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miraworld

NoticeThe contents of this document remain the intellectual property of miraworld.The use of any idea or concept must have the written consent of miraworld.

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© miraworld pty ltd 2009

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In today’s congested business climate, a publicrelations strategy is not a luxury. It’s a necessity. Away of life. Competition makes it necessary.

You have to control your image and set yourselfapart. Stand out. Show your customers how you’redifferent, and why they should choose you.

In fact, the need for an effective PR campaign hasgrown in direct proportion to the growth of globalcommerce. Fortunately, so has the sophisticationlevel of the industry’s tools and methods.

Why miraworld ?

A focused, intelligent public relations campaign is a powerful tool. It can locate your audience and communicate your message to them quickly. It canenhance your image, even reinvent it. It can help your company grow, generate goodwill, influence opinion and behaviour, and raise your bottomline.

A good public relations program is so effective, in fact, that even companies with healthy internal marketing departments use outside firms asreinforcement.

So, it’s clear: you need public relations and marketing.

Then what? Then it’s about choosing a firm. How do you do that? By looking at past success.

Check out miraworld’s track record .

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miraworld is a boutique public relations and marketingconsultancy serving the travel and tourism, food andwine, hospitality, leisure, lifestyle and fashion sectors. Weprovide consulting for, and implementationof, focused, strategic marketing plans to enhance theperformance and profitability of your business.

We work with companies and individuals to improvecommunications, and help them establish and maintainproductive relationships with thecommunity, consumers, other businesses, employees, publicinterest groups, and print, broadcast and online media.

Based in Australia, miraworld boasts extensive experience onan international scale, and an wide network of contacts. Weare in a key position to build your company’simage, reputation and visibility, and to increase awarenessamong your demographic and potential clients.

Who are we?

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miraworld, the creation of Barbara Raffellini, has a reputation forgetting results.

As top public relations and marketing professionals with expertisecovering a broad spectrum of industries and countries, we take greatpride in our successes.

Smart and savvy, we’re also friendly and approachable. And althoughwe’re very experienced and accomplished, we remain open to freshideas and new perspectives.

Just as importantly, we’re always careful to work within – and tomaximize the results from - your budget.

miraworld is a boutique consultancy, so we can give you a highlypersonalised service.

We’re not burdened by unnecessary delays and red tape; we can seizenew ideas and opportunities quickly, and act immediately to ensure themost effective public relations and marketing solutions for yourbusiness.

Our team

The miraworld team staged events in Australia for PromPeru – the national tourism board of Peru.

October 2009

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Uniquely qualified, miraworld develops effective, dynamic public relations and marketing programs over a cross section of industries. Our corepractice areas include travel and tourism, food and wine, hospitality, lifestyle and leisure. Based in Australia, we are well connected globally, withthe majority of our current clients and operations in Australia, Italy, New Zealand, the United States and China.

What do we do?

Our core practice areas

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Dramatic changes have rocked the global tourism industry over the past fewyears, and people are understandably nervous about travelling.

To quell these fears, brand-building and innovative strategic solutions aremore important than ever.

miraworld is an expert in travel and tourism. Our global network ofcontacts, capacity to anticipate trends, and destination marketing expertisemake us a superior choice for promoting your travel organisation.

We specialise in:

destinationsstate and national tourism officesconvention and visitors bureaushotels, resortsairlinescruise linesrental car companiesattractionsmuseumshistoric sitestheme parkstour operators

Travel & tourism

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In the crowded food and wine industry, it takes more than a bowl of pasta or a glass of red wine to capture consumer interest.

miraworld can help increase media attention, raise consumer awareness, and generate interest and sales for products and personalities alike.

For instance, food and wine tourism has exploded in popularity. Your brand can benefit greatly by taking advantage of this trend. Let miraworldcreate a comprehensive marketing and brand campaign for you, including strategic alliances with industry partners.

We specialise in:

cookbookstravel, food and wine authorsculinary professionalsfoodiessommelierscelebrity chefscooking schoolspremium food and beverage productswine

Food & beverage

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The hospitality industry faces many ongoing challenges. As alabour-intensive industry, it suffers from a high turnover instaff. There are also new operators entering the marketfrequently, so for companies to survive among thecompetition, they have to continually reinventthemselves, and work ever harder to build and maintain aloyal following.

miraworld is a global leader in hospitality. Let us help you withyour marketing, branding, public relations and promotions.

We work with:

hotels, motels, guest rooms, B&Bs,serviced apartmentsresorts, spas, retreatscafes, restaurants, food outletsbars, pubs, clubsshopping malls, retail operationsships, cruise lines

Hospitality

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All over the world, consumers are seeking to improve their quality of life. They’re striving to be well rounded, with a better balance between workand play. miraworld understands the motivations, behaviour and trends of this sector. We can increase your visibility, boost your sales and find youraudience by making sure your image reflects your spirit. Let us create a fine-tuned marketing plan for you.

Our lifestyle clients include:

beautywellbeinghealthy livinglife coachingpersonal developmenteducationentertainmenthome furnishings and designluxury real estatearts and culture

Lifestyle

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With many people enjoying more disposable income and free time these days, the leisure industry is thriving. This is good news for you, but it alsomeans more new outlets are vying for your customers’ attention—and money.

miraworld is a favourite among leisure operators, thanks to our industry experience and strong network of connections. Let us build your marketpresence, create interest, and boost your sales.

Leisure outlets include:

attractionsadventure operatorsheritage parksamusement parks, water parks, theme parksrecreation facilitiesfestivals, eventsentertainment and sporting facilities, fitness centres

Leisure

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online communitiesSocial media and online communities like facebook, You Tube, Flickrand Linkedin, create links and encourage the exchange of ideas, leadingto increased visibility on an international stage. miraworld can promoteyour image, creating a personalised profile for you, constantlyupdated, rich with interesting content and external links. Throughthese new forms of technogy we will communicate with the world, wewill advertise your events, publish articles and news about you butmost importantly we will forge important and direct relationships withyour potential customers.

online newsroommiraworld’s new interactive website will have an online newsroomdedicated to clients, including your company, providing you with amultimedia window for you to increase your visibility in every part ofthe world. You can download videos, read articles and mediaclippings, joing a blog or a forum and access an image gallery. Allthrough a modern and innovative platform. You will also be able to linkup to the more popular social networking sites like facebook, YouTube, Flickr and Linkedin, where we can assist you with the creation ofyour personalised page.

Our services: Digital PR

Embracing the massive opportunity offered by the power of emergent media and social networking technologies, miraworld is at the forefront oftailored public relations campaigns for highly targeted audiences. We know how best to use online social networks, wikis, blogs, digital videos andphotos, podcasts, e-newsletters, mobiles, ipods, bluetooth, and viral marketing. We are eagar to work with open-minded clients who are preparedto push the envelope by using a combination of both traditional and Web 2.0 and Web 3.0 strategies to achieve results.

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permission marketingPersonalised and targetted communications are the secret to gainingtrust and increasing sales. miraworld can design and distribute youre-newsletters which are rich with multimedia content to your clientsand potential clients. At the end of the e-marketing campaign wecan furnish you with detailed report.

online videosAdvancing our aggressive push into emergent media, miraworld hasforged alliances with leading tv production companies. Unliketraditional corporate videos or broadcast tv, the secret to onlinevideo success is producing short, snackable and entertaining contentespecially geared to online audiences to ensure a high viralmarketing appeal.

online photogalleryA personalised online image gallery can be created for you using oursophisicated programme. Your target audiences and in particular themedia can be given a special access code to be able to view anddownload images. All of the viewing infomation will be given to youin a report.

Our services: Digital PR

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Even though emergent media are now at the centre of attention, agood integrated public relations campaign also includes traditionalpublic relations by promoting and developing good relations withthe media and key stakeholders and audiences.

media relationsmiraworld adopts a proactive approach of drafting and distributingmedia releases and actively pitching story ideas, seeking out andseizing editorial and interview opportunities.

event managementPlanning a convention consumes valuable time and otherresources. miraworld can organise and run yourmeetings, events, seminars, conventions, media conferences andspeaking engagements. Our services include siteselection, logistics, catering and accommodations.

Our services: traditional PR

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miraworld launched the first store fo I Sold it - an e-commerceworld leader. Many VIP’s and media attended the event.August 2007.

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trade show supportmiraworld will coordinate and organise every aspect of tradeshows, including booking your attendance, and handling logistics liketravel and accommodations. We can also arrange conferences, mediaand trade appointments at the event.

brand & image developmentYour brand or positioning can be improved by establishing crispmessages that shape your identity. miraworld is experienced in thedevelopment of clear corporate images such as logos, stationary andeven a new name. We can handle all aspects of advertising and salespromotion – concept, design, and complete implementation of thecampaign.

product launchesLaunching a new product or service can be a daunting task. miraworldcan plant the seed before launch, wave the flag on rollout and maintainvisibility long after the initial excitement has died down.

Our services: traditional PR

miraworld organised a joint promotion for the Cinque Terre National Park withSingapore Airlines and seven Myer department stores in Sydney,Australia.June 2007.

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partnership brokerageCreating strategic partnerships and alliances can strengthen your business’position and lead to a prosperous future for your organisation. miraworldhas the insight and connections to source and develop mutually rewardingpartnerships for you.

strategic philanthropyIncreasingly, companies are being called upon to address pressing societalneeds. miraworld researches existing and potential philanthropicavenues, identifies partners and stakeholders, and maximises yourcommunity investments and visibility.

Coordination of familsA famil is a trip organised for the media or the travel industry and itspurpose is to give you more visibility. We can help you target the rightparticipants, helping them with the logistics, planning their trip andproviding them with pertinent information about you.

Our services: traditional PR

miraworld negotiated a partnership between the Great Wall of Chinaand the Cinque Terre. It was hailed as ‘the first cultural link betweenItaly and China’ by the then Italian Vice Premier, Francesco Rutelli.

July 2006

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public affairs and lobbyWith substantial political experience and government background, miraworld knows how to help you maintain and improve relations withgovernment and statutory or semi-official bodies through sophisticated use of political intelligence and lobbying.

fundraising and sponsorshipIf you wish to host an event or activity for a focused cause, miraworld can source partners to provide financial or “in kind” support, where bothparties will benefit.

representative officeA representative office, managed by us, will allow you a presence overseas without all the expensive overheads of setting up an office.

Our services: traditional PR

miraworld worked with Confindustria - the Italian Employer’s Federation -to promote women in business and internationalisation.June 2009

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retainerA retainer is most appropriate when there is a clear need for ongoingassistance. It is based on an agreed-upon, detailed work and resourceplan for a defined period, and it reflects the likely workload required ofmiraworld. Retainers cover a period of activity—normally one to twoyears—and are paid monthly.

hourly rateThe hourly fee is best for “one-off,” occasional or smaller projects. Weset a per-hour rate based on the parameters of your project, andcharge for actual time spent, in increments of 15 minutes.

project feeProject fees are appropriate for large-scale or long-term projects, andare a set lump sum based on the requirements of the project. The feecovers miraworld’s planning, creative process, materials andimplementation.

Our fee structuremiraworld provides strategic counsel on, and implementation of, public relations and marketing plans. Our fees are based on each client’s individualneeds and budget, the size and estimated duration of the project, and other considerations. We have several fee structures that may be appropriatefor you: retainer, hourly rate, project fee and concept fee. We will examine your project and budget with you to determine the structure that bestsuits your needs. Disbursements are billed separately.

concept feeOur concept fee is a one-off sum that covers the cost of developing a creative campaign concept. It is based on two factors: theestimated value of an idea to the client’s business, and its anticipated use in an agreed context over an agreed period. Using theconcept outside the agreed parameters will incur an additional fee.

disbursement feeBusiness expenses incurred by miraworld on your behalf are charged back to you separately and in regular intervals. Theseexpenses include telecommunications, postage, couriers, printing, media monitoring, media distribution, travel, etc.

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Post PO Box 832, Mona Vale NSW 1660, australiatel +612 9997 1526fax +612 9997 1569email reception @ miraworld.com web miraworld.comblog miraworldpr.blogspot.comfacebook miraworldPRTwitter miraworldPRYou Tube miraworldPRFlickr miraworldPRSkype miraworldPRSlideshare miraworld

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