International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

Visitor Promotion Plan

1-3 October 2015 Expo Georgia www.aquatherm-tbilisi.com

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

Aquatherm Tbilisi, 2015 SUCCESSFUL LAUNCH Having been launched in 2014, Aquatherm Tbilisis attracted attention of local and foreign companies, making its first exhibition success. Created by one of the most promitent event organizers around the globe, Reed Exhibitions, the event is positioned to be one of the main sources of information for professional aquatherm service providers as well as relail buyers.

INFORMATION The trade fair informs visitors about the latest technologies, consumer needs and competitors` offer. The fair gives opportunity to learn more about the Georgian market and its capacity. It can be regarded as a model of the free market, where each of the participants can "test" their latest products and offers.

CONTACTS Over 1000 professional visitors visited the fair in 2014. The exhibition offers the best platform to establish and strengthen business contacts. It should be taken into account that 2015 will provide increase in the visitor number with B2C tailored marketing campaign and increased focus on the regional market.

MULTI-MEDIA ADVERTISING CAMPAIGN A customized advertising campaign aims to attract all visitor target groups from Tbilisi, the Georgian Regions, Armenia and Azerbaijan through integrated campaign involving direct marketing, online communications and social networking, alternative outdoor advertising, TV advertising and broadcasting.

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi BUSINESS PROGRAM Several seminars and product presenations and parralel events are planned during the business program of the exhibition. Given program is organized with the help of industry experts, relevant associations, and professional agencies..

ENTERTAINMENT AREA Special entertainment area will be organized for B2C consumers, pertaining main topics of Aquatherm exhibition.

SYNERGY Fall edition of Caucasus Build will be held in simultaneously with AquaTherm 2015. This event is bound to create synergy effect in terms of exhibition content and visitor number.

GET NOTICED

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

Target Audience of AquaTherm Tbilisi 2015

Groups of Target Visitors System managers Architects/designers Real estate developers Building industry and traders Energy providers Facility managers Building Caretaker Companiers Industrial Managers, Technicians and wholesalers in HVAC sectors Sanitary, heating and air conditioning plumbers Civil engineers Administration bodies for public institutions General Public

Visitors – Key Facts and Figures

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi Visitor Promotion Plan for 2015 is divided into two parts: B2B and B2C communications. While B2B communications are mainly direct and individually customized, B2C communication mainly involves mass advertising and general communication.

B2B Communication Techniques planned: 1) Articles, press releases, newsletters Target: professionals of HVAC industry Media: Magazines, newspapers, news portals, individual emailing through database Reach: 20 000 professionals Content: General information about the exhibition

3)

nline Advertisement Modules Target: professionals of HVAC industry, general public Media: web pages specializing on

2) Printed individual invitations

Target: Loyal visitors of Build and Aquatherm Exhibition, Key Buyers of Aquatherm products, Distinguished professionals of the industry Media: Direct Mail Reach: 5 000 individuals through Expo Georgia 1 000 individuals through participants Content: Invitation to the event

) Telephone Communication Target: professionals of HVAC industry, Key buyers, governmental organizations

construction and real estate industry,

Media: telephone communications; email

(www.makler.ge, ostati.ge, etc...)

Reach: 1 000 individuals

Reach: 10 000 individuals Content: web banners with link to the exhibition web site.

Content: information about the exhibition; emailing visitor brochure if interested

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

5) Presentation to key visitors Target: governmental organizations,

6) Mobile invitations

large companies planning

Target: professionals from the database who have not received printed invitations

construction/renovations

Media: mobile communication

Media: direct communication, invitations Reach: 20 organizations Content: why visit the exhibition, facilitation with one to one

Reach: 1000 individuals Content: mobile invitation that is of same standing as the printed one

meetings, invitations

7) Flyers and Posters Target: Professionals within the concenrated venues; potential buyers Media: Domino Center, Eliava Market Reach: 10 000 individuals Content: flyers inviting visitors to the exhibition, explaining concept of the exhibition;

8) Information Booths on selected venues Target: Professionals within the concenrated venues; potential buyers Media: Domino Center Reach: 5 000 individuals Content: Flyers, information distributionabout the the exhibition

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

B2C Communications and Mass Advertising techniques planned Mass communications are one of the key elements in order to make AquaTherm Tbilisi one of the most large-scale events. Therefore the exhibition will also be targeted at the general consumers and several entertainment/educational/co-marketing stimuli will be developmed for them to visit the trade fair. 1) TV Coverage Target: General Public Media: Rustavi 2, Maestro, Imedi TV Content: Participation in the thematic programs Underlining key stimuli to visit;

2) Outdoor advertising Target: General Public Media: Billboards on the central roads Content: Alternative billboards to generate attention and start buzz (e.g. water running from billboards Quantity: 3 billboards - 1 month

Quantity: minimum of 5 programs

3) Installations within the city

4) TV advertising

Target: General Public

Target: General Public

Media:Public Gathering places within the city

Media:Rustavi 2

Content:provocative and attention-grabbing installations regarding water and heat

Content:informative ads about the exhibition

Quantity: 3 places - 2 days

Quantity: 20 spots - 2 days

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

Social Media and internet communications 1) Targeting and context advertising in the search engines, providing the largest audience exposure. Timing: during the competitive fairs and a month prior to AquaTherm Georgia through Google AdWords 4) Social Media Groups and Channels (peak of activity September-October 2015) - Facebook (communications + advertising + online registration) - LinkedIn (communications + advertising) - YouTube channel (viral videos and infomercials)

On-line Promotion at Domestic and International Web-sites Actual detailed information such as the latest news, exhibitor list & profile, supporting state and business authorities, fringe program and travel support can be found on all major event and exhibition portals, as well as AquaTherm official web site and Expo Georgia official web site.

On-site entertainment and educational events 1) Seminars for professionals Target: Professional visitors Content: participants get unique opportunity educate professionals about technical details of their products;

2) Aqua-Maze on Fairground Target: General Public Content: entertaining Aqua and heat maze is planned to be set up for general public in order to create corresponding mood and provide unforgettable experience

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

Additional Promotion & Services Cooperation with the ministries and departments of purchases, education, with professional associations and with experts of the market Various co-marketing opportunities for participants Extensive business program for all target groups of the fair visitors Posters, stickers and signage of AquaTherm 2015 available within the gathering points of general public within Tbilisi Co-operation with government and embassies of Armenia and Azerbaijan for maximizing number of regional visitors Regional Facebook Campaigns (targeting Azerbaijan and Armenia) Various sponsorship opportunities designed to maximize participants' visibility during the event. (Please contact marketing department for the customized or standard sponsorship proposal.

International trade fair for heating, air conditioning, sanitary fittings, bath & design and renewable energies. 1-3 October 2015 Expo Georgia, Tbilisi

We are looking forward to welcoming you at AquaTherm Tbilisi 2015! Contacts for participants and partners: Maka Kakulia (Project manager) Tel: +995 32 2 34 11 00 (ext. 121) [email protected] Nino Kuprashvili (Head of Marketing Department ) Tel. +995 32 2 34 11 00 (ext. 127) [email protected] Contact for media & press: Giorgi Nadareishvili (Marketing manager) Tel: +995 32 2 34 11 00 (ext. 118) [email protected]