Chengdu, It’s Time to IFS – Innovate, Fabulous, Share “I’M HERE” Giant Panda Art & Charity Grand Opening Campaign Budgeting and Resulting Cost Effectiveness Items Cost (RMB) Creative Fee Overall Creative Concept Development, includes - Giant Panda Creative Concept Development - Grand Opening Thematic Campaign Concept Development - In-Mall Events/Exhibitions Concept Development 2,000,000 PR Fee / Agency Fee PR Consultation Fee 1,447,490 Production Fee & Labour Cost Giant Panda Project Production, Installation, Exhibitions & Photography 5,425,000 Grand Opening Ceremony, In-mall Events, Parades and Performances 5,273,348 Miscellaneous (i.e. Photoshooting, video shooting, gifts, 874,786 transportation, print collaterals) Media Fee Media placement 5,425,598 Media Tour & Hotel Accommodation 203,150 Total Cost 20,649,372 Annual Marketing Budget 75,000,000 Total Cost vs. Annual Marketing Budget 27.5% In order to achieve the best possible results, the budget was used in the most innovative manner to achieve the greatest cost effectiveness and fabulous media coverage in both traditional media and shared on social media. This was justified by the media ROI of 6.92x achieved from the “I’M HERE” Giant Panda Art & Charity Grand Opening. 1. Leverage on expertise of third parties • Tapped on expertise of third party agency for PR efforts, to achieve greater effectiveness in terms of cost, time and quality 2. Leverage on social media to increase viral factor with a higher ROI o Giant Panda and charity initiative generated a lot of buzz among consumers and became the talk of the town, creating a viral effect and social media hype (including Facebook, WeChat, Sina Weibo, etc.) 3. Creative and unconventional media tour experience to increase effectiveness of media coverage • In addition to a tour around Chengdu IFS for the media, visits to the Panda Conservation Centre were innovatively arranged for the media where they had a chance to personally interact with the pandas, which brought out the true substance of the campaign through the media lens and enriched the media coverage in positive angle