JUZOUR | Launch Strategy Monday, August 1, 2011

Strategic Objective Use the launch of the film Nawfez El Rou7 (Windows of the Soul) to launch JUZOUR, creating awareness and positioning the foundation among its stakeholders.

Tactical Objective Create hype and anticipation around the documentary film in order to attract traffic to the theatres and to start raising money for the foundation. Funds will be raised mainly through: -The Sale of Tickets -The Sale of Merchandising Items/DVDs -The Sale of the film to documentary channels

The Big Idea Historys Futures: Investing in your historys future

The Rollout Plan Phase I: Thu, August 25, 2011 Public Viewing Phase II: Thu, September 15, 2011 Theatre Viewing & JUZOUR Official Launch Ceremony Phase III: October 01, 2011 Documentary Channels & DVD Sales

Phase I Public Viewing (Gorilla Tactic) Thursday, August 25, 2011

Public Viewing On the evening of Thursday August 25, when streets are packed with people shopping for Eid, we will simultaneously start showing the film on as many LED & other outdoor screens as possible, across Syrias main cities.

Public Viewing The screens will be equipped with sound system and film will have a scroll banner, inviting people to watch the film in theatres across Syria as of September 15th. The media will also be invited to cover the event and create hype around the film… disseminating the key messages that will help position the event and the foundation. We can also ask Addounia & Syrian TV to have interviews with people on the road during the event.

Material Needed For Public Viewing (Aug 25) JUZOUR Brochure/ Press Release Documentary Film with Scroll Banner pre-announcing the launch of the film in theatres. Sound System

Material Needed To start on August 26 TVC (Edit from existing footage) to run in the peak hours after Iftar Radio Commercial Website (If ready)

Phase II Theatre Viewing & JUZOUR Official Launch Ceremony Thursday, September 15, 2011

Theatre Viewing Starting Thursday, September 15, the film will be launched in Cinema establishment theatres in Syria for a period of 1 week; allowing the public to buy tickets to watch the Syrian Tale and buy the cultural souvenirs. Tickets should be sold at an affordable price to all, and depending on the theatre where the film is being played

JUZOUR Official Launch The foundation will also be launched on Thursday, September 15 through a VIP show at Dar Al-Assad. The event will begin with a welcome speech and introduction about JUZOUR, followed by a viewing of the documentary film, which will be integrated with live performances by Ibrahim Keivo and the orchestra.

Material Needed ATL TVC (Edit from existing footage) Radio Commercial Print Ads Press release

Material Needed BTL Posters Venue branding Tickets Film Visual ID (Enhancement) VIP Invitations JUZOUR Brochure

Material Needed Digital Website Facebook Page Web Banners

Material Needed Merchandising Items VIP Collectors DVD Edition Collectors DVD Edition Bookmarks (Stainless-steal & paper) T-Shirts Bandanas Sacks Tea/coffee Sets Mankala Set Barjees Set Backgammon Set Notebooks & Pens

Phase III Documentary Channels & DVD Sales Saturday, October 01, 2011

Documentary Channels Selling the broadcast rights to as many documentary channels as possible; sharing Syrias cultural wealth with the world. We will also need to have dubbed versions of the documentary film, in languages such as English, French, Spanish and German… If we want to broadcast the film on non-Arabic speaking channels.

DVDs DVDs containing the documentary film (in both VIP & regular editions) will be sold thereafter in bookshops; gift shops; megastores and newsstands in hotels, museums, airports as well as online. We can also explore selling the merchandising items, if such is deemed feasible.

Material Needed ATL TVC (Edit from existing footage) Radio Commercial Print Ads Press release

Material Needed BTL Posters Product Stand

Material Needed Digital Website Facebook Page Web Banners

Material Needed Merchandising Items VIP Collectors DVD Edition Collectors DVD Edition Bookmarks (Stainless-steal & paper) T-Shirts Bandanas Sacks Tea/coffee Sets Mankala Set Barjees Set Backgammon Set Notebooks & Pens

Film Festival Its also recommended to participate in the 19 th session of Damascus International Film Festival, which will be held in November 20-27, 2011.

Thank you