Issuu on Google+


New Production Concepts "The Beauty of the Location“ A three to five minute segment of cinematic scene shots filmed around the hotel and location revealing the beauty and peacefulness. Will be shot with a camera that gives a cinematic look and feel. Can have a beautiful woman or at times a good looking man in the scenes enjoying the location. The model can be native to the location and wearing traditional clothes to enhance the feeling of being in a foreign place. The feeling is like those incredible opening scenes of a movie that make you want to be there. The mood music would be also theme style relaxing film music and sound effects without dialogue. When viewers see stunning images it can capture their attention when changing channels. It‘s also a great feeling for tired travelers to feel relaxed on arrival to the hotel, begin or continue their vacation. "The Guest is Guide“ Many people would love to be a star for a day. Reality TV is very liked around the world and we can bring a touch of that into the program by making a spot where you have a hotel guest show you around the hotel, all the special spots, activities as well as special features surrounding the hotel. The hotel management could see if there was a guest that would like to be a presenter for an afternoon. It would connect the viewer to know that it's his channel and also Starwood is interactive. When people hear about this segment many will hope they will have the opportunity to be one of the presenters. They can show the foods, drinks, leisure areas, activities, hotel staff, rooms, surrounding locations. This will give the feeling of satisfied customers and it will be a promotion of the hotel without it being a commercial. Also the presenter would change with every location which would make it interesting and varied. The filming style would be like reality TV but still relaxed and well shot, good lighting and pleasing to the eye. If there is no guest at the hotel interested then a staff member who enjoys acting could pose as this character. It would give the feeling of fun and be interesting to see a variety of hotels from Starwood.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

2


"Dinner is Served“ Can be a spot presented by a chef or staff member of the hotel showing the amazing foods that are served in the restaurant. Specifically one meal, appetizers, main course and desert. The spot can take us through the details of preparation, cooking, serving and eating. People enjoy seeing shots of foods and cooking shows are very popular worldwide because food is special to many hearts. It can also be on wines, a specialty local dish, fresh foods that are abundant and desired in the area. The filming style would be soft and classy, a great frame for the final product a delicious meal that will also attract the customers to explore what special dish is in their hotel. The music behind will be thematic in connection with the location and dish presented. "Feel the Music“ This spot can be dedicated to the local sounds and rhythms. If there is a band, singer or musicians that perform at the hotel it can be a mini documentary on the local music. People love music and learning about a new style would be quite interesting. The music can be playing throughout the documentary and clips of the artist performing the music. Depending on the location and style of music if there are also dancers connected to the music, it can be a great combination. It would have a relaxed narration behind given by the singer, musician or expert. Music is always a winner and very easy to work with and visualize. "The Adventure's on Us“ This can be presented or narrated by a hotel staff member or person familiar with the location. There can be a place or event of interest near the hotel, in the town or city close by and it can be a mini adventure, researching, seeing and exploring the place of interest, with facts and information that would be interesting for the viewer. This spot would have more narration than most and more informative. People like to relax and learn at the same time. It could be a glimpse into the world around and give the feeling of exploration. Having a hotel staff member present this piece could be interesting as it shows the connection with the people employed at the hotel to the knowledge and interest of the surroundings. It could invite the customers to have more interaction with the staff in relation to knowledge of the area. 27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

3


"What's the Event?" This could be a spot about a special event taking place in the town or at the hotel. It could be a little more freestyle production with little interviews and faster moving clips. Depending on the style of event will determine the music background and cutting style. It could be a fun and energetic look at a special event and the people enjoying the mood and setting. People like watching other people enjoying something and their inspired reactions. It enhances their feeling to do something of the same style and nature. The feeling could be to give the viewer a feeling to be a little adventurous and look for a special event around, encouraging them to have fun. "The Story in Us“ This could be an interesting special interest clip on one of the staff members of the hotel who have an interesting story or history that they could share. If they had footage or photos to connect with it, this would be great. It will connect the customers with the staff members and open a point of interest and discussion. During this clip it could show the staff member at his work and he gives a little background on his function at the hotel. It would be a good place to show the hotel, advertise without advertising. It can work as an inspiration to be aware of the special people and stories that surround us. "A Celebrity in the House“ If there is a celebrity staying at the hotel and they don't mind giving an interview this can work well for both the celebrity and SPGTV. They get good exposure and the viewers see the caliber of the program by the people featured on it. The spot could vary depending on what the celebrity would like to do, if a simple narration then something can be scripted around it. If they want to do more then we build a concept together. Some examples could be what the celebrity thinks of the location and hotel and then we can show beautiful clips of the hotel. Advertising with out selling. They could talk about an event they were involved in in the area or they participated in and the overlying visuals could follow this. They could talk about the staff and how well they felt staying at the hotel and the visuals could show the staff members at work. People are always interested in people, especially well know ones so it could be great interest piece. 27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

4


"A Quite Adventure“ This could be a piece without dialogue but incredible images. A journey starting at the hotel and taking you to a picturesque location or monument. Possibly following a person or the camera could be point of view with the viewer as explorer. It could have a definite start point and could end again at the hotel. It would be shot with the special cinema camera to give it a strong cinematic feel. The mood music would be journey style and thematic. There can be the feeling of exploration and a journey alone to see something amazing, capture a special moment. "You're in the Know“ This piece could be presented by the manager of the hotel. They could give interesting details about the hotel, it's history, events, goals or specialties. This could also be an informative piece about being a part of Starwood and the benefits for the hotel and guests. They could present new updates and facts about the SPG program and even the SPGTV channel. This could be another good way to promote Starwood as a community and a special place for those on the SPG program. "The Traveler“ A spot with a host that is based in Zurich and travels to all the Starwood locations where we shoot throughout the year. We have a few good people on the crew with some experience as actors and performers. It could always originate in Zurich and even at the person's location, home....choosing a destination. Going to the airport, flying on the plane, meeting people, experiencing interesting things along the way. We have a lot of control over this piece because it can be filmed from beginning to end over the duration of the trip and even return. The host can always give his feelings about the location, trip and what they found most special. We have one guy and one girl on the crew who would fill this roll perfectly and they could alternate. This production can be a little edgier in cutting style and with a few more "controlled" or "acted" sequences but of course looking natural to blend in with the SPGTV natural and realistic style. 27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

5


"A Starwood Theme Song“ This could be theme music or songs created for Starwood and the SPGTV production. The music can be cut to a collage of the best shots and images from all the SPGTV productions. The music or song would be produced for the Starwood concept and SPGTV so it would connect with the style to perfection. The music that's produced under the Starwood brand would be then available for download or even for sale on CD once a year's collection is completed. It would be a good bridging the most incredible shots into one production. "Starwood, SPGTV Advertisements“ Produced spots to advertise Starwood and SPGTV. There can be short jingles as well as longer clips of people talking about the SPG program and it's benefits. These can be fun and entertaining little clips and spots.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

6


How Sparrows can strengthen SPGTV weaknesses "2 Hour Loop being Repetitive“ Idea 1 We can produce material that can continue to remain inside the production for longer than a month. "The Beauty of the Location" "A Quite Adventure" are relaxing segments that have no audio narrative. These are the types of viewings that can be enjoyed more than once as it is directed at relaxation and can remain for 2 to 3 months as the new productions are added making the viewing time longer. As more material is produced there will be more of these segments available. These beautiful scenic and cinematic spots will relax and inspire. Idea 2 As we are creating new segments we can intersperse some of the best archived SPGTV spots reworked and touched up. We can also create a collage of beautiful images and scenery from the archived productions in essence creating new material relatively quickly. Idea 3 With a stronger personality in the clips with more emotion they can be viewed more often, especial pieces that grab interest. The goal in the concept, production and post production can be designed for repeated viewings as much as possible. Idea 4 As Sparrows produce clips for other clients that could fit into the SPGTV concept we can obtain permission to also air an interest piece along with the SPGTV produced clips, ie, "Art on Ice Zurich" & "Art on Ice St Moritz" to name a couple. We are also producing other mini docs on specialty pieces that could easily fit nicely into the SPGTV program line up. 27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

7


"Low Traffic on spgtv.net“ Idea 1 Once the new SPGTV program is running with new material and a decision is made in relation to the direction of the current website, Sparrows can produce some mini Starwood commercials and jingles that also advertise SPGTV.net on the SPGTV program. This will begin to create awareness of the site for the customers who enjoy SPGTV. Advertising something like "Check out the locations, choose your destination, and book your next adventure through SPGTV.Net“ Idea 2 Advertising the site of SPGTV.net throughout the program showing that they can re-watch their favorite clips. With more traffic on the site, there should be more bookings generated. "No Clear Link Between TV Channel and SPG Loyalty Program“ This would be important to address by making the Starwood image more connected to the TV show. With a few key commercials to promote the SPG loyalty program and how the channel is for them will make the viewer who is a member or thinking of becoming one feel connected to the program and look out for it the next time. A computer graphic jingle could come on every 10 to 20 minutes that could say "spgtv by Starwood" the first part being in cursive writing and the second with a solid entrance ending alone. This is essentially what all TV stations do having their logo come on after programs. It gives the people a connection to their favorite channel.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

8


"SPGTV being a multi brand needs identity“ This will be solved by making "SPGTV" and "A Starwood Presentation" a channel brand. Like CNN or ABC have a personality and you know what to expect when you turn to their channels. SPGTV is all about about travel, relaxation, people and places of interest, an international community of friends, to name a few and this is all promoted by Starwood. With the focus being stronger on Starwood, SPGTV and the SPG loyalty program at every 10 to 20 minutes intervals the brand of the specific hotel can also be advertised to connect the two together. It will show that that the hotel brand is in collaboration with Starwood and SPGTV to create the program. The hotel managers and staff will be proud to have their brand regularly shown and the customers will feel the individuality appeal by staying in a hotel that has it's own channel.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

9


How Sparrows Can Enhance SPGTV Strengths "Partners and Owners Appreciate SPGTV“ As Sparrows creates together with the Starwood team a stronger channel brand this will enhance the appreciation of the partners and owners to another level. It will also attract more people to pay for advertisement on the channel generating more revenue for an even stronger production. Advertisers want to place their spots where the inspiration of the viewer has been enhanced, for example at a sports show where people watching are more in touch with specific emotions, advertisers take advantage of these moments. When Sparrows produces spots to enhance the emotions of the viewer there will be an even stronger interest for Starwood partners to advertise on the channel. "High Appreciation By Guests“ As SPGTV is already a winning product with the most important crowd, the guests, with Sparrows enhancing the  production to the next level, SPGTV fans will become more connected to the program and word will spread of the quality. When people are captivated by rich entertainment they will always come back to find more at the location where they last saw and experienced. "SPGTV is Innovative and Gives Starwood a Competitive Advantage“ As the visual and content quality of SPGTV is enhanced and Starwood is more directly connected in the advertising on the channel the advantage will only grow. "Video Archive“ As Sparrows treats the SPGTV video archive to the newer style of show and segments re entering them into the programing the spots will become available to market forward, on airline channels, travel channels, etc. 27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

10


How Sparrows Can Help Starwood Reach Their Objectives “How Sparrows will rework the SPGTV library“ The Sparrows team will creatively rework the spots or reassemble them all together to be more modern or up to date. If a narration was week but the images and content was strong we can rework a narration inserting it under a production. If the production itself was weak but the visuals are interesting we can make a theme music piece with the great shots available. "Brand recognition by personalizing the program for each brand“ As "spgtv by Starwood" becomes more of a recognizable channel for the guests the brand logo placed throughout will also receive very good attention. Sparrows would need to produce one show with the alternate brand logo for each of the in house systems, but it would be worth it so that the Sheraton will get full attention on the channel when it's playing in the Sheraton. "Commercials for the brands both produced and new“ Sparrows will be available to create and produce new jingles for the hotel brands who would like an SPGTV connection clip. If the hotels have an existing logo or jingle it can easily be added into the final program for their specific brand. "Cross selling possibilities - airlines - TV channels“ Sparrows is a very sales and promotion orientated company and as we grow and our contacts multiply we will have a lot of opportunities to promote SPGTV and generate revenue to further enhance the production. As the the stock of top clips grow we will look for every good avenue to "air" or screen SPGTV. Our goal is for as many people to see and enjoy our work, and art through productions. Sparrows will be promoting our own films and TV shows so the contacts that we make in the field will be available to Starwood. "Promote SPG through a campaign in the show“ A creative campaign for the Starwood Preferred Guest program on the show will be both simple to do and very effective. Like Mc Donalds "I'm Lovin' it" Sparrows with Starwood can create a great concept, slogun and commercial for SPG that can regularly screen on the channel. It will be something fun to make the guest feel special and part of a great and beneficial community.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

11


Online Strategy "A new website concept“ Once the new SPGTV program is up, running and winning on the in-room channel then a simple and new concept for the website can be created, more of an active viewing room, because it's based on a TV channel. The new clips can be added regularly and with the frequent updates people will know they can see their favorite SPGTV clips again on line and even the latest ones before they reach the rooms. The online site can be advertised on the TV show to bring people to the site. "Preparing clips for the web“ Sparrows will prepare the SPGTV clips for the web to retain the highest quality standard and easy streaming ability. SPGTV can also have a Facebook page where people can become fans and watch the regular clips. There is getting close to 1 billion people connected to Facebook one of the biggest social sites in the world and the streaming possibilities are very good, they also support HD streaming.

Marketing "Measuring guests response“ This can be done in a few ways. We can use it as an advertisement possibility for SPGTV by getting comments from people at the hotels on camera who are fans of SPGTV and we can put these clips on the channel to be interspersed throughout. This takes a fan's response to the show and makes it a promotional tool to inspire others about the program. "Partner and Sponsors how Sparrows will bring in“ Sparrows has a great possibility of bringing in very solid sponsors and partners for Starwood and SPGTV. As we work with the marketing departments of companies to produce commercials and marketing strategies, we can promote SPGTV for airing their commercials. For example Sparrows will be producing a series of commercials for Toshiba Switzerland, we can encourage them to buy air time on SPGTV with the adds we've created for the company. We are also becoming connected to Mercedes Switzerland. Companies that have a large budget for advertising are looking for the best places to invest in and as far as Sparrows can see SPGTV will be the best channel to advertise on and we will actively promote this.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

12


Production "Scripting“ Sparrows is currently producing 3 feature films and the script for a winning film needs to be at the top level. SPGTV will benefit from the experience Sparrows is having with scripting for the features and commercials that are currently in the works and ones slated for development. The concept comes first and the script is what will package that for the screen. With Sparrows, our main language being English, SPGTV will benefit from our strong desire to reach the international market with all of our productions. "Directing“ Brian D. Phillips is the lead director at Sparrows and is very involved in all the productions in the works. He will be the director for the SPGTV project until the project reaches the quality and entertainment level we desire, where we can build upward from. Once SPGTV is rolling and a channel brand, Brian D. Phillips will produce SPGTV with a director at Sparrows who can fulfill the vision we all have for the SPGTV program. "Producing“ Brian D. Phillips will be the producer at Sparrows for SPGTV and will work together with Barbara and Starwood. He will continue to be producer for SPGTV at Sparrows for as long as Starwood and Sparrows are partnering on the project. He will be actively involved in each of the spot productions and development. "Production Managing“ Sandro Gianini is the lead production manager at Sparrows. He will be responsible for all the co-ordinations and logistics. Any details pertaining travel, schedule, crew, informations about locations or technical details needing attention, Sandro will be on hand to keep things running smoothly. The success of an international production flowing smoothly is with a strong free flow of important communication. Sparrows is top level in communications.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

13


"International film crews“ If there is a need to utilize a local film crew to cut costs or simplify a shoot, Sparrows is very adept at partnering with production people around the world. We are currently producing a film in Brazil and work through third party producers to prepare for the production. "Editing“ Sparrows has an excellent editing team. Lead editor is Felix Balke with over 20 years of experience. He will oversee the editing of the SPGTV program along with Brian D. Phillips who follows any Sparrows production from the script to the final product. "Translations and Subtitles“ Sparrows is a multi-lingual production house. We produce in English, German, Italian, French, Portuguese and others. Starwood will be assured of the highest quality translations for any spots produced in another language. "CGI“ Sparrows partners with three studios for our graphics and animations, all located in Zurich, Cloudscape, Cheese and Chocolate and Le Mob. Together with one or a couple of these studios Sparrows will help to create the CGI brand look for the new SPGTV program. This will be crucial for the logos, jingles, titling in the show. "Upload of clips“ Sparrows is able to upload the final clips on any format and by FTP site, direct download or any other file sending program. This will help to keep the final shows viewable quickly by SPGTV management in order to communicate on any changes or corrections. "Music“ Sparrows will search through international libraries for royalty free music to use as the background for the shows. We'll make sure the rights for broadcast and internet streaming are covered and will print all the permission of use sheets to keep on file.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

14


Proposal "What role do films play today?“ Multi-media and films play a major roll in international life and people connection. People are moved by feelings and a film works with two of the most important of human senses. Sight: The visuals stimulate the mind to imagine. Hearing: The audio controls the mood of the production and moves the feelings in the direction the producer wishes to lead the viewers. With the combination of these two senses stimulated the other 3 senses can be touched. Taste: When there is a good commercial about foods well created, you "can almost taste" the food. Touch: When there is a scene of a person laying on a sunny beach with the waves rolling over them, the mind pulls from the memory bank a similar feeling, creating a the sense of actually feeling what is seen on screen. Smell: When a scene on the screen is filled with images we normally connect with pleasant smells, a field of flowers, freshly cut field, our mind produces the sensation. In essence creating a great film will touch all these senses and when this happens you've captivated your audience. When you have someone's complete connection to your product, SPGTV, there are endless possibilities for making Starwood customers feel good, advertise other locations, Starwood hotels, vacations, products. Top level companies can sense this and will want to advertise on a channel that understands the importance of a strong connection with the viewer.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

15


"Members of the film crew and post crew?“ The on-location production crew will consist of Producer Director Camera man Script writer (Lighting & Audio) can be covered by same crew member Depending on the location and shoot if it is bigger we can send 2 camera men and a production manager to cover the production demand. The post production crew will consist of Producer 2 editors Production manager Music producer "Our company structure and Starwood contact with Sparrows?“ Our company is located in Feldmeilen, Zurich, situated next to the lake with 6 production rooms. Brian D. Phillips and Thomas Haeberli are the founders and owners of Sparrows AG. In the beginning stages of creating the new SPGTV product Brian will be strongly involved in the communications concerning the new show production, Sandro Gianini will care for any logistical and management related details. "How involved Agency leadership?“ Brian D. Phillips and Thomas Haeberli are fully involved in all productions that are created at Sparrows. We will always maintain a strong connection with each production whether a feature film or commercial, Sparrows brand will be known as inspirational, rich in content and quality.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

16


"What network around EAME?“ Seeing as our company was founded one year ago Sparrows is quickly becoming a name for top level productions and our connections are growing. As we move forward internationally with films, music and productions Starwood will be also able to benefit from our connections. We are very active in securing new partnerships. "What can we do in editing?“ Felix Balke who is head of the editing dpt has unlimited skills in the editing field. He will be responsible to maintain a high level of quality and emotional connection in the productions. Whatever is needed in editing Sparrows can provide, commercials, trailers, jingles, music videos or features. "What can we do in music?“ We have music producers that we work with and if the SPGTV program needs a special jingle created or a scored theme for a commercial Sparrows can produce this. If we were to decide to do a special theme song monthly Sparrows will write and produce the songs for Starwood. For the shows music libraries are generally the best for price, time and simplicity. "What can we do in graphics?“ Sparrows works with 3 production houses for graphics Cloudscape, Cheese & Chocolate and Le Mob, both based in Zurich. We have had success partnering with them and they are very flexible to Sparrows directing the content.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

17


"How is Sparrows different from other production houses?“ From all the production houses we've seen in Zurich within one year we've already reached the level it's taken other's 10 or more years to reach. We believe that due to our big vision which is not only limited to film making and production, it brings us forward and upward faster. People have been astonished at what has been done and we believe that within the next years the levels we'll reach will be even more astounding for some. Our goal in production is to maintain a high level of content and emotion that often lacks at other production houses. At Sparrows our A team will be available to create the new SPGTV program, it would be difficult for a long time established production house to offer the same, meaning the crew that will produce SPGTV might not be the top players. With Sparrows Starwood is guaranteed the best both in relation to crew and final product. Due to Brian D. Phillips being extremely international and with a vision for top level film making, SPGTV will benefit from his ability to produce with a international minded concept. SPGTV wouldn't be a job for us it would be part of our incredible journey building our dream. "Why is Sparrows best for SPGTV?“ Sparrows is best for SPGTV because we are here to help Starwood create a product that will be a winner. We will adjust and flow to capture the best product, market, viewership and sponsors. Sparrows will build with Starwood the ultimate in-house TV channel. We are here to build the success and to continue with the success as it grows. The Sparrows team is a high caliber team that will connect well with the managers, staff and guests of all Starwood hotels. Sparrows is an English speaking company which is very helpful with English being the key language for scripts and translations in the entertainment world. Sparrows has a very large vision for the future in relation to production, SPGTV will benefit from our other successes.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

18


"What is Sparrows future concept for SPGTV?“ If SPGTV could be a channel that is sought after by advertisers, sponsors and most importantly the viewers there is no limit to where SPGTV can go. The first step is to create a solid and likeable channel then to stay open to adjustments that will make it better. As Sparrows learns more about Starwood, the hotels and what the guests are looking for we'll be able to tailor the production perfectly to find a special niche that would only be available on SPGTV. "Multi channel or individual?“ If Starwood were to be the central brand for the SPGTV marketing strategy this would give the TV channel a strong presence exactly where it would be used best. Having one solid channel is better than having two weaker ones. If all the resources and energy goes into making Starwood the ultimate channel experience all the hotels will benefit by being connected and advertised on it. "Different distribution“ Focusing on simplicity is the key. Channel all the power into the one channel, product and concept, keeping the other details that are individual minimal. "How to structure the program?“ For the beginning the creation of the new SPGTV should create spots that are winners and in time it will be seen which programs are the best, then adding to them new concepts that will eventually create one strong channel. Making spots from 3 to 5 minutes to begin with would be good and ones that are strongly liked we could lengthen them in time. The Starwood, SPG and hotel jingles could come on frequently. Also adding the advertisement for the spgtv.net throughout will be good to draw viewers to the online site.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

19


"What partner sponsors can Sparrows present?“ As Sparrows grows and is connected to key business groups we can utilize our new partners to advertise on the program. Our upcoming connections in the TV and film industry as well as the commercial industry will be a strong plus for the SPGTV program. For example we have created successful trailers and commercials for Art on Ice in Switzerland and now the show is going international, there could be interest to cross promoting. Due to the success we will are currently creating a feature film with the producer of the Art on Ice show and we can feature a Starwood location in the film and have stars or cast stay at a Starwood hotel while shooting on location. "Timeline for delivery?“ Every 1 hour show should be produced within the following month of production and ready for delivery. The first couple months would be the exception in order to create the graphics for jingles, logos, commercials and the first segment of content. As the show is in the works it should smoothly transition from concept to the screen within around 1 month's time. "How to launch the new SPGTV?“ Once the first month of SPGTV broadcast is complete we can do a SPGTV release party at a Starwood location possibly in Zurich. This can be filmed as a special clip and included on the first months broadcast. This could have positive reviews by guests, interviews with the hotel management and an overview of what to expect on SPGTV in the following months.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

20


Budget "Cost for new production“ 610.000 Euros It would probably be key for both parties to be fluid about the exact amount for the year of production and monthly broadcast cost. In order to make the very best product and to make it effective in relation to drawing the customers to the spgtv.net online site and generate bookings there needs to be a solid investment to create a high quality product. On Sparrows side we are experienced at making a budget for a production valuate many times over the amount originally invested by the quality and longevity of the programs. We are also able to build on the success of a program which again increases the value of the original investment. A target budget to deliver a high quality product and add trimmings we are can see set at around 610.000 Euros for the year. "Reproducing older clips“ 70.000 "Music“ 45.000 "Graphics“ 52.000

In Conclusion We believe that we can deliver a product of a high level that will generate attention for Starwood. At Sparrows we live by the motto "From concept to final product, our goal is to exceed your expectations" this we will do for the SPGTV show. We would like to first produce a strong product then help Starwood be innovative in finding ways to use the channel and online site to generate more visits, customers and repeat visitors. Above all create a show that is a winner with Starwood customers and invite people to become members of the SPG program.

27.11.2010

Sparrows  AG      General-­‐Wille-­‐Strasse  144      CH-­‐8706  Feldmeilen      Switzerland

21


Starwood