1 Confidential and proprietary to National GeographicConfidential Property of the National Geographic Society

Presentation updated March 30, 2009

2 Confidential and proprietary to National Geographic

Terra Cotta Warriors: Guardians of China’s First Emperor tells the dramatic story of China's First Emperor Qin Shihuangdi (Qin dynasty 221 – 206 BCE): his efforts to unify China, the building of the first portion of the Great Wall, and the wonders of his elaborate burial complex, considered one of the world’s greatest archaeological treasures.

The exhibit highlights the terra cotta warriors - meant to protect the Emperor in the afterlife - and also includes exciting recent finds from the tomb site.

About the Exhibition

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About the Exhibition

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Complemented by stunning National Geographic photography and dramatic displays, the exhibit features:

The largest number of “Level One” objects from the People’s Republic of China ever to be allowed out-of-country for an exhibition

Over 100 sets of objects, including bronze weapons and decorative objects from the emperor's palace

15 life-sized terra cotta figures

New finds such as court officials, acrobats, musicians and birds

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The Terra Cotta Warriors exhibition debuted at the British Museum with 855,000 visitors in the 6-month run

To meet the unprecedented demand the museum extended its hours to midnight

Called the “hottest exhibit in town” by the Independent (London)

Morgan Stanley was sole presenting sponsor

Building on Success London

To be replaced w/ better photos from the Bowers

To be replaced w/ better photos from the Bowers

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The U.S. tour opened on May 18th and is already performing far above anticipated numbers.

Bowers Museum of Cultural ArtSanta Ana, CA May – Oct 2008

215,000 visitors plus 8,000 school children!

Record merchandise sales

High Museum of ArtAtlanta, GA Nov 2008 – April 2009

Over 260,000 visitors to date

Setting a new record for the highest attendance EVER!

Houston Museum of Natural ScienceHouston, Texas May – Oct 2009

Building on Success The U.S. 2008

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Located in the heart of the nation’s capital, a center of international influence

300,000 visitors anticipated during the 4 ½-month run (over 10,000 group sales tickets sold through March 25, 2009)

More than 10,000 sq ft of exhibit space

Special exhibit store to include NG-branded souvenir books and other appealing merchandise

Extended exhibition hours

The Final Crescendo National Geographic Museum

Washington, D.C. November 19, 2009 – March 31, 2010

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April 4 – National Cherry Blossom Parade

May 12 – Press Launch, individual tickets go on sale

May 12-20 – Where’s the Warrior appearances

November 4-January 4, 2010 –Where’s the Warrior appearances

November 17, am – Press Preview

November 17, pm – VIP Opening Party

November 19 – Exhibition opens

February 14 – Chinese New Year (Year of the Tiger)

March 31, 2010 – Exhibition closes

The Final Crescendo National Geographic Museum

Key Dates

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National Geographic Exhibit Partner BenefitsBranding and Visibility

Logo/ID on:Exhibit entry/exit signageStreet bannersNational Geographic Museum websiteFamily guideTicketsAssociated live event collateral materialsExhibition souvenir book

Corporate welcome on audio tour

PromotionRight to use National Geographic logo and exhibition title in promotional activities (as approved by NGS)

Use of approved Terra Cotta Warriors images

Sampling and display opportunities

Opportunity to “host” the exhibit with free tickets to the public during specified times (as long as tickets are still available)

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National Geographic Exhibit Partner Benefits

Hospitality & Events

Complimentary exhibit tickets plus member-rate tickets for employees

Complimentary copies of exhibition souvenir book

Complimentary tickets to related NG Live! programming in Washington, D.C.

Invitations to press preview and VIP opening reception (to include Chinese delegation and officials from the Chinese embassy)

Opportunity for sponsor representative to speak at select preview events

One rent-free hospitality event (direct costs not included) with exclusive exhibit access; opportunity to host additional private breakfast and/or evening reception

Co-host Chinese Delegation visit with National Geographic Society

Opportunity for clients/management/employees to win a trip to Washington, DC to see the Terra Cotta Warriors or go to China on a National Geographic Expedition

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National Geographic Exhibit Partner Benefits

Educational Outreach Sponsor recognition on printed and online school curriculum

Opportunity to sponsor school field trips to the exhibit for D.C.-area students

National Geographic Marketing and PR (see Appendix for further details)Inclusion in national advertising and marketing plan Inclusion on National Geographic membership e-mail blastsInclusion in exhibit press kit

Tutankhamun and the Golden Age of the Pharaohs, Los Angeles 2005, sponsorship by Northern Trust included support of LA-area school group visits

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CommunicationMAGAZINES – U.S.

32 million US readers of National Geographic13.1 million readers of Traveler, Adventure & Kids

MAGAZINES – INTERNATIONAL International circulation of the magazines-3 million monthly31 local language editions in 28 languages

30 National Geographic, 12 Kids , 6 Traveler, and 1 Historia (Spanish) local language editions

TELEVISION & MOVIESUS Channel: 68 million households International Channel: 180+ million households, 152 countries, 27 languagesProduction of IMAX, feature, and documentary films48+ million videos and DVDs sold worldwide

NATIONALGEOGRAPHIC.COM8.8 million unique visits per monthWinner of top industry awardsIntegrates all elements of the Society

OutreachBOOKS

200+ books published each year – often best-sellers

EXHIBITSProduce and tour dozens of exhibits per year

EDUCATIONAlliances with educators in all 50 US statesNational and International Geography competitionsSchool Publishing, Explorer! Magazine, EdNet

NG LIVE!US and International NG talent tours

MAPSProducts include atlases, driving and hiking guides, Trails Illustrated, destination guides & custom-printed topo maps

EXPEDITIONSOver 500 NG scientific and research expeditions currently at work across the globeNG Expeditions runs 50 trips to 5 continents per year – with custom-made opportunities

National Geographic at a Glance

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National Geographic Activation OpportunitiesNational Geographic’s extensive media include online, print, television, and radio assets providing additional opportunities to extend and activate a sponsorship. Just a few ideas:

TV: 2 NG Cable specials will air in the run up to the exhibition: “The Great Wall” and “The First Emperor.”

Radio: NG Radio Programming will devote airtime to discussion of the Terra Cotta Warriors and their cultural significance.

Online: A themed micro-website has been developed for the exhibition, www.warriorsdc.org, including links to all previously released National Geographic content on the Terra Cotta Warriors as well as new video footage and photo galleries.

Education: A classroom activity guide will be developed based on the exhibition and, funds permitting, on certain days D.C.-area public schoolchildren on fieldtrips will receive free admission to the exhibition.

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Appendix: Marketing/Promotional Plan

Goals of the campaign: 1. Generate buzz (interesting/eye-catching applications, floor decals,

guerilla videos with Jarry Chen to build earned media)2. Generate ticket sales

Outlets: Metro ads; WPNI; print in Post, Examiner; on-line target sites driven by Real Media 24/7

Potential Promotional partners: Washington Nationals, DC United, Macys, AARP, AAA, Washington Wizards, Capitals

Launch May 12th - Coincides with opening of ticket sales

While there has been much discussion of media and marketing, National Geographic’s formal marketing and promotional plan has not yet been finalized. The following slides summarize plans to date.

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Traditional Advertising

Print(Including ½ page in September 27th New York Times Magazine)

Outdoor/Public transit (Metro rail and Metrobus)

Member/subscriber communication

Radio and possible television

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Collateral Materials

National Geographic magazine wrapper (A minimum of four insertions in NE regional edition)

National Geographic Live!brochures (Mailed to 80,000 DC-area households, and 20,000 dropped locally)

Promotional pieces in sponsors’ national and regional collateral

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Web Presence

ng.com/terracottawarriors

www.warriorsdc.org

Destination DC

Cultural Tourism DC

CulturalCapital.com

Other sponsor websites

Facebook

Tickets.com

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E-blast Presence

Market CirculationDC-100 mile radius 63,000Philly - 100 mile radius 46,000NYC - 50 miles radius 73,190Boston - 100 mile radius 32,000Pittsburgh - 50 mile radius 10,000Richmond - 100 mile radius 33,000Norfolk/VA Beach - 50 mile radius 5,000Raleigh, NC - 50 mile radius 10,000Columbus, OH - 50 mile radius 17,000Past DC-area NG Live! ticket buyer 9,000Cultural Tourism 17,000Tickets.com (DC area) 100,000Sponsor e-blasts TBDMember Services promotions TBD