MCK Inc Luxury Boutique Public Relations Washington DC

MCK, Inc. Luxury Boutique Public Relations Washington DC Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“The immense talent of this born engineer, this scientific conjurer…” --Renown automobile historian H. G. Conway on Ettore Bugatti Proposal for BUGATTI CAMPAIGN 2018 -2020 NORTH AMERICA By Invitation: The Volkswagen Group of America Submitted: 1 March 2018; Presentation 8 May 2018 “NO BOUNDARIES” Bugatti, The American Revolution Contact: Marcia Christoff, President, MCK, Inc. ; www. mck-inc. com Washington DC. marcia-christoff@mck-inc. com Confidentiality Statement: The material contained herein is private and confidential and not for redistribution beyond its intended recipient without express permission from the author. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Art begins where the brutal, the affected, and the trivial end” --Giovanni Sagantini, Artist; uncle of Ettore Bugatti The Future of Timelessness…The Power of Destiny… Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“In the conception of a Bugatti, all idea of compromise was strictly excluded. ” –Maurice Sampson, legendary automobile correspondent …when Living Heritage intersects Unlimited Horizons… Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Ah, but he drives like a Chiron. ” --French saying attributed to admirers of legendary racing driver Louis Chiron (1899 -1979) …while A New Generation of Legends reclaims the road… …and ‘Le Pur Sang’ has been turbocharged with fresh blood… Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

…composing a Rhapsody en Bleu that seizes the spirit and sets fire to the imagination. . . Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“He is the incomparable artist who alone knows how to give life to steel. ” --Roland Garros, aviation legend and close friend of Ettore Bugatti Summary of Contents THE PHILOSOPHY THEMES THE STRATEGY THE TACTICS THE MEDIA THE EVENTS THE OTHER IDEAS 1. 2. Company Introduction, 2. Presentation Introduction; 3. “Ettore Bugatti: The All-American”; 4. General Company Model of PR Campaign Structure Customized Company Model of Bugatti 2018 -2020 Campaign Structure; 5. Summary Lists: Publications/Media/Events; 6. Women & Millenials; 7. Hollywood Movies for Chiron; Spokespersons; 8; Proposed Budget; 9. Company Overview; 10. Company Key Individuals Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“In all his works one finds the same constant solicitude for Beauty-for. Beauty’s sake…” -- Pierre Dumont, automobile historian, on Ettore Bugatti “NO BOUNDARIES” Bugatti, The American Revolution Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“He held 1077 patents, most of which had nothing to do with cars…He studied steam engines for locomotives and built railcars. He built an airplane powered by adapted car engines that could have been the fastest in the world in its time. He designed motor boats for competition and projected a boat capable of crossing the Atlantic in fifteen hours with the help of eight Royale engines…There was also a fantastic sailing boat…”—Pierre Dumont, Bugatti scholar OBJECTIVE: North America comprises the second largest market for Bugatti after Europe. How to raise that ranking to the same status as Europe, possibly surpassing it, all the while an increasing number of supercars/hyper-cars or “would be” Bugattis saturate the market. CHALLENGE • Making Bugatti as a brand better known in North America; • Maintain Distinction from the mass of the supercar market; • To broaden out Bugatti merchandising and its product line; • Retain and intensify the ‘aura’ and mystique of the name. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Ignoring nearly everything that had gone on before, he reinvented the motor car in his own manner…” --Pierre Dumont, Bugatti historian, on Ettore Bugatti: “The All-American” Ettore Bugatti was (and is) the All-American carmaker. Self-taught, self-invented, self-determined, self-made, self-reliant, self-managed and charismatically self-assured, he relates to the American/North American ideals of life “without Boundaries’: freedom, individualism, signature creative ambition, entrepreneurship, exploration, discovery; the love of unchartered territory and unconquered space. To be sure, Bugatti’s pur sang character relates organically to the bloodlines—past and present—of the American spirit. In many ways an Italian/Italian-French Henry Ford, he was cast in the same mold as the great industrialist-inventors of his time who scoffed at compromise and who insisted that a man be the master of his own Fate. But he was distinctly and uniquely EB—cosmopolitan yet rooted; one of a kind, educated by immersion into a world of art owing to the sumptuous Paris. Milan environs cultivated by his father, the famous furniture designer Carlo Bugatti; by his uncle, the artist Giovanni Sagantini and by his accomplished sculptor brother, Rembrandt—not to mention the likes of Giuseppe Verdi, Leo Tolstoy, and of the high European aristocracy who frequented the family home. Yet even when the “Bug” caught the bug of engineering, he intuitively regarded that field as intrinsically related to art. Therein lies the secret behind “The Molsheim Touch”, as one writer deemed it: the intellectual and aesthetic crossroads of High Art and ‘High Engineering’ that define Bugatti to this day—and, in fact, now more than ever. In presenting the following promotional strategic plan for the Bugatti marque; in particular the Bugatti Chiron, forthcoming models, and by extension the Bugatti-Parmigiani venture, this distinguishing nuance of incomparable aesthetics and unsurpassed technology is key to the establishment and maintenance of Bugatti as first in the field. That core heritage, set within an overall framework campaign philosophy of “No Boundaries”--of the limitless possibilities in design, refined craftsmanship, engineering advances as an echo of the true North American spirit—will create a new generation of legends in the mindset of the American public. The Bugatti-Parmigiani association reflects this philosophy as Mr. Michael Parmigiani, in his own words, stood as one man against the tide of the times to maintain the highest—some would say excruciatingly so—standards of traditional Swiss watchmaking. As the market floods with cookie-cutter supercars, cheapened luxury brands and compromised standards, it is the combination of living heritage and unlimited horizons that will assure Bugatti’s preeminence in the market, its place in history, and the ‘eternal flame’ of the man, spirit and legend who made this future possible. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“I am a racing driver in my Bugatti, fighting my way up a miserable road so pocked with holes and rocks and lined with those killing trees and boulders on both sides, slamming back and forth between the bottom three gears, full on, full off, screaming, skidding, trying so hard, but the machine always gives me everything I ask of it” --Robert D. Sutherland, Bugatti memoirist and Bugatti owner Customized Company PR Model for Bugatti 2018 -2020 Campaign A. The Philosophy: “No Boundaries” 1. Expresses All-American/ North American spirit of rugged individualism; inspired by frontiers, exploration, discovery and freedom a. Appeals to the “classic”/older Bugatti aficionado distinguished by high achievement, social status, discerning taste, “earned” independence b. Appeals to younger generation of wealth that recognizes no borders or barriers to global reach of communications, to ‘changing the world’, to societal constructs and personal identity. c. Underscores lack of boundaries and limitations to Bugatti inventiveness (EB’s trains, airplane engines, innumerable patents) and highlights the accessories and associated Bugatti brands (Bugatti-Parmigiani), etc. as modern-day equivalent of that inventiveness B. The Key Themes: 1. Tailored accordingly to all media, events, promotions, campaigns, story pitching, demographic considerations, etc. a. “The Future of Timelessness” b. “Power Your Destiny” c. “A New Generation of Legends: Pur Sang and Fresh Blood; Pedigree without Peer. d. “Rhapsody En Bleu” Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“It is the training to perfection of the human hand that strikes one as the paramount feature of the place; that and the general air of industry over all”—Memoirs of L’Ebe Bugatti, reflecting upon the work culture at the factory at Mo “The Future of Timelessness” -The aesthetics and engineering exceptionalism of the Bugatti brand as transcending Time; Every classic Bugatti was once the Future, every future Bugatti will become a Classic “The Power of Destiny” -The spirit of self-invention, self-determination, self-will of the Bugatti owner embodied in The Wall Street ‘Master of the Universe’ and the Silicon Valley ‘Creative Destroyer’ “A New Generation of Legends” The American entertainers, celebrities, sport stars as legends in their own time as is every generation of Bugatti “Rhapsody en Bleu” ‘Bugatti blue’ as thematic expression of the larger merchandising aims of the Bugatti brand Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“It was precisely because he hadn’t learnt anything except by himself that he was able to give free rein to his imagination without being troubled by previous practices or without worrying ‘what is done’ or “what is not done. ’ --Robert D. Sutherland, Bugatti memoirist and owner. General Company PR Model Product Philosophy This is defined by image through concise identity creation and bespoke content 1. STRATEGY a. Strategic Planning i. Global brand incorporated into Regional Contexts ii. Demographic Definition Targets (Baby Boomer and older; Generation X, Millennial; Women) b. Strategic Communications i. Key Media targets by genre (Luxury, High Finance, Culturally Influential) ii. Key Media expression by platform (glossy, print, high-profile newspapers, social, television and film) iii. Events: Routine prominent events; exceptional or customized events; sponsorships, philanthropy iv. Influencers and Spokespersons v. Heritage-related symmetries c. Strategic Technologies i. State of the Art infrastructure tailored to budgetary guidelines ii. Digital cutting-edge from strong DC political communications technologies Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“History will judge him as perhaps the last of the artist-engineers who could build a business around himself. ” -- H. G. Conway, Bugatti historian, on Ettore Bugatti General Company Model, (cont’d) II. TACTICS a. Media Immersion i. Brand promotion through cyclical/routine propagation of key messages/themes ii. Close relationships developed and maintained with decision-makers, media personalities, journalists and editorial iii. Data analytics & management; daily/weekly press monitoring. iv. Careful curating of social, mobile, and web channels to maintain ‘clean’ associations v. Selective curating of print, television and film appropriate to product b. PR Influencer Cultivation i. ii. Stringently maintained list and renewal of list of prominent individuals with cultural/social relationship to product. Ongoing reexamination of categories of influencers: “Heroic” individuals, sports figures, respected celebrities, great men and women of science; outstanding artists iii. Efficient use thereof; for immediate entrée to key publications, television hosts/bookers; realistic and dependable film executives c. i. Crisis Communications Agile and informed back-up that responds swiftly and expertly to any possibly damaging news/news trends Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Beyond this, Bugatti employed some of the most skilled artisans in Europe who came from the powerful pre-Industrial Revolution tradition of excellent hand craftsmanship. Bugatti allowed them enough time to lavish the kind of personal care in fabrication, fitting and assembly that much complemented the designs—L’Ebe Bugatti, Memoirs of her father. Customized Company PR Model for Bugatti 2018 -2020 Campaign (cont’d) C. Media Strategies OBJECTIVE: Following our general PR media and events promotion model, the Media Strategies for this campaign would be structured to reach four categories of media demographic: the ultra-high net worth specialized publications; the general high-end or luxury media, the art-world specific media and high-finance media. This would include print, digital and custom video. (List of proposed publications/media follows). This outreach would comprise advertising and story promotion based upon the “No Boundaries” campaign philosophy and the campaign themes as spelled out in this proposal. SPECIFICS: Advertising 1. The “No Boundaries” campaign philosophy interpreted as a beautiful supplement insert of several pages for high-end magazines, ranging from bespoke publishing for private jets to “T”, the glossy print media to the fashion magazine of The New York Times, etc. This supplement would introduce or reintroduce the Bugatti brand within the context of this particularly American and North American spirit as outlined by thematic facets of this philosophy. 2. A particular theme highlighted and diversified in simultaneous presentation in weekend newspaper magazines print and digital. Taking the “Rhapsody in Bleu” theme as example, this approach would consist of a single weekend in which a Bugatti ad for the limited-edition Niniette 66 would appear in The Financial Times Weekend while the PG Bugatti bicycle would be advertised in The Wall Street Journal and the clothing line of Bugatti with its bleu themes as feature in “T” in the Times. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Bugattis work so well that they seem to have an organic harmony which transcends most other machinery”—Pierre Dumont, Bugatti scholar Media Strategies, (cont’d) Advertising (cont’d) This advertising approach would appeal to the ultra-high net worth reader who can afford a Chiron but was unaware of, for example, the PG Bugatti bicycle; it appeals to the wealthy reader of such publications who cannot afford a Chiron but can obtain the bicycle or the Parmigiani watch. The bleu theme reinforces the connection to the Chiron, to Bugatti, hence the aura of the brand maintains its rarity. Story Promotion: I. Each theme of campaign would serve as the framework for specific in-depth story-pitches. In such a framework the image presentation of the campaign to the media is rendered consistent and therefore memorable. II. These feature story pitches would work across the board from membership-only periodicals such as Centurion to the likes of Robb Report and Departures magazine; GQ or The Wall Street Journal. Examples. 1. “The Future of Timelessness” provides wealth of story potential on what makes and has always made the Bugatti car an instant classic that transcends time, époque. This theme would also inspire excellent pitch ideas for the Parmigiani watch. 2. “Rhapsody en Bleu” provides stories ideas on the wider merchandising of the Bugatti brand as a continuation, an intensification of the Bugatti aesthetic. For example, the clothing line of Bugatti as a feature in Vogue or the PG Bicycle featured in luxury regional publications or Town & Country, the bleu theme as a narrative evoking the mystique of the Chiron. 3. “The Power of Destiny” : This theme would pertain to two sets of media: a) finance-specific publications and b) upscale travel and exploration. Ex. In the WSJ Magazine, a feature story on the making of the ‘world firsts’ of a Chiron and of any Bugatti model speaks directly to those individuals whose own careers comprise a world of ‘firsts’. In high end travel publications, a feature on the Bugatti Chiron or successor models would be framed as the ultimate achievement of freedom; the conquest of space; the pioneering quest, etc. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“In this beats the heart of a supercar” --Review of the EB 110 during the “rebirth” of Bugatti in 1990 through avid and wealthy friends who came together for its cause Media Strategies (cont’d) Story Pitching (cont’d) 4. For theme of “A New Generation of Legends” feature articles would be promoted in which renown celebrities, entertainers, sports stars and celebrity entrepreneurs who own Bugattis are interviewed about their relationship to their car. This would make for wonderful in-flight video for private jet and first-class travel. Additionally, this theme would be the framework of promoting Heritage and “Pur Sang” stories, highlighting the legends of the company; of Ettore Bugatti’s unique personality and entrepreneurial wisdom; his work with the U. S. army during WWI, of the Second World War wartime resistance heroes to be found among his drivers and company executives, etc. D. Trade Industry Specific promotion (please see master list which follows) 1. Cultivation of strong relations with influential, expert-savvy trade publications that can ‘make or break’ with analytical engineering reviews. This is very important with regard to the ‘glut’ of super and hypercars on the market claiming to “out Bugatti”. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“A mechanical work can only be perfect when that perfection rests on aesthetic principles” --Ettore Bugatti to Elizabeth Junek, racer and Bugatti aficionado. Summary Lists: Proposed Print and/or Digital Publications, 1. General Luxury and High-Finance Publications: Elite Traveler Magazine (private jets, First-Class lounges, exclusive vendors) Journal International (publishes Centurion and Departures for American Express International) Wealth Collection Magazine (partnered with Deloitte to reach wide-range of private clients and executives. Distribution under personal cover; 41, 000 circ. ) Niche Media/Greenlight Holdings (publisher of LA Confidential, Hamptons, Aspen Peak, Capitol File, Boston Common) Sotheby’s Magazine (prime reading material of $45 billion art market, dedicated to art collectors ranging from tastes in Old Master painting to Classic Modern/Contemporary. Circ. 50, 000; readership 79 of top 100 billionaires and 262 of 400 wealthiest Americans, according to Forbes). Print On Line and You Tube Christie’s Magazine (prime reading material of multi-billion dollar art market; culture, luxury travel; sent to high-net worth art collectors ranging from tastes in Old Master painting to Classic Modern/Contemporary. Sent to top 15, 000 customers) Robb Report Luxury Portfolio Magazine: (This magazine is the luxury face of the Leading Real Estate Companies of the world, with average home price of $2. 5 million. ) Nobleman: (This quarterly magazine bills itself as “the only ultra-premium publication for affluent, intelligent and successful men”. Out of Orange County, Calif. ) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Top Digital: jetset. com; quintessentially. com; billionaire. com Washington DC. 1 March 2018

“From a distance, Mars and Earth are both round, but on closer examination there is one which has life and the other does not. And so Bugatti’s artistic worth is finally confirmed via the harmony and completeness of details, the ingenuous and living perfection of pieces—not by broad similarities with several dozen other bodies in the mechanical firmament seen from thousands of miles away. ” -- Jay Schleifer, Bugatti historian Summary Lists: Proposed Print and/or Digital Publications (cont’d) 2. Influential High Finance Publications: The Wall Street Journal WSJ Magazine (This bills itself “The world’s leading luxury magazine”; monthly. ) The Financial Times and FT Weekend: How to Spend It (FT Weekend refers to itself as “the benchmark for luxury lifestyle magazines. ”) FT Wealth: (FT Wealth is aimed at the younger, digital savvy, social-entrepreneurial, start-up billionaire set; also sponsors philanthropy-themed video channel with Warren Buffet and Bill Gates) The Economist Worth 3. Yachting/Sporting Magazines Reaching U. High-Net Worth Individuals (readership consistently supercar/luxury auto and private jet savvy) A. Superyacht World B. Burgess Magazine (Published annually “and distributed to the prized Burgess mailing list of the highest net-worth individuals in the world”) C. Boat International (Asian and international) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“It should be remembered that Ettore Bugatti built up his business and equipped his experimental workshops by his own unaided efforts. He never received subsidies of any kind, unlike his chief foreign competitors who were given considerable financial help by their governments, notably in Italy and Germany…” --L’Ebe Bugatti, in memoir of her father. Summary Lists: Proposed Print and/or Digital Publications, (cont’d) 4. General-Circulation Luxury-Lifestyle and Finance Publications Read Also by U. High-Net Worth Individuals: Also key to promotion of Bugatti-Parmigiani Forbes Fortune Magazine Architectural Digest Art & Antiques (core publication of the active-collector art market) Town & Country Wine Spectator & Cigar Aficionado National Geographic GQ W (reports higher HHI demographic than GQ, Conde Nast Traveler or The Wall Street Journal) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“This Thoroughbred of thoroughbreds…” --Member of Parliament Sir Robert Bird on his Bugatti T-35 Summary Lists: Proposed Print & Digital Publications, Hollywood/Film Industry, Events Bugatti Campaign 2018 -2020 (cont’d) C. California: Los Angeles, Orange County; Atherton/Silicon Valley 1. Modern Luxury Silicon Valley Magazine and Silicon Valley Digital 2. Luxe Interior + Design (Most prestigious of California-focused interior design magazines; bills itself as “the most affluent shelter magazine). 3. Nobleman: (This quarterly magazine bills itself as “the only ultra-premium publication for affluent, intelligent and successful men”. Out of Orange County) 4. Platinum Publications: Publishers of Hollywood Film Awards Magazine, an industry staple, “is distributed an impressive roster of Hollywood’s biggest stars and industry insiders at the show. ” 5. Yachting Magazines Reaching U. High-Net Worth Individuals (readership consistently supercar/luxury auto and private jet savvy) A. Superyacht World B. Burgess Magazine (Published annually “and distributed to the prized Burgess mailing list of the highest net-worth individuals in the world”) C. Boat International (Asian and international) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“The sun appeared on the horizon and as I looked back east towards the car, the lovely curves and shapes are mute testimony to Ettore Bugatti’s deep love of the harmony of forms” -- Robert D. Sutherland, Bugatti memoirist and owner Summary Lists: Proposed Print & Digital Publications, (cont’d) A. Region-Specific Print Publications Targeting U. High-Net Worth Individuals A. New York— Manhattan, Long Island & Upstate 1. Hamptons Magazine (In conjunction with Hampton’s Classic every year in September). Targets wealthiest cities/towns of Long Island: Sagaponack, Bridgehampton, Watermill, Wainscott, Amagansett, Sag Harbor, Southampton; 2. Gotham: Targets Manhattan young wealth, bills itself as “the ultimate luxury-lifestyle guide of New York City”. 3. Departures, the American Express International magazine, routinely covers wealthy counties of Scarsdale, Westchester County and the Hudson River Valley in Upstate New York as luxury travel destinations and real estate interests. B. Florida—Jupiter Island, Boca Raton, Miami 1. Gulfstream Media Group: Jupiter Magazine and Palm Beach Magazine 2. Niche/Greenlight Media: Miami: Ocean Drive and Art Basel and Maison & Object Miami Beach (These last two are custom-publishing ventures for Miami’s renowned high-end contemporary art and design shows) 3. Modern Luxury Miami Top Digital: southfloridaluxuryguide. com Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“The power is not something we can easily explain. You can’t compare it to any other sportscar. The closest thing is when an airplane enters an air pocket. If you have the courage and craziness to stay on the gas. This one you can fly”---Reviewer, Autocar (UK) 1992, of the EB 110. Media Monitoring 1. This would consist of close scrutiny of global and regionally-based critiques/reviews of Bugatti brand on a weekly/monthly basis; 2. The organization of press clippings/digital summaries thereof; 3. Review of the all-over health and direction of the supercar/hyper-car market; 4. Press monitoring of other supercar/hyper-car brands [This work would be situated at partner firm Gunster Strategies, Washington DC. Though not focused on luxury media per se, Gunster is a major PR and communications agency in Washington that specializes in presidential campaigns, the social entrepreneurship of multi-nationals and global reputation of countries. Their press and media monitoring infrastructure is highly sophisticated and experienced; their “digital architecture” capabilities—the coalescence and discrimination of all media source material—considered one of the most advance in political message monitoring. ] Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Les sept merveilles du monde sont les vestiges du monde passé; la Bugatti est la merveille de notre époque”— Automobile catalogue (1927) quoted in “Prestige, Status and Works of Art: Selling the Luxury Car 1888 -1942” Thomas Solley Proposed Original “In-House” Content a. “Bugantics”: Blog/web/Twitter revival of classic Bugatti magazine brought online; beautifully structured content of “World Firsts” and which propagates the record-breaking features of Bugatti cars, ‘then and now’ and the firstever technologies and standards that highlight the infinitesimally detailed beauty of Bugatti-Parmigiani watche b. “Bugantics TV”: You Tube channel devoted to latest news and developments of Bugatti cars/accessories; Pebble Beach features, interviews with owners; heritage features, stunning showcasing of te cars, etc. c. “Buganttistas”: High-End lifestyle blog, You Tube channel aimed at women (See further section on women) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“So many important elements of his extraordinary personality marked his output as his daily life was marked by such serenity as by extravagance and by a rational and determined non-conformity, to which should be added a certain taste for pomp and—it must be said—for a little showmanship”—E. Hallums, A Study on Bugatti: The Quality of Work and the Quality of Art, 1978 Proposed Custom Social and Print Media o A revival of Bugantics, updated and modern, as regular social media presence a Twitter feed, focusing on past and present “World Firsts” of Bugatti; promotion of Bugatti engineers and engineering anecdotes, Parmigiani promotion; beautiful photography, etc. o Bugantics as new print glossy magazine sent to Bugatti owners and to select elite venues. Entirely about the Bugatti world; interviews with owners from the discreet to the famous; exclusive connoisseurship art, travel, design, etc. o Bugantics as its own You Tube channel; “Art & Engineering” themes o TED Talks to promote top Bugatti engineers and designers as legends in their own right, such as Frank Götzke, Frank Heyl, Anslem Anscheidt, etc. on engineering vision and the future of ‘high engineering’ technology, etc. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“But the four-wheel car, the fast car, was what he dreamed about. He studied different types of engines, noted their defects and thought about modifications. He saw the perfect car in his imagination” - -L’Ebe Bugatti, in memoir of her father, Ettore Bugatti Customized Company PR Model for Bugatti 2018 -2020 Campaign V. Events (Centered on Calif/Silicon Valley, New York, Florida; etc. Promotion of Bugatti models and Bugatti-Parmigiani) 1. Traditional events Presentation of Bugatti North American campaign philosophy/themes timed with these events. A. Pebble Beach/ Monterey (August) B. New York International Auto Show (March-April) Promotion of the Bugatti-Parmigiani timepiece as sponsor of these renown U. S. sporting events: C. Hampton Classic (September) Bugatti-Parmiagini sponsorship/Longines is sponsor for 2018. D. U. S. Open Tennis (August) Bugatti-Parmiagini sponsorship/ J. P. Morgan, Mercedes, Ralph Lauren sponsors for 2018 E. U. S. Open Polo Championships West Palm Beach (April) Bugatti-Parmigiani; Town & Country; Net. Jets sponsors for 2018) F. America’s Cup New York Yacht Club Defender (2021). Though just outside the dates for this campaign, this celebrated triennial yachting event will make history that year as for the first time since 2002 this defending U. S. will be an all-American effort, while the British, highly sponsored, are looking to win back the Cup for the first time since 1852. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Bugatti’s natural mechanical ability was enriched by practical experience which enabled him not only to produce his famous models…but to develop a feeling for engines and their mechanisms, a flair or kind of instinct which at times seemed to border on the miraculous” - -Maurice Sampson, renowned automobile correspondent Customized Company PR Model for Bugatti 2018 -2020 Campaign (cont’d) 2. Non-Traditional Events: Art World For promotion/sponsorship. The art world is strong concentration of high finance, high fashion, high art, all of which are further promoted by growing success of Sotheby’s and Christie’s digital and print media): A. New York Fashion Week (September each year) B. The Metropolitan Museum of Art Spring Gala (May) This is the C. Whitney Bienniale (May) D. Miami Art Basel (December) V. Exhibitions and Sponsorships/Philanthropy A. “The Amazing Bugattis”, like that of the highly successful exhibition on the Bugatti family of artists at the Royal College of Arts in London (1979) organized as bicoastal exhibit at The Museum of Modern Art in New York and possibly The Broad in Los Angeles. B. The Holocaust Museum in. Washington DC; that of St. Petersburg, Florida, and of Dallas, Texas, to promote the story of the heroic wartime resistance stories of incredible Bugatti personalities (“Unstoppable: The Courage of Excellence”) as Pierre Veyron, Louis Chiron, Robert Benoist, etc. highlighting also the pro-Allied work EB did during World War I designing aircraft engines for the American military. Plays well to the overall sense of the roots of the Bugatti identity, the Bugatti “world” and a sense of relation to the US Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Even Hitler could not stop the flow of Bugatti’s ideas…” --Jay Schleifer, Bugatti historian “Unstoppable: The Courage of Excellence” Special attention, by way of print and digital media, and, more elaborately, within the framework of exhibit/event-related sponsorship, must be given to the narrative histories of the extraordinarily brave wartime and wartime-Resistance fighters who raced and worked for Ettore Bugatti. Amongst the broad American public and the American-Jewish community, the association of these men with such levels of courage bring yet further dimension and depth to the historical significance of the Bugatti brand. During World War II, the great Bugatti racer Pierre Veyron joined the French Resistance against German occupation. For his service during the war, the Republic of France awarded him the Legion of Honor in 1945…. At the outbreak of World War II, Louis Chiron, who served in the First War, found himself again in active service but with the collapse of France he was able to secure his way to the free zone. Later when that, too, was overrun he crossed over into Switzerland. While there, he helped in the smuggling of downed Allied airman out of neutral Switzerland into occupied France, then across the Pyrenees to Spain and eventually England…Robert Benoist was for many years in charge of the Bugatti agency in Paris at 46 Avenue Montaigne and during WWII, did dangerous work for the Resistance, and even once managed escape from a German tank division when at the wheel of a Type 57 roadster that the Germans wanted to confiscate! Speed off at 100 mph, escaping the hailstorm of bullets and driving the entire evening to a farm of friends’. He hid the car and joined his Resistance unit sometime thereafter. Later, he was arrested in Paris by the Gestapo and hanged in September 1944 as a French spy. On his cell was later Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. discovered that he was written “Never Confess!—RB”. Washington DC. 1 March 2018 Pierre Veyron (1903 -1970)

“All sorts of legends have grown up around this remarkable genius. I use the word genius advisedly, for if ever a man had a touch of what Dante termed the ‘divine afflatus’ Ettore Bugatti is that man” -- Maurice Sampson, renown automobile correspondent and friend of Ettore Bugatti. Hollywood Films in Development or Pre-Production Prime for Placement of Chiron/Chiron successors TERMINATOR 6: Release date: July 2019; pre-production; Arnold Schwarzenegger to star. Schwarzenegger is former Bugatti owner and Bugatti fan. 1. 2. CAPTAIN MARVEL: Release date: March 2019. Pre-production. First female superhero movie. Star Brie Larson as possible Bugatti spokesmodel. 3. CHARLE’S ANGELS RETURN: Release date June 7, 2019; Development. Possibly ideal pairing of supercar Bugatti with women/female heroes 4. TRANSFORMERS 7: Release date June 28, 2019. Development of the next-ten years of this urban-sci fi, dystopian series. 5. MEN IN BLACK: Release date: June 14, 2019. Development. Unannounced leads. Popular action movie ideal for Bugatti/Chiron presence. 6. SPIDERMAN: Release date: July 5, 2019. Development. Unannounced leads. Futuristic/urban dystopia and Chiron potentially excellent pairing. 7. TOP GUN-”MAVERICK”: Release date: July 12, 2019. Development. Tom Cruise reprises role. Choice pairing with Bugatti as respected actor. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“He was, however, one of the last car manufacturers able to imagine, to assemble, in his mind the most varied and complicated mechanical construction, effortlessly got with exactness. In a word, Ettore Bugatti was one of the last mechanics truly worthy of the name. ” -- Flying ace Gabriel Voisin on friend Ettore Bugatti Hollywood Films in Development or Pre-Production Prime for Placement of Chiron (cont’d). 7. WONDER WOMAN 2: Relesae date: November 1, 2019. Development. Will not star Gal Godot, but possibly Janelle Monae. Will be set in past again; perhaps ideal for Bugatti classics 8. GEMINI MAN: Release date: Oct 4, 2019. Development. Futuristic thriller/dystopian/Artificial Intelligence thriller. Unannounced lead. Harrison Ford and Clint Eastwood once considered for lead roles. Here again, a futuristic setting in which Chiron would fit beautifully. 9. STAR WARS—EPISODE IX: Release date: December 20, 2019. Development. Unannounced leads. STAR WARS theme also excellent backdrop for Bugatti aesthetic. 10. MASTERS OF THE UNIVERSE: December 18, 2019. Development. Unannounced leads. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Like the leg of a strong horse or graceful dancer, a Bugatti front axle says with its elegance of proportions that it is perfect for the job required of it. Bugatti’s messages of form have always been powerful for me. ” -- Robert D. Sutherland, Bugatti memoirist and collector High-Profile Personalities/Celebrities for Possible Spokesperson Role 1. The Old Guard Francis Ford Coppolla (Bugatti classic owner), Floyd Mayweather (Veyron/Chiron owner), Arnold Schwarzenegger (Bugatti owner); Clint Eastwood (Bugatti classics fan; ownership unknown), Will Smith (Bugatti fan; ); Tom Cruise (Bugatti fan); Wayne Gretzky (Bugatti fan); Larry Ellison (supercar buyer) 2. Possible Female Spokesmodels. (Older generation) Darla Moore, first billionaire Wall Street executive; dubbed “Toughest Babe in the Business” in the 1990 s; (Current) Jessica Watson, circumnavigated the globe at the age of 16. Cate Blanchett, most classic; Sportstars Serena Williams, Maria Sharapova, Caroline Wozniacki, etc. show strength, and sex appeal 3. Newer Wealth Generation: Ashton Kutchner (engineering scholarship student, tech/auto enthusiast); Yuri Milner (naturalized American, Silicon Valley start; self-made billionaire; noted philanthropist); Zach Sims (Founder of the Code Academy); Evan Thomas Spiegel (Snap founder); Jordan Spieth (Golf champion); etc. 4. Music Industry Bugattis enjoy cult following in areas of the music industry and are popular among certain icons. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

Women and Bugatti -Promote Bugatti Brand (Clothing; Parmigiani Watches for Women) at New ork Fashion Week; - Sponsor of Metropolitan Museum of Art Costume Institute Spring Gala; hiron Presence - Possible perfume line (ex. “Pur Sang” , “Miss Bugatti”, etc) as part of growing shion line; - Luxury Lifestyle “Cars & Couture” blog entitled Bugattista 929) Tamara de Lempicka “Bugatti Verde” Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“With a Bugatti, whatever happens, one is always sure to find oneself with all four wheels on the road” —Pierre Dumont, Bugatti scholar. Millennials and Bugatti Key Wealth Presence: Art Philanthropy as primary concentration of wealthy millennial engagement. 1. The Whitney Bienniale: This is the most closely watched exhibition of contemporary American art. Sponsored by Tiffany, J. P. Morgan and Sotheby’s. “The Barometer of the New”. May each year. 2. Miami Art Basel: World’s premiere modern and Contemporary art fair in Basel, Miami Beach and Hong Kong. Audemars Piguet and BMW. December each year. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“I found myself looking at a car completely different from the usual form of construction. I was so taken by the simplicity and harmony of its styling as well as by the impression of power it gave. ” -- Gabriel Espanet, one of the earliest collectors of vintage Bugattis. Proposed Budget* Quarterly end-2018 -2020 Agency Costs: Strategic and Tactical Costs Auditing/benchmarking………………. . $7000 Lifestyle publication and event organization………. $15, 000 Editorial Calendar; Development and Pitching………. $5000 Authorship of new online media publications………. $15, 000 Influencer/Spokesperson Development and Pitching…$5000 Celebrity Sponsorship………………. . $50, 000 Competitive Intelligence/Market Analyses……$7000 Events: Pebble Beach………… $25, 000 Media Training…………. . . . . $9000 Events: Hamptons Classic……………. . . . $25, 000 Editorial Research………. …………………. …$15, 000 Events: Yachting Regattas…………. $25, 000 Clipping Service………………. . …$5000 Press Management at events……………. $10000 Social Media Services……………. . ……$7000 Industry Trend Reports…………$5000 Measurement…………………. $10, 000 OOP and Taxes…………………. . $25, 000 TOTAL: $265, 000 *(excludes any possible advertising costs) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“In Ettore’s work we find a methodology wherein the best elements in art theory and the new modes of modern thought generated by science and technology coalesce. ” --E. Hallums, Bugatti historian Company Overview: “Engineering will change the world; Beauty will save it” MCK, INC We are a boutique niche public relations firm based in Washington DC that is laser-focused on “Intelligent Luxury” in the high-profile areas of the European/New York art market and “Haute” Engineering (high-end automobiles, high-speed trains, yachting). We have an associate partnership with two major PR firms based in Washington DC. These agencies, Qorvis MSL and Gunster Strategies, act as the ‘back-end’ for infrastructural, and logistical support, budgeting, auditing and benchmarking. We are the Ideas. Philosophy: We were founded on the belief that great art and awe-inspiring technology—two vibrant, never-out-of-style markets—comprise the highest expressions of human civilization. Art & Engineering advance the world and save the world, at once. We are intensely devoted to seeking out and serving client businesses imbued with these ideals. Distinction: Our work is distinguished by the following qualities: a) Specialized focus on High Art and High-End Engineering. The intellectual side of the luxury market. b) Original image creation and maintenance and not mass-market PR. We do not do ‘trends’. Rather, we work on long term reputationbuilding; on the reinvention and reinvigoration of established luxury brands, technology companies and government cultural initiatives for which heritage, legend, reputation and ‘class appeal’ make or break reputations; c) The Best of Europe and America. Ours is an intellectual approach that intersects aesthetic sensuality and technological savvy. We are scholars, journalists, and Ph. D’s who bring intellect to the glamor of PR and we are PR veterans who bring glamor to the intellectual dimension of a particular product. Our team consists of luxury market journalism and editorial veterans; high-finance publication editorial veterans; curators, historians and engineers who are acclaimed authors and scientists; and public relations professionals renown in the field with cumulative experience of over 75 years. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“A Bugatti Car is not just a nebulous mass of machinery. It is vitally alive. Its tremendous record of success proves it has more than pace; it has stoutness and courage. It is, as M. Bugatti would say, ‘le pur sang’—a thoroughbred ”—Maurice Sampson, Automobile journalist, 1930. • The Liechtenstein Princely Art Collection of Prince Hans-Adam von und zu Liechtenstein • The founding of the Hermitage Foundation, Vienna Austria • Metropolitan for the Metropolitan Museum of Art • The Kingdom for the Foreign Ministry of Saudi Arabia • PR and lobbying for Maglev High Speed Rail • Our associate partner in Washington DC Qorvis MSL is one of the preeminent agencies in that city and has the majority contract of the brand-building assignments of the Kingdom of Saudi Arabia in sports events, entertainment and the promotion of women’s causes. They work directly with the Royal Court and without any intermediary agency. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“Powers of observation are indispensable in order to produce anything. It is by observation that one can penetrate into the nature of things…” - -Malcolm Halsam, Bugatti historian, quoting Ettore Bugatti TEAM BIOGRAPHIES Dr. Johannes Alexander Eltz, born in Vienna in 1946, was formerly a director of the Dorotheum in Vienna , and is distinguished for its expertise in the fields of 19 th, 20 th and 21 st century art. He worked as assistant to the head of the public relations department of this auction house. He oversaw the house’s expansion to first specialized in works of the Italian Renaissance and old master paintings, but Bill expanded the focus to include the masters of Impressionism, Post-Impressionism, Cubism, and Surrealism. In the late 1980 s, the gallery also began dealing in postwar and contemporary art. Today, the gallery regularly exhibits works by artists such as Paul Cézanne, Claude Monet, Edgar Degas, Amedeo Modigliani, Pablo Picasso, Henri Matisse, Pierre Bonnard, Joan Miró, Fernand Léger, Paul Klee, Alberto Giacometti, Willem de Kooning, Franz Kline, Mark Rothko, Jean Paul Riopelle, Jean Dubuffet, Jasper Johns, Andy Warhol, Cy Twombly, Jean-Michel Basquiat, and Lucian Freud. On the primary market, the gallery represents Miquel Barceló, Jacob El Hanani, Damian Loeb, and Wayne Thiebaud. Odile Taliani-Borgehese, of Rome and London, formerly worked for Sotheby’s in 1997 – the same year, Sotheby’s Wine department set a new world record with the Andrew Lloyd Webber sale, which totaled £ 3. 7 million ($6 million). As an auctioneer and senior specialist, she was responsible for Sotheby’s wine business in northern Europe. She was instrumental in bringing many fine private cellars to auction from these countries, including several Single Owner collections. Favoring the Harvard Business School’s approach to PR, she identifies the unique selling propositions (USPs) of the products and brands she works with and then employs those ‘brand equities’ across all communication platforms. Mr. Jonathon Stember, President of Gunster Strategies, brings more than 20 years of domestic and international leadership to the firm. It was this breadth of global experience that proved indispensable during Britain’s 2016 Leave. EU campaign, where he was instrumental in strategy and implementation. Over the years, Jonathan has built multicultural coalitions, designed advocacy campaigns, and commenced various grassroots strategies to include referendum and ballot measure initiatives. His impact may be seen around the world from the United Kingdom, to Mexico, Costa Rica, Colombia, Cyprus, Egypt, and Afghanistan. Originally from California, he counts Native American tribes among his clients in addition to several Fortune 500 companies. (Continues next page) Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018

“It is only going back to the original photographs and resurrecting the vast culture that lay behind their images that we can begin to see what the spirit of the age and of Bugatti himself really was. But once that spirit has been found, the surviving cars will inevitably begin to reflect it. ” -- E. Hallums, Bugatti historian BIOGRAPHIES, (Cont’d) H. Gabriel Kurop, born 1950, holds a Ph. D in engineering and is a Detroit-born automobile designer. He previously worked in the public relations department of BMW. He worked at Ford in design in the 1980 s and moved to BMW in 1985. He played a lead role in the design of the BMW Z 1 sports car, with electric doors hiding under the car's chassis and exchangeable body panels. As others have maintained, this car was too advanced for its times and did not have commercial success, as only 8000 were sold, though he is happy to note that today the BMWZ 1 is a collector’s item. An accomplished writer, flyfisherman and wine connoisseur, Mr. Kurop has extensive international contacts in the supercar-luxury auto market around the world. Marcia Christoff is the founder of MCK, III. She has been a long-time correspondent for The Wall Street Journal Europe, reporting from London, New York, Vienna, Cairo and the Balkans, first as an international affairs correspondent and then as a finance and banking correspondent, covering Swiss private banking and wealth management, including the column “Swiss Watch”, which began at The Wall Street Journal Europe. This work led to a branching out into luxury, craftsmanship and design interests and her work has appeared in The New York Times, Robb Report, The Economist and The International Herald Tribune. A two-time speaker at Harvard University and at The New York Yacht Club, she is the author of three books—on European history, Western philosophy, and the history of Western civilization. Between 2004 and 2007 and again in 2014 -2015, she was an informal advisor to a European head of state renown for owing what is said to be the largest private collection of art on the European continent. It is this work that inspired her belief in the force and beauty of art, as in engineering, perfect the quality of life for human civilization. Bugatti: "No Boundaries" Campaign 2018 -2020. MCK, Inc. Washington DC. 1 March 2018