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EyeforTravel - Online Marketing in Travel USA 2008

EyeforTravel - Online Marketing in Travel USA 2008

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Published by Nikhil Vijayan
Upgrade your Online Marketing
Toolkit to Optimize Sales in a
Web 2.0 Environment.

Event page: http://events.eyefortravel.com/smusa/?q=smusa?t=scribd

Homepage: www.eyefortravel.com/?t=scribd
Upgrade your Online Marketing
Toolkit to Optimize Sales in a
Web 2.0 Environment.

Event page: http://events.eyefortravel.com/smusa/?q=smusa?t=scribd

Homepage: www.eyefortravel.com/?t=scribd

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Published by: Nikhil Vijayan on Oct 05, 2009
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Network with the most powerful minds in online travel marketing

SAVE $30 0!
Part of the Sales and Marketing Series

Early Bird D

iscount

Register b efore 2 may 200 8

Online Marketing in Travel 2008
25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago

Upgrade your Online Marketing Toolkit to Optimize Sales in a Web 2.0 Environment
Focus on the fundamentals of online marketing – then place them in the dynamically profitable context of Web 2.0.
Master the key areas of search engine optimization to ensure more customers find your site Manage customer relationships online – and fully exploit the power of Web 2.0, using social networking and user-generated content to increase sales Optimize – and upgrade – your site to increase conversion rates Exploit the rapid growth of video content to build brand affinity and drive more traffic across a variety of channels Increase your affiliate marketing initiatives to swell traffic, improve brand credibility and produce extra revenue Succeed at email marketing, even when response rates are falling Explore mobile marketing – and discover if you can be a travel business that makes it pay Spend your marketing budget wisely in a time of economic instability
if this is not your area of expertise, please pass this brochure onto your marketing department, so they can benefit

Benchmark your strategy against these industry experts and ensure you don’t get left behind

Researched and Organized by:

gain the maximum ROi from every marketing dollar you spend online – details inside

For more information visit www.eyefortravel.com/smusa For more information visit www.eyefortravel.com/crm2007

Travel marketing in the age of Web 2.0
What’s next? How do you cash in on it? And how do you update the fundamentals of online marketing to work successfully in this new era?
Understanding how the internet is changing the rules of marketing is a huge challenge for the travel industry right now. Which practices are obsolete? What opportunities should you pursue? And is success simply about revenues and the bottom line – or are there other equally valid definitions? One thing’s for certain. It’s travelers who are leading this latest revolution. And they’re very clear about what they want. Reviews and recommendations from their online friends and peers, plus virtual tours of destinations and hotels are becoming almost as important as price. Where does that leave you? You’ve invested hugely in your website. Your booking engine’s a true revenue generator. Your data storage facilities allow you to tailor specific messages to particular customer groups. And in the face of economic slowdown, it’s even more vital to ensure every marketing cent you spend achieves maximum payback. On the one hand, we’ll make sure you’re up-tospeed on the latest trends in online marketing essentials like email, search, display advertising, and spiderweb linking strategies. You’ll see from the Conference Program, that these sessions will provide plenty of fuel for you to inject into your current marketing initiatives, to make them stronger still. Then, once these fundamental marketing tools have been reviewed, we’ll start on Web 2.0. – other than ignorance – why the big travel brands tend to avoid affiliates? How do you monetize partners? And how does the ROI stack up against other types of marketing?

Plus expert guidance on tracking and measurement, so you can ensure your budgets work as hard as you do
With so many online advertising options – tried and tested, plus new and exciting – it is now even more important that you know how to correctly analyze your marketing spend. That way, you can see how best to allocate your budget across the marketing mix. Take search, for instance. You’ll see whether pay-per-click is becoming less cost-effective for you, now that so many travel businesses are vying for limited search space. And decide if it’s time to change your budget split between the key formats of search: Organic, paid, meta, Web 2.0, local, and mobile. In short, the Conference will help you understand the more sophisticated ROI measurement systems to ensure your campaigns are more profitable from now on.

“It is great to meet others in the industry who are experiencing my frustrations. It offers a level of sanity to know I’m not the only one.”
Liberty Wright, Harrahs Entertainment

New sessions for this year’s program include:

• Social Media: User-generated content and
social networking sites are creating big buzz. But how do you turn that buzz into bucks? Do you need a new range of niche products? Can you ever hope to control what’s said about your products and brands? Should you be building your own networking channels? Or will you get a better return on your budget by using other people’s channels to promote yourself?

“The range of speakers and their knowledge and passion for the topic was extremely inspiring. I came away with a long list of ideas to share with the marketing team”
Charlotte Johnson, Tourism New Zealand

“EyeforTravel was extremely relevant concerning hot topics and future trends to stay on top of your game. Thank you, I’ll be back!”
Amy Ras, Aruba Hotel and Tourism Association

• Mobile Marketing: As Bluetooth and smart
In short, you need to be convinced that the supposed wonders of Web 2.0 will be more than a just passing phase before you commit budget. But then again, if you hesitate… isn’t there a danger you’ll get left behind? Online Marketing in Travel 2008 will help you solve the dilemma. phones go mainstream, mobile marketing is finally poised to deliver on its potential. We’ll help you decide whether now is the time to incorporate mobile marketing into your mix – and if so, where to concentrate your efforts. Should you begin by sending reminders and telling your customers about unexpected events? Or can you embark on CRM programs to generate immediate sales?

Superb networking – you’ll make dozens of new contacts and meet valuable new business partners
By the time this event ends, you’ll have a roadmap that flags up a coherent, comprehensive marketing strategy. A strong marriage of proven online techniques and the most appropriate Web 2.0 possibilities, rather than just a series of random ad hoc initiatives. You’ll also have the increased confidence that comes of knowing you’ve learned from the experience – and mistakes – of some of the world’s most successful travel brands, and picked the brains of senior marketers from hotels, airlines and online agencies. Plus a whole host of new contacts who can help you drive your business forward in 2008 and beyond. This event will sell out. Immediate booking is strongly recommended.

Reserve your place at the well-established event that consistently attracts 200 of America’s top travel marketing executives – with an agenda that reviews established marketing techniques, and embraces the best of the new
If you are among the thousands of travel professionals who have attended our events in the past decade, you know they’re distinguished by the caliber of the speaker faculty (you’re always guaranteed to hear from the foremost innovators and practitioners on the planet) and the quality of the knowledge and know-how that’s on offer to you. This year is no exception.

• Rich-Media Content: Just as you were
getting used to podcasts, should start shooting vodcasts? Video adds hugely to your customers’ website experience, and it’s becoming a marketing must. Which partners can help supply the content you need at acceptable cost? How do you close the video sale? And if a picture speaks a thousand words – should you be cutting the amount of copy on your web site – or not?

• Affiliate Marketing: Why are so many travel
companies significantly increasing their affiliate marketing spend? Should you follow suit, or is this a bandwagon you can safely wave at, as it passes by? Is there a reason

Call the booking hotline now on +44 (0) 207 375 7551 (UK)

Search Engine Marketing – Email Marketing – Website Optimization – A
Day One: Wednesday June 25 • 9am – 7.30pm
KeynoTe PreSenTaTIon:

Understand and Optimize along the Online Marketing Value spectrum: From Direct to Branding and search to social Media
• Learn how to prioritize your marketing dollars and resources based on your particular value spectrum • How can you build a net present value mentality for all your marketing initiatives? • How to make the CFO your biggest advocate – strategies that will transform the relationship aaron cooper, VP Online Marketing, Orbitz Worldwide SeSSIon 1: Search engIne MarKeTIng

• According to Forrester, 43% of surfers believe shopping on travel websites has become less useful. Does your website match up to the expectations of increasingly demanding customers? • How can you optimize your website to present the key aspects of your product and appeal to specific customer segments? • How can you use rich-media content to enhance your website? • What is behavioral targeting and how can you utilize it to increase conversion rates? What are the dangers in using behavioral targeting? steve pinetti, SVP Sales and Marketing, Kimpton Hotels and Restaurants Dena Yahya, General Manager, Onetime.com Yen lee, CEO, UpTake rouNdtaBle luNCh Break

• How much of your brand image is dependant on your reputation in the social media space? • Learn from best practices for promoting your brand on social media sites • What legal complications can arise from social media marketing? • Ten important lessons on how you can “control the crowd” randy petersen, CEO, FlyerTalk.com NetworkiNg Coffee Break PreSenTaTIon:

How Can Travel Companies Monetize User-generated Videos?
• Podcasting news reported that in the USA the average person watches more than 2 videos online per day. How big will online videos get? • Understand the benefits of using video content to convey the distinctive and attractive features of your travel products to online customers • Encourage customers to create and share relevant rich-media content by setting up an online community tim saarela, VP Marketing & Sales USA, Tripr.tv SeSSIon 3: crM

Master all Key areas of search Engine Marketing to Ensure your site’s Visibility
• SEM budget allocation: Should you focus on local search, social media search, ppc, organic search, meta-search – or something else? • The difficulties of conquering organic search: How do you achieve a powerful return on your marketing dollars? • According to Forrester, pay per click annual costs are up 33%: - Does this spell the end of ppc as a costeffective advertising model? - Is ppc going to disappear or just change dramatically in the near future? - What analytical tools can help you justify spending – or not spending – on PPC campaigns? • TripAdvisor is a prime example of deploying usergenerated content to dominate search engine rankings. How can you integrate user-generated content into your own SEM strategy? • How can you utilize local search to increase traffic – and deliver high revenues? • Get tips on measuring and monitoring your seM campaigns porter Gale, VP Marketing, Virgin America Narni Ilagan, Senior Account Manager, Google Greg Johnston, Director of eCommerce, Hyatt Hotels Corporation Doug stotland, Director, Microsoft Advertiser and Publisher Solutions NetworkiNg Coffee Break SeSSIon 2: WebSITe oPTIMIzaTIon

spotlight on social Media
PreSenTaTIon:

How are Consumers Behaving in a Web 2.0 Environment – and How Does social Media impact their Buying Cycle?
• What impact do consumer generated reviews have on the customers’ decision-making process? • Does UGC represent the missing component in the online travel buying cycle? When do consumers seek out UGC? • What kind of metrics apply to user-generated content? • How can you profit from consumer-generated content? ken leeder, CEO, RealTravel PreSenTaTIon:

successfully Managing eCRM in Travel 2.0: How to incorporate social Media initiatives into your strategy
• When British Airways banned surfboards, over 15,000 people protested on Facebook. How can you use social media to create a dialogue with your customers? Will you ever be able to convert talk to sales? • Which interactive tools can best engage your customers and deliver the level of customization and personalization they now expect? • Is there an opportunity to turn your loyal customers into evangelists by posting their experiences and comments on social media sites? • How do you set up an online community? Should you set one up for loyal customers – and what can you expect in return? • Is there any essential difference between user-generated content strategies for customer acquisition and customer retention? • How can your CRM team assist your social media team with dollar-generating insights into customer segments, profiles and preferences? • Potential benefits and possible pitfalls of using social media for loyalty marketing Dr. Natasa christodoulidou, Ph.D, Assistant Professor of Marketing, California State University, Dominguez Hills More Speakers to be announced shortly, please check the website for updates eNd of day oNe CoCktail Party

Leverage the Power of social Media to Turbo-Charge your Online Marketing initiatives
• Which social media tools are most valuable to the travel marketer? • How can you optimize UGC for marketing promotions, product development, communications, and consumer insights? • How can you prove the value of UGC and convince senior management to invest in and support your strategy? cassandra Imfeld Jeyaram, PhD, Social Marketing Manager, Global Consumer Marketing, InterContinental Hotels Group KeynoTe PreSenTaTIon:

Optimize your Website to increase Conversion Rates
• Virgin Holidays UK increased conversion rates by 25% by re-designing their website. How can you enhance website design, site performance and loading times to reduce abandon rates? • How can you enhance the user journey with larger imagery, easier navigation and additional search options?

Promote – and Protect – your Brand in the social Media space
• Do you need to develop a brand-defensive strategy to protect and monitor your brand in the world of web 2.0?

Social Media Marketing – CRM - Search Engine Marketing – Email Marketin

Affiliate Marketing – Mobile Marketing – Social Media Marketing – CRM
Day Two: Thursday 26 June • 9am – 5pm
KeynoTe PreSenTaTIon:

Bringing a Brand Campaign to Life across all Media Channels
• How do you best connect your brand campaign to your online and offline media buying decisions? • What is the role of a Microsite in today’s online environment and how can it be utilized in adding another dimension to the online experience? • How can you leverage partnerships to enhance the impact of your campaign? andrea spiegel, VP Marketing, JetBlue Airways Michael stromer, Director Interactive Marketing, JetBlue Airways SeSSIon 4: affIlIaTe MarKeTIng

• What factors will spur the growth of mobile marketing? • What mobile marketing content will appeal to online travelers? • Are people ever going to feel comfortable purchasing travel products via their cell phones? • Hear how to build mobile marketing into your crM strategies across all consumer touch points, from acquisition to retention and loyalty • According to Telephia, 66% of people find mobile advertising unacceptable. How can you communicate to your customers via mobile without alienating them? linda anderson, VP Marketing, Red Lion Hotels Corporation John Diamond, CEO, ekit Buddy altus, Director of Online Distribution, Avis Budget rouNdtaBle luNCh Break SeSSIon 6: eMaIl MarKeTIng

Interactive Participation
This conference is specifically designed to encourage active participation. Not only will you hear stimulating, thought-provoking presentations, you will have the chance to discuss key topics and get your questions answered. Each speaker will address the issues listed on the agenda and illustrate with reallife case-studies. Finally, the session moderator will generate a panel debate or field your questions directly to the speaker. Enough time is always given for you to get your questions answered and play an active role in the discussion. You’ll have ample opportunity to talk over the issues at hand and exchange ideas with speakers and your fellow delegates.

Use affiliate Marketing To generate Traffic, improve Brand Credibility and Boost sales
• Understand why the travel industry is particularly suited to affiliate marketing • 56% of travel companies say affiliate marketing is a cost-effective way to acquire new customers (econsultancy). How could affiliate marketing benefit your customer acquisition strategy? • How does affiliate marketing work internally? • How should you attract affiliate partners? What are the common problems in dealing with affiliate partners, and how do you overcome them? • Get advice on effectively tracking your affiliate efforts • What is the ideal window between clicking and booking? • How do you ensure commissions are calculated correctly? Marston Gould, Director CRM and Online Marketing, Alaska Airlines Jennifer Jurick, Director of Affiliate Relations, Hotels.com Meg lee, Director, Brand Management & Advertising, Norwegian Cruise Line NetworkiNg Coffee Break SeSSIon 5: MobIle MarKeTIng

Hear How to increase your Email Marketing sales
• Travelocity has a database of over 30 million people who are happy to receive email marketing messages. How do you grow your own email list and turn it into a genuine selling tool? • Has email marketing reached the end of the line? Will we see resurgences – or is your budget best spent elsewhere in the online world? • Tools and techniques for tracking email marketing and improving roI • How is social networking affecting email marketing – and can you usefully link the two mediums? • In the rich-media content world of the web, how can you provide enticing email content without risking attractive display and deliverability? • Is outsourcing email marketing more costeffective than managing it in-house? John caine, VP Marketing, Priceline.com shirley tafoya, SVP Sales, Travelzoo Natalie White, Director of Loyalty Marketing, Kimpton Hotels and Restaurants NetworkiNg Coffee Break

Can Mobile Marketing Really Play a Vital Role in CRM and Revenue generation?
• More than 65% of travel marketers say mobile marketing is not cost-effective (econsultancy). Is it too soon to get involved with this new direct distribution channel? • How much will it cost you to set up a mobile marketing campaign and what ROI should you expect? • How can you harness the power of mobile marketing to sell unsold inventory, get higher response rates and notify your customers of unexpected events?

sponsored Technology Workshop
evaluate cost-saving and money-making solutions at this intimate interactive workshop. By attending you’ll hear about the latest marketing solutions that could significantly increase your efficiency and profitability. Find out which solutions can help you increase your site’s visibility, improve email response rates, manage your customers and track your online marketing initiatives. For more information check www.eyefortravel.com/smusa

“EyeforTravel’s last ev ent was the best conferen ce i’ve ever attended. i’ve ne ver walked away with so many action items and ideas for improvement for my brand site. i’m exited about being a travel marketer during this time of incredible change”
Alex Orson, Hyatt Hotels Corportation

ng – Website Optimization – Affiliate Marketing – Mobile Marketing

Register on the Secure Website at www.eyefortravel.com/smusa
Part of the Sales and Marketing Series

Online Marketing in Travel 2008
25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago
This conference is a key forum for high-level executives to network, learn & discuss their future strategy. see what your fellow travel marketers have said about last year’s event:

SAVE $30 0!

Register b efore 2nd may 2 008 to

REGISTER NOW!
5 Ways TO REgisTER
• Email: • OnlinE: • mail: • Fax: • Call:
helen@eyefortravel.com. We will need your full contact details to process your registration Go to www.eyefortravel.com/smusa and submit your details for instant confirmation. You can pay directly on the secure site or request an invoice. This form to: Registrations, EyeforTravel, 7-9 Fashion Street, London E1 6PX, United Kingdom Back this form to +44 (0) 207 375 7576 The booking hotline on +44 (0) 207 375 7551
Register before May 2, 2008 SAVE $300! GOLD • 2 day conference pass • CD Rom of the conference proceedings (with presentations and an audio stream) • EyeforTravel’s North American Online Travel Marketing Report SILVER • 2 day conference pass • CD Rom of the conference proceedings (with presentations and an audio stream) BRONZE • 2 day Conference Pass Register before May 30, 2008 SAVE $100! Normal Price after May 30, 2008

DisCOunTs:

Early Bird offers could save you $300! For group discounts please call James Brown on +44 (0) 207 375 7551 or email james@eyefortravel.com

“I am really glad I attended this event – the caliber of speakers was amazing and I am returning to work inspired with new ideas for my company”
Rachel Salberg, Auto Club of Southern California

HOw TO Pay:
Invoice:

Credit Card: Complete and return this form with your credit card details Complete and return this form and you will receive an invoice

Check/Draft: Payable to First Conferences Ltd.

DaTEs anD VEnuE:

“This event was an excellent opportunity to exchange ideas with high-level attendees in the travel industry”
Eric Rhodes, Schmap

Conference: Wednesday 25 June – Thursday 26 June 2008 Venue: Marriott Downtown Magnificent Mile, Chicago

aCCOmmODaTiOn:
$2195 $2395 $2495

“This event was both educational and entertaining. The networking was fantastic and produced several meaningful discussions with prospective partners”
John Pope, TripHub

We have arranged a discounted room rate at the Marriott Downtown Magnificent Mile. Reservation details will be sent to you when you register. It is recommended that you book early to take advantage of this offer, especially as our room block will fill up fast during this busy time in Chicago.

CanCEllaTiOns:
$1495 $1695 $1795
All conference places are fully transferable without any charge. There will be no penalty for cancellations received before Friday 30th May 2008 (Credit card registrations are subject to a 5% cancellation fee) If written confirmation of a cancellation is not received before Friday 30th May 2008 we will be obliged to charge the full conference fee. Please note, you must inform the conference desk in writing of any cancellations: please email customerservices@firstconf.com. The organizers reserve the right to make changes to the program without notice.

“The conference was very well put together and fruitful for the attendees. I would love to attend the next conference”
Philip Charles-Pierre, Starwood Hotels and Resorts Worldwide

$1295

$1495

$1595

Yes!! Please register me for Online Marketing in Travel 2008
Block letters please

Mr / Mrs / Ms / Dr: Company: Telephone: Email: Address:

First name:

Last name: Position/Title: Fax:

Enhance your learning experience by upgrading to EyeforTravel’s Online Travel marketing Report…
This report offers forward thinking marketers a comprehensive tool to drive conversions and increase ROI. Learn about different strategies companies are adopting including search marketing, online advertising, branding, social media, CRM, affiliate marketing and new technologies. Get an insight into what different companies value most, what has worked and what hasn’t and what their key objectives are. For those that value a good understanding of the challenges and opportunities of the online marketing mix; are interested in current practice; want to have recommendations and tips from industry leaders, real-life case studies, focused interviews and an exclusive analysis of EyeforTravel’s global online marketing travel industry survey - this report is invaluable.

Postcode: Country:

Payment:
I enclose a check/draft for: $_________________ (payable to First Conferences Ltd) Please invoice my company: $_________________ Purchase Order No.:____________________ Please charge my credit card: $________________ Credit card number: Name on card: AMEX Visa Mastercard Expiry Date:

Security code: Signature:
NB: Full paYmeNt must Be received BeFore the eveNt

© Copyright 2006 First Conferences Ltd. EyeforTravel reserves the right to make changes to the programme prior to the event. All rights reserved. www.firstconf.com/firstconf/legal_notice.html This document contains original material which is protected by copyright. No unauthorised use of the material herein may be made without the prior consent of First Conferences Ltd. EyeforTravel is a proprietary creation and trademark of First Conferences Ltd.

Call the Booking Line on +44 (0) 207 275 7551 to Reserve Your Place Today!

Meet With Key Figures in Online Travel Marketing in Chicago this Summer

SAVE $30 0!
Part of the Sales and Marketing Series

Early Bird D

iscount

Register b efore 2 may 200 8

Online Marketing in Travel 2008
25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago

Make the essential contacts you need to boost your online campaigns and get real-world advice from marketing experts
This well-established event consistently attracts over 200 of the top marketing executives in the travel industry. By attending, you will have the opportunity to meet a unique cross-sector of the industry – all with one common interest – maximizing the return of their marketing spend. And to ensure that you get to meet them all, we have built ample networking opportunities into this event:

Learn from these major online agencies, search engines, suppliers and industry gurus
aaron cooper, VP Online Marketing, Orbitz Worldwide linda anderson, VP Marketing, Red Lion Hotels porter Gale, VP Marketing, Virgin America Marston Gould, Director, CRM and Online Marketing, Alaska Airlines Jennifer Jurick, Director of Affiliate Relations, Hotels.com Buddy altus, Director Online Distribution, Avis Budget Group randy petersen, CEO, FlyerTalk.com Meg lee, Director, Brand Management & Advertising, Norwegian Cruise Line ken leeder, CEO, VirtualTourist Dr. Natasa christodoulidou, Ph.D, Assistant Professor of Marketing, California State University, Dominguez Hills Narni Ilagan, Senior Account Manager, Google Greg Johnston, Director of eCommerce, Hyatt Hotels Corporation Doug stotland, Director, Microsoft Advertiser and Publisher Solutions John Diamond, CEO, ekit cassandra Imfeld Jeyaram, PhD, Social Marketing Manager, Global Consumer Marketing, InterContinental Hotels Group steve pinetti, SVP Sales and Marketing, Kimpton Hotels and Restaurants Dena Yahya, General Manager, Onetime.com Yen lee, CEO, Uptake Natalie White, Director of Loyalty Marketing, Kimpton Hotels and Restaurants Michael stromer, Director of Interactive Marketing, JetBlue Airways tim saarela, VP Marketing and Sales USA, Tripr.tv John caine, VP Marketing, Priceline.com andrea spiegel, VP Marketing, JetBlue Airways

ONLINE CONTACT CENTER
Organize meetings in advance and touch base with those crucial contacts through our online networking center. This online system will be up and running before the event so you can make initial contact and after the event to catch-up with the people you missed.

INFORMAL ATMOSPHERE AND IDEAL VENUE
This event consistently attracts over 200 people which is an ideal size for you to network and meet new contacts. If someone is there, who you would like meet, you are guaranteed to catch up with them, discuss ideas and exchange business cards. The conference hotel is conveniently located right on Michigan Avenue (The Magnificent Mile), which means that you are ideally placed for post-conference meetings and experiencing all that Chicago has to offer.

NETWORKING RECEPTION
Thursday 26 June 5.30pm - 7pm - We know that you want to meet your fellow attendees in a social environment - which is why our networking receptions are always such a great success! Being held in the exhibition hall, this informal environment is the perfect opportunity for you to see the products on offer, meet your fellow delegates and discuss the issues that have been raised.

COFFEE AND LUNCH
The backbone of your networking, you will be able to cement new relationships and discuss future business opportunities during two lunches and four coffee breaks.

5 Easy Ways To Register
EmAil: FAx: CAll: helen@eyefortravel.com +44 (0) 207 375 7576 (UK) +44 (0) 207 375 7551 (UK)

OnlinE: www.eyefortravel.com/smusa mAil: Registrations, EyeforTravel, 7-9 Fashion Street, London, E1 6PX, UK

To Register Call James Now on +44 (0) 207 375 7551 (UK)

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