MARKETINGPROPOSAL

Advertising and Sponsorship Opportunities in an

International Flower Show

EXHIBITOR 2015

KRANJI

May 19 - 23, 2015Royal Hospital, Chelsea, London

RHS Chelsea Flower Show is the grandest and most famous flower show in the world. It’s a five day event held at the Royal Hospital, Chelsea, London. Well-known brands and world-renowned landscape designers collaborate to create beautiful show gardens for exhibition. For this year, the flower show will be on the 19th to 23rd of May 2015.

Visitors at RHS Chelsea Flower Show 2014 | Photo Courtesy of Royal Horticultural Society

CHELSEA FLOWER SHOW 2015May 19 - 23, 2015 | Royal Hospital, Chelsea, London

About RHS Chelsea Flower Show

Chelsea Flower Show, also known as Great Spring Show started as early as 1862. It established a stellar reputation as a yearly floral event. It draws as much as 157,000 visitors and is often graced by the presence of the Royal Family and the Queen herself.

Queen Elizabeth II visits the Chelsea Flower Show in London with her husband Prince Philip and grandson Prince Harry | Photo Courtesy of DailyMail UK, Alpha Press

About RHS Chelsea Flower Show

Royal Familes, A Listers Actors and Famous Celebrities also spend time to visit the garden exhibits at this prestigious flower show.

Hellen Mirren, Benedict Cumberbatch and his Mom Wanda Ventham, Gwyneth Palthrow, Michael Caine and Rowan Atkinson are some of the famous faces who showed up at the previous Chelsea Flower Shows.

Prince Charles and Camilla visit the Sentebale 'Forget-me-not' garden hosted by Prince Harry.

Famous celebrities visiting the Chelsea Flower Show.

Princess Beatrice of York with Holly Branson at the Chelsea Flower Show 2014.

About RHS Chelsea Flower Show

Prominent corporate names are set to compete for this year’s show. L’Occitane, Brewin Dolphin, Royal Bank of Canada, Champagne Laurent-Perrier, M&G and The Telegraph are set to participate. Prince Harry’s charity, Sentebale is also exhibiting a garden for the second time.

Chelsea Flower Show is always a sold-out show gathering around 160,000 visitors every year.

About RHS Chelsea Flower Show

L'Occitane en Provence's garden at the Chelsea Flower Show 2012.

KRANJI

THE SHOW GARDEN

"In celebration of Singapore's 50th Year of Independence"

EXHIBITOR 2015

Kranji is a suburb in the northwest part of Singapore, located about 22 km from the city centre. It is before the Straits of Johor – the strait separating Singapore from Malaysia.

Being the countryside, Kranji has the nature’s gifts - tall trees along the trails, lakes, swamps, and wild flora and fauna. It is peaceful and serene, quiet but full of life.

Upon passing the Kranji Lake, you are transported to a lush natural landscape that is home to many tropical plants nursery, orchid and agricultural farms, and nature reserve wetlands.

Brilliant colors are what you will be treated to by walking around the orchids grown in farms, surrounded by tropical plants and palms found in plants nurseries that are all over Kranji.

By John Tan and Raymond TohTHE HIDDEN BEAUTY OF KRANJI

Hidden within this nature outback are mangrove parks and secret gardens that bring together flora and fauna perfectly.

You can experience nature at its best with a trail that leads into a mangrove swamp with the water shimmering from the reflection of the sunlight that bounces off the stream.

The peacefulness and the serene nature is a perfect surrounding for the resting place of Kranji War Memorial, commemorating the 30,000 Commonwealth personnel who died in Singapore, Malaya, Java and Sumatra during the World War II. The soldiers headstones are prefect aligned in straight rows on both sides of a gentle hill.

Such distinct beauty inspired the garden, “The Hidden Beauty of Kranji”. It features tropical plants with orchids and a pavilion with aluminum stilts aligned on its side with vertical greenery complimenting it.

A view across the hall shows a waterfall cascading over a green wall of ferns on to a pond and the lush greenery abundant around the stream. The roof has a garden that has creep-ers flowing down from inside of the aluminum stilts and a see-trough water basin giving a shimmering effect inside the hall.

As a dedication to Singapore’s 50th anniversary, this garden will showcase the best of Kranji – the unseen beauty that it has and the rich history that it holds.

DESIGNERS'PROFILE

John Tan & Raymond Toh

EXHIBITOR 2015

KRANJI

John Tan and Raymond Toh are distinguished landscape designers in Singapore known for their creative, sustainable and award winning designs. They work as business partners and creative allies in running their company - Esmond Landscape and Horticultural Pte Ltd. Almost 15 years of collaboration furthered their company towards expansion, with clients growing in number year by year.

As designers, they conform to the company’s tagline – “Beyond Traditional Design”. Their guiding rule is to create designs with elements of surprise, designs that tell a story and lead to discovery. The designs they make are recognized in garden design competitions.

Gardening World Cup 2013Nagasaki, Japan

GOLD and BEST OF SHOWTimeless Tropical : Peace with Nature

LIAS Awards of Excellence 2013SILVER, BRONZECowdray Project

Bowmont Gardens Project

Sngapore Garden Festival 2012SILVER AWARD

Open to Nature : Beyond Tradition

Singapore Garden Festival 2010GOLD and BEST OF SHOW

The Tree House : Modern Kampong Lifestyle

LIAS Awards of ExcellenceGOLD and BEST OF CATEGORY

Residence @ 145

Singapore Garden Festival 2008SILVER AWARD

Implementing PartnerPaths to Aspiration :

A Human Dilemma

LIAS Awards of Excellence 2009BRONZE AWARD

Jalan Seni Project

Singapore Blooms 2003Merit Award

Outdoor Lifestyle

DESIGNERS' PROFILEJohn Tan and Raymond Toh | Esmond Landscape & Horticultural Pte Ltd

AWARDS

Raymond Toh & John Tan

DESIGNER'S PROFILE

They received several awards at the LIAS Awards of Excellence, including the top awards - Gold and Best of Show. The duo also did winning garden shows at the biennial Singapore Garden Festival since year 2008. Their most notable work is “The Tree House: Modern Kampong Lifestyle” - which won a Gold Award and the Singapore Garden Festival 2010’s Best of Show Award.

In 2013, they represented Singapore at the Gardening World Cup in Nagasaki, Japan. They brought victory home with their winning design “Timeless Tropical : Peace with Nature”. Again they won another Gold Award, and the event’s Best of Show Award, beating other internationally renowned designers.

John Tan & Raymond Toh with President Tony Tan at the Singapore Garden Fesival 2010.

The Tree House : Modern Kampong Lifestyle

DESIGNER'S PROFILE

Coinciding with their guiding rules, their designs feature the best elements of nature arranged to be inviting, engaging and able to tell a story. Such character is also evident in their latest show garden “The Hidden Beauty of Kranji”, which will be exhibited in the prestigious Chelsea Flower Show in London on May 2015. The said design will showcase a tribute to the Singapore’s suburb, Kranji countryside. They will be the first Singaporeans to participate in the Show Garden category; marking another history milestone especially Singapore is celebrating its 50th anniversary.

Raymond & John holding Singapore's flag at the Gardening World Cup 2013 in Nagasaki, Japan.

MEDIA APPEARANCES

THE TELEGRAPHChelsea Flower Show 2015

RECKLESS GARDENERChelsea Flower Show 2015

THE GARDEN (UK)Chelsea Flower Show 2015

THE STRAITS TIMESChelsea Flower Show 2015

MEDIA APPEARANCES

L'art des Jardins (France)Gardening World Cup 2013

THE STRAITS TIMESGardening World Cup 2013

THE STRAITS TIMESGardening World Cup 2013

CHANNEL NEWS ASIASingapore Garden Festival 2010

MEDIA APPEARANCES

Small But Perfectly Formed

THE STRAITS TIMESSingapore Garden Festival 2010

ZAO BAO SINGAPORESingapore Garden Festival 2010

OTAGO DAILY TIMESSingapore Garden Festival 2010

SQUARE ROOMSSingapore Garden Festival 2010

SPONSORSHIPPROPOSAL

EXHIBITOR 2015

KRANJI

SHOW GARDENSPONSORSHIP

We, John Tan and Raymond Toh are inviting your organization to join us as a sponsor to our design, “The Hidden Beauty of Kranji” for the Chelsea Flower Show 2015. We believe this is one of the best opportunities to expand your marketing reach or further your company’s image internationally. Our garden design in a way is representing a part of Singapore in an international competition. Please see the design details attached in this letter.

Coinciding with the 50th Anniversary of our Republic, we believe this is the best chance for us to unite and show to the world what Singapore has to offer.

The following pages are key points why advertising at this show is ideal for you organization. We have also arranged a series of sponsorship packages for you to choose from, and we are as well willing to customize advertising privileges according to your best interests.

If you wish to consider, please do not hesitate to contact us. We look forward to your response. Thank you.

CONTACT DETAILS:

John Tan C.H.Esmond Landscape and Horticultural Pte Ltd300 Neo Tiew Crescent, Singapore 718904

Telephone : (65) 6468 0813Mobile : (65) 9620 0705Email : john@esmond.com.sg

"Take the opportunity to advertise during the most prestigious flower show in the world."

SHOW GARDENSPONSORSHIP

161,000Total No. of Visitors at Chelsea Flower Show each year

International PR OpportunitesMarketing and Networking opportunities and exposure to local and international audiences.01

186 Million PeopleReached by printed press coverage during the month leading up to, and during show week 19 -24 May. It was worth approximately £6million.

Major Newspapers CoverageEvery national newspaper covered the show, and highlights included supplements in The Financial Times and The Daily Telegraph.

Magazines CoverageThere was extensive coverage in all major gardening publications like Garden Answers, Horticulture Week, Amateur Gardening and Garden News.

387 Million PeopleNumber of people online press coverage of the show reached from 1 – 24 May. The show was featured on Daily Telegraph online, Daily Mail online and Time Out.

291 FeaturesBroadcast on UK television (BBC and non-BBC) reaching 191 million people.

Major TV and Radio CoverageRadio and television highlights included coverage on ITV 1 News, ITV Daybreak, BBC1, BBC News, Magic, Radio 4, Radio 5 Live and the BBC World News.

80 HoursCoverage broadcast across the BBC English Regions radio network.

1000 Press VisitsThroughout the show week, from 19 to 24 of May 2014.

International Media CoverageThe show is covered by media from the planning and construction to post awarding phases. Below is the RHS Chelsea Flower Show coverage stats.02

RHS Chelsea Flower Show offers an invaluable platform to sell and market your company. Wide media coverage across TV, radio, newspapers and the web gives you a unique promotional advantage to showcase your brand to the world.

CONTACT DETAILS:

John Tan C.H.Esmond Landscape and Horticultural Pte Ltd300 Neo Tiew Crescent, Singapore 718904

Telephone : (65) 6468 0813Mobile : (65) 9620 0705Email : john@esmond.com.sg

74% 26%35 - 65YEARS OLD

55YEARS OLD

MEAN AGECORE AUDIENCE

SOCIAL STATUS GENDER AGEC1

29%

84%55%

ABC1 AB

Reach Out to Target DemographicsRHS Shows have a total of 544,000 visitors each year.*03Branding in the Flower Show CatalogueExhibitor and Major Sponsors’ names will be listed in the RHS Chelsea Flower Show Event Catalogue (170,000 copies). The catalogue contains all the show’s relevant information and is always kept by visitors as a souvenir.04

SHOW GARDENSPONSORSHIP

Social Media PublicityPossible mentions by RHS Social Media Accounts during the show.

84,000 Page Likes 74,000 Followers05

RHS Chelsea Flower Show features on BBC News, The Telegraph (Print), BBC and The Guardian Online.

SPONSORSHIPPACKAGES

PLATINUM$600,000

Organization entitlement as the show garden’s SPONSOR.

Inclusion of Organization’s name in the Garden Title. e.g. ABC Company (Sponsor) ABC Company - “The Hidden Beauty of Kranji” (Garden Title)

The title is used in all of the shows publicity platforms – press release in major newspaper (Straits Times), prints, online, television and radio.

1

2

Inclusion of Organization’s name as sponsor in the garden description page inside the RHS Chelsea Flower Show Catalogue (A5 Size | 170,000 copies).3Prominent name and logo placement on the Show Garden Brochure (Front, Inside and Back) to be handed out during the show’s duration (10,000 copies).4Prominent logo placement in front of the Show Garden Official Shirt (150pcs) to be worn by staff during construction and tear down, and for the show’s duration. Some shirts will be given as tokens to VIP visitors.

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1 Page (A5) advertising space inside the RHS Chelsea Flower Show Catalogue.6Mention in the designer’s acknowledgements during speeches and interviews.7Stage Presence of Organization Representative during the award-ing ceremony.8Prominent placement of company logo in dedicated microsites in Esmond Landscape and Uniseal’s official website.9Social media mentions by the show garden designers and contractors.10

SPONSORSHIPPACKAGES

GOLD$450,000

Organization entitlement as the show garden’s sponsor. e.g. ABC Company (Sponsor) “The Hidden Beauty of Kranji” (Garden Title)

The title is used in all of the shows publicity platforms – press release in major newspaper (Straits Times), prints, online, television and radio.

1

2Inclusion of Organization’s name as sponsor in the garden description page inside the RHS Chelsea Flower Show Catalogue (A5 Size | 170,000 copies).

3Prominent name and logo placement on the Show Garden Brochure (Front, Inside and Back) to be handed out during the show’s duration (10,000 copies).

4Prominent logo placement in front of the Show Garden Official Shirt (150pcs) to be worn by staff during construction and tear down, and for the show’s duration. Some shirts will be given as tokens to VIP visitors.

5

6 Mention in the designer’s acknowledgements during speeches and interviews.

7

Stage Presence of Organization Representative during the award-ing ceremony.

8

Prominent placement of company logo in dedicated microsites in Esmond Landscape and Uniseal’s official website.

Social media mentions by the show garden designers and contractors.

SPONSORSHIPPACKAGES

SILVER$300,000

Organization entitlement as one of the show garden’s 2 main sponsors. e.g. ABC Company and XYZ Company (Sponsors) “The Hidden Beauty of Kranji” (Garden Title)

The title is used in all of the shows publicity platforms – press release in major newspaper (Straits Times), prints, online, television and radio.

1

2Inclusion of Organization’s name as sponsor in the garden description page inside the RHS Chelsea Flower Show Catalogue (A5 Size | 170,000 copies).

3 Logo placement on the Show Garden Brochure (Front and Back) to be handed out during the show’s duration (10,000 copies).

4Logo placement in front of the Show Garden Official Shirt (150pcs) to be worn by staff during construction and tear down, and for the show’s duration. Some shirts will be given as tokens to VIP visitors.

5

6

Mention in the designer’s acknowledgements during speeches and interviews.

Placement of company logo in dedicated microsites in Esmond Landscape and Uniseal’s official website.

BRONZE$100,000

Organization entitlement as one of the show garden’s supporting, non-titular sponsors.1

2Inclusion of Organization’s name as sponsor in the garden description page inside the RHS Chelsea Flower Show Catalogue (A5 Size | 170,000 copies).

3 Logo placement on the Show Garden Brochure (Back) to be handed out during the show’s duration (10,000 copies).

4 Placement of company logo in dedicated microsites in Esmond Landscape and Uniseal’s official website.