DHL & GEWANDHAUSORCHESTER · –Events can be open-up for media SOCIAL MEDIA Social Media Content −Promote content on owned and partner social media channels (Teach First/ Teach

INTERNAL USE ONLY

DHL & GEWANDHAUSORCHESTER

Deutsche Post DHL Group

DHL & GEWANDHAUSORCHESTER

Deutsche Post DHL Group

Roadbook 2020

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1 Introduction to the partner program

• Gewandhausorchester at a glance

• Performance at its best

• DHL & Gewandhausorchester partnership

• DHL & Gewandhausorchester contractual entitlements

2 Tour calendar

• Tour dates 2020

3 Activation for business value

• Strategic approach

• 360 activation summary

• Brand awareness & equity – digital amplification

• Brand awareness & equity – maximizing ‘Meet the Artist’ lessons

• Supporting business – unique experiences

• Employee engagement

CONTENTS

4. Activation support

• Tickets & hospitality

• Toolbox for activation

• Digital activation

• Approvals

• Spending & Compliance Guidelines

• Approval from compliance exceptions

• Submitting post activation feedback

5. Contacts & support

Gewandhausorchester Roadbook 2020 | Bonn | November 2019

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INTRODUCTION TO THE PARTNER PROGRAM

• Gewandhausorchester at a glance

• Performance at its best

• DHL & Gewandhausorchester partnership

• DHL & Gewandhausorchester contractual entitlements


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• Composed of 185 first-class musicians and considered

the world’s largest professional symphony orchestra

• Founded in 1743, although its roots can be traced back

to 1479

• Touring across the world several times a year with

concerts typically taking place on three continents: Asia,

Europe and North America

• Number of concerts per year: >100

• Home of world-renowned Gewandhauskapellmeister

Andris Nelsons , who’s also the Music Director of

Boston Symphony Orchestra

Gewandhausorchester at a glance

GEWANDHAUSORCHESTER IN NUMBERS


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Performance at its best

A TIME HONOURED TRADITION

• Founded in 1743, this world-class orchestra from Leipzig, Germany has a long and glorious history in the development of

classical music. The orchestra witnessed the births of many German composers, and also premiered the works of a large

number of composers such as Beethoven, Schubert, Mendelssohn and Brahms.

• Always on the move with a demanding annual schedule

• The world of classical music and high culture resonates to the world with uncompromising standards

• The Gewandhausorchester has a rich history, spanning more than 250 years. Leipzig’s reputation as a premiere city of

music can be largely attributed to the Gewandhausorchester and its standing as the world’s oldest civic concert orchestra

• Of the 600 events that take place every year at the Gewandhaus concert hall, the Orchestra’s Grand Concerts form the

focal point, along with concerts by the St. Thomas Choir of Leipzig and the Children’s Choir, both of which are supported

by the orchestra itself

• The Gewandhausorchester delivers world-class performances at some of the world’s most prestigious concert halls.

The orchestra and its members rely on DHL to provide reliable and efficient delivery of highly sensitive instruments and

equipment. As partners, DHL and Gewandhausorchester never miss a beat


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DHL & Gewandhausorchester partnership

• Start of collaboration in 2005,

Official Logistics Partner from 2009

• Providing temperature-controlled transportation for

more than 100 irreplaceable instruments

• The entire shipment is composed of over 100

individual packages with almost 60 cubic meters

total volume

• Each shipment weights approx. 6 tons in total,

ranging from a 500g triangle to a 133kg kettledrum

• Amount of time needed to plan a tour: 1-1.5 years

• Average distance travelled throughout one year:

approximately 13,500 kilometres

DHL LOGISTICAL SOLUTIONS


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DHL & Gewandhausorchester contractual entitlements

Brand awareness

Logisticsstorytelling

Ticketsand

hospitality

Free use ofimages and

videos

Uniqueexperiences

Comms material

Logo placement

and branding

▪ Concert invitations & hospitality in Leipzig & on tours

▪ Meet & Greets ▪ Backstage tours ▪ Special events and performances▪ Opportunity to attend

Leipzig rehearsals

▪ Positioning DHL as market leader in international arts freight

▪ Authentic logistics showcase

▪ Joint press releasesfor presenting tours

▪ Reference to logistics showcase in GHO press releases worldwide

▪ Official monthly and yearly program booklets and Gewandhausorchester website

▪ Presenting partner for dedicated tours: − logo on show schedules, tickets

and promotional material− Event signage and logistics staff

uniform during presenting partner tours

▪ Building on customer relations in the realm of classical music

▪ Free tickets fund for Leipzig & tour concerts (limited)

▪ Minimum 10% discount on CD / DVDs for guest giveaways

▪ Royalty-free licenses to use Gewandhausorchester owned images, films, and video footage

▪ Use of aspirational stories to connect with music enthusiasts

▪ Cooperation with music platforms Spotify & IDAGIO to bring Andris Nelsons’ favourite playlist to the audience – Delivered by DHL

▪ Student program during tours:‘Meet the Artists’ lessons that provides a unique experience to underprivileged kids


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TOUR CALENDAR• Tour Dates 2019 / 2020


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Tour calendar 2020

08 SEPT BERLIN, GERMANY

10 SEPT LONDON, UK

FESTIVAL TOUR

19 – 27 MAY JAPAN CONCERTS (TBC)

TBC

ASIA TOUR 2020

03 JULY BADEN-BADEN, GERMANY



BADEN-BADEN RESIDENCE

16 NOV HAMBURG, GERMANY



20 NOV PARIS, FRANCE



24 NOV FRANKFURT, GERMANY



27 NOV VIENNA, AUSTRIA

BEETHOVEN RESIDENCE


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ACTIVATION FOR BUSINESS VALUE• Strategic approach

• 360 activation overview

• Brand awareness & equity – digital amplification

• Brand awareness & equity – maximizing ‘Meet the Artist’ lessons

• Logistics Showcase – Content Development

• Supporting Business – Unique Experiences

• Employee Engagement


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Strategic approach

Opportunity to use Gewandhausorchester to invite customers and media to a unique DHL experience and look behind the scenes at one of the world’s premier orchestras

Customer & Media Engagement

Showcase DHL’s global logistics capabilities and our role in delivering Gewandhausorchester around the world -transporting priceless instruments against tight deadlines

Logistics Showcase

Raise awareness of the partnership amongst classical music fans by creating engaging content that appeals to their interests and reflects DHL’s own brand qualities

Content & Storytelling

Objectives

Position DHL as THE leading global logistics brand

Increase awareness of global network and logistics expertise of DHL family of divisions

Differentiate from competition

Build relationships with existing & new business partners

Engage with fans around their personal interest and emotionalize the brand

Convincing minds

Shape the Group’s profile as an innovative and sustainable growth company

Winning hearts

Strengthen emotional bonding with key stakeholders internally and externally

Contributing to business success of DHL through leveraging partnerships


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Media tours ‘behind-the-

scenes’

Market ToolkitMedia outreach,

digital/social

amplification

Info graphics

and video

storytelling

Ticketing &

hospitality,

special

experiences

LOGISTICS SHOWCASE

‘Meet The Artist’

CR program

Cooperation with

Spotify & IDAGIO

BRAND AWARENESS & EQUITYDrive awareness and emotionalize the brand in the target group; create reach and engagement on B2C and B2B level

LOGISTICS SHOWCASESpecialist in arts logistics & handling of priceless cargo

SUPPORT BUSINESSCustomer, employee and media engagement

1

2

3

FOCUS AREAS

360 activation overview


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CROSS PLATFORM ENGAGEMENT

• BBC Music Magazine is the world’s most popular classical music magazine

• Partnership includes; print and tablet ad placements, solus newsletters, and digital homepage takeover and display advertising

• Possible opportunities for editorial integration in future

TICKET GIVEAWAY PROMOTION TO WIN AND EXPERIENCE THE GEWANDHAUSORCHESTER

• Advertorial placement within Gramophone’s HTML newsletter and website

• Promotional content links to DHL InMotion and behind-the-scenes content

• DHL ticket competition rewards fans for engaging with the content

Brand awareness & equity – digital amplification (1/2)

Media partnerships engage a classical music audience and enable communication of DHL’s partnership with Gewandhausorchester. A passionate, relevant audience is targeted with storytelling and ticket promotions across print and online channels.


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USING POPULAR INNOVATIVE MEDIA PLATFORM ‘SPOTIFY’TO INCREASE PARTNERSHIP AWARENESS

Spotify is the largest ad-supported music streaming service in the world, with passionate, engaged users at all times of the day

Targeting a ready-made audience of classical music enthusiasts

Gewandhauskapellmeister Andris Nelsons presenting his most favourite classical pieces on a playlist presented by DHL

Activity to include the below assets driving engagement with DHL’s social media platforms:

• Display advertising• Branded video moments• Sponsored or bespoke playlists

Brand awareness & equity – digital amplification (2/2)

Spotify’s streaming intelligence and ad experiences helping us reach 25-64 years old in the moments that matter.


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RELATIONSHIP BUILDINGORGANIZE LESSONS

Brand awareness & equity – maximizing ‘Meet the Artist’ lessons

‘Meet the Artist’ is a shared vision and joint social engagement where underprivileged children are invited into the working environment of classical music, inspiring them to engage und learn from passionate world class musicians.

Make use of ‘Meet the Artist’ opportunity

through-out the 2019 tours

– Work with DPDHL Group GoTeachprogram & Gewandhausorchesterenabling local BUs to host events and select relevant students who will benefit from the experience

– Events can be open-up for media

SOCIAL MEDIA

Social Media Content

− Promote content on owned and partner

social media channels (Teach First/ Teach

for All / Gewwandhaus)

− Best case example for leveraging CR

aspects through commercial

sponsorships in a joint ownership for

societal responsibility

Relationship building with Teach For All

network

− Build a strong relationship with country

organizations of this notable social

enterprise

− Joint CR projects with Teach For All

organization in local areas help us to

continue our work for society

− Enable Gewandhausorchester to

leverage their educational program

while travelling international


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• Unique Meet & Greets before

the concert with musicians,

Andris Nelsons and

management team

• Held in a private room with

F&B provided to guests at

local country expense

• Maximum of 20 guests

Support business – unique experiences (upon request)

Each concert in Leipzig and on tour offers exclusive opportunities to enhance the brand DHL experience for our customer (and employees) and drives brand loyalty.

BEHIND-THE-SCENES TOURSMEET & GREET

EVENTSSPECIAL EVENTS &

PERFORMANCESLEIPZIG REHEARSALS

• On special request, a small

ensemble can perform at

local and international DHL

events

• Backstage visits held during

the concert halftime break for

up to 15 persons

• Media tours available

when DHL are holistically

managing the logistics for

that concert

• Opportunities to attend

rehearsals at the Leipzig

concert hall


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Employee Engagement

• Use of partnership facts, figures and insights to create

quizzes for internal competitions

• Use of music-based theme for driving internal campaigns

or HR programs, e.g. teamwork, performance, etc.

• Use of merchandise or performance tickets as campaign

incentives or for reward and recognition of outstanding

performance

• Employees experience a Gewandhausorchester

performance, rehearsal or behind the scenes experience

• Music workshops as an internal fun activity

IDEAS FOR INTERNAL ACTIVATION

For more information, please contact the DHL Sponsorships Hotline: [email protected]

Our staff are our greatest brand ambassadors, and our global partnerships are a fascinating and lively platform on which to engage our employees.


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ACTIVATION SUPPORT• Tickets & Hospitality

• Toolbox for activation

• Digital activation

• Approvals

• Spending guidelines

• Compliance guidelines

• Approval from Compliance Exceptions

• Submitting Post-Activation Feedback


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Tickets & hospitality

OPTION 1:RECEPTION AND CONCERT

OPTION 2: RECEPTION INCL. MEET & GREET,

CONCERT AND DINNER INVITE

• Individual arrival and departure

• Reception

• Enjoying the concert from top seats

• Backstage tour during break (15 mins, upon request)

• Individual arrival and departure

• Reception with top-class catering including

Meet & Greet with members of the orchestra and

a DHL Logistics Team representative (upon request)

• Enjoy the concert from top seats

• After-concert dinner invite

• DHL branded gifts

As the Official Logistics Partner of the Gewandhausorchester, DHL helps the Orchestra to

deliver more than 20 concerts worldwide each year. Each concert offers exclusive opportunities for DHL

customers and guests to have a front-row view of some of the world’s leading musicians.

How to order tickets:

Tickets are available within contracted thresholds. Due to limited capacity final allocation is to be confirmed by the Global Sponsorship Team.

Please contact [email protected] or call the DHL Sponsorships Hotline. The Ticketing Hotline can also support with booking additional unique experiences with orchestra members or management.


mailto:[email protected]

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MARKETING COLLATERALS MEDIA RELATIONSHOSPITALITY &EXPERIENCES

Toolbox for activation

• Logos and infographics

• Invitation template

• Tour calendar

• ATL global advertisement

• Press kit including

− Press release

− Key facts

− Q & A’s

• GHO 2019 PremiumExperience Guide

• ‘Meet the Artist‘ activation toolkit

• Ticket request form

IMAGERY & FILM

• Image and video gallery

• For branded videos please check our Gewandhausorchester playlist

on www.youtube.com/dhl

Approval needed:

Any locally created materials must be approved by the Global Sponsorship Manager & the Gewandhausorchester in advance.

Please see approvals page and contact the DHL Sponsorships Hotline for advice:[email protected]


http://www.youtube.com/dhl


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• DHL will regularly post interesting insights, news, editorials and facts on the InMotion partnership digital hub

• InMotion includes latest deep-dive storytelling and content footage as well as serves as a platform for lead generationthrough campaigning

• Follow: InMotion.DHL/Gewandhaus

DHL InMotion SPONSORING HUB

DHL GLOBAL CHANNELS DHL SOCIAL MEDIA PLATFORMS GHO DIGITAL ACTIVATION

Digital channels for partnership activation

Features of our partnership can be found on a variety of owned digital and social media channels as well

as on partner’s media in various languages

General information on ourSponsorship portfolio

InMotion.DHL

https://www.dpdhl.com/en/about-us/brand-partnerships.html

MyNet Sponsorships Special

Campaign related content and news

• Facebook.com/DHL

• Twitter.com/deutschepostdhl

• Instagram.com/DHL_global

• YouTube: GHO Playlist

• InMotion.DHL/Gewandhaus

Latest news, information about the orchestra and the tour blog via

• gewandhaus.de/en/

• Facebook.de/Gewandhaus

• Twitter.com/Gewandhaus


http://www.inmotion.dhl/Gewandhaus

https://inmotion.dhl/en/

https://www.dpdhl.com/en/about-us/brand-partnerships.html

https://mynet.dpdhl.com/web/corporate-center/overview/-/display/20190425110801122961_en

Facebook.com/DHL

Twitter.com/deutschepostdhl

Instagram.com/DHL_global

https://www.youtube.com/playlist?list=PLGyWYJnhqKjAF721JNXIkT_YgKsy6wiky

http://www.inmotion.dhl/Gewandhaus

http://www.gewandhaus.de/en/

http://www.facebook.de/Gewandhaus

http://www.twitter.com/Gewandhaus

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Approvals

• DHL’s designation is: Official Logistics Partner of the Gewandhausorchester

• Gewandhausorchester is a brand name and can’t be translated

• Still photographic images showing the conductor and orchestra members may be used for editorial and promotional purposes, if obtained from approved photographic agencies, with fees and clarified rights of usage, or through the orchestra as facilitated by the Global Sponsorship Team

• Free imagery will be regularly uploaded to the Activator on DHL Corporate Net – if you have any specific requirement, please contact the DHL Activate Hotline

• Make sure to use the full event name and correct event logo when promoting Gewandhausorchester

USE OF LOGO, OFFICIAL DESIGNATION, IMAGERY & VIDEO FOOTAGE

APPROVAL PROCESS & TIMING

• All Gewandhausorchester related promotions / communications need approval from the Global Sponsorship Managerand the orchestra

• Approvals may also be needed from individual event promoters and sponsors so time should be allowed for this

• You should allow five working days for feedback and additional time for revised artwork to be sent back for approval

Please contact the DHL Sponsorships Hotline

for any question on the approval process:

[email protected]



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Spending guidelines

Whether you are provided with activation funding from your global headquarter/regional MarComms, or allocate local revenue to partnership activation, the following spending guidelines should be followed to achieve maximum leverage:

• Consider spend vs reach / value / achievement of objectives – a greater % of budget should be spent on activities that will deliver more value, especially if delivering additional revenue

• Make less spend on customer hospitality (smaller impact, compliance considerations), and put more spend and effort into otherareas to drive value – such as PR, public promotions, customer direct marketing campaigns, etc

• At least 10% of the activation budget should be spent on a PR/media relations activity, such as a media briefing, behind-the-scenes tour, etc.

• Consider collaborations with other Business Units as well as other event sponsors to share costs

• Further consideration when allocating budget should be given to:

− Extent of previous activation undertaken

− Ability to activate via customer base and staff locations in the vicinity of the event

− Cost of activation implementation in-country

MAXIMISING VALUE


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ANTI-CORRUPTION & BUSINESS ETHICS

1. Since 2008, the Group has an “Anti-Corruption and

Business Ethics Policy” which requests prior written

approval by the Compliance Officer for hospitality and

entertainment events which go beyond the policy, i.e.

benefits in the business setting above a threshold of

250 EUR per invitation

2. Gifts and entertainment are generally an accepted way of

building and maintaining business relationships.

However, certain invitations may be viewed as a bribe

3. Under most laws, a gift, hospitality or entertainment is

critical if made to influence business decisions or if

perceived as improper inducement. Fines and monetary

penalties may be severe for Express, the Group and

individuals (imprisonment may also be a consequence)

4. In addition, some customers are requesting us

to refrain from inviting their employees to avoid

any potential conflict

5. Key policies include the exclusion of public officials and

customers who we are negotiating with (incl. tender

processes). Invites for spouses, partners and children

must be pre-approved

6. The customer approval template to apply for exceptions

to the compliance guidelines can be accessed on the

Brand Hub (https://www.dpdhl-brands.com/dhl/en.html)

for submission online to the Global Compliance Office

(special registration needed for downloading

tools & templates)

Compliance guidelines (1/2)

The chart on the following

page provides guidelines

regarding gifts, entertainment, hospitality and

sponsoring events


https://www.dpdhl-brands.com/dhl/en.html

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WORKING WITH GIFT LIMITATIONS

Compliance guidelines (2/2)

To distinguish gifts, hospitality, entertainment and sponsored event invites that strengthen business ties from bribes,

please refer to the summary chart of the Approval Concept in the revised Anti-Corruption and Business Ethics Policy

Note: In addition to the above summary the DPDHL Anti-Corruption and Business Ethics Policy applies and must be considered.

Anti-Corruption and Business Ethics Policy (Section 3+4)

Permission Gifts Hospitality Entertainment Sponsored Events

Not permitted > 100 EUR, permissible

only with prior written

approval of GCO or BU

Compliance Officer

(see Section 3.2 / 3.6)

> 250 EUR, permissible only

with prior written approval

of GCO or BU Compliance

Officer


> 250 EUR, permissible

only with prior written

approval of GCO or BU

Compliance Officer


> 250 EUR, permissible only

with prior written approval of

Compliance (GCO or BU

Compliance Officer)

(Section 4.5 / 4.6)

May be permitted after

Cost Center approval

< 100 EUR,


< 250 EUR


< 250 EUR


< 250 EUR

(see Section 4.3)

Permitted – specific

approval not required

nominal value such as

calendars and other

promotional giveaways

(see Section 3.1)

reasonable; normal business

setting

(see Section 3.1)

n/a < 100 EUR

(see Section 4.2)


https://mynet.dpdhl.com/web/corporate-center/article/-/display/20150810104249822892_en

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Compliance Rules

IN DPDHL GROUP FOLLOWING RULES FOR INVITING EXTERNALS TO ENTERTAINMENT & HOSPITALITY EVENT

BEYOND THE EUR 250 TRESHOLD P.P. DO APPLY

1. Principles laid down in the DP DHL Code of Conduct /

Anti-Corruption and Business Ethics Policy must be

considered.

2. Applicable local laws or regulations must not be violated

3. Hierarchic level and status of the invitee must be appropriate to

the event / ticket level. Invitees must not be Public Officials.

4. Invites should not form a pattern or series of events (no more

than one invite per person per year)

5. Compliance reference with the invitation on customers’

acknowledgement that invitation does not violate their own

internal policies and guidelines (“By accepting this invitation we

assume that you have the full agreement from your company to

attend and that it in no way infringes your own company

policies.” )

6. No motivation to influence pending business decisions /

pending bids.

7. Invitees must be hosted by appropriate DHL personnel; where

possible events should include customer information (aspects

on products/service, discussion forums, lectures, facility tours

etc.).

8. Requests for exceptions must be on the standard template

(DHL Activator section on Corporate Net: https://www.dpdhl-

corporate.net/) and all fields need to be completed:

− Costs of invite must be according to fact and listed in detail

− Invites for spouses / partners / family members subject to

approval

− Hosting and attending DHL Personnel should also be listed

on the template

9. All invitations (can be summarized per event) must be

approved in writing PRIOR to the event by the Country

Manager and the relevant Regional CEO, with notification to

the relevant BU Compliance Officer.

10. A record of all approved exceptions must be forwarded to the

BU Compliance Officer and also kept on file / stored locally for

possible future audit purposes

11. All staff requesting or approving specific corporate hospitality

must have concluded the web-based DPDHL Group Anti-

Corruption Training on my learning world

(www.mylearningworld.net)




Hospitality_Approval_Form_Template.xls

https://www.mylearningworld.net/

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Submitting post activation feedback

Our partnerships provide a great

opportunity for markets to maximize DHL

brand recognition through a

360° integrated marketing approach

delivered internally

as well as externally

− Following your activation of the

partnership, please submit such details

to the Hotline as shown in the matrix

− Your feedback will enable ongoing

evaluation of our Partner Program, as

well as share ideas amongst colleagues

for improved activation

OVERVIEW QUANTITATIVE METRIC QUALITATIVE METRIC

Events executed Event title, date, venue, target group

definition, business topics covered

Usage of tools on DHL Activator

Did you use the DHL Activation

and/or Ticketing Hotlines?

To what extent did you

use/promote unique assets/tools

Hospitality used No of customers hosted on-site

Ticket level used

Comments re customers in

general, Customer feedback

following hospitality

Promotions

implemented, e. g.

sales campaign

or public ticket

giveaway

No of contacts sent to

No of leads generated

DM activity if relevant – CTR (%)

No/value/type of giveaways

Feedback from sales re business

impact, customer wins, etc.

Feedback from winners

Media activity

undertaken

No of media hosted on-site;

Media coverage – media titles

& reach

Press clippings report

(print & online links)

Employee

engagement

activities held

No of employees hosted on-site

Reach of internal promotion

Engagement numbers, e.g.

comments

Overview of activities, details re

interaction, feedback

IF APPLICABLE

Brand exposure

achieved,

advertising

purchased

No of advert insertions (print,

digital): gross reach and media value

Online activity – no of unique

visitors, CTR (%)

Comments re image/credibility

enhancement in the local market


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CONTACTS & SUPPORT


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Contacts & support

The DHL Sponsorships Hotline is your first point of contact for all other questions regarding

partnership activation: [email protected]

FURTHER USEFUL CONTACTS

Ticket Enquiries:

[email protected]

Global Sponsorship Team – Corporate Brand Marketing:

Christine Schröder-Schönberg: [email protected]

Media Enquiries:

David Stoeppler: [email protected]

Group Brand Design Approval:

[email protected]

Campaign and Toolkit Adaptation (TAG Worldwide):

[email protected]

Brand Hub Sponsoring Tools Access Register:

[email protected]









Documents

DHL & GEWANDHAUSORCHESTER · –Events can be open-up for media SOCIAL MEDIA Social Media Content −Promote content on owned and partner social media channels (Teach First/ Teach