JUZOUR | Launch StrategyMonday, August 1, 2011

Strategic ObjectiveUse the launch of the film “Nawfez El Rou7” (Windows of the Soul) to launch JUZOUR, creating awareness and positioning the foundation among its stakeholders.

Tactical ObjectiveCreate hype and anticipation around the documentary film in order to attract traffic to the theatres and to start raising money for the foundation. Funds will be raised mainly through:- The Sale of Tickets- The Sale of Merchandising

Items/DVDs- The Sale of the film to

documentary channels

The Big IdeaHistory’s Futures: Investing in your history’s future

The Rollout PlanPhase I: Thu, August 25, 2011 Public Viewing

Phase II: Thu, September 15, 2011 Theatre Viewing & JUZOUR Official Launch Ceremony

Phase III: October 01, 2011Documentary Channels & DVD Sales

Phase IPublic Viewing (Gorilla Tactic)

Thursday, August 25, 2011

Public ViewingOn the evening of Thursday August 25, when streets are packed with people shopping for Eid, we will simultaneously start showing the film on as many LED & other outdoor screens as possible, across Syria’s main cities.

Public ViewingThe screens will be equipped with sound system and film will have a scroll banner, inviting people to watch the film in theatres across Syria as of September 15th. The media will also be invited to cover the event and create hype around the film… disseminating the key messages that will help position the event and the foundation. We can also ask Addounia & Syrian TV to have interviews with people on the road during the event.

Material NeededFor Public Viewing (Aug 25)• JUZOUR Brochure/ Press

Release • Documentary Film with Scroll

Banner pre-announcing the launch of the film in theatres.

• Sound System

Material NeededTo start on August 26• TVC (Edit from existing

footage) to run in the peak hours after Iftar

• Radio Commercial• Website (If ready)

Phase IITheatre Viewing & JUZOUR Official Launch Ceremony

Thursday , September 15, 2011

Theatre ViewingStarting Thursday, September 15, the film will be launched in Cinema establishment theatres in Syria for a period of 1 week; allowing the public to buy tickets to watch the Syrian Tale and buy the cultural souvenirs.

Tickets should be sold at an affordable price to all, and depending on the theatre where the film is being played

JUZOUR Official LaunchThe foundation will also be launched on Thursday, September 15 through a VIP show at Dar Al-Assad. The event will begin with a welcome speech and introduction about JUZOUR, followed by a viewing of the documentary film, which will be integrated with live performances by Ibrahim Keivo and the orchestra.

Material NeededATL• TVC (Edit from existing

footage)• Radio Commercial• Print Ads• Press release

Material NeededBTL• Posters• Venue branding• Tickets• Film Visual ID (Enhancement)• VIP Invitations• JUZOUR Brochure

Material NeededDigital• Website• Facebook Page• Web Banners

Material NeededMerchandising Items• VIP Collector’s DVD Edition• Collector’s DVD Edition• Bookmarks (Stainless-steal & paper)• T-Shirts• Bandanas • Sacks• Tea/coffee Sets• Mankala Set• Barjees Set• Backgammon Set• Notebooks & Pens

Phase IIIDocumentary Channels & DVD Sales

Saturday, October 01, 2011

Documentary ChannelsSelling the broadcast rights to as many documentary channels as possible; sharing Syria’s cultural wealth with the world.

We will also need to have dubbed versions of the documentary film, in languages such as English, French, Spanish and German… If we want to broadcast the film on non-Arabic speaking channels.

DVDsDVDs containing the documentary film (in both VIP & regular editions) will be sold thereafter in bookshops; gift shops; megastores and newsstands in hotels, museums, airports as well as online.We can also explore selling the merchandising items, if such is deemed feasible.

Material NeededATL• TVC (Edit from existing

footage)• Radio Commercial• Print Ads• Press release

Material NeededBTL• Posters• Product Stand

Material NeededDigital• Website• Facebook Page• Web Banners

Material NeededMerchandising Items• VIP Collector’s DVD Edition• Collector’s DVD Edition• Bookmarks (Stainless-steal & paper)• T-Shirts• Bandanas • Sacks• Tea/coffee Sets• Mankala Set• Barjees Set• Backgammon Set• Notebooks & Pens

Film FestivalIt’s also recommended to participate in the 19th session of Damascus International Film Festival, which will be held in November 20-27, 2011.

Thank you