PACHA CRUISE MSC

OVERVIEW

PACHA’S WORLD

THE FIRST DANCE MUSIC CRUISE ON THE MEDITERRANEAN SEA

WELCOME ON BOARD

PROMOTIONAL PLAN

FUTURE DEVELOPMENTOF THE PROJECT

AGENDA

READY, steady, go!

TODay more than ever, dance music is conquering a huge worldwide young audience faithful to their favorite djs, parties and legendary places connected to this amazing world.

Every year thousands of people join huge events where music, different cultures and lifestyles get together creating a global community tied by the same love and connected 24/7 through the new technologies.

In this instance Ibiza is recognized since many years AS “the Mecca”of the dance music and club culture thanks to a terrific offer of events and international djs which is part of its undisputed attractiveness.

The history of Ibiza is strictly connected to Pacha, the mythical club that has seen many generations on its dancefloor and has become an international lovemark which evokes freedom, Fun, glamour and a cross-over culture.

Currently, Pacha is a worldwide reference point in the entertainment sector for the young generations and represents an icon of the real Ibiza experience.

OVERVIEW

DANCE MUSIC AND

THE MILLENIALS

Since 1973, the year of its arrival on the white island, Pacha has been constantly developing together with time, fashion and trends and bringing new ideas, improvements and all kind of extravagances to the night scene; although always maintaining its singularity,

its particular style and spirit.

Pacha’s events are an unforgettable experience featuring high quality music and a unique atmosphere that deeply represent the close link of the club with the upcoming musical trends combined with the desire to experiment and being faithful to the

unconventional spirit which is part of its DNA.

So the “two cherries” are not just a sweet logo, they represent a hip styled, free spirited Mediterranean lifestyle chosen by a cosmopolitan, sophisticated and distinguished audience.

Demanding, passionate, with a strong personality, open-minded, eager to discover the beauty around: this is the portrait of the one who join Pacha’s brand world.

PACHA’S WORLD

THE WORLDOF GLAMOUR

THE MOST POPULAR CLUB IN THE WORLD WITH MORE THAN 40 YEARS OF HISTORY

ONE OF THE LEADING WORLDWIDE BRANDS IN THE YOUNG TARGETS ENTERTAINMENT SECTOR

20 FRANCHISE CLUBS AROUND THE WORLD:( SPAIN, BRAZIL, ARGENTINA, GERMANY, AUSTRIA, UK, USA, AUSTRALIA, PERU, EGYPT, RUSSIA, POLAND, CROATIA, UAE)

MORE THAN 100 WORLDWIDE EVENTS PER YEAR

1 ANNUAL FESTIVAL IN AMSTERDAM THAT REACH AN AUDIENCE OF MORE THAN 15’000 PEOPLE( MORE FESTIVALS TO BE CONFIRMED IN EUROPE, LATIN AMERICA AND ASIA)

PACHA’S FACTS AND FIGURES

ALL ABOUTPACHA

PACHA’S BRAND IDENTITY

OPEN MINDEDNESS

PLEASURE

MEDITERRANEAN SPIRIT

GLAMOUR

HEDONISM

PRECIOUSNESS

DYNAMISM

DELIGHT

A GLOBALLOVEMARK

PACHA GROUPPAcha is part of a group that operates in several business areas reaching a very extended target with the strong appeal of its brands.From Europe to Usa, Latin America and Australia, Pacha has landed all over the world bringing an inimitable style closly related to its

Mediterranean roots.

Pacha group is also present in sectors such as Ho.re.ca (El Hotel, Destino, Pacha restaurants, Sweet Pacha, Lio), Apparel and accesories (Pacha collection) Cosmetic (Pacha parfumes), Media (Pacha magazine, Pacha recordings) and Luxury boat charters (Pacha67 sailboat).

The group keeps on growing up offering new products and services to its targets and being an excellent partner in special initiatives and integrated projects.

MAIN FEATURES DANCE MUSIC HAS CONQUERED A HUGE WORLWIDE AUDIENCE.

PACHA AND IBIZA ARE THE MAIN INTERNATIONAL REFERENCE POINTS FOR CLUBBERS AND DANCE MUSIC LOVERS.

PACHA IS CONSIDERED AN ICON THAT CREATED NEW TRENDS AND LIFESTYLES, ONE OF THE MOST RECOGNIZED WORLDWIDE LOVEMARKSFOR THE YOUNG TARGET AUDIENCES.

PACHA BRAND IS PART OF AN ITERNATIONAL GROUP THAT OPERATES IN SEVERAL SECTORS SUCH AS HORECA, APPAREL & ACCESSORIES, MEDIA.

FOCUSON...

Pacha cruise by MSC is the first dance music cruise on the mediterranean sea featuring the parties, the djs and the magical atmosphere of the world’s most popular club.

It’s all about high quality music, emotions, fun, energy and about the incredible experience to board on big floating city full of lights and amazing attractions.

Every day on the Pacha cruise will be unique with the fantastic 60ies atmospheres of Flower Power party, the most innovative sounds of the electronic dance music or the unique style of iconic parties such as Pure Pacha.

“Feel a pure Pacha’s experience sharing an amazing travel with thousands of new friends.

Join the Pacha Cruise and find out how the mediterranean sounds different!”

THE FIRST DANCE MUSIC CRUISE ON THE MEDITERRANEAN SEA

LET’sDANCE

END OF 2014Presentation of the partnership and preview of Pacha Cruise with a special event.

Event’s features: limited access event, art direction and promotional support of Pacha Ibiza.

2015Launch of the Pacha Cruise on two routes that includes the ports of

Barcelona, Ibiza, PALMA DE MALLORCA and Amsterdam (Pacha Festival on May).Additional features:

Barcelona: Cross selling actions with Pacha Barcelona.MALLORCA: Cross selling actions with Pacha MALLORCA.

Ibiza: Limited access for a daytime party (tbc) and free access at two of the most popular parties of Pacha Ibiza.Amsterdam: Cross selling actions with Pacha Festival

PROJECT DEVELOPMENT SCHEDULE

LET YOURDREAMS SET SAIL

2016Pacha Cruise second edition featuring the introduction of “Pacha limited” a deluxe package for exigent target AUDIENCES.

Additional features: Cross / Up selling actions with THE PARTNERS OF PACHA’S international network.

Ibiza: daytime party (tbc), happy hour party at Pacha’s El Hotel, free access at two of Pacha’s main parties together with a special after party at Destino resort (TBC).

2017Pacha Cruise third edition featuring “Pacha moon light shadow”:

a unique show made of quality music, acrobatic performances and a polysensorial set.

Possible launch of Pacha Cruise in Latin America and other strategic worldwide markets.

Additional features:Cross / Up selling actions with THE PARTNERS OF PACHA’S international network.

Ibiza. daytime party (tbc), happy hour party at Pacha’s El Hotel, free access at Pacha’s main parties and Pacha limited special after party at Destino resort (TBC).

PROJECT DEVELOPMENT SCHEDULE

REACH A HUGE YOUNG INTERNATIONAL TARGET AUDIENCE: Thanks to an extensive worldwide network and the strong loyalty of its audience, Pacha can count on a massive community that

share the values of the brand and advocate the brand’s lifestyle.

Pacha Cruise will attract both the usual target AUDIENCE of the brand and the other ones that aspireto join the magical Pacha’s world.

SAVE THE DATE:The main Pacha cruises will take place in conjunction with strategic dates such as the opening of the summer season in

ibiza, Festivals AND EVENTS WITH PACHA INTERNATIONAL NETWORK AND FRANCHISES.

A steadily increasing turnout of international visitors during these strategic dates is an important guarantee for the planning of this project.

SOME IMPORTANT FEATURES ABOUT THE PROJECT

PROJECTHIGHLIGHTS

THE ROUTES: Pacha Cruise’s itinerary is one of the most important features of the project as the routes chosen are functional as they represent a perfect solution for those who want to live an amazing cruise experience and join important events such as

the opening of the season in Ibiza, festivals etc.

By the way the routes are also strategic because it allows to easily create cross-selling actions with the international network and partners of Pacha.

PRE-SALES:Pacha can count on the collaboration of one of the worldwide most important tickets sales

and distribution for its local and international events.

This feature can be consider as an interesting alternative channel to tickets and special packages sales for Pacha Cruise.

SOME IMPORTANT FEATURES ABOUT THE PROJECT

LENGTH OF THE CRUISE: 5 DAYS PERIOD: MAY / JUNE

NUMBER OF CRUISES: 2 PER YEAR ROUTES: INCLUDING BARCELONA - IBIZA - PALMA DE MALLORCA - AMSTERDAM

PARTIES ON BOARD:FLOWER POWER / INSANE / PURE PACHA / F*** ME I’M FAMOUS /SOLOMUN + 1

SPECIAL CONDITIONS FOR THE ENTRANCE AT :PACHA IBIZA PARTIES - DAYTIME POOL PARTY AND AFTER PARTY - PACHA FESTIVAL AMSTERDAM – PACHA IBIZA / PACHA FRANCHISES EVENTS INTERNATIONALLY.

(TBC)

SPECIAL FEATURES ON THE BOAT: PACHA COLLECTION STORE

DJ AND VJ CONTESTS MUSIC PRODUCTION WORKSHOPS AND CONFERENCES

ART AND DESIGN EXHIBITIONS

WELCOME ON BOARD: THE SCHEDULE

FEEL THEPACHA EXPERIENCE

WELCOME ON BOARD: THE PARTIES

THE BEST OFPACHA’S ENTERTAINMENT

The authentic hippie essence of the white island.

The underground side of Pacha featuring tech-house and deep house sounds.

The party that embody the open spirit, freedom and fun of the original Pacha.

The legendary party of the superstar dj David Guetta.

Deep and sexy sounds by Solomun, one of the hottest name on the international underground scene.

MAIN FEATURES

PACHA CRUISE IS AN AMAZING CHANCE TO JOIN THE WORLD’S MOST POPULAR CLUB ATMOSPHERE ANDFEEL HOW THE MEDITERRANEAN SOUNDS DIFFERENT.

PACHA CRUISE IS A LONG TERM PROJECT BORN TO MEET THE HUGE DEMAND OF A LARGE INTERNATIONAL AUDIENCE WHO WANT TO LIVE AN EXCLUSIVE CRUISE EXPERIENCE.

PACHA CRUISE OFFERS ATTRACTIVE ITINERARIES, AMAZING PARTIES TOP INTERNATIONAL DJS, COOL EXTRA ACTIVITIESAND SPECIAL CONDITIONS FOR THE ENTRANCE AT PACHA IBIZA’S PARTIES AND INTERNATIONAL EVENTS.

PACHA CRUISE CAN COUNT ON THE PROMOTIONAL BOOST OF A RELEVANT INTERNATIONAL NETWORK AND THE LARGE SUPPORT OF MANY BRAND LOVERS.

FOCUSON...

PROMOTIONAL PLAN

The project Pacha Cruise can count on a high structured promotional plan developed on different channels and based on a specific strategy made to reach the reference target AUDIENCES and create an extensive word of mouth.

The promotional plan will include on and off line actions together with viral and guerrilla marketing features, taking advantage of Pacha’s deep-rooted visibility both in Ibiza and in many international countries and a massive presence on the web and social

network which also includes a large list of fans, followers and a huge targeted database.

The strategy has got two main strengths: the cross-media approach and the extended time frame of the promotional activities.

In this instance, the promotional plan will start at the end of the summer 2014 and it will be extended up to the first four months of 2015 relying on the enormous feedback given by the Ibiza’s closing summer season time along with the constant presence of all

the initiatives related to the brand whether in events and festivals or multimedia and on line projects.

ACTING THROUGHTHE LINE

OFF-LINE MAIN ACTIONS

Most of the off-line actions will be concentrated during the main Pacha Ibiza’s localand international events attended by thousands of people.

The strategy will include:

DISTRIBUTION OF LEAFLETS AND PROMOTIONAL INFORMATION ABOUT PACHA CRUISE.

DISTRIBUTION OF CUSTOMIZED MERCHANDISING AND GADGETS DURING THE EVENTS AND PROMOTIONAL PARADES.

ADVERTISING AND ADVERTORIALS PLANNING ON INTERNATIONAL LEGACY MEDIA (MAGAZINES, RADIOS, TV ETC.)PROMOTIONAL SUPPORT BY INFLUENCERS AND ENDORSERS.

OFF-LINE

Pacha can count on a huge number of on-line contacts and interactions both on the web and the social network pages.Pacha can also plan actions with its huge targeted mailing list.

AVERAGE OF VISITORS PER MONTH ( WEBSITE): MORE THAN 300.000AVERAGE OF SINGLE VISITORS PER DAY (WEBSITE): MORE THAN 7000

SOCIAL NETWORKS CONTACTS: MORE THAN 1’800’000 (FB, TWITTER, YOUTUBE)

The main actions will be oriented to create a rise of the target AUDIENCES engagement featuring:

MINISITE OF THE PROJECT INTO PACHA’S OFFICIAL SITE AND CONNECTED WITH MSC CRUISES WEB SITE.

PROMOTION OF THE PRE SALE OF PACHA CRUISE’S TICKETS ON THE OFFICIAL SOCIAL NETWORK PAGES WITHCONNECTIONS TO THE MSC PAGES IN ORDER TO CREATE A HIGHER FLOW.

CUSTOMIZED NEWSLETTERS TO THE PACHA’S MAILING LIST.

CUSTOMIZED PROMOTIONAL PUSH NOTIFICATIONS THROUGH THE OFFICIAL PACHA’S MOBILE APPLICATION.

SUPPORT OF INFLUENCERS AND BRAND ADVOCATORS / BUZZ SEEDING ACTIONS.

ON-LINE MAIN ACTIONS

ON-LINE

Viral and guerrilla marketing actions are definitely helpful to attract the attention of the reference target AUDIENCES and create a massive word of mouth developed on the social networks. Some of the actions will include :

TEASER VIRAL VIDEOS.

PLACEMENT OF STUFF THAT EVOKES THE PROJECT AND CAPTURE THE ATTENTION OF THE TARGETS IN IBIZA AND IN THE MAIN EUROPEAN CITIES.

SPECIAL TEASER SHOWS IN IBZA AND IN THE MAIN EUROPEAN CITIES.

NOT CONVENTIONAL ACTIVITIES IN THE MAIN EUROPEAN CITIES IN ORDER TO CREATE A STRONGER TARGET’S ENGAGEMENT.

VIRAL & GUERRILLA MARKETING MAIN ACTIONS

VIRAL &GUERRILLA MARKETING

MAIN FEATURES

THE HIGH STRUCTURED PROMOTIONAL PLAN OF THE PROJECT PACHA CRUISE IS DEFINITELY ONE OF THE STRENGHT OF THE PROJECT THANKS TO A CROSS MEDIA APPROACH AND THE LONG TERM EXTENSION OF THE MAIN PROMOTIONAL ACTIVITIES.

THE PROMOTIONAL PLAN WILL BE DEVELOPED THROUGH AN INTEGRATED VISION WHICH INCLUDES BOTH OFF AND ON LINE ACTIONS TOGETHER WITH VIRAL AND GUERRILLA MARKETING ONES.

THE PROMOTIONAL PLAN MAIN AIM IS THE CREATION OF A STRONG ENGAGEMENT WITH THE REFERENCE TARGET AUDIENCE AND THE DEVELOPMENT OF A RELEVANT HYPE ABOUT THE PROJECT IN ORDER TO PUSH A TEASER STRATEGY FOR THE FUTURE PARTNERSHIP ACTIVITIES.

FOCUSON...

THAnks to a dense network of international connections and 20 franchises all around the world, Pacha is able to act and reach a relevant audience in several strategic markets.

This strength makes particularly easy to adapt Pacha Cruise to different routes and extend the promotion to a worldwide base.All the promotional activities will be planned considering the specific exigences of the local reference target AUDIENCES, but

always communicating the main values of the concept.

In case of a the collaboration with franchises, each international Pacha will be strongly involved in this project as using their venues for the side events connected to Pacha cruise as for the great boost they can provide to the promotional actions.

Pacha Cruise is definitely an excellent way to engage the international young targeT AUDIENCES with the power of the musicand the freshness of the real mediterranean spirit.

FUTURE DEVELOPMENTS OF THE PROJECT

tHE

FUTURE