EXPO 2015-WORLD FAIR: THE USA PARTICIPATIONMilan, February 2014

1

Expo Milano 2015 – WORLD FAIR: a place where the world meets

Expo 2015 will be the largest global and universal exhibition held in Milan from May 1 st to October 31st, 2015. It will represent 141 countries and is expected to attract 20-30 million visitors from all over the world, thus providing its participants with a unique opportunity to connect with a broad international audience of businesses, consumers, public institutions and governments during the same event. This time, Expo will address one of the most pressing issues of our time: how to feed the world’s growing population in the most sustainable way? Under the slogan “Feeding the Planet, energy for Life”, Expo 2015 connects all stakeholders in the global food supply chains including their technical innovations and contributions to progress and sustainability. Along those lines, the entire exhibition grounds are designed as a ‘Smart City’ with green and end energy-efficient buildings, next-generation telecommunication and Smart Contactless Payment Systems.

Expo 2015 – The USA PavilionThe USA pavilion provides a platform for US businesses to engage with partners, suppliers, customers and other stakeholders

US companies, known for being at the forefront of technological progress and innovation, will have the opportunity to leverage not only the pavilion, but also Expo’s facilities to showcase their latest products and services as well as to organize meetings with partners, suppliers and customers.

We can help create several opportunities for our USA pavilion partners, for instance:

Organize technical conferences for educational or informative purposes with potential partners, customers or suppliers

Use VIP space integrated in the pavilion for scheduling business meetings with partners, suppliers or customers or receiving smaller delegations of key stakeholders

Leverage the pavilion to put latest innovation and technologies on display, e.g. examples of work in Research & Development departments

Hosting press conferences with international and specialized media presence on-site at the pavilion or other Expo meeting facilities, e.g. for new product launches, research presentations, etc.

Organize social events with key customers or partners and leverage Expo’s wide entertainment offering incl. dinners, restaurants, evening events, etc.

Increasing brand visibility through being featured on the food truck (see attached brochure for details) that will promote Expo and tour through North America and Europe before arriving at the exhibition grounds in May 2015

Run educational events with key international universities, academics, students or research labs Engage with key European public and political institutions and regulators in light of the newly

voted parliament, commission and expected progress on the Transatlantic Trade and Investment Partnership (TTIP) discussing several regulatory aspects of interested for a number of US companies

Partnering with the USA pavilion at Expo 2015

The American Chamber of Commerce, together with the International Culinary Center and the James Beard Foundation was mandated by the US State Department to deliver the US participation (i.e. designing, building, managing, and dismantling the pavilion) and also has the responsibility to establish financials resources to realize the project. By law, the United States Government is not allowed to provide federal funding for participating in international expositions abroad. Therefore, AmCham is currently working closely with the US State Department, Ambassador Thorne, and the US Ambassador to Italy John R. Phillips to secure the 45 million dollars necessary to deliver the whole project.

We are looking forward to meeting the leading US corporations interested in exploring opportunities for involvement in the project. Please see the next page featuring some first few ideas for opening technical tables to discuss the details of tailored-made sponsorships.

2

The USA pavilion at Expo 2015 could connect Kohler with a diverse international audience interested in technology innovation for developing sustainable products and solutions

Since its inception in 1851, the world’s only universal Expo has been shaping innovation and revolutionary technical progress by bringing the world’s largest businesses, best researchers, and most influential politicians to one table. Expo 2015 will again facilitate an exchange of ideas, innovation and contributions among professionals and continuing beyond the Expo in long-standing strategic alliances and collaboration among the leading players in the field.

Expo’s focus on sustainability and technological innovation provides the ideal environment for highlighting Kohler’s commitment to continuous research and driving technological progress. Kohler could leverage Expo as a platform for showing latest technologies, products and philosophy to a variety of customer groups as well as various stakeholders ranging from suppliers, partners, government officials, media and press representatives.

The opportunity of addressing a large international audience in a European context is very compelling for a company like Kohler that has a global footprint, but also a strong commitment to the local context of subsidiaries, for example Lambordini’s operations in Italy and its impact on the region Emilia Romagna.

As potential examples, we could imagine the following fruitful encounters generating interesting options for Kohler:

Displaying latest products and technologies in the US Pavilion or Expo grounds, for example, the new KDI (Kohler Direct Injection) Engine; Kohler could discuss with potential customers in order to attract their attention and trigger valuable direct feedback.

Using the USA pavilion’s VIP areas, conference rooms and roof-top terrace for organizing business meetings with customers, suppliers and partners, hosting receptions and meeting government delegations.

Leveraging the USA pavilion’s team to organize connections and meetings with business partners or government delegations that Kohler would like to be put in touch with.

Hosting technical conferences or roundtables to exchange the latest research, find partners and customers as well as engaging with the leading players in transportation, vehicle manufacturing, logistics, etc.

Giving press conferences with national and international media representatives that are visiting Expo to look for new technologies and innovation.

Joining entertainment and evening events during Expo and organizing customer meetings and events in our nearby James Beard restaurant featuring a lounge and a fine dining area in partnership with several well-known chefs.

Joining conferences, congresses and events organized in Milan during Expo, for example, the Conference for the Future of Science and Technology.

Connecting with leading universities: for example, Italy’s most prominent technical university (Milan Politecnico) along with major corporations will participate in the "Themed Tables" organized by Milan's Camera di Commercio around the main topics addressed during Expo 2015.

3

4