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D-1 1 2 3 4 5 1984 C t8P tItATB AFFA IRS W iRIA CCNFL1tSNCB SUMMBR 12, 1984 RYE D8<OAC,. NEW Y tM WOW80F - N'RCHANDISIAG BYBNTS & PROGNAMS CO cO !R. HENK VON SOWN: ....We have witnessed - first let ®e introduce myself - Hank Von Rooda, Director of Corporate Affairs of P1d11:p Morris, Holland where as you may knw+, we recently completed a major manufactur- ing facilities at the cost of $125 million and which is one of the finest and most modern facilities outside the U.S, 6 °,.D ~ ~ 22 23 24 Bob Bertini will do one of the presenta- tions. VAith Pickett who will give you another infor- sation on the Miller Lite glistdrs observatiors. Let me fisst start with Keith. MR. KEITH PICKETT: Thank you Hank. Good afternoon. I'm Director of Con®unications at the 7-Up Company in St. Louis. And what I want to talk to y ou about this afternoon, I think all of you have heard at suaa degree or, another what we have done wsr the past year and a half with faces of the Vatiaan collec- tion which is an extension of the Philip Morris-epoSsared I Vatican collection's art exhibition which has nuw return- ad ad to Aocae. 25 Ih I want to give you an overv3.e*~a of haa we

D-2 1 2 3 4 5 6 7 CO CO CO Q? (D N I V 8 0 use this as a spin-off and how it as developed a li#e of its own and also 1>ow we addressed and designed certain activities to appeal to certain publica and constituencies that we had never done too mAdih with especially in the St. Louis area. The faces of Vatican collection idea actually originated over a year and a half ago, at a time when the collection, the Vatican collection it- 9 9 o self opened in New York at the Met. Our executives 10 ~ z went to some of the special receptions that were held there and saw what a wonderful exhibition it was, wish- ing how we could brlug& some part of it to St. Louis z . w 13 ~~rybviously it was impossible to bring the Vatican collec- U) 14 ~ tions itself, so the idea we came up with the idea, what Q is ~ if we had a photographic exhibition? 16 z Well you can~t reqily have an effective 17 ~ 0 u ' presentation and just take pictures of the entire piece a 18 .zworks of art. 5o we talked to our very talented corpor- 19 ~, ~ ate photographer Jim VanHorn what he thought about the ~ 20 z w, idea and he started looking at the catalog and then went N. 21 z 22 23 24 25 to the reception and noticed that there were a lot of faces in the #xhibition. Faces on tapestry, faces in of course, paintings; faces in sculpture wur[cs. He gut the idea of putting together the phot ograhic exhibition, concentration on the various faces that are displayed in

D-3 1 2 3 4'. 22 23 24, 25 the exhibition and the variowa works of art. So he spent nearly two wa.ks in Naa York, in Chicago, on weekendt, after-hours taking close-up photugraphs. And our arsginalintent was that in the auesaer of 83, we would have a small exhibition in the 7-Up Company headquarters building, have a special even- ing for employees. Maybe the next day or two irnvite the local public and u=ficiais in. When we saw his work, we realized we had something of a lot more gravity than what we real- ized and an awf*I lot of potential. So we began to increase the !fte of the exhibition. We ended up with 65 full-c olor large photographs that we then deaigend epecial modulea, individual modules individually lighted with track lighting, each piece had the blown-up photo- graph in c olor and than had a small black and white photo- graph of the entire work of art. Because in some cases, we might be showing a face that was only ghis high on a wrist band ur on tapestry. And it was blown up to this size and then we haa a black and white pbutograph of the entire work of art along with some explanatory material ab out that piece and' its history. We developed these modules to really be portable, to be able to travel to anywhere we wanted to go. They w ouId be very easy to take the modules apart and

D -4 1 2 3 4 22 23 24 25 put them back together. Put them in a truck, take them to different parts of the aotratry. Then we began to develop the various materials surrounding the suchibition. So first I would like to show you a video-tape that we put together iuternally with our AV person in our department. The original fttent was to only show this video tape ior our 7-Up Board of Directors aieetIrg which Was to met a month before the Faces exhibition opened in the St. Louis area. And on our 7-Up Company board is primarily top-executives at Philip Morris. But as you will ses, it really exceeded our expectations. And we began to use it in a lot of other ways. So without any further introduction, I'lI show it and this is set to Vivolvi music. (VIDEO TAPE PLAYED) Well that was very well received by every- one who saw it s o we began to use it other manners and we began to invite mebbers of the press into our 7-Up Headquarters building to view this, to get a feel f or what the ebhibition puld be like whenit opened next month. And ae a result, PM Magazine became very interested in this story resulted. ThatRs just me example of the news media opportunitigs that came out of this. We also began to develop a number of other

v-5 t 2 3 4 CO 7 ~ materials that I'ri1 go through real quickly. We developed the constant graphic image oa, averything which you see. . Th. booklets which have been passed out at the tables is a piece that was given out to everyona who attended the exhibitlnn in the re- spective cities. They were given out free that they 1 11 could 10 ~y 22 23 24 25 take haae as a reminder.and as somewhat of an ed- ucation piece ab out the Vatican collection itself and about the Vatican's museums. We developed an invitati on which we used in the various citiei:. We developed flyers, pos- ters. The f lyers were used by the Archdiosese in the St. Louis area. They wanted 70,000 of them prited up and we endedup distributing them through all the parAsh- as through church bulletias throughout the Archdiosese. And it was a real targetted audience, Catholic audience. Another outcome or outgrowth of having this videotape prepared was that we had the Globe Demo- crat, one of the two daily newspapers in St. Louis came in and they were s ort of Luke warm about d oing a s t ory about photographs and once they saw this, the writer be- came very extited ab out it and as a result this c olor page resulted, five days before the eahibiti pn opened. We also designed parish kits and education kits which c ontained the booklets plus a number of other

D -6 1 2 3 4 5 aaterials. We daveloped the teacherso guide, a small tsachera guide bat designed for three different levels of studentsr We sent those out to all of the schools, b axh public and private within 100 mile radius of St. , " 4louis. CO GO 6" At the same time, we developed the parish ~ ~ 7 ~ kit which was mailed to all of the parishes in b oth the V 8° Archdiosese of St. Louis and the Archdiosese of Belda, 44 9 o Illinois, 10 z We developed a f our-page newspaper aupple- ~ ll z ment both in w1or and in black and white which was then a 12 z i~aserted into the Archdiosesse and diosese newspapers. 13 ~, ~ And the result of all that was a number of ~. 14 ~ clips, a clumber of radio interviews, television inter- 15 ~~ views. And we really got a lot more publicity out of it 16 0 and inf ormed a lot more people than our expectations were 17 0 in the beginning. 18 ~ ~ We developed a special radio spot for 19 z 0 ~, this event also. 20, z ~; Now, we had all these materials developed. E-F 21 z 22 23 24 25 Where we decided to go with the exhibition? Our involve- ment over the past four years', wewe become quite involved with the arts in St. Luuis, but our inv olvement has been in St. Louis itself on the Miesouri sideo And those of you who a re familiar with the St. Louis area know there#s

D-7 1 2 3 4 5 7 22 23 24 25 ~ the Illinuis side of the Metropolitan area and actu- ally almost ons-third of the~population in the St. Louis metro area is oa the Iliieois side. So because a!l of all our events previ- ously had been tied in with various facilities in St, Louis, we decided t o go across the river for this one to a locati.on called the Nationai Shrine of Our Lady of Snows, marvelous facility run by a Catholic rligious or- der but very ecumenical in nature. And we had the exhibition there foreltwo weeks. Aftcacted almost 40,000 people as a result of this publicity and the result of the educational mail- ings and the parish kit mailings. 40,000 people in those two weeks. The put>B.c opening was preceded by two ptivate receptions, ?he first one, a VIP reception that was co-hosted and this was very important. For those of you wh o are planning similar events in the future, one thing that we did, we found to be very effective in at- tracting a key audience and the key public is that we not only hosted it ourselves, but we co-hosted it with the archbishop of St. Louis, the Bishop of Belvilie, where in which the Shrine of Our Lady of the Snows was In his Diosese. And the Superior General of the Reli- gious Order from Rome whose facility the Shrine faZ ls

D-8 1 2 3 4 22 23 24 25 under. So it was actually four people co-hosting aioag with the president of the 7-Up CaopaQy. That though insured that ws had some psopis come to the facility that might not have come to the private reception because it Nasn't every day that they received an invitati ®n from the Archbishop or the bishop or from someone in Rome. As areault, we had nearly a thousand people at the private reception. It was followed the next night by a reception for clergy and educators and we invited all clergy of a11.#aiths throughout the area to the second night receptiou, We also invited all prinisriples and art teachers from throughout the area, both from public andprivate schools. And that was a pub- 1ic canstituency that we had not done too much with and we certainly helped pave some ner ground there. The first night VIP reception was govern- ment leaders, news media and it was important for us to have the event on the Illinois side because again, we had not done much with the mayors of the various com- munities from th$re. And they were very honored to have an event of this magnitude in their bakkyard, That was a year ago in September and early 4ktober. Last spring then we took the exhibition to Little Rock, Arkensas to the Arkensas Art Center and

D -9 t 2 3 4 that resulted partially because in Nwember for one day we took the exhibition to the Naticmal Soi't Drink Association Convention where we had the exhibition as the focal point of our private reception for 7-Up bottlers in the evening on the firt night of the soft- drink convention. As a result of that, the 7-Up B ottlsr in Little Yock, Arkensas who had only purchased the b ottling company in the previous six months was looking for an event of samesort that he could really make a splash in the city of Little Rock and becauss of the 7-Up Bottling Company there had not neal.ly done much in terms of a civic type of event. He very much wanted to bring the exhi- bition to Little Rock. 5© in A pril preceding Easter, we took the ethibition to the Arkensas Art Center. Because Arkansas is not eaactly a bastion of catholicism, we w a ~ designed the activities there to be more arts oriented z H ~ and school education oriented. We co-hosted theevent with the governor, Governor BiL1 Clinton who was there 0 21 22 23 24 25 f or ab out an hour and a half tha t evening and that really landed a lot to the evening. We had a thousand peOple for the VIP reception. Then it opened for the public for a little over a week and drew about 10,000 people to the exhibition. And weire pleased with that and the 7-Up

D-10 1 2 3 4 7 11 ~ ~ b ottler is still talking about what in-roads it helped hira make in the businesa ao.mtanity. In May, we toa k the exhibition to Wash- inton D. C. to the old Post OFfice and it was the first event ltUt the newly-formed organization, the Triends of the Nancy Hank Center. The first event that they were allied with. And we had a very fine recepti on ct 1,000 people there and then it was open for two full weeks through Memorial Day weekend. And we had between 50 and 60,000 pe ople come through the exhibitirm, Of course, the old Post Office as many of you knos is only threet blocks from the White House and has 20,000 go through some part of the facility every day, so it was a real natural. And it worked obt very well. Three cities then,.we've had ab out 110,000. people_ co®e through this photographic exhibition which is far greater than we imagined when we statted out on this pro3ect. As a result, the exhibition is continu- 22 23 24. 25 ing to have a life of its own. We'll be going back to Washington in November t o the C onference - the National C onference of Bishops and Archbish ops that will be held in W4shington. We may come to New Y ork in December. There's a good dance we may go to Rome with it in 85. And.there anea number of other opportunities, both here