S.T. Dupont - A Case Study

September 2009 Bi-Coastal Events Case Study

Prepared by

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S.T. Dupont September Events Re-Cap Report

Prepare by The Lilian Raji Agency

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TABLE OF CONTENT EXECUTIVE SUMMARY ............................................................................................................ 3 MEDIA DINNER: Dinner and Conversation with Alain Crevet .................................................. 5 PROFILE OF PUBLICATIONS IN ATTENDANCE ................................................................... 8 S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF MADISON AVENUE ................. 11 SERVICES PERFORMED BY THE LILIAN RAJI AGENCY.................................................. 13



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EXECUTIVE SUMMARY

Situational Analysis On August 10, 2009, The Lilian Raji Agency was engaged to create two bi-coastal events to support S.T. Dupont’s publicity efforts in the US market. Given September was the preferred month for these events, The Lilian Raji Agency strongly recommended that S.T. Dupont take advantage of New York City’s Fashion Week as well as Los Angeles’ Primetime Emmy Awards, both conveniently occurring during the week of September 14, 2009.

• For New York, Tuesday, September 15 was the chosen date for the S.T. Dupont Shop in Shop Boutique at Davidoff launch party. To ensure S.T. Dupont CEO Alain Crevet received “face time” with press during the busy fashion week schedule, The Lilian Raji Agency also coordinated a media dinner and invited key editors from luxury lifestyle, men’s lifestyle, business, and travel press.

• For Los Angeles, The Lilian Raji Agency recommended a focus on celebrity outreach to develop S.T. Dupont’s Ambassador Program. The Lilian Raji Agency negotiated at significant discount a Platinum sponsorship of the Madison and Mulholland Charitable Giving Emmy Suites, which afforded S.T. Dupont opportunity to interact with Emmy Awards nominees and other celebrities, introducing them to S.T. Dupont and identifying possible candidates for S.T. Dupont’s Ambassador Program.

Results THE MEDIA DINNER: DINNER AND CONVERSATION WITH ALAIN CREVET

• Out of 38 extended invitations, 23 accepted; of this, 18 attended, with the remaining 5 canceling on the day of the event.

• In attendance included editors from Robb Report, Elite Traveler, Worth, Esquire, ForbesLife, International Herald Tribune, National Jeweler, Veranda, Men’s Journal, Men.Style.com, Departures and Smokeshop.

• The five cancels include T: The Style Magazine for New York Times, Details, Portfolio.com, City Magazine and an E! Channel Correspondent. T, Details and Portfolio.com cancelled with request to send press materials.

• Press coverage includes articles in Men.Style.com, Smokeshop Magazine, Elite Traveler Online, Elite Traveler Book, Men’s Journal, and Worth Magazine. Worth Magazine has also extended a free ad in the publication, an opportunity valued at $21,465.

• The overall press response has been very positive, with The Lilian Raji Agency receiving numerous emails of gratitude for being invited. Several commented on the value of the presentation Alain Crevet gave in bettering their understanding of the brand, and interest in future editorial coverage of S.T. Dupont. Many commented on the ingeniousness of holding the dinner during Fashion Week and all were impressed with the quality and caliber of their dinner companions.

• Of note, the media dinner occurred during several high profile events, including the Michael Bastian Men’s Collection Show, Marc Jacobs Collection Show, and Vanity Fair Party. Three editors commented on leaving the Michael Bastian show early to attend the dinner.



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LAUNCH PARTY: S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF

• The established goal of 85 guests was met, with more than 15 people turned away at the door for not being properly credentialed.

• A press release announcing the new partnership was sent via wire service and has since received 35,080 impressions and 827 reads.

• The event was also included on the official Fashion Week Calendar, which resulted in 48 invitation requests to attend by press and local socialites.

• Press attendance included New York Post, City Magazine, International Herald Tribune, Black Book, Worth, Elite Traveler, Sherman International, Black Enterprise, WhatsWear.com, Esquire Taiwan, Velvet Magazine, Fashion Tribune, New York Magazine, Robb Report, the Fashion Reporter, Japanese Magazine, Stitch, New York Style Times, SOMA, Social Life, Smoke Magazine, Metropolitan Style and Cigar Aficionado.

• Press coverage to date includes Luxist.com, Cigar Aficionado, Smokeshop Magazine, Elite Traveler, Social Life, Cigar Weekly, Cigar Advisor, and Cigar Smoking. Several comments about the shop opening were also found on Twitter.

• Esquire Taiwan interviewed Alain Crevet for an upcoming story on S.T. Dupont. Black Book Magazine interviewed both Alain Crevet and Ron White for a column discussing favorite things.

LOS ANGELES: MADISON AND MULHOLLAND EMMY SUITES

• 52 celebrities attended the Emmy Suites; of which 12 were either nominated for an Emmy Award or were part of a television show that was nominated. Of this, 4 either won an Emmy Award or were part of a winning show.

• 12 celebrity, wardrobe and prop stylists from various Emmy nominated television shows also attended, including Desperate Housewives, True Blood and Dexter. Several inquired about receiving product to use on their shows.

• Press attendance included television shows E! Style Network, The Insider, Extra! TV Guide Channel, and publications New York Times, Huffington Post, US Weekly, Los Angeles Daily News and several other publications (see entire list in full report).

• Press coverage to date includes a :30 sec spot on Extra! that prominently showcases S.T. Dupont products, discussion of the Ligne 2 lighter on actress Katee Sackoff’s blog, TV Guide correspondent Nick Verreo’s blog, actress Bella Thorne’s blog; online publications Huffington Post, Divas Who Dine, Celebrity Gossip, CelebrityDB, LA.com, Karin Salkin’s Entertainment News; and print publications US Weekly and Paris Post Intelligence, a Tennessee newspaper featuring Emmy winner Cherry Jones and Us Magazine.

• Karen Lee, Americas Area Manager for S.T. Dupont, conducted two interviews featuring S.T. Dupont with online news shows Gossip TV, and Eligible TV.



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MEDIA DINNER: Dinner and Conversation with Alain Crevet

Save the Date Email

A Save the Date email was created and hosted online at http://stdupont.lmrpr.com. This email was distributed four weeks prior to the event to 38 editors-in chief at select business, men’s lifestyle, luxury lifestyle and travel publications.

Invitations

Invitations were made to resemble black credit cards, with each guests name and company embossed in silver on the front of the cards. Cards were placed within a 2.25 x 3.75 opalescent pearl metallic envelopes embossed with butterflies. These envelopes were in turn placed in 5x5 envelopes. All envelopes were hand addressed in calligraphy.



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S.T. Dupont “Museum” Room

The first guest arrived at 6:45pm and enjoyed canapés and cocktails as remaining guests trickled in by 7:30pm. A separate room was created within the event space to simulate an S.T. Dupont “museum”, where members of the press could preview pieces the Defi and Diamond Collections. Press took advantage of this opportunity to closely examine products, familiarizing themselves with the high quality of S.T. Dupont craftsmanship.

Paul Andre with Nick Sullivan, Esquire Magazine’s Fashion Director



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The Dinner

In addition to providing seating name cards, each menu was printed customized with a welcome note addressing each guest by name. The three course dinner began at 8pm with a presentation by Alain Crevet. Stimulating conversation continued through the evening, with the final guest leaving at 10:30pm.



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PROFILE OF PUBLICATIONS IN ATTENDANCE

Publication Summary Circulation Ad Value

Robb Report For over 30 years, Robb Report magazine has served as the definitive authority on connoisseurship for ultra-affluent consumers. Robb Report not only showcases the products and services available from the most prestigious luxury brands around the globe, but it also provides its sophisticated readership with detailed insight into a range of these subjects, which include sports and luxury automobiles, yachts, real estate, travel, private aircraft, fashion, fine jewelry and watches, art, wine, state-of-the-art home electronics and much more. For connoisseurs seeking the very best that life has to offer, Robb Report remains the essential luxury resource.

100,000

$14,883 - $30,091

Worth

Worth addresses the relevant financial, legal and lifestyle issues unique to high net worth individuals. From stories about dynamic wealth creators to expert advice on wealth management, the magazine is organized into three chapters: ‘Make’ focuses on wealth creation and entrepreneurship; ‘Grow’ centers on wealth management and investing, and ‘Live’ highlights philanthropy, lifestyle and passion investing.

125,000

$21,465

Forbes Life ForbesLife inspires executives and entrepreneurs—those with the most access and the least time—to maximize the rewards of their success. Our worldly readers depend on ForbesLife to filter out the noise of conspicuous consumption and advise them on the most worthwhile places to spend their time and money. We curate the world to uncover the most interesting trends, destinations, products, and experiences—those with unique stories and enduring value. In short, we are the insider’s guide to the limited-edition lifestyle.

894,900

$41,300 - $106,900

Elite Traveler Elite Traveler's unique editorial is specifically targeted to the private jet lifestyle, from its oversize format and high-quality glossy paper to the beautiful pictorials of the best suites and villas in the world. Industry experts agree, as Elite Traveler has won over 12 awards for excellence in editorial and design, including the 2007 Ozzie Award for Best Use of Photography. Articles provide detailed information readers can't find anywhere else, such as the names of the best therapists at top spas, and direct phone numbers for resort general managers. With the most knowledgeable editors covering key categories such as watches, jewelry, fashion, automotive, spirits and travel, Elite Traveler is an indispensable guide for the ultra-wealthy to find the best in luxury products and services.

Controlled distribution to 4,000 at the following distribution points: Private Jets, Mega Yachts, Pro sports team locker rooms and training facilities; Top private clubs; Top suites at top hotels, and First class commercial airline cabins and lounges on key intercontinental long-haul routes.

$17,390 - $36,225



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Departures Departures, the leading authority on luxury lifestyle, is published by the American Express Publishing Corporation for American Express Platinum Card® and Centurion® members. Departures is published seven times per year and has 11 international editions.

1,138,483 - Controlled distribution exclusively to Centurion American Express card holders

$39,200 - $83,500

Esquire Esquire is an award winning magazine for men which has been running for more than 70 years. While other men’s magazines are written for highly aspirational readers, Esquire is geared toward men who have arrived. They dress for themselves; have both the means and knowledge to invest; can order with confidence in a fine restaurants; have a healthy respect and admiration for women; take vacations that enrich their lives and recharge their energy; and have mastered many of life’s basics. What they want is a primer on how to lead a richer, better, fuller and more meaningful life.

700,000

$45,050 - $103,960

Men.Style.com Men.Style.com – the first substantive Web site devoted to men's fashion and lifestyle – launched in January 2005. The online home of GQ and Details, Men.Style.com speaks to the sophisticated male reader who spends time, money, and energy on his appearance and surroundings. The site features fashion, gear, and entertainment news; buying guides for everything from skis to cell phones; regular features on fashion trends and pop culture; style and grooming advice; celebrity interviews; and comprehensive coverage of the men's runway shows in Milan, Paris, and New York. In addition, a daily news item, delivered direct to the reader's in-box, focuses on everything from the latest cool gadgets to the books and movies everyone's buzzing about to breaking developments in the fields of travel and entertainment.

1.6 million unique visitors monthly

N/A

Veranda VERANDA is one of the world’s most exquisitely produced interior design magazines. Published bimonthly on superior quality paper, it is a visual tour de force distinguished by the generous coverage of residential designs, authoritative articles on jewelry, decorative arts, antiques, collectibles, luxury products, books, unusual travel destinations, must-see art exhibitions, renowned architects and the latest and best home furnishings. VERANDA readers enjoy luxury and sophistication that is best expressed in their elegant homes and refined personal styles. They are truly affluent with income and assets ranking higher than any other home magazine.

454,619

N/A

National Jeweler NATIONAL JEWELER reaches the U.S. industry's most important retailers, including every major reseller and virtually 100 percent of the companies listed as "1" or "2" operations by the Jewelers Board of Trade. The industry's only news tabloid covers all the topics of importance to the retail community and is the leader in conducting and disseminating trade and consumer research and identifying the trends that shape the industry.

N/A

$6,530 - $12,850



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International Herald Tribune

The International Herald Tribune, the global edition of The New York Times, creates, collects and distributes world news, information, entertainment and opinion of the highest journalistic integrity. Its balanced perspective addresses all areas of human interest and is trusted and enjoyed by people in all corners of the globe.

239,689

$36,756 - $111,661

LAST MINUTE CANCELLATIONS – TO FOLLOW UP WITH ADDITONAL INFORMATION

T: The Style Magazine of the New York Times

For half a decade, T: The New York Times Style Magazine has been at the forefront of global culture, exploring the worlds of fashion, beauty, design, living and travel with imagination, intelligence and originality. Fifteen times a year, T: The New York Times Style Magazine takes an insightful look at the many facets of global culture, illuminating our readers' perennial passions — fashion, beauty, design, living, travel — with imagination, intelligence and originality. Each issue explores the aesthetic world with visual artistry and journalistic precision, creating a fascinating interplay of images by the world's most illustrious photographers, including Robert Maxwell, Raymond Meier and Jean Baptiste-Mondino. And T has an expanding global presence, with nytimes.com/tmagazine becoming a leading online style destination, distribution in the International Herald Tribune in Europe and the Middle East, and in 2009 T will continue to expand its award-winning mixture of entertainment and enlightenment throughout Asia.

1,451,233

$47,395 - $107,075

Portfolio.com Portfolio.com is a business news website published by American City Business Journals. Formerly owned by Conde Nast Publications, it features original stories, blogs, and columns about entrepreneurs and businesses big and small. Key industries the site will devote resources to include: banking/finance, technology, health care, advertising/marketing/media, and business travel/aviation.

N/A

N/A

Details Smarter, savvier and more stylish, DETAILS sets the trends and uncovers the stories that keep the modern man a step ahead of the crowd.

440,841

$25,720 - $59,00



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S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF MADISON AVENUE

Save the Date Email

A Save the Date email was created and hosted online at http://davidoff.lmrpr.com. This email was distributed four weeks prior to the event to select guests of Davidoff and press.

Invitations

Invitations were made in plastic and sized 3.5 x 2. They were placed in 3.75 x 2.25 gold metallic envelopes, which in turn were placed in 5 x 5 black envelopes.



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Launch Event

The event began at 6:30pm; Mike Herklots and Alain Crevet formally welcomed guests at 7:30pm. The target goal of 85 guests was reached, with more than 15 people being turned away at the door for not being on the guest list. Representatives from 23 different media outlets attended.



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SERVICES PERFORMED BY THE LILIAN RAJI AGENCY

On August 10, 2009, The Lilian Raji Agency was engaged to coordinate a week long series of events in both east and west coasts. After conducting an in-depth survey of the S.T. Dupont brand through a series of personal research and discussions with S.T. Dupont Americas Area Manager, The Lilian Raji Agency recommended a publicity strategy that included coordinating a private dinner for select press with S.T. Dupont CEO and participation in a Hollywood celebrity gifting lounge, which would support S.T. Dupont’s Ambassador Program. In addition to coordinating and managing these two opportunities, The Lilian Raji Agency also managed public relations for the launch party to premiere the new S.T. Dupont Shop In Shop Corner Boutique at Davidoff Madison Avenue. The following presents a list of activities conducted by The Lilian Raji Agency in coordinating and managing these events.

Marketing

Communications

Graphic Design

Invitation Design – Media Dinner Invitation Design - Davidoff Step and Repeat design Retractable banner layout Save the Date Email Design for Media Dinner Save the Date Email Design for Davidoff Online hosting of Save the Date Emails – Media Dinner Online hosting of Save the Date Emails – Davidoff Digital Media Kit artwork Digital Media Kit development (in partnership with S.T. D team)

Vendor Management

Identifying and managing invitation printers Identifying and ordering invitation envelopes

Media Relations

Media Dinner

Identifying 38 press contacts within categories of travel, men’s lifestyle, luxury lifestyle, and business

Save the Date Media Dinner email distribution to 38 press contacts Recommendations for press gifts (in partnership with S.T. D team) RSVP management for media dinner Follow up calls to press to secure RSVP Follow up reminder calls to press day of media dinner Press introductions during media dinner Handwritten thank you notes to all who attended media dinner

Davidoff

Press release development announcing S.T. Dupont/ Davidoff partnership Press release distribution via wire Davidoff event posting on official Fashion Week Calendar Press introductions during Davidoff event Interview with Esquire Taiwan and New York Post during Davidoff event



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Experiential Events

Vendor Management

Identifying and making contact with six locations for media dinner Negotiating with three locations to receive best value Final negotiations with The London Hotel Securing AV equipment Food selection Customized menus design Negotiating photographer (in partnership with S.T. D team) Securing images post-events

Event Management

Timeline creation for media dinner Invitations stuffing and mailing – media dinner and Davidoff (250 total) RSVP management for Davidoff Credentials management at Davidoff (in partnership with S.T. D team)

Celebrity Outreach

Securing meeting with very important actor for US Ambassador program Securing Emmy Awards tickets Discussing with stylists opportunities to have products featured on Dexter, Mad Men, True Blood

and Desperate Housewives

Strategic

Partnerships/

Sponsorship

Opportunities

Identifying and making contact with three Emmy Suites companies Negotiating with two Emmy Suites companies to receive best value Final negotiations with Madison and Mulholland Emmy Suite Recommendations for Emmy Suites gifts (in partnership with S.T. D team) Photography during Emmy Suites (in partnership wit S.T. D team) Communications with press to discuss post-event editorial opportunities Event management to ensure full terms of sponsorship received from event organizer Providing logos, images and brand information to event organizers pre-event Negotiations with London Hotel West Hollywood to receive best room rates Securing rental cars Securing secondary hotel post Emmy Suites event Securing images post-event Securing editorial coverage clips post-event

S.T. Dupont - A Case Study

Business

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