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OUR AIM IS TO BECOME THE #1 FOOD FESTIVAL IN THE CARIBBEAN

OUR MISSION

OUR MISSION IS TO CREATE AN ANNUAL SIGNATURE EVENT THAT WILL HARNESS JAMAICA’S CULINARY

AND CULTURAL APPEAL.

WE HOPE TO USE THIS EVENT AS A VEHICLE FOR FUNDING A NUTRITIOUS FEEDING PROGRAMME FOR

NEEDY CHILDREN, WITH A VIEW TO ENDING CHILDHOOD HUNGER WITHIN JAMAICA.

IN ADDITION THE EVENT WILL:✤Provide exciting, engaging and wholesome entertainment for families across

the island and visitors to our shores✤Provide sponsors with a very targeted demographic to which to communicate

their messages and increase corporate and product awareness ✤Be a tremendous opportunity to utilize special event marketing for companies

to develop unique items, incorporate slogans and special messages, build relationships with consumers and important business contacts both locally and abroad

✤Become a medium to support charities and needy projects which are identified by the production team

OUR MISSION

We believe that in order to be heard, brands today must engage consumers through live and experiential platforms that speak to the lifestyle that they embrace.The Jamaica Epicurean Escape will envelop Jamaica’s ‘food life’ values that so aptly depict our culture and our energy, and which have traversed our borders into the international sphere, connecting with persons from all around the globe.

OUR PHILOSOPHY

DETAILS

WHERE: Richmond Estate, Ocho Rios, JamaicaWHEN: November 22 – 25, 2012WHAT: An unprecedented, multi-genre food and music festival which will include Food Presentations, Celebrity Chef Cook-Offs ,entertainment featuring World Class performers and so much moreWHY: To create an event that truly represent a one of a kind Jamaican culinary & culture experience and to fill a void that currently exists

✤Traditional and exotic, local and international food, guaranteed to tantalize your taste buds

✤Signature dishes from celebrated local and international chefs

✤Top-Shelf wines, beers and spirits.✤Sidewalk cafés and lounges ✤Mixology demonstrations

THE OFFERING

✤Exhibitions and symposia✤Food Art displays✤Culinary displays✤Edutainment for the children✤Entertainment for the entire family✤Competitions and give-aways✤Gourmet Dinner sittings✤Late night parties

THE OFFERING

In addition to the events at the main venue including the Grand Tasting, there will be special activities on and off site such as:

✤THE GRAND FEAST The concept is for a formal five to eight-course dinner with fine wine & spirits pairings. Guests will be treated to spectacular gourmet delights and first class entertainment at this event. In addition there will be a silent auction of fine art and Haute Décor accessories. The tickets will be fairly highly priced and attendees will be by special invitation only. It will be a fully charitable affair with all proceeds after expenses going to our child feeding fund. This will also double as the Grand Opening of the event to which we will invite the Prime Minister, The Minister of Tourism and several other dignitaries. Much exposure will also be developed surrounding the event and also the final presentation of the funds to our designated charity.

✤CHEFS BEER ALL will be a lively fun-filled event at which everything beer will be featured. We intend to involve a beer sponsor who will brand the event. Chefs and wannabe chefs will be asked to create and offer recipes which use beer as a main ingredient. In addition we will feature beer tastings, beer competition and so on.

SPECIAL ACTIVITIES

✤THE LUNAR ESCAPE is a party targeted at the young adult group. It will feature top disc jockeys playing off against each other. Music will be young and trendy and our plan is to feature a popular international DJ. Finger food samples will be included for patrons. Drinks will be on sale.

✤BOHEMIAN BEACHFEST will be themed premium inclusive event offering a variety of delicious gourmet seafood specialties and grilled delicacies charred to perfection, expertly paired with fine wine and spirits. Patrons will be offered five-star service as they dine in luxurious style. Although a five-star affair, patrons will be able to relax, and abandon all cares for the evening as they dance to the music of popular DJs. A live band will also entertain and a fireworks display will mark the official close to the weekend.

SPECIAL ACTIVITIES

✤Patrons (local and international) between the ages of 20-55 including young urban professionals

✤Mature adults who wish to experience an authentic plus international mix of popular and indigenous cultural fare and culinary delights. This category also represents the most likely purchasers of food, art and craft

✤Food connoisseurs and music lovers from home and abroad

✤Tourists vacationing on the island

WHO WE WANT TO ATTEND

✤Cruise ship passengers docking in port over the two day period

✤Industry practitioners and professionals, including local and international chefs, artistes and their managers and so on

✤Local and international media houses & their representatives

✤Sponsors and their associates✤Celebrities and personalities,

trendsetters, business people, government and private sector officials

WHO WE WANT TO ATTEND

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A comprehensive marketing plan will be developed that will combine a major advertising programme utilising all the traditional media, with well integrated public relations and social media campaigns. It will be targeted not only to the local market, but will cross over into the international arena, and designed to position the event as a top class international brand, of which Jamaica will be proud. The campaign will offer maximum exposure for the companies who choose to partner with the event providing real scope and real value for investments. It will allow partners to associate with their target audiences' lifestyles through music, the arts and cuisine, positively influencing consumer attitudes towards their products and services. We believe also that by including creative, grassroots strategies will also allow us to build cross-cultural bridges through food and music, two aspects of Brand Jamaica that are already international in scope and will provide a medium to celebrate Jamaica’s 50th anniversary and project a positive message about our island to the world.

OVERVIEW

TO MAKE JAMAICA EPICUREAN ESCAPE THE #1 FOOD FESTIVAL IN THE CARIBBEAN

TO DEVELOP A STRONG IMAGE AND PRESENCE FOR THE BRAND “JAMAICA EPICUREAN ESCAPE”

TO DIFFERENTIATE THE EVENT FROM ALL OTHER FOOD EVENTS IN JAMAICA

MARKETINGOBJECTIVES

TO ATTRACT 30,000+ PERSONS TO ATTEND THE EVENT

TO BRING IN 5,000-10,000 INTERNATIONAL PATRONS INTO JAMAICA TO ATTEND THE EVENT

TO SOLIDIFY THE LINK BETWEEN BRAND JAMAICA AND JAMAICA EPICUREAN ESCAPE AND USE THIS

TOOL INTERNATIONALLY TO MARKET BOTH

MARKETINGOBJECTIVES

MARKETSEGMENTATION

MAIN DIMENSIONS VARIABLES BREAKDOWNS

Geographic Segmentation

Region National ( all parishes with emphasis on urban metropolitan areas such as Kingston, Montego Bay, Ocho Rios, Mandeville), Caribbean, Canada United States, United Kingdom

Demographic Segmentation

Age 20 – 65 ( also inclusive of persons with children)

Gender Male and Female

Income US$25,000 and over

Education High School, University

Psychographic Segmentation

Personality Early adopters, fun loving, open minded, social, communicative

Lifestyle Active, socially aware, in the know, peer influencers, food connoisseurs, music and entertainment lovers , love of travel

Behavioural Segmentation

Benefits Sought Communication Benefits – information on music, food, what’s happening socially, what’s new Perceptual Benefits – In the know, socially aware, trend setter, belonging to the in crowd, Functional Benefits - entertainment, vacation getaway, identifying with roots and culture, family entertainment, culinary experimentation

✤Our print promotion will encompass various media and form a very important part of our campaign including:

✤Fliers, posters, banners and inserts which will be distributed across Jamaica and specific regions of the Caribbean, USA, Canada, and the UK.

✤Newspaper advertising in major local papers such as The Daily & Sunday Gleaner, The Observer, The Western Mirror, The Herald.

✤Advertising in major magazines appealing to the specific target markets we want to reach such as - Saveur, Caribbean Travel and Life, Islands, Maco, Panache, Buzz, Ocean Styles

✤Outdoor and large print campaign including billboards, LED signage, airport banners

ADVERTISINGSTRATEGIES

PRINT

✤Television advertising on local stations , regional and international stations including major networks, and niche stations focusing on the Caribbean Diaspora etc..

✤Radio Advertising on local and regional stations. We will also seek to develop partnerships with syndicated radio programmes in both USA and Caribbean.

✤Web Advertising through related and sponsor sites

ADVERTISINGSTRATEGIES

ELECTRONIC

Our plan is to develop a budget to achieve the minimum mix below:

✤200,000 + glossy, full-colour flyers and posters✤20,000 + hotel door knockers✤50,000 full- colour, glossy souvenir magazines✤Over 100 newspaper ads✤Over 3,000 (45-60 sec)TV ads reaching over 8 million viewers ✤Over 1,000 (45 – 60 sec) radio ads reaching over 5 million listeners✤Over 300,000 emails✤Exposure on websites reaching over 20 million visitors✤Through association with our partners we will aim to achieve more.

ADVERTISING MIX

To complement the advertising there will be an integrated public relations campaign which will include:✤Press releases and features in major local and international publications✤Interviews on radio, television to include local as well as regional and

international media✤Various promotional events and launches in the USA, Canada, UK and Jamaica

markets✤Media partnerships with contests and come along promotions✤Participation in trades shows, events and activities which will attract a similar

target market ✤Celebrity Chefs endorsements of the eventIn addition the Jamaica Tourist Board will be invited to participate and to provide strong PR support through its offices and affiliates worldwide.

PUBLIC RELATIONS & PUBLICITY

There will be extensive engagement with the target market through the use of social media. A full campaign will be developed to utilise Facebook, Twitter, YouTube, FourSquare etc., to disseminate information, promote the event, garner feedback and excite the potential audience regarding Jamaica Epicurean Escape. Through this medium we aim to attract and excite our potential patrons with real time communication that will serve to stimulate more and more interest about the event and this aid in enveloping a viral promotion on the web. We will also use this medium to involve our audience in helping to create special recipes, competitions and special activities for the main event.In addition to the social media strategies, the digital media will also be used for:✤Online ticket sales✤Merchandise sales✤Website promotions✤Blogs

USE OF THE DIGITAL MEDIA

Companies that associate with the event will have the opportunity to enjoy an array of benefits based on the level of investment made. The benefits package will be developed in a unique way, through a menu of offerings, from which they will be able to choose. This will allow each partner to develop a customised package which will create the best fit with the desired objectives, and will be optimum in achieving the required return on the investment made.

GENERAL BENEFITS INCLUDE:✤the opportunity to link with target markets in a very intimate way ✤great exposure of the brand through the various promotional and advertising

media that will be incorporated in the marketing plan✤opportunity to use the event to launch new products, or to create qualified leads

for existing products✤the opportunity to link with an event that is the first of its kind in Jamaica and

that will take a unique position in the year long celebrations of Jamaica’s 50th anniversary

BENEFITS OFPARTNERSHIP

Marcia McDonnoughManaging DirectorPh: (876) 815-8500

Email: touchstonenet@gmail.comSkypename: marciamcdonnough

Website: www.touchstoneproductions.biz

CONTACT US

TOUCHSTONE PRODUCTIONS

The ideas developed and presented in this proposal by Touchstone Productions Ltd., are protected by intellectual copyright laws and the company/person (s) to whom it is presented agrees, by acceptance of this proposal, to hold all ideas herewith in confidence and not to use such information in any way without the express written permission and consent of the executives of the aforementioned companies.

NON-DISCLOSURESTATEMENT

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