Dune London - Brand Communications Guidelines

MARKETING MANUAL • MARKETING COMMUNICATIONS

PR & Events PR communications and initiatives can be managed by in-house staff or an external agency but should focus on promoting all key campaigns, trends and marketing lines to maximise brand exposure through printed and digital publications, and influencer channels. The Franchisee is expected to execute a PR launch each season targeting local press and influencers. At a minimum this should include dispatching a press pack to the relevant audience, supplying imagery and samples as required to secure coverage. Dune Marketing will provide campaign PR kits which the Franchisee is responsible for assembling in to a locally relevant press pack. Press gifts and samples are available to purchase but the Franchisee is responsible for adhering to the order deadlines outlined by Dune Marketing and Buyers. The cost of these products and any associated shipping fees will be the responsibility of the Franchisee unless agreed otherwise with The Dune Group. The Franchisee must submit an Event Proposal Form (available on Duniverse) to Dune Marketing for any PR or customer facing events that will be executed in market. A minimum of 3 month’s notice is required to allow for adequate brand support. Advertising Unless agreed otherwise all Franchisees must use brand produced campaigns for advertising. The only exceptions are paid social and print advertorials produced by a Dune Marketing approved publication or influencer. The Franchisee is responsible for selecting the appropriate channels, platforms, publications and messaging for advertising in their market, but Dune London’s premium positioning must be protected at all times. Dune Marketing supplies the assets and creative guidelines for all core advertising formats via Duniverse, including: ATL (Above The Line): • OOH roadside screens and billboards • Mall screens and billboards • Print ads (SP & DPS) The Dune Group strongly advises against ATL advertising for sale or promotions as this is not considered an effective use of budget. 12 Digital Advertising: • Paid Social • Display networks e.g. GDN • Affiliates