20123rd Top Chef Contest &

Art De Table Show

With the collaboration of

Presented By

2010 & 2011 Esteemed Sponsors

A Parallel Event for

Food & Hotel Expo 2011 - Jeddah

Semi Brief :

Top Chef Contest & Art De Table Show 2012 Event

Saudi Arabian Chef Association Project by

May 20th – 23rd of May 2012 Period

Food & Hotel Hospitality Expo 2012 Parallel Event For

Females, Traders, FMCG Professionals, End Consumers

Main Target

Jeddah Center for Forums & Events – Jeddah – KSA Venue

4 days Event Duration

5 international Chefs from World Association of Chef Societies (WACS)

Jury

World Association ofChef Societies

Table Of Contents

Event Profile Expo Visitor Promotion & Publicity Campaign Expo Categories Top Chef Competition Categories Main Sponsor & Category Sponsors Benefits

Two exciting visitor features of the food & hotel Arabia shows are the prominent Top Chef Arabia contest and the Art de Table competition.

• Top Chef Arabia

First staged during the 2002 edition, it now attracts so much interest that the contest is quickly oversubscribed with chefs eager to display their culinary skills for this coveted award whilst achieving press and public exposure for their hotel or restaurant.In addition to the competitive sessions, each evening also includes themed cookingdemonstrations that make this a unique gastronomic experience for visitors.

• Art de Table

Introduced in 2008, this competition delighted visitors with hotels and restaurants competing for the award of best table display.

Sponsorship

Both events enjoy popular support and are ideal sponsorship opportunities; Top Chef Arabia is housed in an especially constructed auditorium and Art de Table in a dedicated display area. The Top Chef competition, with its ancillary cooking demonstrations by leading chefs, offers tremendous promotional potential with its audience participation, prize contests, CCTV link throughout the venue and full media leads.

Event Profile

An extensive promotion and publicity campaign will be undertaken throughout Saudi Arabia and the neighboring GulfStates. This will ensure the maximum number of high profile visitors.

The campaign will incorporate:

• Direct fax, mail, SMS and e-mail campaigns targeted at leading buyers,

businessmen and professionals.• Advertisements & supplements in supporting newspapers,

specialist journals and on the Internet.• Targeted invitations to manufacturers, chefs, consultants,

specifies, food & beverage managers, catering managers,• traders, distributors, contractors and business

entrepreneurs.• Posters, banners, outdoor billboards and electronic.

Expo Visitor Promotion & Publicity Campaign

Expo Categories

Additives Bakery Products Condiments Confectionery Dairy Products Dried Food Delicatessen & Fine

Food Diabetic Food Fast & Snack Food Fats & Oils Flavorings Flour, Grains, Rice and

Pasta Fresh Fruit & Vegetables Frozen Food Health/ Dietary Food Herbs & Spices Meat, Poultry & Fish Mineral & Carbonated

Water Mineral Supplements Preserves & Honey Pulses Soft Drinks & Fruit

Juices Sugar & Syrups Tea & Coffee

Top Chef COMPETITION CATEGORIES

A. Daily Live Cooking

B. Daily Table Set-up Competition

C. Carving Competition

D.Barista Competition

E. Salon Culinaire Show Piece Competition

F. Chocolate Presentation

G.Novelty Cake

H.Arabic Sweets Presentation

I. Salon Culinaire Cold Exhibition

A: Daily live cooking events

Four Course Dinner prepared within 3 hours

Day 01: Asian concept

Day 02: Pasta concept

Day 03: Indian concept

Day 04: Arabic concept

B: Daily Table Set-Up Competition

Daily different themes & concepts show

C: Carving Competition

Ice & Vegetable Carvings

D: Best Barista Men in KSA

E: Salon Culinaire Show Pieces

CATEGORIES:

i. Show Pieces (Butter, Chocolate, Sugar, Cheese & Bread).

ii. Traditional Arabic Dishes (3 Plates).

iii. Amuse Guelle: (5 Types assorted by 8 pieces per type on a tray).

i. Salon Culinaire Show Pieces

Butter, Chocolate, Sugar, Cheese & Bread

Traditional Arabic Dishes (3 plates)

ii. Arabic Salon Culinaire Show Pieces

iii. Salon Culinaire Show Pieces

5 Types assorted by 8 pieces per type on a tray

Best Special events chocolate presented

• Wedding

• Eid

• Birthdays

• Children's day

• Parties

F: Chocolate Presentation

G: Novelty Cake Show

Best Arabic Sweets for the special Occasions

H: Arabic Sweet Presentation

I: Salon Culinaire Cold Exhibition

• 3 Plated Desserts (a la carte plated, dessert)

• 3 Plated Starter Dishes

• Restoration Tray for 2 Pax with 1 Show Plate

Exhibition Floor Plan/Top Chef Contest Location Top Chef Location

Media Coverage

LBC

Al Arabiya News Saudi TVAsharq Alawsat

CNBC

Media Coverage

MBC

Saudi news

Ouooun Jeddah

Top Chef Main Sponsor

Category Sponsors Benefits

Top Chef Contest Sponsors & Category Sponsor Benefits Top Chef Top Chef

Main Sponsor

Category Sponsor

Logo on 2 Roll Ups at Venue main entrance 30 x 30 cm 15 x 15 cm

Logo on the 100,000 (A5) Flyers 6 x 4 cm 3 x 2 cm

Logo on 2 Pop Ups (1 at Expo entrance + 1 inside Top Chef contest hall)

40 x40 cm 20 x 20 cm

Logo on one sleeve of all Jury members (7x5cm) total of 5 judges

Logo on the Jerseys back of all Jury members( 5 judges) 15 x 10 cm

Logo on 500 Certificates

Logo on backdrops during all PR news pictures and TV interviews

Top Chef Sponsor product placement + 9 m open space stand Special

(3x3m) booth

Product Placement & promotional

table30’ radio (Vocal) spot on the PA system within the Top Chef hall

Every 30 minutes

Every hour

Branding the tables front side of particular sponsored category (96 x 86 cm)

(10 tables) (5 tables)

Sponsor private double sided full branded danglers (2x 1m)

2 above Top Chef hall

1 over Category corner

Moving Logo (Gobo light) on the wall of the expo

Product using during contest (Free product materials from client side)

Live cooking demonstration for client brand in front of end consumers

Regular size Double size or Quantity

Sponsors Benefits/ROI

Top Chef Main Sponsors logo on Jury's Jerseys

Category Sponsors Logo on Jury's Sleeves

Main Sponsor Logo

Category Sponsor Logo

Sponsors Logo on Certificates

Sponsors Products Demonstration

Sponsors Products Demonstration

Sponsors Product Demonstration

Sponsors Product Display

Sponsors Cocking Tables Branding

Live Cooking on Giant Screens for attendees

Sponsors Danglers & Media PR Corner

Top Chef Sponsors Stand

Sponsors Branding At Expo Main Lobby

Sponsors Gobo Logo on the wall of Main Entrance

Sample of 2011 flyer for public (100,000 copy) Sample of 2011 flyer inviting chefs (5,000 copy)

Flyers Layout (A5) Sample of TopChef 2010 flyer

KSAAdnan Merhabi

adnan@topgoldintl.com00966 540 904 906

Best Culinary RegardsFor more info feel free to contact us

DubaiMario Saaiby

mario@omv-mena.com00971 503 777 589

KSAGeorges Yazbeck

georges@omv-mena.com

00966 558282853

Rami Nicolas rami@omv-mena.com

00966 55 899 9070