Event proposal

Event Proposal for ‘The Gift is in The Game’.

June 20th, 2014

Prepared By: Elizabeth Fisher Event Professional e.fisher@TimebasedEvents.co.uk

Prepared For: Jane Owen Alfred Dunhill Jane.Owen@A.Dunhill.com

27 Knightsbridge, | London, SW1X 7YB | 020 78388000

Jane Owen Executive Services Director St. Adrian Hospital 27 Knightsbridge London, SW1X 7YB 020 78388000 Dear Ms. Owen, Thank you for asking Timebased Events to organise your limited edition collection launch.

We’re very honoured to be a part of this event and will provide a tasteful and exciting evening for all attendees.

We have an impressive reputation and bring a high level of attention to every detail. We will create a launch so enjoyable that the attendees will instantly want to own the entire collection. We truly believe that this event will be phenomenal and memorable.

The launch will be flawlessly planned and executed. I will personally oversee the entire event, and will have assistants on hand ensuring perfection both in the lead up and the event itself. We will book all appropriate entertainment, and will coordinate the timing of the evening’s events.

Our team looks forward to working with Dunhill, and hope you find the complete proposal to your satisfaction. If you require any additional information or have any queries do not hesitate to contact me personally.

Sincerely,

Elizabeth Fisher Lead Consultant Timebased Events ltd, 18-20 Penton Street, London N1 9PS office: +44 (0)20 7608 0080 cell: +44 (0)77 7644 0987 email: e.fisher@TimebasedEvents.co.uk web: www.TimebasedEvents.co.uk

Introduction.

As a company Timebased is a highly creative, live events management company. Striving to exceed expectations in all aspects of event planning, production and logistical management with an excellent track record. Always offering something unique and with a keen eye for detail.

Dunhill is a British luxury brand; specialising in bespoke, ready-to-wear and accessories.

Based in London where they own and operate a leather workshop. With over 100 years of history, Dunhill has a strong heritage, redefining what is British elegance. While each new collection is highly memorable, they’re all inspired by English traditions.

The event celebrates the launch of the Dunhill limited edition Black Tie Collection covering a gifting collection and the new Autumn/winter clothing collection. For the launch to feel as exclusive as the collection itself, ‘The gift is the game’ is to be organised. Comprising of an extravagant dinner displaying a preview of both sections of the collection. After the dinner, the attendees will move into a casino where they will play a range of games including Poker & Blackjack.

As the event will run late, whilst in the private casino room, waiting staff will be passing out canapés so as to keep all attendees pleased, and therefore engaged with the event from start to finish.

The event will cater to a range of audiences: the media, the famous and Dunhill customers.

Inviting various members of the press will make sure that the event hits the trade press and relevant lifestyle magazines, the consumer base reads, making the brand seem more relatable to their hobbies and interests outside of fashion. Celebrities will guarantee overall coverage of the event and make the brand more desirable. The benefit of inviting important customers is, it’s more likely to make them return to the brand for years to come, making them feel as important to Dunhill as Dunhill is to them.

Aim & Objectives The aim of this event is simply to launch the new Dunhill Black Tie collection: covering both clothing and gifting.

The main objectives of this casino dinner event are to: o Build recognition of the overall Dunhill brand. o To publicise the newest collection of Black Tie event pieces, ranging from full tuxedos to gift sets. o Connect with a secondary consumer base, that wouldn’t necessarily think of shopping from the brand, as the price bracket would be too high.

Target Audience.

The target customer for Dunhill is a professional male, that’s highly sophisticated in both their working environment and personal life. They dedicate the majority of their life to their jobs, through working extra hours.

The main audience for this event however, will be a combination of members of the press, both fashion magazines and lifestyle & culture and famous profiles, known to be fashion icons. With a number of key customers too.

The media audience for this event will be primarily fashion and lifestyle magazines, such as AnOther Man and Esquire therefore inviting their editors Jefferson Hock & Alex Bilmes will be key in making sure the event is published in their magazines. By inviting members of the press from a wide range of magazines that focus on fashion allows the event to be written be about with a number of different angles. This makes the event highly interesting every time it gets written about.

Inviting writers of lifestyle & culture magazines such as Golf Worlds’ Paul Mahoney will make the write-ups look almost out of place, therefore make readers stop and take note.

The event will also be attended by national press such as Edwin Smith from The Telegraph and Chris Elliott from The Guardian, as they have lifestyle and culture sections that the event would fit into perfectly whilst gaining a wider amount of attention from the public.

The celebrities invited will not only attract the media’s attention towards the event, as they are well-known faces but are revered as fashion icons by both the media and the public.

Due to being well known for their personal dress sense, it will instantly put more faith into the event and therefore more trust in the brand. The celebrities invited will range from actors to musicians to broadcasters and everything in between such as Tom Hardy, Mark Ronson and Nick Grimshaw.

The customers that would be invited would only be those most vital to the brand. To decide which 40 customers to invite, will be dictated by which spend the most in-store. There will also be a contest running alongside to allow the whole consumer base to feel involved with the brand on every level.

Concept.

The concept behind ‘The Gift is in The Game’ is to take the Dunhill brand back to where you began. This will revolve around creating a theme of nostalgia, being part of an exclusive gentleman’s club; fine food, great whiskey and bonding over card games. Making guests feel as though they’re back in the 60s.

The event is celebrating the launch of the Dunhill limited edition Black Tie Collection, covering both a gifting collection and the new Autumn/winter clothing. Whilst maintaining the exclusivity and luxury that the brand has become renown for. In order to raise awareness most effectively the media, high-profiled celebrities and loyal customers will attend the event.

The event is to take place on the 20th of June 2014, and will be held in two different locations; a stunning ballroom in The Dorchester Hotel and move through to the Matcham Theatre in The Hippodrome Casino. While the event will go across two different locations, the attendees won’t have to travel far, as it’s short journey, driven by UBERcars and will enter through a VIP entrance.

The event is in the form of a luxury dinner with the most incredible food and top-of-the-line whiskey, whilst giving those in attendance a preview of the new collections with a handson experience of the new products. To make sure the event is highly memorable, it’s going to evolve into a private casino club, with waiter service on each game table.

Venue.

The two locations represent the two sections of the event. The extravagant dinner will take place London’s The Dorchester Hotel and the after-party in The Hippodrome’s Matcham Theatre.

Dorchester.

The ‘Dorchester Collection’ is within the world’s most iconic hotels, and is one of the most exclusive and exquisite hotels in London. Whether staying in one of their flawless rooms or enjoying the Michelin-starred cuisine, the experience is always one of timeless glamour.

The superb location in Park Lane, Mayfair, is right in the heart of London. Having established itself as a firm favourite amongst celebrities, world leaders and royalty, it will perfectly reflect the glamour and exclusivity of the event. Each room is spacious and elegant making it the perfect location for the guests to dine during the event and stay in once the after-party is over.

The Dorchester’s ballroom, where the dinner is to take place, just reopened after an extensive renovation. The original interiors by Alberto Pinto have been restored to enhance the drama and intricacy. The reworking was carried out across the whole location, making every section grander and highly welcoming. Not only is the room itself grand, but has it’s own entrance on park lane, allowing for private entrance.

For more information on the hotel in general their contact number is +44 (0)207 629 8888, however for extra details on the specific room used for the event please contact Joe directly at Joe.Broughton@dorchestercollection.com

Hippodrome.

The Hippodrome Casino opened on July 13th 2012, after a 36-month long and $40million rebuild and renovation of the former Hippodrome Theatre, one of London’s best-known entertainment icons. 6 months after opening, it was named 2013’s Casino of the Year, marking a new era for the Hippodrome & casino life.

The Mayor of London, Boris Johnson, performed the opening ceremony stating: “The creation of this superb new entertainment complex in the heart of the West End is yet another ringing endorsement of London as a great place to invest.”

The excellent location in Leicester Square is in the heart of London entertainment. Winning rave reviews for the restaurant and bars as well as the casino, quickly becoming a ‘must see’ for London visitors and locals.

The Hippodrome has always had a bold and memorable reputation, first opened in 1900 by architect Frank Matcham as a circus theatre. From 1912, it covered all genres of performance, including Harry Houdini & the first UK performance of Swan Lake.

The Matcham Theatre is a private events space, a number of casino tables will be moved in especially for ‘The Gift is in the Game’. As a private room, the guests will enter through a VIP Entrance with a red carpet to extend the ideal of luxury.

For more information on the casino in general their contact number is +44 (0)207 769 8888, however for extra details on the specific room used for the event please contact Amy directly at amy.law@hippodromecasino.com

Event Elements.

The event ‘The Gift is in The Game’ is combined of two separate components, when combined together create a dramatic and luxurious evening. The Dorchester hotel will host an extravagant 3-course meal with canapés in their Ballroom suite and the casino afterparty in the Matcham Theatre of The Hippodrome.

The formal meal will be held in London’s Dorchester hotel, with specialised tables set up around the edge demonstrating the range of gifts within the limited edition collection. Each of the guests will be greeted with a glass of Champagne on arrival and canapés.

Cold Smoked vanilla trout on whole-wheat crisp Thai style chicken salad in a rice paper roll Ginger gravadlax on a ficelle crisp Duck confit with orange marmalade Prawn marie rose Smoked aubergine caviar on a pita crisp (veg) Hot Chicken teriyaki with a soya mirin dip Lobster risotto with truffle Baked fish tikka with coconut dip Steamed dim-sum with black vinegar Crispy prawn with sweet chilli sauce Vegetable spring rolls with green tomato jam (veg)

During the pre-dinner canapés there will be an opportunity for the guests to preview the new gift sets close up and get an insight into the new brand sector, by the tables set up around the edge demonstrating the new products. This sub-collection opens the brand up to a secondary consumer base that wouldn’t normally be able to afford the brand. By demonstrating the new collection in such a grand event making sure this lower price-point collection will be well publicised. As a number of the gifting collections are related to casino games, it not only makes the event highly relevant to the new launched items, but also helps reflect the ideal of where the brand began.

The meal itself will consist of 3-courses that the guests can choose themselves at the event, allowing for personal tastes & dietary needs.

Each table of 8 guests will have a bottle of Johnnie Walker and NV Laurent-Perrier Champagne waiting for them. Whilst sat for the meal, between the main course and dessert, a runway presentation will take place, demonstrating the black tie collection that co-inside with the gifting sets. The new collection comprising of black-tie suits and separates, offer up an exciting collection, to return Dunhill to the tailor-made element of the brand.

After the meal has been served, the attendees will be given the opportunity to take a closer look at the collection, as whilst they are eating the tables around the edges will be replaced with mannequins exhibiting the new pieces. Whilst getting this closer look, the attendees will be offered a range of Whiskey cocktails mirroring the previous collaboration with Johnnie Walker.

From dinner, the attendees will be escorted into The Matcham Theatre of the Hippodrome.

Welcomed with a VIP red carpet entrance, where they can then play a range of casino classics such as poker, blackjack and baccarat. Upon arrival they’ll be handed a whiskey in one hand and a set of Dunhill chips for the other. In the situation the attendees aren’t experienced players, there will be specialist training tables with members of the casino to teach attendees how to play and hopefully win. There will also be an exclusive hour-long poker tournament with a Dunhill prize draw.

Once in the Matcham Theatre, a range of Whiskey cocktails will be offered including Old Fashioned, Rob Roy and Blackberry Smash; catering to the desires of the media, celebrities and customers in attendance continuing the nostalgic theme. Whilst guests are playing on the card tables, waiters will walk around each table offering canapés and finger foods.

CANAPE SELECTION

Beef carpaccio, pickled girolles & horse radish Smoked salmon quail egg & caviar Tuna pops wasabi & avocado puree Cheese & pineapple skewers Foie gras on toast cherry jam & apple puree Beef sliders & house sauce Arancni balls, dolce latte & pear Coriander & chilli crab cakes Baby gem, blue cheese, pickled tomato 4EROS GVYQFIH GLMGOIR ÁPPIXW LMTTS WEYGI Fish & chips, tartare sauce Beef wellington, béarnaise Duck & watermelon salad Tomato & mozzarella on crispy Italian bread Vegetable spring rolls, hot sauce Bell peppers stuffed with goat’s cheese Spiced chicken sliders Fat chips homemade bbq sauce Sweet corn chowder & Cornish crab Tallegio with poached quince & red wine Bacon roll, HP sauce

DESSERTS

Entertainment will be carried through both venues. Whilst the guests are eating at The Dorchester, there will be elegant live music playing throughout, allowing extra entertainment on top of the new collection presentations, but still allowing them to be able to talk to one another about the new pieces.

Once in the Matcham Theatre, a DJ Booth will be occupied at all times during the afterparty, by their in-house DJ. Meaning that even though it will create a party-vibe the event will still be solely concentrated on promoting Dunhill, as opposed to a high-profile DJ. The event will run until the early hours of the morning, therefore all attendees will be offered rooms at The Dorchester hotel. A number of the attendees will have had to travel far, offering a personal touch. This also makes sure that the event will not only be attended by those invited, but also creates a positive mood about the event before it’s begun. It will also allow for each guests to feel highly important to the brand, building a greater impression overall.

Running Order.

Budget.

Event Promotion.

Leading up to the event, it will be promoted to public through their social media platforms, teasing audiences with the knowledge that something is coming. These teaser elements, while informing the public that something is happening, it will give no true indication as to what the event is. This will instantly build interest, as it will intrigue audiences making them look into the brand more actively. The Twitter and Facebook accounts will run a competition allowing 10 customers to win invites to the event, making the whole demographic will feel included.

To ensure the event gets maximum publicity afterwards three unique angles will be applied, making the coverage appropriate to the full range of media invited. Most notable being the new collection isn’t limited to clothing alone. By including gift sets it allows the media to publicise that Dunhill is launching a new sub-division of the label, at a lower price point.

Informing audiences of this new price point opens the brand to a secondary demographic that couldn’t normally afford the brand.

Inviting existing customers will not only make consumers feel as important to Dunhill as the brand is to them. But more importantly will attract the attention of the media, creating an interesting and unusual twist to fashion events. Allowing the customers to mingle with press and celebrities alike, will inform a different opinion of the brand, bringing in more trust. When audiences read that the customers invited have positive views on the brand it will make them more likely to believe the statements and therefore shop from the store.

Not only is the event to promote the new collection, but also aiming to change public opinion of casinos and gambling. By having such an elegant event finished with a casino, it will not only add an unconventional twist on a high-end event, but also put a more luxurious spin on casinos. Commonly seen in the UK as a sleazy location, this proves that when done right, such as this event, Casinos can be glamorous events and locations.

Summary & Evaluation. ‘The Gift is in The Game’ will build general recognition of the Dunhill brand, as it will ensure that the brand is in varied magazines and daily press, enabling Dunhill to be seen by the greatest audience.

By exposing the brand to the widest audience possible, it will open up a secondary consumer base that will understand that the brand is no longer completely out of their price range.

Most importantly, it will make sure the new collection is highly publicised through a number of press sites, allowing audiences to understand what the Black Tie collection is about and contains.

The best way to evaluate the success of the event is monitoring just how much publicity gained. Which with the range of media invited will be a high amount not just within fashion magazines. This will therefore allow the event coverage to be read by a greater audience than just the typical Dunhill demographic.

The second way to monitor just how successful the event was to your consumer base is the difference in sales. Most importantly the sales of the new collection once launched.

28/04/14

Press Invite

Dunhill invite you to a luxury dinner and casino night in The Dorchester Hotel & Hippodrome Casino to launch the ‘Black Tie’ collection.

WHAT: Dunhill have the great honour in inviting you to a luxury dinner and casino evening running across The Dorchester Hotel and The Hippodrome Casino to launch the new ‘Black Tie’ collection. This collection demonstrates a new direction for Dunhill as the collection covers not only clothing. Within the ‘James Bond’ style suits created, there is also a gifting collection. Therefore the collection ranges from Poker sets to exquisitely made 3-piece suits. The mix of items we hope you will find as interesting and innovative as we do. We feel it shows that alongside the strong history we as a brand have, we are also as knowledgeable in where the industry is going.

WHEN: 20 June, 6:30pm - 1am WHERE: Ballroom Suite, The Dorchester Hotel WHERE: Matcham Theatre, The Hippodrome Casino RSVP: To confirm your presence, please reply to e.fisher@TimebasedEvents.co.uk

For further information, please contact:

Elizabeth Fisher Event organiser Mobile: +44 (0)7776440987 e.fisher@TimebasedEvents.co.uk

The Gift Is In The Game Dunhill to host highly extravagant one-off evening for all.

Immediate Release: All media.

London, England – Dunhill are excited to announce a one-off highly luxurious evening ‘The Gift Is In The Game’. The event is to celebrate the launch of Dunhill’s newest collection entitled ‘Black Tie’.

The evenings events will consist of a exquisite meal in The Dorchester Hotel’s Ballroom Suite & a casino night in a private room at The Hippodrome Casino.

Both locations have recently been renovated, offering an instant mood of nostalgia that’s reflected in the designs.

To reflect the evening suit designs featured in the collection, a James Bond feel runs through the evening. Right from the beginning the extravagant and nostalgic mood will be put forward, greeted with Whiskey Cocktails running all the way through to waiter service on private casino tables.

A private viewing of the new collection will be offered up, to show media, celebrities and customers a-like just how intricate and diverse this new collection is.

ENDS Alfred Dunhill, Ltd. is a British luxury goods brand, specialising in ready-to-wear, custom and bespoke menswear, leather goods, and accessories. Founded in London in 1893, they still hold traditions from their opening to this day. The company is based in London, where it also owns and operates a leather workshop. The company is currently owned

by Richemont.

Contact: Jane Owen Jane.Owen@A.Dunhill.com

The New Black Tie Dunhill’s newest collection shows the highest of luxury-wear.

Immediate Release: All media.

London, England – Dunhill are thrilled to announce their newest Autumn Winter collection. The collection revolves nostalgia and a throwback to the 1960s classic gentleman. Think Mad Men meets James Bond meets high fashion.

This collection demonstrates a new direction for Dunhill as the collection covers not only clothing. Within the ‘James Bond’ style evening-suits created, there is also a gifting collection. Therefore the collection ranges from Poker sets to exquisitely made 3-piece suits. The mix of items is as interesting and innovative as it is fashionable.

The collection is built upon the brands heritage combining the English traditions incorporated into designs since Dunhill’s beginning mixed with American styling and clear bravado.

ENDS Alfred Dunhill, Ltd. is a British luxury goods brand, specialising in ready-to-wear, custom and bespoke menswear, leather goods, and accessories. Founded in London in 1893, they still hold traditions from their opening to this day. The company is based in London, where it also owns and operates a leather workshop. The company is currently owned

by Richemont.

Contact: Jane Owen Jane.Owen@A.Dunhill.com