Signing of Friendship Agreement with Taiwan Railways Administration and Associated Initiatives

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1 For Immediate Release March 14, 2015 Company Name: Seibu Holdings Inc. Representative: Takashi Goto, President and CEO Securities Code: 9024 First Section of the Tokyo Stock Exchange Inquiries: Ryuichiro Nishiyama, Director and General Manager of Corporate Communication (Tel: ) Signing of Friendship Agreement with Taiwan Railways Administration and Associated Initiatives In order to further strengthen its mutually amicable relationship with Taiwan Railways Administration ( TRA ; Headquarters: Taipei, Taiwan; Director-General: Yung-Hui Chou), Seibu Holdings Inc. signed a friendship agreement for full business collaboration with TRA today. At the same time, its consolidated subsidiary, Seibu Railway Co., Ltd. ( Seibu Railway ; Headquarters: Tokorozawa, Saitama Prefecture; President: Hisashi Wakabayashi), which is closer to TRA in terms of business activities, signed a sister railways agreement with TRA. Following on from these agreements, the three companies will be implementing a range of associated initiatives. Details are as follows. 1. Purpose of agreement The Seibu Group owns attractive facilities across many regions of Japan that are potentially appealing to overseas visitors to the country. Having adopted a slogan for the whole group of Aiming to become the corporate group at the center of Tourism-oriented Japan, it is striving to enhance overall corporate value by further reinforcing collaboration between group companies to make its facilities available to a large number of overseas visitors to Japan. Approximately 2.82 million Taiwanese citizens visit Japan annually, making Taiwan the country/region that accounts for the greatest number of overseas visitors (source: Japan National Tourism Organization statistics on foreign visitors to Japan, published on January 20, 2015) and the Seibu Group therefore regards Taiwan as an important region. As both Seibu and TRA invest resources in a wide range of business domains, including the railway business and related operations, it was felt that by collaborating fully, the two parties could expand their businesses 1

2 and contribute to local communities in their respective countries. This was what led to the friendship agreement. 2. Joint initiatives with TRA (1) Collaboration following major disasters a) Details In recent years Taiwan and Japan both suffered major earthquakes on an unprecedented scale. Both TRA and the Seibu Group have experienced overcoming those disasters, and are striving to strengthen their disaster preparedness measures based on the lessons learned. The friendship agreement provided an opportunity for the two parties to agree on mutual provision of material aid and personnel following major disasters with a view to reinforcing both parties disaster preparedness measures. b) Timing From March 14, 2015 onward (2) Collaboration on tourism-related PR a) Details TRA and the Seibu Group will collaborate to attract customers, primarily by making use of advertising space in stations to enable each corporate group to promote prominent tourist destinations they serve. Through such PR activities the two parties intend to further enhance their brand recognition among prospective customers. b) Timing March 17, 2015 onward; starting in Taipei Station (3) Sale of commemorative tickets a) Details TRA and Seibu Railway are planning to collaborate in launching commemorative tickets to mark the signing of the agreements. Selling the tickets in both Taiwan and Japan will enable TRA to promote its business domain (encompassing the whole of Taiwan) within Japan via Seibu Railway, while enabling Seibu Railway to promote its prominent tourist destinations of Kawagoe and Chichibu all over Taiwan via TRA. This initiative promises substantial mutual benefits in terms of attracting customers. Further details of this initiative will be announced once confirmed. 3. Seibu Group s independent initiatives The Seibu Group will take advantage of the signing of the friendship agreement to undertake a range of initiatives to enable the citizens of Taiwan and Japan to experience the unique characteristics of each other s countries on a more personal level. 2

3 (1) Taiwanese food promotion (Prince Hotels, Inc.) a) Details Taiwanese food will be offered in buffet restaurants and elsewhere in hotels serving Seibu railroads (Shinjuku Prince Hotel, Sunshine City Prince Hotel, and Kawagoe Prince Hotel). The aim is to allow customers to experience a Taiwanese ambience, thereby encouraging more customers to take an interest in Taiwan. Restaurants involved Shinjuku Prince Hotel Sunshine City Prince Hotel Kawagoe Prince Hotel Prince Viking Restaurant Bayern Restaurant, Kokiden Chinese Restaurant Etoile Buffet Restaurant, Kokiden Chinese Restaurant, Lobby Lounge b) Timing April 13 June 30, 2015 Further details of this initiative will be announced once confirmed. (2) Taiwan Weekend (Seibu Lions, Inc.) a) Details Taiwan Weekend will be held on April 11 and 12, It will involve a variety of Taiwan-related promotional activities in the Seibu Prince Dome between innings, including shows of traditional Taiwanese performing arts and commercials promoting tourism to Taiwan screened via the L Vision center-field screen. b) Timing April 11 12, 2015 (Seibu Lions vs. Chiba Lotte Marines) c) Sponsorship Lead sponsor Taiwan Tourism Bureau Tokyo Office Cosponsor China Airlines (3) Taiwan travel booking campaign (Seibu Travel Inc.) a) Details A Taiwan travel campaign is currently under way at the Seibu Travel sales branch in Seibu Railways Ikebukuro Station. The branch is disseminating information about Taiwan, having set up a dedicated Taiwan-related booth and adopted Taiwan-themed interior décor. b) Timing March 11 March 18, 2015 During today (March 14, 2015) a second booth is promoting Taiwan outside the ticket barriers 3

4 at Seibu Railways Ikebukuro Station. c) Sponsorship Cosponsors Taiwan Tourism Bureau Tokyo Office and China Airlines (4) Dispatching representatives to Taiwan (Seibu Railway) a) Details Seibu Railway is planning to dispatch some of its employees to Taiwan as overseas representatives. The Seibu Group is currently using the Taipei office of Prince Hotels, Inc. as its sales office in Taiwan, and it plans to strengthen its sales force in Taiwan by having Seibu Railway employees assigned there full-time. b) Timing From around July 2015 onward 4

5 Signing of a Friendship Agreement for Full Business Collaboration March 14, 2015 Seibu Holdings Inc. Seibu Railway Co., Ltd.

6 1. Signing of the Friendship Agreement Friendship Agreement for Full Business Collaboration Taiwan Railways Administration (hereinafter TRA ) and Seibu Holdings Inc. (hereinafter Seibu HD ) hereby enter into this friendship agreement for full business collaboration (the Friendship Agreement ) in order to deepen their mutual understanding and trust, and to further strengthen their amicable relationship across all their business operations. Under this Friendship Agreement, TRA, Seibu HD, and their respective group companies will liaise and cooperate with each other, collaborating across a wide range of businesses, including the railway business and related operations, as they strive to contribute to local communities. The key is To ensure that all initiatives are implemented continuously 2

7 2. Overall concept (1) (2) From SEIBU to TAIWAN 3

personnel following major disasters, with a view to reinforcing both parties disaster

8 3. Joint initiatives with TRA Initiative 1: Collaboration following major disasters Details TRA and the Seibu Group agreed to provide each other with support including material aid and personnel following major disasters, with a view to reinforcing both parties disaster preparedness measures. Material aid & personnel Food Water Daily necessities, etc. Source: TRA website 4

3. Joint initiatives with TRA Initiative 2: Collaboration on tourism-related

collaborating to implement PR activities based on providing each other with

destinations in their respective countries.

Station Train media Inside train carriages Dream Factory of the Taiwan

9 3. Joint initiatives with TRA Initiative 2: Collaboration on tourism-related PR Details TRA and the Seibu Group will attract customers together by collaborating to implement PR activities based on providing each other with station advertising space for each company to promote prominent tourist destinations in their respective countries. Implementation concept Station media Ikebukuro Station Seibu Shinjuku Station Train media Inside train carriages Dream Factory of the Taiwan Railway Administration stores at Taipei Station and other key stations Example of PR by another railway company (Enoshima Railway) 5

10 3. Joint initiatives with TRA Initiative 3: Planned collaboration to sell commemorative tickets Details Plans are currently under way to collaborate in selling tickets commemorating the signing of the Friendship Agreement and the Sister Railways Agreement. Tickets commemorating the Agreements Source: TRA website 6

4. Seibu Group s Independent Initiatives Name of Event: Taiwanese food promotion Dates: April 13 June 30, 2015 Locations: Shinjuku Prince Hotel Prince Viking Restaurant TAIWAN PROMOTION Details:

11 4. Seibu Group s Independent Initiatives Name of Event: Taiwanese food promotion Dates: April 13 June 30, 2015 Locations: Shinjuku Prince Hotel Prince Viking Restaurant TAIWAN PROMOTION Details: Sunshine City Prince Hotel Kawagoe Prince Hotel Bayern Restaurant Kokiden Chinese Restaurant Etoile Buffet Restaurant Kokiden Chinese Restaurant Lobby Lounge A Taiwanese section will be included within each restaurant s buffet (the photos are representative images only) Source: Taiwan Tourism Bureau website 7

Location: Seibu Prince Dome TAIWAN WEEKEND Details:

(photos are representative images only) Lead

Office China Airlines Traditional Performing Arts

Performances of the Chinese lion dance and children

Prize draws for spectators offering the chance to

12 4. Seibu Group s Independent Initiatives Name of Event: Taiwan Weekend Dates: April 11 12, 2015 (Seibu Lions vs. Chiba Lotte Marines) Note: Both games start at 13:00 Location: Seibu Prince Dome TAIWAN WEEKEND Details: The promotional activities shown below are planned (photos are representative images only) Lead sponsor: Cosponsor: Taiwan Tourism Bureau Tokyo Office China Airlines Traditional Performing Arts Prizes for Spectators Taiwan Tourism Promotion Performances of the Chinese lion dance and children s performance of Taiwan s indigenous dance, etc. Prize draws for spectators offering the chance to win round-trip air tickets to Taiwan, Taiwanese specialty products, etc. Set up Taiwan tourism promotion booth and use the giant screen to show commercials and promote Taiwanese tourism during the pre-game presentation ceremonies, etc. 8

13 4. Seibu Group s Independent Initiatives Name of Event: Taiwan travel booking campaign Dates: March 11 March 18, 2015 Locations: Seibu Travel Inc. s Ikebukuro sales branch inside Seibu Railways Ikebukuro Station TAIWAN CAMPAIGN Details: Cosponsors: A dedicated Taiwan-related booth has been set up in the branch to enhance promotion of Taiwan Note: During today (March 14) only, a second Taiwan booth has been set up outside the ticket barriers Taiwan Tourism Bureau Tokyo Office, China Airlines Source: TRA website 9

4. Seibu Group s Independent Initiatives Taiwan is a key marketing target for the Seibu Group On October 1, 2014, the Prince Hotel opened a sales office The plan is for Seibu Railways employees to be

14 4. Seibu Group s Independent Initiatives Taiwan is a key marketing target for the Seibu Group On October 1, 2014, the Prince Hotel opened a sales office The plan is for Seibu Railways employees to be dispatched to Taiwan, ideally in July 2015 Core target TV commercials Singapore Thailand Reinforce sales South Korea Taiwan China Affluent Asians Tour groups from: China, Taiwan, South Korea & ASEAN US & Europe Seibu Group products Hawaii (strengthen sales capability) Overseas business conventions (increase frequency) Internet (corporate website + SNS) 10

April 10-13, 2014 Shanghai World Expo Exhibition & Convention Center

April 10-13, 2014 Shanghai World Expo Exhibition & Convention Center Contacts: Kelly Yao Tel:86-021-33392024 Mobile:+86 13917448656 Kelly.yao@ubmsinoexpo.com Organizer Shanghai UBM Sinoexpo International