Manfrotto, Italian company founded in the 1960s, boasted a dedicated global following ofprofessional and hobby photographers thanks to its quality equipment (tripods, bags, LEDlights, apparel). The Company needed to expand beyond its comfort zone by reaching out to a younger, social network-savvy audience - social recorders - who knew nothing about thecompany's fame and products, while at the same time retaining its traditional customers.Following this objective Manfrotto decided to enlist a public relations agency to help reachingthe new audience of 'social recorders' We managed an International PR campaign to engagethem into the brand promise: 'Imagine More'.The campaign included:New York Launch Event (May 2011) - Photographer Chase Jarvis, in a glam night in Soho,launched a global online competition to create the first Imagine More Manifesto throughtwitter, FB, Flickr.The Manifesto, edited with the contributions of the winners as a short film by Pulitzer PrizeBill Frakes, was previewed at the 68 Venice Film Festival.The Manifesto started in Beijing a roadshow bringing Manfrotto products to social recordersin the city squares in the IM Factories.ResultsSales of new products exceeded all expectations; success with CE chains for tripodsdesigned for the non-professional userRevenue for 2011: +19.2%; operating profit up 12.2%.PR19,616 Facebook fans (one fanpage managed in 5 languages in 8 countries, no advertisingsupport)4,451 Twitter Followers22,000 people visited Interactive Photo Labs, 9,000 pictures shot1,400 stories generated on worldwide media€6.4m EAV

May 2011 - the launch of the Manfrotto's Imagine More Manifesto and of the global competition.The first part of the contest aimed to define the 10 basic principles of imagination through user-generated tweets. The second part gave people the opportunity to express and share their imaginings by uploading their photos to manfrottoimaginemore.com, Facebook and Flickr.2 winners from each country received an exclusive trip to the 68th Venice International Film Festival, they walked the red carpet and watched the stars go by from their front row position next to accredited photographers. Their winning tweets and photos appeared in a short film directed by Pulitzer prize-winner Bill Frakes.October 7 in Beijing - the Manifesto began its world tour; Berlin hosted the Factory from October 14 – 16, followed by Hong Kong (November 4 - 6) and London (November 18 - 20).

Business Results*:• Sales of Manfrotto new products beyond expectations.• Significant success with consumer electronic stores for tripods designed for the non-professional user.• Revenue for 2011: +19.2%.

• Operating profit rose 12.2%.PR Results:• 19,616 fans on Facebook - 1 integrate multilingual (8 languages) fanpage; no media investments. • 4.451 followers on Twitter.• The competition generated 500,000 page views on manfrottoimaginemore.com and 100,000 unique visitors.• More than 22,000 people visited Interactive Photo Labs; more than 9,000 images were shot and uploaded to Facebook fan page; and more than 3,000 new Facebook fans were acquired.• More than 1,400 stories generated.• More than 530 journalists and bloggers directly involved.• €6.4m EAV.*Source Vitec Group Annual results – financial indicators of Imaging and Staging Division (leaded by Manfrotto)