Channels [#9]:– CCTV1, CCTV2, CCTV5, CCTV9, BTV1, BTV2, BTV6, Travel Channel, Channel [V]

• Print [#30+]:

– Xinhua News Agency, People's Daily, China Youth Daily, China Daily, Beijing Youth Daily, Beijing Evening News, Beijing Daily, Famous Times, Beijing Morning News, China Business Times, Living Weekends, Jinghua Times, Shopping Monitor, Beijing Xinbao, Tianjin Youth Daily, Wen Hui Newspaper: China Daily, Family Week-End News, Yangzi Evening News, China Radio and Television, Beijing Youth Weekly, Beijing TV Week, Air Life, China Foreign Investment, Outdoor Magazine, SKII Magazine, SPEED Snowboarding Magazine, numerous Lifestyle and sport magazines, The Beijinger, City Weekend, TimeOut etc

• Internet [#30+]:

– www.sina.com.cn, www.sina.com.cn, www.b3.org.cn, www.Qianlong.com, www.ifensi.com, www.shm.com.cn, www.sohu.com.cn, www.beijing2008.com, www.xinhuanet.com, www.bjd.com.cn, www.wenweipo.com, www.bbs.zju.edu.cn, www.dahuawang.com, www.new.eyh.cn, www.snowboard.com.cn, www.lvye.info, www.saibeiski.com, www.oeeee.com, www.jsw.com.cn, www.skiing.sport.org.cn, www.dzsport.cn, www.517sc.com, www.ynet.com, www.hnkmmy.com, www.youtube.com, www.tudou.com, www.youku.com, www.viralvideos.com etc.

Click to edit Master title styleAir Style Beijing 2010 – Media distribution Intl.

• Print: – Major news agencies, leading mainstream media, selected lifestyle magazine and outdoor

media focusing on USA, Canada, Scandinavia, Japan, Korea, Australia, New Zealand, Austria, Switzerland, Italy, Germany, and UK.

• Online channels:– Online news and media, bloggers and communities with strong focus on USA, Canada,

Scandinavia, Japan, Korea, Australia, New Zealand, Austria, Switzerland, Italy, Germany, and UK

• All major Snowboarding magazines and websites worldwide

Click to edit Master title styleAir & Style Beijing 2010 – Marketing Program

• Shopping center partnerships (Sanlitun Village TBC)

– Concerts, Exhibitions, Events, Fashion shows etc.

• Hotel partnership (The Opposite Hotel TBC)

• Industry retail

– Ski-, sports-, outdoors equipment and accessories outlets

• Sponsor’s retail outlets

• Road-show Tier 1 cities

• Tradeshow promotion

• Ski centers and resorts

– co-marketed and co-branded campaigns

– Early season kick-off at 13 ski resorts. Offer a “free package”, presence

• Interest groups, distribution of e-mails, discount coupons, direct marketing etc

– Targeting of 10 -15 active social clubs (estimated reach 750.000)

– Public Service HR companies i.e. FESCO and CIIT (estimated reach 2.000.000)

Click to edit Master title styleAir & Style Beijing 2010 – Marketing Program

• Broadcasting– TV & Radio Commercials

– Short TV features and teasers, on Lifestyle-, sport and online channels

– Radio quiz and similar activities through relevant radio channels.

• OOH (Out Of Home)– Buses and Metro stops/transportation hubs in Beijing– In-Taxi TV in Beijing

• 30 - 50 universities nationwide in China. – BBS promotion systems– Posters and flyer distribution– Information package with an introduction– Competition concept (web based)– University tour reaching 30 key universities in Beijing, Tianjin and Shenyang

• Engaging student “ambassadors” to hype the event on BBS/ online student communities, spreading the word of mouth (links to short video clips/teasers etc). Low cost/high impact.

• Short snowboard introduction sessions, shows of professional athletes, lottery ski passes and tickets to Air & Style.

• Posters and Hand outs

Click to edit Master title styleAir & Style Beijing 2010 – Partner Structure

• All prices are net• * Sponsorships sold

PARTNER 1PARTNER 115% sport, 15% sport, 20% music20% music


OakleyOakley**naming right, 30% sport, 40% musicnaming right, 30% sport, 40% music

OakleyOakley**naming right, 30% sport, 40% musicnaming right, 30% sport, 40% music

Co-Sponsor 1Co-Sponsor 15% sport5% sport














Click to edit Master title styleAir & Style Beijing 2010 – Sponsorship Rights

Rights Title Partner Sponsor

Press conference

Invitations x x x

Backdrops x x x

Media package x x x

Prints

Ticket leaflets & Hand out Leaflets x x x

Tickets x

Flyers x x x

Event Posters x x x



Marks & Designation x x x

Official Air & Style Beijing website x x x

Air & Style global website x

Campus Tour x x x

Official Air & Style activities in Sanlitun Village x x x

TV Commercial (Billboards) x x

Rights to use collective images for advertising and marketing purposes

x x x

Onsite – Musical Stage x x



Onsite – Sport area

Banners Stadium ringside x x x

Banners ramp construction x x x

Start gate x x

Winner podium backdrop x x

MC announcement x x

Result wall x x x

LED Screen Arena x x

Posters x x x



Onsite - Hospitality

Lounge x x x

VIP area x x x

VIP passes x x x

Social Events

Opening Party x x x

Public party x x x

VIP Party x x x



City Venue

Out door staging during official A&S events x x x

In door staging during official A&S events x x x

Booth space during exhibitions x x

Photo exhibition backdrop x x x

Photo exhibition information (online, prints) x x x

City venue for bespoke activation (TBC) x x x

Click to edit Master title styleAir & Style Beijing 2010 – Timeline

Sponsorshipinvitations

Sponsorshipcontracting

July OctoberSeptemberAugust November December

SponsorshipActivation

Air & Style Event


XIE XIE

Documents

Click to edit Master title style. Executive Summary Lifestyle –Defining trends within action sports and sports fashion –Positive and credible brand image