mediakit 2016thecountrysection.com/.../images/mediakit.pdf2016 Authorised as Special Reports Representatives of. THE COUNTRY SECTION is an expert media and communications agency, specialised

mediakit2016

Authorised as Special Reports Representatives of

www.thecountrysection.com

THE COUNTRY SECTION is an expert media and communications agency, specialised in elaborating in-depth business-focused features about coun-tries of current interest worldwide.The combination of our global expertise, world-class know-how and professionalism in delivering services has resulted in British Airways Media appointing THE COUNTRY SECTION as its Special Report Representatives and commissioning it to prepare and provide socio-economic reports for its flagship publication, High Life.The special features serve the purpose of niche marketing – “Marketing of Nations” – for the coun-tries portrayed, with several goals:

We provide constructive editorial information about the progress and development of markets and offer branding opportunities to position the image of public and private sector leaders and institutions.We seek to follow the theories of The Marketing of Nations (Philip Kotler, Somkid Jatusripitak and Suvit Maesincee 97). This work maintains that a nation’s

wealth greatly depends on its ability to build a strong brand image, which is directly related to the country’s investment attractiveness in terms of attributes such as its comparative and competitive advantages, its domestic economic and political stability, property rights protection and foreign trade zones.International competitiveness has become critical-ly impor- tant for countries and governments everywhere seeking to develop competitive strate-gies to attract Foreign Direct In- vestment (FDI). Their activities can, to some extent, manip- ulate three elements in their overall marketing programs: Product, Price and Promotion.Strategic marketing management in a country is a con- tinuous self-correcting process that consis-tently considers where the nation is heading, where it wants to be heading, and how best it can get there.Without sensationalism, THE COUNTRY SECTION strives to go above and beyond a general report to tell you much more about each nation’s overall strategies, their leaders and the individuality that, together with their day-to-day efforts and visionary thinking, make things happen in their respective places around the world. The goal of our special reports is to provide the most comprehensive and constructive news with a fair view of the key areas for economic growth, foreign direct investment opportunities that exist in the country we focus on.Our features extend the opinion and visions of influential leaders in both political and economic arenas around the globe, to inform you about their strategic market manage- ment approach, their beliefs, and on-going goals.

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National image-building: to enhance a nation’s image within the international community as a favourable location for investment;

To generate specific investments in various sectors across the nation’s economy, including tourism, finance, infrastructure, education, energy, communications, etc.;

To foster information and create awareness among current and prospective investors.

www.thecountrysection.com

THE COUNTRY SECTION seeks to follow the theories of The Marketing of Nations (Philip Kotler, Somkid Jatusripitak and Suvit Maesincee 97). This work maintains that a nation’s wealth greatly depends on its ability to build a strong brand image, which is directly related to the country’s investment attrac-tiveness in terms of attributes such as its compara-tive and competitive advantages, its domestic economic and political stability, property rights protection and foreign trade zones.International competitiveness has become critical-ly important for countries and governments every-where seeking to develop competitive strategies to attract Foreign Direct Investment (FDI). Their activi-ties can, to some extent, manipulate three elements in their overall marketing programs: Product, Price and Promotion.Strategic marketing management in a country is a continuous self-correcting process that consistent-ly considers where the nation is heading, where it wants to be heading, and how best it can get there.Without sensationalism, THE COUNTRY SECTION strives to go above and beyond a general report to tell you much more about each nation’s overall strategies, their leaders and the individuality that, together with their day-to-day efforts and visionary thinking, make things happen in their respective places around the world. The goal of our special reports is to provide the most comprehensive and constructive news with a fair view of the key areas for economic growth, foreign direct investment opportunities that exist in the country we focus on.Our features extend the opinion and visions of influential leaders in both political and economic arenas around the globe, to inform you about their

strategic market management approach, their beliefs, and on-going goals.This is why THE COUNTRY SECTION is a unique platform for marketing of nations globally. We go beyond frontiers, reaching out to key political figures and business leaders in each country, with the aim to deliver the current agenda and market-ing plans of growing nations’ economy. To further achieve this, THE COUNTRY SECTION also provides branding opportunities within the special features to foster the interest of other foreign industries, firms and consumers too toward the country we portray at a time.Some of the reports previously published by THE COUNTRY SECTION include:

For this purpose, THE COUNTRY SECTION has interviewed numerous country leaders across the planet, including, among the most current ones:

South Africa A Bridge to 2010 South Africa Towards the African World CupPuerto Rico The Chance for ChangeTrinidad & Tobago The tide changesBrazil A taste for successKenya The place to be, the place to seeNigeria Sustained investment drives growthMalaysia A unique approach to social and economic growth

Tun Dr. Mahathir Mohamad, former Prime Minister of Malaysia Dato Sri Najib Razak, Prime Minister of Malaysia Tan Sri Muhyiddin Yassin, Deputy Prime Minister of Malaysia Mr. Desmond Tutu, Archbishop Emeritus & 1984 Nobel Peace Prize Mr. Marthinus van Schalkwyk, Minister of Tourism of South AfricaMr. Blade Nzimande, Minister of Higher Education of South Africa Mr. Mehmet Simsek, Minister of Finance of Turkey Mr. Taner Yıldız, Minister of Energy and Natural Resources of TurkeyDr. Ernest Bai Koroma, President of Sierra LeoneMrs. Omobola Johnson, Ministry of Information and Communications of Nigeria

WHAT WE DO

www.thecountrysection.com

About High Life

The award-winning British Airways High Life, founded in 1973, is the highly acclaimed premium lifestyle magazine for all British Airways passengers. Stunning pictures set the scene, glittering prose draws you in, insider tips and hilarious anecdotes grab you and won’t let go. Read John Simpson’s regular columns on his favourite cities and many other fascinating features.Published monthly, it delivers to two key captive audienc-es: upmarket leisure travellers and business passengers. It offers sophisticated, dynamic journalism and wide-reaching advertising possibilities, reaching an audience of over 3 million passengers a month.Our readers are typically time poor and cash rich so have little time to consume media day-to-day. High Life captures them at a time when their attention is guaran-teed. Unreachable, and removed from the pressures of everyday life, they are in a prime position to engage with our title and do so, on average, for over fifty minutes.High Life is the highest circulation lifestyle and travel magazine*, as well as being the top press title on the NRS survey for average income of chief income earner**.

Who reads High Life? High Life reader 2013

British Airways passengers constitute an affluent upmar-ket audience in an environment conducive to absorbing advertising messages. Traditional media have found it difficult to achieve cost efficiency against similar upmar-ket targets because:- They tend to be busy, time-starved individuals who have few opportunities to relax and consume media;- They have a larger media channel repertoire than the average adult;- They are media savvy;- They are an expensive audience to reach.

High Life offers a unique advertising environment – in-flight, delivering to passengers who are:- Seated and therefore in a prime position to consume media; - Not contactable and thus removed temporarily from many of the pressures of everyday life; - Excited about the prospect of travel and in a positive frame of mind; - Exposed to a variety of multimedia advertising; - Able to sample some advertised products immediately because of the synergy between in-flight retail and in-flight media.

Editorial Awards

Kerry Smith, Highly Commended, BSME New Editor of the Year, 2007Claire Wrathall, APA Journalist of the Year, 2007

*source UK/ROI ABC Jul - Dec 07**source NRS Jan - Dec 07

Data Sources:NRS – National Readership Survey – British readership figures

Premier TGI – upmarket Britain figuresEMS – affluent Europe figures

Circulation: 200,310 it is the highest circulating travel magazine

Total passengers per issue: 2.8 million

Affluent European readership: 632,000 (EMS – 2012)

British readership: 322,000 (NRS – Q4 2011)

Frequency: monthly publication

Placement: Distributed in every BA seat pocket and in BA’s exclusive lounges

Intelligent, witty and peppered with insider knowledge, our travel stories resonate with passengers long after they land.

Paul Clements, High Life

I feel proud to be part of something soprofessional and good-looking.

John Simpson, columnist and BBC World Affairs Editor

ABOUT THE MEDIA

Readership Profile:44% Female, 56% Male

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68% of High Life readers are AB

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62% of High Life readers holdinvestments

62% 50%

Over 50% of High Life readers hold positions as directors or above