miraworld is a public relations and marketing agency based in Sydney, Australia with operations internationally.

1. your world. our business. miraworld

2. Notice The contents of this document remain the intellectual property of miraworld. The use of any idea or concept must have the written consent of miraworld. All rights reserved in all countries. © miraworld pty ltd 2009 2 © miraworld 2010

3. Why miraworld ? In today’s congested business climate, a public relations strategy is not a luxury. It’s a necessity. A way of life. Competition makes it necessary. You have to control your image and set yourself apart. Stand out. Show your customers how you’re different, and why they should choose you. In fact, the need for an effective PR campaign has grown in direct proportion to the growth of global commerce. Fortunately, so has the sophistication level of the industry’s tools and methods. A focused, intelligent public relations campaign is a powerful tool. It can locate your audience and communicate your message to them quickly. It can enhance your image, even reinvent it. It can help your company grow, generate goodwill, influence opinion and behaviour, and raise your bottom line. A good public relations program is so effective, in fact, that even companies with healthy internal marketing departments use outside firms as reinforcement. So, it’s clear: you need public relations and marketing. Then what? Then it’s about choosing a firm. How do you do that? By looking at past success. Check out miraworld’strack record . 3 © miraworld 2010

4. Who are we? miraworld is a boutique public relations and marketing consultancy serving the travel and tourism, food and wine, hospitality, leisure, lifestyle and fashion sectors. We provide consulting for, and implementation of, focused, strategic marketing plans to enhance the performance and profitability of your business. We work with companies and individuals to improve communications, and help them establish and maintain productive relationships with the community, consumers, other businesses, employees, public interest groups, and print, broadcast and online media. Based in Australia, miraworld boasts extensive experience on an international scale, and an wide network of contacts. We are in a key position to build your company’s image, reputation and visibility, and to increase awareness among your demographic and potential clients. 4

5. Our team miraworld, the creation of Barbara Raffellini, has a reputation for getting results. As top public relations and marketing professionals with expertise covering a broad spectrum of industries and countries, we take great pride in our successes. Smart and savvy, we’re also friendly and approachable. And although we’re very experienced and accomplished, we remain open to fresh ideas and new perspectives. Just as importantly, we’re always careful to work within – and to maximize the results from - your budget. miraworld is a boutique consultancy, so we can give you a highly personalised service. We’re not burdened by unnecessary delays and red tape; we can seize new ideas and opportunities quickly, and act immediately to ensure the most effective public relations and marketing solutions for your business. The miraworld team staged events in Australia for PromPeru – the national tourism board of Peru. October 2009 5 © miraworld 2010

6. What do we do? Our core practice areas Uniquely qualified, miraworld develops effective, dynamic public relations and marketing programs over a cross section of industries. Our core practice areas include travel and tourism, food and wine, hospitality, lifestyle and leisure. Based in Australia, we are well connected globally, with the majority of our current clients and operations in Australia, Italy, New Zealand, the United States and China. 6 © miraworld 2010

7. Travel & tourism Dramatic changes have rocked the global tourism industry over the past few years, and people are understandably nervous about travelling. To quell these fears, brand-building and innovative strategic solutions are more important than ever. miraworld is an expert in travel and tourism. Our global network of contacts, capacity to anticipate trends, and destination marketing expertise make us a superior choice for promoting your travel organisation. We specialise in: destinations state and national tourism offices convention and visitors bureaus hotels, resorts airlines cruise lines rental car companies attractions museums historic sites theme parks tour operators 7 © miraworld 2010

8. Food & beverage In the crowded food and wine industry, it takes more than a bowl of pasta or a glass of red wine to capture consumer interest. miraworld can help increase media attention, raise consumer awareness, and generate interest and sales for products and personalities alike. For instance, food and wine tourism has exploded in popularity. Your brand can benefit greatly by taking advantage of this trend. Let miraworld create a comprehensive marketing and brand campaign for you, including strategic alliances with industry partners. We specialise in: cookbooks travel, food and wine authors culinary professionals foodies sommeliers celebrity chefs cooking schools premium food and beverage products wine 8 © miraworld 2010

9. Hospitality The hospitality industry faces many ongoing challenges. As a labour-intensive industry, it suffers from a high turnover in staff. There are also new operators entering the market frequently, so for companies to survive among the competition, they have to continually reinvent themselves, and work ever harder to build and maintain a loyal following. miraworld is a global leader in hospitality. Let us help you with your marketing, branding, public relations and promotions. We work with: hotels, motels, guest rooms, B&Bs, serviced apartments resorts, spas, retreats cafes, restaurants, food outlets bars, pubs, clubs shopping malls, retail operations ships, cruise lines 9 © miraworld 2010

10. Lifestyle All over the world, consumers are seeking to improve their quality of life. They’re striving to be well rounded, with a better balance between work and play. miraworld understands the motivations, behaviour and trends of this sector. We can increase your visibility, boost your sales and find your audience by making sure your image reflects your spirit. Let us create a fine-tuned marketing plan for you. Our lifestyle clients include: beauty wellbeing healthy living life coaching personal development education entertainment home furnishings and design luxury real estate arts and culture 10 © miraworld 2010

11. Leisure With many people enjoying more disposable income and free time these days, the leisure industry is thriving. This is good news for you, but it also means more new outlets are vying for your customers’ attention—and money. miraworld is a favourite among leisure operators, thanks to our industry experience and strong network of connections. Let us build your market presence, create interest, and boost your sales. Leisure outlets include: attractions adventure operators heritage parks amusement parks, water parks, theme parks recreation facilities festivals, events entertainment and sporting facilities, fitness centres 11 © miraworld 2010

12. Our services: Digital PR Embracing the massive opportunity offered by the power of emergent media and social networking technologies, miraworld is at the forefront of tailored public relations campaigns for highly targeted audiences. We know how best to use online social networks, wikis, blogs, digital videos and photos, podcasts, e-newsletters, mobiles, ipods, bluetooth, and viral marketing. We are eagar to work with open-minded clients who are prepared to push the envelope by using a combination of both traditional and Web 2.0 and Web 3.0 strategies to achieve results. online communities Social media and online communities like facebook, You Tube, Flickr and Linkedin, create links and encourage the exchange of ideas, leading to increased visibility on an international stage. miraworld can promote your image, creating a personalised profile for you, constantly updated, rich with interesting content and external links. Through these new forms of technogy we will communicate with the world, we will advertise your events, publish articles and news about you but most importantly we will forge important and direct relationships with your potential customers. online newsroom miraworld’s new interactive website will have an online newsroom dedicated to clients, including your company, providing you with a multimedia window for you to increase your visibility in every part of the world. You can download videos, read articles and media clippings, joing a blog or a forum and access an image gallery. All through a modern and innovative platform. You will also be able to link up to the more popular social networking sites like facebook, You Tube, Flickr and Linkedin, where we can assist you with the creation of your personalised page. 12 © miraworld 2010

13. Our services: Digital PR permission marketing Personalised and targetted communications are the secret to gaining trust and increasing sales. miraworld can design and distribute your e-newsletters which are rich with multimedia content to your clients and potential clients. At the end of the e-marketing campaign we can furnish you with detailed report. online videos Advancing our aggressive push into emergent media, miraworld has forged alliances with leading tv production companies. Unlike traditional corporate videos or broadcast tv, the secret to online video success is producing short, snackable and entertaining content especially geared to online audiences to ensure a high viral marketing appeal. online photogallery A personalised online image gallery can be created for you using our sophisicated programme. Your target audiences and in particular the media can be given a special access code to be able to view and download images. All of the viewing infomation will be given to you in a report. 13 © miraworld 2010

14. Our services: traditional PR Even though emergent media are now at the centre of attention, a good integrated public relations campaign also includes traditional public relations by promoting and developing good relations with the media and key stakeholders and audiences. media relations miraworld adopts a proactive approach of drafting and distributing media releases and actively pitching story ideas, seeking out and seizing editorial and interview opportunities. event management Planning a convention consumes valuable time and other resources. miraworld can organise and run your meetings, events, seminars, conventions, media conferences and speaking engagements. Our services include site selection, logistics, catering and accommodations. miraworld launched the first store fo I Sold it - an e-commerce world leader. Many VIP’s and media attended the event. August 2007. 14 © miraworld 2010

15. Our services: traditional PR trade show support miraworld will coordinate and organise every aspect of trade shows, including booking your attendance, and handling logistics like travel and accommodations. We can also arrange conferences, media and trade appointments at the event. brand & image development Your brand or positioning can be improved by establishing crisp messages that shape your identity. miraworld is experienced in the development of clear corporate images such as logos, stationary and even a new name. We can handle all aspects of advertising and sales promotion – concept, design, and complete implementation of the campaign. product launches Launching a new product or service can be a daunting task. miraworld can plant the seed before launch, wave the flag on rollout and maintain visibility long after the initial excitement has died down. miraworld organised a joint promotion for the Cinque Terre National Park with Singapore Airlines and seven Myer department stores in Sydney,Australia. June 2007. 15 © miraworld 2010

16. Our services: traditional PR partnership brokerage Creating strategic partnerships and alliances can strengthen your business’ position and lead to a prosperous future for your organisation. miraworld has the insight and connections to source and develop mutually rewarding partnerships for you. strategic philanthropy Increasingly, companies are being called upon to address pressing societal needs. miraworld researches existing and potential philanthropic avenues, identifies partners and stakeholders, and maximises your community investments and visibility. Coordination of famils A famil is a trip organised for the media or the travel industry and its purpose is to give you more visibility. We can help you target the right participants, helping them with the logistics, planning their trip and providing them with pertinent information about you. miraworld negotiated a partnership between the Great Wall of China and the Cinque Terre. It was hailed as ‘the first cultural link between Italy and China’ by the then Italian Vice Premier, Francesco Rutelli. July 2006 16 © miraworld 2010

17. Our services: traditional PR miraworld worked with Confindustria - the Italian Employer’s Federation - to promote women in business and internationalisation. June 2009 public affairs and lobby With substantial political experience and government background, miraworld knows how to help you maintain and improve relations with government and statutory or semi-official bodies through sophisticated use of political intelligence and lobbying. fundraising and sponsorship If you wish to host an event or activity for a focused cause, miraworld can source partners to provide financial or “in kind” support, where both parties will benefit. representative office A representative office, managed by us, will allow you a presence overseas without all the expensive overheads of setting up an office. 17 © miraworld 2010

18. Our fee structure miraworld provides strategic counsel on, and implementation of, public relations and marketing plans.Our fees are based on each client’s individual needs and budget, the size and estimated duration of the project, and other considerations. We have several fee structures that may be appropriate for you: retainer, hourly rate, project fee and concept fee. We will examine your project and budget with you to determine the structure that best suits your needs.Disbursements are billed separately. retainer A retainer is most appropriate when there is a clear need for ongoing assistance. It is based on an agreed-upon, detailed work and resource plan for a defined period, and it reflects the likely workload required of miraworld. Retainers cover a period of activity—normally one to two years—and are paid monthly. hourly rate The hourly fee is best for “one-off,” occasional or smaller projects. We set a per-hour rate based on the parameters of your project, and charge for actual time spent, in increments of 15 minutes. project fee Project fees are appropriate for large-scale or long-term projects, and are a set lump sum based on the requirements of the project. The fee covers miraworld’s planning, creative process, materials and implementation. concept fee Our concept fee is a one-off sum that covers the cost of developing a creative campaign concept. It is based on two factors: the estimated value of an idea to the client’s business, and its anticipated use in an agreed context over an agreed period. Using the concept outside the agreed parameters will incur an additional fee. disbursement fee Business expenses incurred by miraworld on your behalf are charged back to you separately and in regular intervals. These expenses include telecommunications, postage, couriers, printing, media monitoring, media distribution, travel, etc. 18 © miraworld 2010

19. Contact us PostPO Box 832, Mona Vale NSW 1660, australia tel+612 9997 1526 fax+612 9997 1569 emailreception @ miraworld.com webmiraworld.com blogmiraworldpr.blogspot.com facebookmiraworldPR TwittermiraworldPR You TubemiraworldPR FlickrmiraworldPR SkypemiraworldPR Slideshare miraworld 19 © miraworld 2010