HVS Marketing Communications Presentation - 2013

The hospitality focused, one stop shop for strategic
marketing and creative implementation.
Strategic Invention of Creative Solutions

-1-

Our Services
HVS provides a full range of services relating to the
hotel industry:
 Consulting

Services:
 Valuations
 Feasibility Studies
 Strategic Advice
 Operational Reviews
 Operator Selection and Management Contract
Negotiation
 Market Studies
 Executive Search Services
 Marketing Communications
 HVS Sustainability Services
 HVS Operational Audits & Advisory

-2-

HVS Marketing & Communications
services include conceptualization and
implementation of:
• Strategic Launch/Promotional Marketing

and Media Plans
• Brand

Architecture, Identities and Manuals

• Advertising and Creative Development

Support
• Proactive and Seamless Implementation

-3-

Mansi Bhatnagar – Managing Director , HVS MC
Mansi is a Les Roches, SHA alumni and joined HVS in 2007 as an associate Director.
to launch the Marketing and Communications services. Mansi has over 19 years of
international and domestic hospitality operations which involves F&B Operations,
hotel-openings, sales, marketing, creative and communications experience.
Through her career, she has worked in different roles with The Oberoi New Delhi,
Radisson New Delhi, InterContinental in Delhi and W in San Francisco.

Mansi Anand – Associate Director, HVS MC
Mansi is an MBA in Marketing with 8 years of marketing experience. Mansi joined
HVS in 2008 as worked extensively on marketing, advertising and brand launch
projects for leading hotel chains in India. She has vast experience in the area of
Advertising, Marketing and Public Relations. Having worked with Austrian Airlines,
Integral PR and Ogilvy & Mather, she handled brand advertising, marketing and
media planning for various brands.

Gaurav Sharma – Snr. Creative Associate, HVS MC
Gaurav Sharma is a Snr. Creative Associate at HVS MC and has been contributing
to its design capacities for the last 3 yrs. Prior to joining HVS MC, Gaurav was a
creative freelancer with major event management and planning agencies like
GroupM, Wizcraft, CS Direct. With 7 yrs of experience, Gaurav is also skilled in 2D
& 3D creative design and flash animation.

-5-

Manish Rawat – Snr. Creative Associate, HVS MC
Manish Rawat is a Creative Associate at HVS MC and has been contributing to
its design capacities for the last 1 yr. Manish started his career as a freelancer
and soon joined Premier Printers as a designer. Prior to joining HVS MC,
Manish was with IBH Prints. With 5 yrs of creative experience in the
Hospitality industry, he also is well versed with 3D Designing.

Nupur Dhawan - Associate, HVS MC
Nupur Dhawan holds a Bachelor’s degree in Mass Communication &
Advertising, Higher National Diploma in Journalism (HND) from Edexcel, UK
and is a post graduate in marketing management and has 4 years of
experience. Starting her career with Imperial, New Delhi, she as also worked
with Perfect Relations as a Senior Executive managing Hilton Worldwide
properties in India and others.

Shruti Gattani- Associate, HVS MC
Shruti Gattani holds Bachelor’s degree in Fashion Communication and has a
Diploma In Business Management brings about 3 years of experience in
content (Print and Online), Layout Designing, Editorial Shoots, Photo
Researching an d brand conceptualization. Having worked at a number of
online portals , she presents a flair for online communications to our client.

New
Joinee

-6-

Bhuwan Chandra – Creative Analyst, HVS MC
Bhuwan Chandra has 7 years of experience with hospitality collaterals having worked
with creative agencies like Premier Printers and Boomerang Grapics as a graphic
designer.

Yoshita Kumar – Analyst, HVS MC
Yoshita joined HVS India post her graduation from Venketeshwar College. During
her 6 month internship, Yoshita display great foresight and understanding of
Marketing and was highly creative in her approach. The newest member of HVS
MC, Yoshita, is a great resource.

Anil Yadav– Creative Analyst, HVS MC
A fresh designer with great gusto, Anil has worked for around 8 months in Fortune
Print services as a Assistant Designer.

New
Joinee

-7-

Why Choose HVS MC to Launch/Market Your Hotel
Brand & Property
Introspection
Research Based Analysis of
the Market, Target Customer
and Competition
Strategic Conceptualization
of Effective & Impactful
Marketing and Media Plans
Proactive Execution &
Seamless Activation of
Activities with Impactful
Advertising Creatives
On-going Measurement,
Optimization and
Enhancement of Initiatives

-8-

Deliverables
1.
Strategic
Launch/
Promotional/
Positioning of
Communication

3.
Conceptualization
of Launch/
Promotional/
Positioning
Creatives for Each
of the Defined
Marketing
Initiatives

2.
Conceptualization
& Implementation
of a Launch/
Promotional/
Brand Marketing &
Media Plan for the
Hotel

4. Proactive
Launch/
Promotional/
Positioning
Implementation
Support

Radio
Campaigns
Billboards
Airport
Visibility
Cinema
Branding
Launch Events

S&M Support

Marketing
associations
with like
positioned non
competing
brands like Big
Bazaar,
Pantaloon,
Sponsor
Associations
with National
TV Channels

Out Of Home

Electronic
Mailers
SMS campaigns
Electronic
Newsletters

Strategic Alliances

TPI websites
Social media
sites
New websites
Google Adwords
PPC Marketing
Remarketing
Banner
Advertising
SEM initiatives

Direct Marketing

In Flight
Magazines
City Guides
Business
National
Magazines
Leisure/
Lifestyle
Magazines

Online Advertising

Print Advertising

Marketing Mediums To Be Used To Communicate To Be
Defined As Per the Positioning of the Hotel
Presence in
trade fairs
Flash Mobs
City Branding
S&M Collateral
Case to Case
Property
Specific Support

-9-

Marketing Assignment Process
1. Strategic Launch/
Promotional Positioning and
Branding Process of the Hotel
through a Market Study

HVS MC will study the
market, competitive set
and the hotel to create
new strategic positioning
talk lines/ positioning
statements for the hotel
that establish the hotel
as a differentiated brand
in the market and its
competitive set.
HVS will ensure that all
communications, collaterals
-S&M & operational,
epitomize the positioning of
the product and are in sync
with the required
positioning of the hotel

2. Strategic Conceptualization &
Implementation of an Launch/
Promotional Marketing & Media
Plan for the Hotel

To identify various brand,
F&B, MICE, Socials and
rooms based marketing
initiatives that the hotel will
need to undertake to drive
its positioning and grab the
eyeballs of its target market.

To work with the marketing
funds available and create a
launch marketing and
media plan that best
optimizes funds and
maximizes penetration to
the target market for each
of the proposed initiatives

The media plan will use
print, online, DM, outdoor
and onsite marketing
mediums to ensure high
visibility of each initiative

Once approved, to
implement the plan
proactively by disseminating
ensuring that the marketing
initiatives proactively and
strategically implemented

3. Conceptualization of Launch/
Promotional Positioning
Creatives for each of the Defined
Marketing Initiatives

4. Proactive Launch/
Promotional Marketing
Implementation Support

To create creatives for
each of the marketing
initiatives ensuring focus
on visuals that create/
increase visibility, driving
footfalls and revenues

Proactive and seamless
dissemination of the all
the launch marketing
initiatives with required
creatives mandated on
the launch marketing
media plan

To ensure each creative
promotes the hotel and
in the most optimum
manner

Consistent monitoring of all
launch marketing initiatives
to ensure that the same
maximize the positioning of
the hotel and ensure
maximization of marketing
spend

To build in ROI measures
in each creative to ensure
participating properties
can benefit from the
same.

To review all S&M
initiatives consistently to
ensure that these tools
are consistent with the
positioning of the hotel

communicates the USP’s
of the brand and are
brand compliant

Work with property team
to ensure consistent ,
systematic and proactive
dissemination of the
identified marketing
initiatives

- 10 -

1. Strategic Positioning and Branding of the Hotel with Market Study

1. . Strategic Launch/ Promotional
Positioning and Branding Process of
the Hotel through a Market Study

Analysis of previous marketing initiatives undertaken by
the comp. set and their respective creative
communications

3.

Creation of launch/ promotional USP based key talk lines
and positioning statements (generic, socials, MICE, F&B)

4.

HVS will ensure that all
communications, collaterals -S&M &
operational, epitomize the positioning
of the product and are in sync with the
required positioning of the hotel

Analysis and study of hotel’s potential positioning in the
market reference to that of its competitive set

2.
HVS MC will study the market,
competitive set and the hotel to create
strategic positioning talk lines/
positioning statements for the hotel
that establish the hotel as a
differentiated brand in the market and
its competitive set.

1.

Review of existing graphic brand standards and if required
an adaptation of the same to ensure that the visual look of
the hotel is in line with its new positioning

5.

Review of current communications to ensure the same are
in line, consistently, with the hotel talk lines.

- 11 -

Brand Positioning = Unique Product Differentiation

Differentiated
Touch Points &
Niche
Opportunities
Based
Communications

Visual and
Verbal
Consistency in
Brand
Communications

Customer
Acquisition and
Retention

- 12 -

HVS Market Analysis

 What are your Differentiated Touch Points?

 Who are your competitors, target customers,
target markets?
 What are the strategic derived marketing talk
lines/ concepts that need to be leveraged?
 What are the niche marketing opportunities
available in the existing marketing that can be
leveraged to your benefit?

- 13 -

Hotel Launch Positioning Creatives & Collateral

- 14 -

Hotel Launch Positioning Creatives & Collateral

- 15 -

Hotel Launch Positioning Creatives
- 16 -

Hotel Positioning Collateral

- 17 -

Hotel Launch Positioning Creatives
- 18 -

Hotel F&B Launch Positioning Creatives
- 19 -

Hotel F&B Launch Positioning Creatives
- 20 -

2. Strategic Conceptualization of a Marketing Media Plan
Strategic Conceptualization
& Implementation of an
Launch/ Promotional
Marketing & Media Plan for
the Hotel

To work with the
marketing funds available
and create a launch /
promotional marketing
and media plan that best
optimizes funds and
maximizes penetration to
the target market for each
of the proposed initiatives

The media plan will use
print, online, DM, outdoor
and onsite marketing
mediums to ensure high
visibility of each initiative

Once approved, to
implement the plan
proactively by
disseminating ensuring that
the marketing initiatives
proactively and strategically
implemented

Identification of the various target markets for the hotel.

2.

Understanding of the available launch/ promotional
marketing budget of the hotel

3.

Impactful conceptualization of the media opportunities
available to create impact to the relevant market segments

4.

Strategic thought process on pre-opening, opening and
post opening/ promotional marketing initiatives that need to
be undertaken to the position the hotel strongly in the
prospective market segments

5.

Media costs negotiation and management

6.

To identify various brand,
F&B, MICE, Socials and
rooms based marketing
initiatives that the hotel will
need to undertake to drive
its positioning and grab the
eyeballs of its target
market.

1.

HVS MC is not a media buyer and hence does not levy
commission on any marketing media it proposes

7.

To focus on impactful and cost effective marketing
initiatives designed to strongly engross the hotel in the
eyes of its target market

8.

Enhanced Focus on Online Marketing inclusive of Social

- 21 -

Conceptualization & Proactive Implementation of Marketing
Media Plans ( Launch & Promotional)

- 22 -

Strategic Promotional Hotel Marketing Plan
Promotion

Focus- High (H),
Duratio
Medium (M), Department Timelines
n (days)
Ongoing (O

Details

Revenue
Expected

Marketing
Spend

Marketing Media

1

1 day event, lunch only

4247

0

EDM;PS

54000

#REF!

DM;EDM;NI;TC;PS;CRM

M

14th
February

ICC World Cup

M

19th Feb2nd April

72

two slots- 9:30 am and
3:00pm- focus on
weekends

IPL

H

April- May
2011

43

Evening matches only

#REF!

Seafood Nights

M

12th Feb28th Feb

16

Dinner Buffet

#REF!

Sunday Brunch

H

Ongoing

Family Brunch with
unlimited alcohol

Catering

0

Ongoing

Happy Hours

O

Ongoing

Asian Fare

M

March
Weekends

Punjabi Food Festival

H

Beer Bucket

O

Valentines Day

RM,DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp


#REF!

DM,EDM,TC,CRM,PS,ST

150

Discount UPTO 50%

#REF!

12

Dinner Buffet

3150

16000

April

30

Dinner Buffet

15750

#REF!

DM, EDM,

May & June

60

Special Menu

#REF!

DM,NI,EDM,TC,PS,CRM

7500

DM,NI,EDM,TC,PS,CRM,

60

Mediterranean Fest

M

16th June30th June

14

Dinner Buffet

16000

Hot Dog Bar

O

July- Wed &
Thursday

6

Lunch / Dinner ??

7500

Steamers &
Mocktails

M

August

31

Special Menu

5324

16000

States of India

H

1st August31th August

31

Themed Dinner and
buffet

23250

123500

RM,DM, EDM,
TC,NI,PS,ST,CRM,GA;SA

Food & Wine Pairing

O

September

30

Special Menu

7500


South Indian Food

H

September

15

Dinner Buffet

Grand Prix

M

October

30

3937

16000

Navratra

O

October

30

Thali Dinner and Lunch
Concept

Biryani & Kebabs

H

1st Nov.30th Nov.

14

Special menu

Malts & More

O

November

30
31

New Years

H

TOTAL

December
22nd Dec28th Dec
31st Dec1st Jan

23500

Corp

DM,EDM,TC,CRM,PS,ST
Corp
DM;EDM;ST:NI;TC;PS;CRM
;SA
Local & Corp

May & June

H

Local & Corp

#REF!

81000

O

Christmas

Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12

Local & Corp

Mango Mania

H

Feb-11 Mar-11 Apr-11 May-11 Jun-11

RM,DM, EDM,
TC,NI,PS,ST,CRM,GA,SA Local & Corp
DM;EDM;ST;NI;TC;PS;CRM
;SA
Local & Corp

12noon - midnight- spl.
Menu

Mexican Promotion

Target
Clientelle

Local & Corp

Local & Corp
;SA
Local & Corp
Local & Corp
;SA
Local & Corp

Local & Corp
Local & Corp

DM, EDM,
;SA
Local & Corp

7500


#REF!

DM, EDM,

Single Malts- ladies
Night

7500


Unlimited special menu
offer

23500

22500

6
combined festive offer

20000

123500

433158

Local

Local & Corp

DM;EDM;ST:NI;TC;PS;CRM Local & Corp
RM,DM, EDM,
TC,NI,PS,ST,CRM,GA

Local & Corp

#REF!

2

Local & Corp

- 23 -

3. Conceptualization of Impactful Creatives
3. Conceptualization of
Launch/ Promotional
Positioning Creatives for
each of the Defined
To create creatives for each
of the marketing initiatives
ensuring focus on visuals
that create/ increase
visibility, driving footfalls
and revenues

promotes the hotel and in
the most optimum manner

We Conceptualize Creatives that:
• Cater to the interest & imagination of the

target market
• Speak the language of the target market

• Differentiate
To build in ROI measures in
each creative to ensure
participating properties can
benefit from the same.

the hotel from its competition

• Synergize with Brand Guidelines
• Leverage the positioning of the hotel

communicates the USP’s of
the brand and are brand
compliant

- 24 -

4. Proactive & Consistent Marketing & Creative Implementation
4. Proactive Launch/
Implementation Support

Approval and Finalization of the Launch/ Promotional
Marketing Creatives

3.

Proactive and seamless dissemination of the all the
marketing initiatives with required creatives mandated on
the launch marketing media plan

4.
Work with property team
to ensure consistent ,
systematic and proactive
dissemination of the
identified marketing
initiatives

Approval and Finalization of the Launch/ Promotional
Marketing Media Plan is Approved

2.
To review all S&M initiatives
consistently to ensure that
these tools are consistent
with the positioning of the
hotel

1.

Consistent monitoring of all marketing initiatives to ensure
that the same maximize the positioning of the hotel and
ensure maximization of marketing spend

- 25 -

Clients:
• Ibis Gurgaon
• Ibis Pune
• Ibis Mumbai Airport
• Ibis Bangalore Techpark
• Ibis Bangalore Hosur Road
• Ibis Delhi Airport
• Ibis Nashik
• Ibis Navi Mumbai
• Ibis Jaipur

Scope of Work:
• Operational Collateral
•
•

Strategic Launch Marketing, Talk Lines & Creatives
F&B Promotional Marketing

- 26 -

Launch Marketing Visuals- Ibis Gurgaon

- 27 -

Launch Marketing Visuals Ibis Pune

- 28 -

National Brand Positioning

- 29 -

Ibis Navi Mumbai Launch

- 30 -

Direct Marketing - Mailers / Posters/ Fliers

- 32 -

F&B Promotional Concepts

- 34 -

F&B Promotional Concepts

- 35 -

Ibis Pune Electronic Advertising
Ibis Pune launch campaign – NDTV Network

- 36 -

Ibis Pune Launch Viral
View the Ibis Pune Hangover viral

- 37 -

Clients:





Crowne Plaza New Delhi Rohini
Crowne Plaza Ahmedabad
Crowne Plaza Kochi (Pre Launch Assignment)
Crowne Plaza Greater Noida

Scope of Work:







Operational Collateral
Launch Marketing Media Plans
Pre- Launch Creatives
Launch Creatives
Spa & F&B Identities, Menu’s & Brochures
Brand Transition

- 38 -

Pre-opening Creative Concepts

- 39 -

Spa Logo, Brand Advertisement & Marketing Collaterals

- 41 -

F&B Logo and Menu Design

- 42 -

F&B Logo and Menu Design

- 43 -

F&B – Promotional Communication

- 45 -

Proactive Promotional Marketing Newsletters

- 46 -

Pre- Launch Work for Crowne Plaza Ahmedabad City Centre

- 47 -

Pre- Launch Work for Crowne Plaza Ahmedabad City Centre

- 48 -

F&B Logo Identities for Crowne Plaza Ahmedabad City Centre

F&B Logo Identities for Crowne Plaza Kochi

- 49 -

Clients:
• Radisson Blu New Delhi Paschim Vihar
• Radisson Blu New Delhi Dwarka
• Radisson Blu Amritsar

Scope of Work:
• F&B Brand Identity and Menu Creation
• Strategic Launch Marketing, Talk Lines & Creatives
• F&B Promotional Marketing
• Spa Brochure and Collaterals

- 50 -

Brand Positioning Launch Communication
Radisson Blu New Delhi Paschim Vihar

- 51 -

F&B Brand Identity and Menu Creation

- 52 -

F&B Promotional Creatives

- 53 -

Conceptualization of Spa and Related collaterals

- 54 -

Brand Positioning Launch Communication - Radisson Blu Amritsar

- 55 -

Brand Positioning Launch Communication - Radisson Blu Amritsar

- 56 -

Brand Positioning Launch Communication -Radisson Blu Amritsar

- 57 -

Hotel Promotional Communication - Radisson Blu Amritsar

- 58 -

F&B Brand Positioning

Teaser Campaign

Launch Campaign

Post Launch Campaign

- 60 -


- 61 -

Brand Positioning Launch Communication - Radisson Blu New Delhi
Dwarka

- 62 -

Dwarka

- 63 -

Dwarka

- 64 -

F&B Promotional
Marketing

- 70 -

Clients:




Novotel Mumbai Juhu Beach
Novotel Techpark Bangalore
Novotel Hyderabad

Scope of work:





Launch Marketing
Collaterals
F&B Promotional Marketing & Media Planning
F&B Communications & Advertising

- 71 -

Novotel Launch Collateral

- 72 -

Novotel Mumbai Juhu Beach

- 73 -


- 75 -


- 76 -


- 77 -

New Brand Guidelines Creatives

- 78 -

Clients:
• Premier Inn Whitefield Bangaluru
• Premier Inn Shalimar Bagh
• Premier Inn Pune Kharadi

Scope of Work:
• Pre- Launch & Launch Creatives
• F&B Brand Identity and Menu Creation
• Launch and Promotional Marketing Media Plans
• Corporate Marketing
• Internal Communications

- 79 -

Creatives Suggested to Premier Inn Whitefield Bangalore

- 80 -

Sales and Marketing Collateral Development – Premier Inn

- 81 -

Pre- Opening Creative Concepts for Premier Inn Shalimar Bagh

- 82 -

Premier Inn’s New Look

- 83 -

Launch Marketing Visuals Premier Inn Bangalore

- 84 -

Launch Marketing Visuals Premier Inn Pune

- 85 -

F&B Logo and Menu Conceptualization

- 86 -

F&B Logo and Menu Conceptualization

- 87 -

F& B Brand Positioning

- 88 -

F& B Brand Promotional Creatives

- 89 -

F& B Brand Promotional Creatives

- 90 -

Clients:
• Holiday Inn Amritsar
• Holiday Inn New Delhi International Airport
• Holiday Inn Oman, Muscat

Scope of Work:
• All Pre- Opening & Opening Collaterals
• All Pre- Opening and Opening Creatives
• Launch Marketing Plan Conceptualization and Implementation
• F&B Concept Development
• Promotional Marketing

- 91 -

Launch Conceptualization

- 92 -

Clients:
• Peppermint Gurgaon
• Peppermint Jaipur
• Peppermint Jodhpur
• Peppermint West Gurgaon
• Madhuban by Peppermint

Scope of Work:
• Strategic Launch Marketing, Talk Lines & Creatives
• F&B Promotional Marketing

- 94 -

Brand Positioning & Marketing Collateral

- 95 -

Meeting and Catering Communication

- 96 -

Launch Creatives for Peppermint Gurgaon

- 97 -

Advertisements/ Creatives

- 98 -




Corporate Communications & Advertising

- 100 -

F&B Promotional Collateral

- 102 -






Conceptualization of New F&B Concept and its identity
Repositioning and Creating Recall Anew

- 103 -


- 105 -


- 106 -


- 107 -


- 108 -

Corporate Clients












Concept Design & Artwork
Alliance Marketing
Sales & Marketing Collaterals
Food & Beverage Marketing
Brochures/ Mailers
Outdoor Advertising
In- House/ Hotel Operational Collateral
Direct Marketing/ Mailers
CRM – Loyalty Program

- 109 -

Accor Corporate MICE Brochure

- 110 -

Accor Corporate Sales Brochure

- 111 -

Advertisements/ Creatives

- 112 -

The Creation, Promotion and Maximization of
Brands ( Hotels and F&B Identities)





Brand Manuals
Brand Positioning Statements
Brand Marketing Templates

- 113 -

Sheraton ( India) Brand Positioning

- 114 -

Pullman Gurgaon Central Park- S&M Presentation

- 115 -

Sales and Marketing Collateral Development – Pullman Gurgaon

- 116 -

Exhibitions and Event Backdrops

- 117 -

Sample Brochure For Emporio

- 118 -

Creation of Identities and Required Collaterals


We understand your thought process, development plans and mindset by
sharing with you an introspection survey that enables us to understand the
vision, mission and goal



We recommend brand architecture to support the results of this
introspection survey



We create visual identities for your corporate company, its brand extensions
and its food and beverage offerings



We conceptualize and document the required nomenclature to ensure
consistently in use of the various identities we create



We document the entire exercise in a brand manual that will enable
consistent use and create brand recall.

- 119 -

Logo Identity Development and Menu Creation

- 120 -

Online Marketing Partners

In Association With:

SEO Keywords

- 121 -



Creation and maintenance of accounts on various social
media networks



Viral content creation



Articles and wall posting



Sending friend requests, Increasing followers/likers



Mobile friendly website creation (WAP sites)



Email marketing



SMS marketing



Micro sites and landing page creation



Banner Ads on various sites and on Google content
network



Paid ads on Google and other search engines



Paid ads on various social media networks



Pay per click marketing



Cost per Impressions Model

In Association With:

- 122 -

Promotional SMM Support

- 123 -


- 124 -


- 125 -


- 126 -


- 127 -


- 128 -

Online Marketing Support

- 129 -

For 30 years HVS Has Worked Only
With Competing Hospitality Brands
Globally
In the past 13 yrs, HVS India has handled 80% of the
worlds hospitality brands and has a reputation of being
impartial, accurate and ethical





HVS has successfully protected information proprietary in
all sensitive strategic assignments
HVS MC ensures all our experience and knowledge
translates into unique positioning and marketing for each
individual client




Should it allay any concerns, HVS MC will delegate an
exclusive resource to handle your account

- 130 -

Marketing Alliances &
Event Management - Lifestyle Marketing!

 Well networked with existing luxury retail brands
 Experienced

in event management, from fashion shows to theatric events

 Well networked with a range of non competing, like minded products to create

opportunities for synergy

- 131 -

Contact Us
Mansi Bhatnagar
Managing Director - HVS Marketing Communications
mbhatnagar@hvs.com OR 91 9811210293

- 132 -

HVS Marketing Communications Presentation - 2013

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