PR activities plan

PR ACTIVATIONS- Q1 2020 jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 1

JANUARY 31, 2020 WELNESS DAY AT JAW • Special day pass includes: • spa facilities access • pool access • fitness access • Tina Bock will host the class at the yoga platform • Special discounts on the spa treatments for the participants • Complimentary falcon show to complete the desert retreat experience • Equipment sponsored by Kata & Asana yoga and fitness apparel store jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 2

FEBRUARY 2020 ONWARDS YOGA DETOX RETREAT PACKAGES AND PRIVATE CLASSES • Staycation HB package includes sunset and sunrise yoga sessions, special detox menu • Breakfast /dinner in the desert • Sound therapy and meditation sessions at Talise Spa • Instructors: • Martina Jonsson (Hatha, Ashtanga, Swing) • Tina Bock (Ashtanga) • Private yoga classes are available at advance request, in the pavilion, spa or villa terrace jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 3

FEBRUARY 24, 2020 DESERT CLEANUP • Dgrade recycling will provide cleanup supplies and marketing support • Spinneys will supportthe event with marketing, giveaways and wine station • Key media and influencers to be invited • One of the leading UK biologists will be invited as a speaker (from Spinneys) • Representatives from local schools and foundations to be invited • Finished with live music and Sea Change wine tasting at Al Mesayan rooftop jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 4

FEBRUARY 28, 2020 DESERT PHOTO RALLY • Free admissions for photo & video crews • Horses and falcons are available for rent on the day of the photo shoot • Special rates for day passes, rooms, f&b for the attendees • Best pictures to be featured in the resort’s exhibition • Social media competition with prizes from JAW and sister properties (stays, day passes, dinners, spa etc) • Special media guests are invited as judges (magazine, artists, influencers) • All the photos will be used by JAW for advertising purposes jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 5

MARCH 7-8, 2020 LADIES DAY AT JAW • Special day pass price with complimentary drinks included • Floats in the pool and photo stations and backdrops • Skin care workshop and exclusive testing of luxury Margy’s products at Talise Spa (Margy’s representatives to be invited) • Professional photographer to be invited • After-party at Al Mesayan with a DJ / live music and pass around snacks • Raffle draw at the roof top with prizes from the sponsors and JAW jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 6

MARCH , 2020 LIVE ART AND EXHIBITION • Special event organized by Art4you gallery • International artists will arrive to the hotel for an overnight stay and a live painting event • Local art dealers and government representatives to be invited by Art4you • Media coverage will be provided • Closing ceremony and winners announcement to be arranged at the ballroom, with a coffee break for all participants (special rate) • The chosen art pieces will be displayed at the hotel premises as decoration until claimed by the artist • Art pieces are available for sale on request, and the hotel get commission from every sale jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 7

MARCH 21, 2020 GHAF TREE PLANTATION • Ghaf, the UAE national tree, is the source of life and stability in the middle of the desert dedicated to the World Plantation Day • 100 (?) trees to be planted in Al Wathba • Key media and influencers to be invited • Representatives from DCT, local foundations and communities to be invited • Goumbook will provide ghaf trees and planting supplies • Etihad airlines sustainability program will support the event by covering the cost of trees and transportation • Lunch will be arranged for all participants after the event in Bait Al Hanine / Al Mesayan jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 8

MARCH 28, 2020 EARTH HOUR AT AL MESAYAN • In support of the global initiative of Earth Hour JAW outlets will turn off the lights for 1 hour at 8:30pm • Lanterns and candles setup in the outlets • Special dinner and drinks packages at Terra Secca and Al Mesayan • Stargazing at Al Mesayan rooftop with Star Walk / Star Guide app • Presentation and tasting of the Celeste wine by Torres jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 9

APRIL 2020 - TBC DESERT RUNWAY: FASHION UNDER THE STARS • Fashion show for local brands at Al Mabeet • Admission fee for designers including room rate • Jewellery & perfume brands as sponsors • Stalls at Al Mabeet to be rented out for popup shops • Free entry for visitors (invitation based and pre-booked only) • Bar with drinks and light food at the site • Live entertainment at the camp after the event • Media and influencers invited to feature the event • Radio host invited as MC jumeirah.com SALES & MARKETING PRESENTATION 14 APRIL 2020 10

MAY 2020 (SEPTEMBER 2020) SUPERCARS MAJLIS EVENT • Exclusive event at Al Mabeet for the SuperCars Majlis for closing/opening the season • Up to 90 club members will attend the dinner (iftar) with live entertainment • Special offers for stays and spa treatments • Full media support will be provided by SCM, including photo and video production • Luxury brands and media to be invited (TBC) jumeirah.com PRESENTATION NAME 14 APRIL 2020 11