Event

---

WORLD OF FASHION MALL OF THE EMIRATES EXPENSE SHEET DESCRIPTION

ACTUAL AED

ACTUAL USD

ABOVE THE LINE Magazines (Full Page - 14 publications) Online: 12 Email blast 6 Page Photo shoot

407,000.00 60,000.00 150,000.00

110,899.18 16,348.77 40,871.93

TOTAL

617,000.00

168,119.89

BTL&Design and printing of A5 – 12page booklets POS Creative/Photography/Resizing T-shirts creative and production Denims Charity box creative Advertising Agency Project Fee

58,155.00 239,252.45 45,029.20 4,695.00 35,000.00

15,846.05 65,191.40 12,269.54 1,279.29 9,536.78

TOTAL BTL

382,131.65

104,123.07

101,300.00 56,300.00 7,000.00 6,500.00 50,487.00 15,000.00

27,602.18 15,340.60 1,907.36 1,771.12 13,756.68 4,087.19

BELOW THE LINE

EVENT Stage installation Rental for lighting desk/follow spot operator event Supply of event security guards Acrylic boxes - Charity Collection Facebook Flash application Gift Voucher prizes on Facebook TOTAL EVENT

236,587.00

64,465.12

PHOTOGRAPHER/ VIDEOGRAPHER Show Director / Editor Video screen / video controller / T. crews Media Photographer Supply of Camera riser TOTAL PHOTOGRAPHER/VIDEOGRAPHER

GRAND TOTAL

51,500.00 125,000.00 15,750.00 3,530.00

14,032.70 34,059.95 4,291.55 961.85

195,780.00

53,346.05

1,431,498.65

390,054.13

* Exchange rate: 1USD= AED 3.67

Value Added / Savings from ITP Publishing (Harper's Bazaar) Event: Catwalk models, hair stylists, fashion photographer, opening night, stylists, artists, backstage, choreographer, fashion wall, licenses, nail bars, art exhibition, closing show

Total Value Added / Savings from Harper's Bazaar

ACTUAL AED

ACTUAL USD

1,171,000.00

319,073.57

1,171,000.00

319,073.57

Grand Total World of Fashion costs for Mall of the Emirates represents 10% of the Marketing Budget 2011 of AED 13,800,000 / USD 3,760,218