The City Brand of Venice Exclusive Venice Travel Project

The Brand of Venice To exploit economically the strength of Venices image in order to safeguard the artistic and natural heritage of the town To promote worldwide the new official brand of the town To promote the image of the town communicating its values: its uniqueness, art, history the quality of life and its socio-cultural dynamism its innovative and creative spirit To foster commercial alliances between the licensee of the Venice brand To create an official, unique and not counterfeit presence of Venice in different countries in the world Aims

A brand for Venice Art direction: Philippe Starck Design: Thibeaut Mathieu Date of presentation: October 2003 Costa, the ex Major of Venice presents the new brand of the city to the president of Italian Republic, Carlo Azeglio Ciampi Philippe Starck and the designer Thibeaut Mathieu present the new brand of Venice to the press The Brand of Venice Background

The brand of Venice Sub-brandAssociationProduct category (communication) Homeware / Tableware Café - Restaurant wine, coffee, grappa, … enogastronomic products Venice Channel Venezia café Dimore dei Dogi Sapori di Venezia Friends of Venice The structure of the brand Venice Image Water Historical architecture History Cultural events A open door in Far East Itay style Romanticism Food Wine

Licensee (Tour Operator) of the brand of Venice will sell the services and the travel packages of the city with an exclusive right for their own country/market: with reference to hospitality services with reference to the services of the city of Venice touristic services the licensee tour operators will directly issue the VIPs Venice Card* with reference to participation in the events organized by Venice Municipality with reference to contacts with the entrepreneurial forces and the representatives of the regional institutions Advantages: Territorial Exclusivity for the project (1, 2 or 3 years) Possibility to promote on the local market the partnership with the Municipality The brand of the TO will be promoted on the official web site Costs: Payment of a flat fee (a) Payment of royalties calculated on the packages sold + fee (b) License Agreement

The Licensee Tour Operators of the Venice brand will receive benefits from hotel chains and from Venetian tourist associations The Licensee Tour Operators of the Venice brand will receive benefits such as some exclusive services at the arrival and departure, even with simultaneous interpreting services The Licensee Tour Operators will receive benefits on the organization of special city tours to discover the secret places of Venice (Palazzo Ducale, The Segrete, Cà Rezzonico, Scala Contarini del Bovolo, The Orologio, The Basilica) Hospitality Services

The licensee Tour Operators will have an exclusive availability of seats/invitations/tickets for all great events and representations taking place at: La Fenice theatre Goldoni theatre Venice Film Festival Vernissage on visual arts and architecture Venice Casino (with the possibility to have a dinner by candlelight) The licensee Tour Operators will have the opportunity to sell the VIPs Cards* Venice Touristic Services

The licensee Tour Operators will receive benefits for the organization of: Ccocktails at the Musei Civici Exclusive sightseeing itineraries on Gondola Licensed tour operators will be listed on a dedicated section on the official Municipalitys web site. It could be possible insert the touristss photos in a special web site section Visits at Cà Farsetti accompanied by the city Lord Major tasting itineraries of the Venetian specialties Guided visit to discover the local craftsmanship (gondolas, Murano glass, Venetian masks) Meeting with the Museum director of Cà Rezzonico Venice Touristic Services

Individualised Tour Operators VIPs Card* The VIPs Card gives the opportunity to book different service with priority and to obtain from 5% to 20% discount (Dinners at the restaurants, shopping buying, etc.) The Licensee Tour Operator of the brand will be granted the availability of seats/invites for the events organized from Venice Municipality Creation of a dedicated version of a Personalised VIP cards offered to the licensed Tour Operators tourists

Venice Merchandising

The Tour Operator will sign a licensing agreement with Venice Municipality (either fixed fee licensed negotiable agreement or based on royalty or a variable cost agreement) The Tour Operator will distribute in its country, exclusively, the special tourist services/packages prepared in partnership with Venice Municipality The Tour Operator will buy the official Venice travel kit to give to its clients Proposal to the Licensee Tour Operator

Business Model

LA QUINTA HEAD OFFICE Corso Plebisciti, 15, Milano, Italia Tel LA QUINTA (MALTA) LTD. Base Office for: Albania; Algeria; Cyprus; Egypt; Gibraltar; Greece: Lebanon; Libyan Arab Jamahiriya: Monaco; Morocco; Portugal, Tunisia & Israel 13, Curate Fenech Street, Birzebbugia BBG 03, Malta Tel ; ; Fax ;