1. ELLIS KOPEL IPRN PROJECT OF THE YEAR 2010 A PROJECT FOR CRISIS TIMES!

2. FAL SECURITY BOOTS IN SICUR 2010 (International Spanish Security & Safety Fair)

3. Background  One month before the International Security and Safety Fair of Spain, FAL SECURITY BOOTS (Spanish leading company in professional boots for firefighters, police, army and the industry) decided to change communication agency.  They started to look for a new agency to help them in their attendance to the top fair of the year.  FAL had very precise PR objectives.  The main goal was to get coverage in the Spanish top prime time TV news the first day of the exhibition.  Their claim for the exhibition was: FAL HAS SUPERPOWERS May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

4. The Challenges  610 participants in the Fair and more then 10 shows daily during the exhibition.  Create “news” to attract TV media staff at the FAL stand.  Guarantee presence in the top prime time TV News programs and beat their past record: 3 clips!.  Fees according to crisis times and will depend on results!  Budget: 4.000 €!, with a bonus of 300 € per clip at any of the top 5 TVs, but only in prime time news!. May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

5. The Strategy  Create a show to capture the interest of TV Crews at the booth.  Must be attractive, simple and short: Superbadguys vs Firefighters with FAL boots.  Motivate TV heads to place visit to FAL stand in their agendas for individual recordings.  Coordinate internal client team with the agency support for TVs staff attendance and their special requirements. May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

6. Our proposal  Organize the show to take place 4 times a day.  Disseminate a press release with the new products and the show taking place during the exhibition.  Record the show and send a video press release to the top TVs.  Edit a clip (1 minute) for TVs web portals.  Coordinate with the Exhibition Press Officer the TV staff arrivals to the show and coverage.  Achieve that the TVs staffs record the show and interview the FAL CEO. May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

7. Stand Design May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

8. Superbadguys May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

9. The show May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

10. The clip May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

11. Results /1 May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

12. Results /2  17 Web pages. Two examples: May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

13. Evaluation  Client investment: 5.300 € (PR) + 6.000 (Show Production)  Coverage value in TVs: 140.000 €  Coverage value in TV websites: estimated more than 20.000 €  Media coverage: pending. Estimation more than 10.000 €  Total minimum ROI: 170.000 € - 15 times the investment!- May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

14. Conclusions  If you are going to a fair and want to capture TV news interest think about preparing a good show.  The price of the show can be a small proportion of the return you can get in TV coverage.  The crisis is over!. Don’t sell good PR cheap unless you have a lot of spare time or want to experiment something! May, 2010 Project of the Year – LUCA COMUNICACIÓN CORPORATIVA

15. May, 2010 Thank for your attention Project of the Year – LUCA COMUNICACIÓN CORPORATIVA