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Reaching New Heights with Burj Khalifa

TABLE OF CONTENTS Company Overview Communication Task Objectives Creative Solution Editorial Outline Financial Summary Contact April 22 nd, 2010 Reaching New Heights with Burj Khalifa The Company

TABLE OF CONTENTS Company Overview Communication Task Objectives Creative Solution Editorial Outline Financial Summary Contact Reaching New Heights with Burj Khalifa April 22 nd, 2010 The Company

Established in 1999, The Company is an international business-to-business and business-to-consumer professional magazine publisher with a head office in Dubai Media City, Dubai, United Arab Emirates. With more than 80 professional publishing employees in Dubai alone, The Company excels across the spectrum of the publishing arena, producing an array of customer-focused products spanning all major magazine publishing genre. In addition, The Company enjoys an exemplary international production, advertising sales and distribution network, through branch offices and media partners worldwide. Global Network: The Company has established a global network enabling us to develop and build relationships in new markets. Dubai Head Office:Branch offices in: Offices 007 – 009, Building 9  Bangkok, Thailand Dubai Media City  Abu Dhabi (pending) PO Box 37626, Dubai, UAE  London, United Kingdom Tel: The Company CORPORATE PROFILE

Established in 1999, The Company is an international business-to-business and business-to-consumer professional magazine publisher with a head office in Dubai Media City, Dubai, United Arab Emirates. With more than 80 professional publishing employees in Dubai alone, The Company excels across the spectrum of the publishing arena, producing an array of customer-focused products spanning all major magazine publishing genre. In addition, The Company enjoys an exemplary international production, advertising sales and distribution network, through branch offices and media partners worldwide. Global Network: The Company has established a global network enabling us to develop and build relationships in new markets. Dubai Head Office:Branch offices in: Offices 007 – 009, Building 9  Bangkok, Thailand Dubai Media City  Abu Dhabi (pending) PO Box 37626, Dubai, UAE  London, United Kingdom Tel: The Company CORPORATE PROFILE

The Company PORTFOLIO

The Company PORTFOLIO

Reaching New Heights with Burj Khalifa The Company

Reaching New Heights with Burj Khalifa Communication Tasks The Company proposes to create a monthly bespoke luxury-led and quality-focused lifestyle magazine for Burj Khalifa, strategically positioned to replace the existing Altitude Newszine. The publication will reflect and project the prestige, innovation and unique standing of the Burj Khalifa in the world community as the tallest building in the world. This product shall:- contribute to the allure of all aspects of “Burj Khalifa living” by effectively highlighting the full spectrum of both the commercial and lifestyle opportunities within this vertical community; provide effective, relevant, exclusive and high-end lifestyle features that appeal to the elite reader, showcasing the best that the world has to offer; positively associate the Burj Khalifa with the most luxurious travel destinations; serve as an effective communication platform for Burj Khalifa and Emaar to deliver its various messages to the resident, guest and business communities resident within this prestigious development; work as a recognized monthly publication, providing the most authoritative source of reference for the most up-to-date information on the tower’s innovations and developments; effectively heighten the recipient’s perception and awareness of the elite Burj Khalifa offer and the raft of related services and opportunities; compliment and augment the existing portfolio of Emaar’s existing marketing initiatives. The Company

Reaching New Heights with Burj Khalifa Objectives As a life, business or hotel resident within the Burj Khalifa, the reader of the Magazine will seek up- scale information that is relevant to their every-day lives and which caters to their lifestyle requirements. The Magazine’s objective will centre around this fundamental mandate, yet subliminally associate the prestigious Emaar brand. Essentially, the Magazine shall appear both accessible to all relevant recipients, yet exclusive and unobtainable to the general public; thus heightening its allure, prestige and mystique. Furthermore, the status of the publication itself will be such as to accrue enduring recognition as a highly collectable title on a monthly basis. Altitude will:- entertain and enlighten the various resident groups within the Burj Khalifa; serve as the first marketing touch-point for all residents of the tower; provide up-to-date information about the various happenings within this prestigious property; positively associate the Burj Khalifa brand with the highest level of luxurious lifestyle content; provide key information on relevant attractions within Downtown and The Dubai Mall; deliver key commercial messages directly to the prestigious residents of the tower. The Company

Reaching New Heights with Burj Khalifa Creative Solution Working with the Burj Khalifa management team, the Magazine will be fully designed upon confirmation of this proposal to the highest possible levels of international publishing to enhance the luxurious standards set as a standard by the Burj Khalifa. This iconic publication will directly mirror the prestige of the iconic tower in which it will be distributed. Our proposed creative strategy will also provide a powerful catalyst for the delivery of exclusive messages and will inspire the reader to want to pick it up and read its content. Product Specification Size:240mmW x 330mmH Extent:80 pages + 4 cover [rising to 96 pages with advertiser demand] Cover Stock:350gsm Art Glossy Cover Finish:5 colour and Soft Touch lamination with Gold or Silver Foiling on Masthead Inside Stock:150gsm Art Sappi Matt Colour:5-colour throughout Binding:Perfect Language:English only Quantity:xx,xxx Frequency:Monthly Distribution Upon confirmation of the award of the Contract to publish the Magazine, The Company shall provide a comprehensive distribution breakdown, together with its full distribution recommendations. Central to our proposal is the exclusive and sole distribution of the Magazine within the tower. TMF shall deliver the Magazine to all points of distribution on a monthly basis, and will ensure that sufficient numbers are replenished throughout each month to ensure a consistent presence in key public distribution points within bespoke distribution stands provided by Burj Khalifa and door to door.

Reaching New Heights with Burj Khalifa Editorial Overview Altitude will consist of a wide range of comprehensive luxury-oriented lifestyle and travel editorial features. The Company shall appoint a dedicated Editor to the Magazine, which person shall also act as the contact person to liaise with Burj Khalifa personnel and be responsible for developing, writing and editing the entire Magazine. In particular, working with Burj Khalifa and under their guidance, The Company shall prepare a comprehensive and exclusive editorial plan for each issue of the Magazine, based on the following content options: luxury lifestyle features of particular interest to the residents of Burj Khalifa; international travel destination reviews and features; high-end fashion features; quality restaurant reviews; exclusive gadget and product pages; poignant interviews with inspirational regional and international personalities; Burj Khalifa section highlighting news and specific developments within the tower (provided by Burj Khalifa); “Upscale Downtown” - providing updates on high-end happenings in the Downtown area, including Souk al Bahar and The Dubai Mall. The above options provide a sample of what could be included, but can of course be adapted to suit the specific requirements of Burj Khalifa.

Reaching New Heights with Burj Khalifa Financial The Company Publishing shall conceptualize, design, layout, art direct and select photography, compile, source, edit, sub-edit, print, publish and manage the distribution of this bespoke and prestigious Magazine on a monthly basis. Subject to our appointment as publisher for a minimum three-year period, the following financial proposal refers: Publishing Costs: The Company shall underwrite all costs associated with the publishing of the Magazine. Printing Costs: The Company shall underwrite all print production costs on a monthly basis. Distribution Costs: The Company shall underwrite all costs associated with freely distributed copies of the Magazine to all distribution points. It shall also manage the distribution of Altitude through direct mail. Burj Khalifa shall underwrite all costs associated with direct mail and courier delivery of the Magazine. Advertising: The Company shall be entitled to sell commercial advertising in order to recoup its considerable investment of more than AED 280,000 per issue. Advertising shall not be obtained from Mall operators or property developers only. Royalty Fee: The Company shall pay the following Annual Royalty Fees to Burj Khalifa on a quarterly basis in arrears in return for the rights granted to publish the Magazine on an exclusive basis for three years: 2010: N/A 2011: $xx,xxx US2012: $xx,xxx US

Contact John Doe Deputy Managing Director The Company Office 007, Bldg 9 Dubai Media City, Dubai, UAE P.O. Box Tel: Fax: Reaching New Heights with Burj Khalifa