JAGUAR LAND ROVER EXPERIENCE Communications 14/15 Scope of Work Marcelle Duncan/Matt Passey June 2014Jaguar Land Rover Experience Who we are / what we deliver Jaguar Experience and Land Rover Experience encompasses off-road driving Centres, track days, Mobile events / demonstrations (e.g.Dynamic Display Equipment / On Tour) and Adventure Holidays. Experience drives brand affinity; is a conversion tool for prospects and in turn, an advocacy and loyalty tool for owners. oe = Jaguar Experience and Land Rover Experience is a chance for customers to engage with the brand in an exciting way without us being pushy or trying to sell Experience has the ability to further extend and add to the brand. It provides the opportunity to inject flavour, edge and create stand out. ‘CONFIDENTIAL 2JAGUAR EXPERIENCE POSITIONING TERRITORY FELT, NOT JUST MEASURED JAGUAR BRAND It5 a ving, breathing feeling of performance. Incvidual and exeic. PROPERTY + Roolection of intereting, luring and sensory ‘experiences that create Zs DBD 1 Appendix «Customer Journey ‘CONFIDENTIAL 17sueys fs); Ero uojeojununwog 21 es010 ifs) sougeq {jst cousuedea 5 enua i dfegse uoisses uoewioju} ree Sia ‘Arrival jones, 9REWHOIU & Aotendoid fll] th ‘uoeuayuog S A I Customer Journey Action SummaryCustomer Journey Discovery Phase Actions & Assets Phase (ees Step ‘Awareness: Research Consideration ‘Action + Doaor Broad Online Soarch + Brand conpaison + Petsonalrecommendation + sOXtRDX + Brice eomparson + ait + Venue Website * Experience ype + PressMatketing + Frenchie Website * Location + Location + ThitdpartyprovgersBreview + Vehicles + Third Party Provider websites Assets [Paid Media] + Print Assets, Tier 17, Tier 3.Ad “Templates + Dig Aaboniing Aasore * Banner, Sy Seraper MPU ‘Assets [Owned Channels] > Summary copy = Summary ony + Detaled irtomation on + Horo lmage + JOXBatan image SOXLADK + Summary information onJOX + Detaled inerary on JOX + Templates fr anctioos * Video Assets fo suppor JOX page Vanity UPL + eBrochure + Hard copy Brochure Tempiate'Spe: i + FB update kts + Assos to support Tipadvicor + Social Mea Playbook esate [Earned Medial + Copy for Tweets imoration + Content Calendar + Shot fim assets ‘CONFIDENTIAL 19Land Rover Experience 14/15 Scope of Work Asset Summary: Discovery Phase - ‘Step Dwareness Resear Conair ‘Assets Requirements Land Rover Adventure 3 i Travel by ABK. v aM ||| | ee Pv sv vvvvwy Solin vv vv XY 4M XO OOOO Solihull Vitor Contre vvyvy v v vi i E — Halowood i aA “AMMMmMMMMMaaMar g Emer Ye wee ee || Gaydon vvvyv C7 evs eed eva eval evn fe | ef 2H Mobile Events Assets vvv vv 4BMae CONFIDENTIAL 20Jaguar Experience 14/15 Scope of Work TT Asset Summary: Discovery Phase = ‘Stop ovaconss Research ‘Consideration gg ttonaz0 AMMMaMMBee vv vv BE sweonke 015 ZMMMMMrar vv vv Factor tour $ saeut MAMMMAME “AP viv [| =a j ane eb A Ara Fe |lxe vv Hane Over Assete ena neraaees Ye vv viv geo fvetAsete Yvvv vv vv vv 2 “Track Day UK'EUR PF es vv vv ‘Yerue suppor AIR taal yvvvg ‘CONFIDENTIAL 21Customer Journey Booking Phase Actions & Assets a CContmation| Step Action Assets aking Contact eens 5 Wterreaponce + Connechiocoret ‘are ‘rarer TOV + Request rnte 5 ismaton poco + Coverings Keyee0 Stop ol Wonk Finalise Detae * Pics comparson * Enperenon ee ten + Covered under Keyrsa scope ol Wark Payment + Prowce payment + Covered undorKayeco Scopect Work = (TT “aug eget * ite ano reer + Ginesing | Preperatory Intormaton 1 Mae cretion Chsting& Foctese Ferectont + Boneretiasered + Contmaronpook fretang + Gontraton Leter Gontmatono| tenon + Diactenlwtmation Ireudng Map mack + Personalised anya ‘CONFIDENTIAL 22Land Rover Experience 14/15 Scope of Work Asset Summary: Booking Phase Ste Contain Preparatory Infomation Assets Requirements a) =) eee ls aq £ Land Rover Adventure Travelby AaK loonie Drives < < < < ‘soirut Soir Vitor Gente Hatewoo Easinor ‘Owned Venues Gaydon te os feds < e oe i BS RS a fees ie 5 SS Bs os fees ee S es fe se S os < eas Mobile Events Assets CONFIDENTIAL 23Jaguar Experience 14/15 Scope of Work Asset Summary: Booking Phase oo co Si Cin eerie gg Notwoinn ane 2 ele) dele |e BE ‘Alive on ioe 2015 v FL) we FF aT yaa a ca al val / Ss i (Gest Bronwen va ca a Hand Or Ase ‘Castie Bromwich v ea eal eal 2 Mobile Events Assets a) la) ia | |e 2 ackoayuKeun Ea Pa Eo ee Vere spon “Ardara ca ‘CONFIDENTIAL 24Customer Journey = Arrival Phase Actions & Assets VAGUAR Prey orl Step Travel Orientation ‘Action + Acouracyof MapDiesions + Buldng yout + Signage enroute + Complex Sanage + Parking ae + Review out of venvetvent + In venueevent stage updated sanage guce templates + Purcnase specie Postcode +a stage updates templates + Infocty branding 69. posters * Video asta to apport Arrival + Groatog at ception Chockin * Providing documeniaton + Relreshmonis + Facltos + SlallUnifom/Appearance + Reception assets + Discaimer templates (PaperiPad’Detaut opin + Faaity guides Unser guides Hosts 2 Ineiictors + Gove Table resources "Recommended book & mag ist + Brando cote table books ‘CONFIDENTIAL 25Land Rover Experience 14/15 Scope of Work Asset Summary: Arrival Phase Pe avs ‘Step, ‘Assets Requirements Ay emecerenioes som FLe © Suh tor Cone ra : Halewood we | i: aw ral yon ral §wewio eve Aco v CONFIDENTIAL 26Jaguar Experience 14/15 Scope of Work Asset Summary: Arrival Phase a loonie Dries Mobile Ovned Venves Sep ‘Orientation [Nurburgring 2014 ‘lve on ee 2075 Factory our ‘somal Factor our ‘Caste Bromich Hand Over Asseta Caste Brommch Mode Evens Assets ‘Track Day UK/EUR ‘Venue support 4 i si Bs ‘val Gu Stoo ‘comuicaon ‘sharma Assets Requirements teonie re < < Drives Lana Raver Aventis Travel by ASK « Sothut Halewooe Onmed Venues ¥ ¥ Salt Vator Cone i x Ensror ¥ a Gaydon om sey < oan ies ms ley < feg < Mobile EvontsAssats v Mobile CONFIDENTIAL 95Jaguar Experience 14/15 Scope of Work Asset Summary: Post Experience Phase Sia Coenen 8 Natucgrng 2014 Beare 6 Wester Cape 2014 FS 8 ‘Alive on co 2015 marae Factory tour 4 Factory Ay 5 Factory tour : eae ZEAE: a Hand Over Assets ws ¥ Cano Bromwich = ‘Mobis Events Assets ara Eee 2 “Track Day UK/EUR vowveg ‘Venus support Mae ‘CONFIDENTIAL 36