Dune London - Brand Communications Guidelines

MARKETING MANUAL • MARKETING CREATIVE

Marketing Creative Dune Marketing is responsible for the production and design of Dune London creative, including imagery, video and graphics. Please take note of the three tiers of brand creative output which determine the quality and usage of assets produced, and therefore which owned and external marketing channels Franchise partners can use them in. It is the responsibility of all Franchisees to respect usage restrictions, or be liable for incurred costs where this is not adhered to.

External Channels

Creative Tier

Owned Channels

Messaging

ATL Ads

Digital Ads

PR Kits

SEASONAL CAMPAIGNS

✓ ✓ ✓

✓ Lightboxes ✓ Screens ✓ Small POS ✓ Digital content -

1) PRIMARY

RAMADAN CAMPAIGN

✓ ✓ ✓

social, ecomm, crm

SALE

✓

CAPSULE CAMPAIGNS (E.G. WEDDING)

✓ Small POS ✓ Screens (if video is available) ✓ Digital content - social, ecomm, crm

✓ ✓ ✓

2) SECONDARY

CALENDAR EVENTS (E.G. VALENTINE’SDAY)

✓ ✓

PROMOTIONS (DISCOUNTS& ADDED VALUE/GWP)

✓

PR HEROES

✓ ✓

✓ Digital content - social, ecomm, crm

3) TERTIARY

CUSTOMER MINDSET (E.G. BACK TOWORK)

✓ ✓

DEFINITIONS Small POS : Cubed POS, Strutcards, Window vinyls, Mirror stickers etc. ATL (Above The Line) Ads : OOH, Malls, Print ads, Transport wraps, Radio etc. Digital Ads : Paid display, Paid social, Affiliates etc

Calendar Events : Occasions celebrated in more than one market that Dune London supports every year. Customer Mindset : Cultural moments that influence consumer purchases but may differ from year to year.