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Ottawa Jazz Festival 2019 Media Marketing Report

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Published by graphics, 2019-10-18 12:46:01

2019 Media Marketing Report

Ottawa Jazz Festival 2019 Media Marketing Report




© Dan Nawrocki

FRONTLINE© Dominic Chenier

© Dan Nawrocki

More than 640 people dedicate their time, services and expertise to the
President Festival. Volunteers eagerly anticipate the start of the Festival and often
Poppy Vineberg take vacation time, some traveling from overseas, to participate. Their
Secretary & Past President contributions result in a collective 24,000 hours of volunteer time.
John Freamo
Vice President © Dominic Chenier © Dominic Chenier
Doug Fischer
Volunteer Coordinator 2019 STAFF Operations Coordinator
John Cvetan Chris Elms
Treasurer Executive Producer
Matt Mersereau Catherine O’Grady Operations Assistant
Executive Producer Lankika Ellepola
Catherine O’Grady Programming Manager
Jeanie Vanderzon, Gavin McLintock Petr Cancura Artist Liaisons
Jacquie Dixon, Deborah Ferrigan and Lovedyne Dumont, Marijana Tomicic, Justin Kean,
Mark Dregas Director of Marketing & Caelyn Nashim, and Ben Emond
© Suzan Zilahi Suzan Zilahi Social Media Co-ordinator
Elisha Davidson
© Lankika Ellepola Sponsorship Manager
Stephanie Berrington Box Office
1 Julian Selody, Jennifer Haughton, and
Artistic Associate & Programming Gabrielle Giguère
Jacqie MacKay Bookkeeper
JoAnne Sherry
Graphic Design Coordinator
Dominic Chenier Production Manager
Doug Millar
Graphic Designer
Abdullah Usman Associate Production Manager
Jose Palacios
Carleen Espenant Community Outreach Coordinator
Joni Hamlin
Operations Manager
Adi Cajo Transportation
Christine Thompson

© Photos in report by staff except where otherwise indicated.


Supportive sponsors like TD, OLG, Beau’s Brewing 602-294 Albert Street, Ottawa, Ontario, K1P 6E6
Company and Top Shelf Distillers, allow the Festival T: 613-241-2633 │
to present a lineup that focuses on artistry above all Registered Charitable Organization #: 11907-1637-RT0001


Donors and Friends of the Festival contribute
nearly $40,000 toward our youth and jazz outreach
programs. This funding provides the resources to
allow the Festival to continue to reach out to

up-and-coming young jazz artists and to give them

an opportunity to participate in the Festival in a
dynamic way.

Outreach programs include:

DDYouth Series
DDTD Jazz Youth Summit
DDStingray Rising Stars
DDPresenting more than 500 local and

Canadian jazz musicians who rely on
festivals for their livelihood


The Festival continues to receive vital support from all
levels of government. We gratefully acknowledge the

DDDepartment of Canadian Heritage
DDCanada Council for the Arts


DDTrillium Foundation (Ontario)
DDOntario Arts Council
DDEmployment Ontario
DDOntario Cultural Attractions Fund (OCAF)
DDOntario Creates


DDCity of Ottawa
DDOttawa Community Foundation


The 11 day festival showcased more than 870
in the heart of the nation’s capital on 6 DIFFERENT



“The 39th iteration of the Ottawa
Jazz Festival takes place from
Friday, June 21st to Monday, July
1st and again brings many of the
biggest names in jazz to the capital.
Featuring an eclectic collection of
acts ranging from household names
like Norah Jones and The Roots, to
international newcomers like KLEIN
and DakhaBrakha, to staples of
modern jazz like Brad Mehldau and
Larnell Lewis, this year’s jazz festival
features a show for every music
lover.” – Apt 613

Attendance increased by 21% in 2019 to FESTIVALS &
290,000. EVENTS IN
COMPANY The Province of Ontario
Top 10 ranked company in the 2019 Ottawa continues to bestow a Level
Business Journal’s (OBJ) Book of Lists in the of Distinction in the top 20
Events and Festivals category. category to the TD Ottawa
Jazz Festival.
3 2019 Media Marketing Report - TD Ottawa Jazz Festival

© Chris Parker

TD Ottawa Jazz Festival
June 21 - July 1, 2019

“They (Ottawa Jazz Festival) are

proactively highlighting female jazz
talent in the 2019 lineup, with more
than one half of ticketed concerts led

or co-led by women.” Apt613


In 2019, the OJF presented 31
free concerts out of 120.

8 PACKED TO 6 TOURIST © Michael Carrocetto
Significant tourism publications
Several shows were sold out including 3
headliners (Chicago, Norah continue to highlight the Festival:
Jones and The Roots) on the TD Main, Chatelaine, Narcity,
Stage, the Top Shelf After Dark Global News, CTV, and
Series and the indoor shows at the
National Arts Centre. “We had a wonderful time – our first
time at Ottawa Jazz Festival. We

travelled from Olympia, Washington
and felt the Festival was well

worth the trip. Thank you.” Cate Berry

According to Meltwater, our total
Social Media Reach (combining Twitter,
Facebook, Instagram and YouTube), is
more than 211,000,000 as opposed to
56,473,148 in 2018.

2019 Media Marketing Report - TD Ottawa Jazz Festival 4



Cyrille Aimee by 1 #WOMENINMUSIC
© Dan Nawrocki The Festival made deliberate curatorial choices, focusing and
highlighting the contributions of women in music. As leaders,
composers, arrangers, collaborators and improvisers, they
performed on every stage and played every instrument.

“The festival’s new initiative to strive for gender-balanced bookings
helped to bring not only diversity but also some cutting-edge
musicians and a specially commissioned concert to the NAC.” –
Ottawa Citizen

The OLG Stage at Confederation Park STARS
featured three highly successful series:
OLG Stage at Noon, OLG Stage at Brings together top young musicians from
7:30pm and OLG Stage on Canada Day. across the nation during the Festival. The
It also showcased the highly popular and
sold out Top Shelf After Dark Series fea- Summit provides young Canadian
turing consummate artists such as Jane musicians a rare platform to develop their
Siberry, Donna Grantis, DJ Questlove, to
name just a few. music experience by working with
internationally acclaimed musicians,
© Andre Gagne culminating in two performances on the TD
Main Stage and participating in the Late Night


© Lankika Ellepola

© Lankika Ellepola

5 2019 Media Marketing Report - TD Ottawa Jazz Festival

4 TD MAIN STAGEThe Concert Under the Stars Series on the TD Main Stage featured sold out headliners such as Chicago,

Norah Jones and The Roots. “The Ottawa Jazz Festival is back with another stellar lineup...” – HipHopCanada

© Dan Nawrocki

The Festival offers an exciting interactive JAMMING AT THE
App that allows festival visitors to locate LORD ELGIN HOTEL
concert venues, book hotel stays and

local restaurants. This popular FREE late night series was more packed than

Located at ever into the wee hours of the morning and is an example
ottawa, the map generated 231,740 visits, of the business the Festival generates for its sponsors.

an increase of 121% from 2018.

© PopDrone

22001199 MMeeddiiaa MMaarrkkeettiinngg RReeppoorrtt -- TTDD OOttttaawwaa JJaazzzz FFeessttiivvaall 66



It costs our new sponsor, Stream
Water, a bit more to package
their new product only in glass
bottles and aluminum cans.
They argue the cost outweighs
the “long term real cost” of the
continued production of single
use plastics. Responsible and
controlled water taking practic-
es ensure water table levels are
allowed to replenish naturally.

© Andre Gagne

Every year, the Festival works closely with its volunteers, vendors,
suppliers and partners to reduce its carbon footprint.

DD28 recycling stations strategically located around the DDDisplaced individuals were invited to collect discarded

festival site for a total of 50 recycling bins. cans to sell for scrap metal in a safe and supervised
DDFood ware from our vendors was either re-usable,
DDFestival situated adjacent to major public transportation
biodegradable or recyclable.
(OC Transpo).
DDUse of 100% biodegradable and compostable beer
DDPaperless ticketing system (tickets are emailed
cups made from 100% renewable resources (from
Green Shift, Canada). then scanned on patrons’ mobile devices).

DDFrom the glacial origins of its pristine source, Stream DDPaperless Volunteer Program.
DDProgram Book available online.
Water, a new sponsor in 2019, is some of the cleanest DDUse of efficient print methods for marketing
and purest water on Earth.
materials on recycled FSC-certified paper.
DDBeau’s All Natural Brewing Company, our official
DDMultiple bike racks provided by the NCC and the City of
beer sponsor since 2009, brews with organic malts
and uses local spring water. Ottawa.

DDBeer, wine, cans and liquor bottles recycled. DDThe 2019 Festival achieved an estimated overall diver-
DD1.8 metric tonnes (MT) of mixed fiber materials &
sion rate of 44%.
2.77 MT of recyclable materials collected.

Data compiled by

7 2019 Media Marketing Report - TD Ottawa Jazz Festival

businesses find
CONFEDERATION PARK & activations effective
MARION DEWAR PLAZA for product sampling,
promotion, awareness
© Philippe Ha and sales.

© Philippe Ha

© Lankika Ellepola

© Philippe Ha

© Lankika Ellepola

© Andre Gagne

Some of the on-site activations included: TD, OLG,
McCafé, Top Shelf, The Record Centre and more.

The much appreciated
TD Comfort Zone provides free WiFi
and a cell phone charging station!

2019 Media Marketing Report - TD Ottawa Jazz Festival 8

Nellie McKay
FEBRUARY 7 - 10, 2019 RJ LeBlanc feat. Nir Felder, Rafael Zaldivar,
Sam Joly
Marianne Trudel Trio + Tony Malaby
The 33z play Aretha Franklin
Kevin Breit’s Bona Fide Scoundrels
Pugs & Crows
Michael Blake Trio
Megan Jerome Together Ensemble
Joey Calderazzo Trio


In its 9th year, as one of the few winter music fes- 550 posters and 2,150 flyers were distributed across
tivals, the TD Ottawa Winter Jazz Fest warms the the National Capital Region. A program book with
capital during the cold weather with loads of jazz complete artist bios was also available online and at
music in cozy venues. the venues.

Total Attendance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.3K Total Advertising Reach
Total Website Visits*. . . . . . . . . . . . . . . . . . . . . . . . 16.4K Ads appeared on Apt613, Ottawa
Total Facebook Reach*. . . . . . . . . . . . . . . . . . . 219K + Citizen blog takeover, Postmedia,
Total Tweet Impressions*. . . . . . . . . . . . . . 130K + Bell Media, OttawaStart and WPBS. . . . . . . . . . . . . . . . 14.9 MM +
Total Social Media Reach*. . . . . . . . . . . 5.2 MM+
Total Media Reach
*From January 1st to February 15th, 2019.
Ottawa Citizen, CBC Radio (various shows),
Top Twitter mention earned 11K impressions

Globe & Mail, North Country Public Radio,

Ottawa Start, CTV Ottawa Morning, and

Ottawa Showbox . . . . . . . . . . . . . . . . . *35 MM +

Winter Jazz Festival logo & poster designed by Adi Cajo

* Data compiled by

9 2019 Media Marketing Report - TD Ottawa Jazz Festival


WHERE Ottawa
Winter/Spring, 2019


@DamnMag • Feb 15

Ottawa’s @OttawaJazz
coming out with a heavy-hitting line-
up–perfect to cure the winter blues

Ottawa Citizen
December, 2018

2019 Media Marketing Report - TD Ottawa Jazz Festival 10

AUDIENCE © Andre Gagne


Festival in 2019

(21% increase)


Locals - 257,433 (88.75%) 74%
(beyond 100k) = 17,342 (5.98%) of the Festival’s
Other Canada - 7,982 (2.75%)
United States - 1,057 (.36%)

International - 5,220 (1.8%)

43% of 11% tourists came
89% specifically to
tourists Ottawa for the

stayed in hotels Festival


51% of Festival tourists Locals
stated they will return to
attend the 2020 Festival 100km + from Ottawa

11 2019 Media Marketing Report - TD Ottawa Jazz Festival 2019 statistics compiled by

$1.3 million (including in-kind) $14 + $31 = $45
million million million
310 million* Tourists Locals Total

*amount derived from total of pages 13-14 32%

*Based on 2019 spending.
Statistics compiled by
Survey Monkey



Printed on recycled FSC- 3,315 (11” x 17”) posters were 41 campaigns from January
certified paper, our program distributed across the National 28 - July 25, sent through
book and brochure are widely Capital Region. The image was also Campaign Monitor,
distributed in key locations in the shared online through social media, disseminated information
Ottawa region and handed out reaching over 211 million people. about our up-coming
extensively to festival-goers. The concerts.
brochures are also distributed
at tourist information kiosks Subscribers: 16K
along Highway 401, Kingston
and Northern NY state. Both Click Rate: 2.5%
publications are available
digitally on the website.

Downtown Rideau Jazz Festival lineup poster, 2019 Media Marketing Report - TD Ottawa Jazz Festival 1122
big screen and E-blast materials designed by
Abdullah Usman

In 2019, the Festival’s worldwide advertising reach was more than 310 million
Amount derived from the total of these two pages


Print Only
Postmedia - Ottawa Citizen April - June 785,808 4 3,143,232
Le Droit Jan - June 30,000 3 90,000
Ottawa Business Journal May 10,000 1 10,000
Where Magazine May - June 65,000 1 65,000
Pattison - OC Transpo King Boards May - June 362,756 90 32,648,040
Astral Media Outdoor - airport carousels June 147,680 10 1,476,800
Local Tourism Displays
Ottawa ExploreBoard Network April - June 161 19 3,064
CBC Radio 1, 91.5 FM promos June 2,369,000 15 35,535,000
106.1 CHEZ May - June 168,300 60 10,098,000
CHUO June university radio 306 n/a
Live 88.5 (Newcap Radio) June 97,400 30 2,922,000
Hot 89.9 (Newcap Radio) June 175,200 30 5,256,000
Bell Media January - February 134,000 60 8,040,000
Radio-Canada - CBOFT May - June 506,500 89 45,078,500
Online Advertising Impressions CTR Total Reach
June - July
Apt613 June 194,285 0.14 194,285
CBC Radio 1 - 3 promo Tweets May - June 333,639 *n/a 333,639
Stingray - Digital Display ads June 200,007 .14 200,007
Ottawa Business Journal - Email Blast April - May 6,998 9.3 6,998
Ottawa Business Journal - Digital Campaign 25,150 14 15,150
Festival distribution May - June 20,000 n/a 20,000


a National Capital Region
a Ontario and Quebec more than 100km from event
a North Eastern US
a France, Austria, Germany, Great Britain,

Australia and Japan

a Eastern and Western Canada

13 2019 Media Marketing Report - TD Ottawa Jazz Festival

Arrivals carousel banner at
the Ottawa Macdonald-Cartier
International Airport.

Bus signage is a powerful
medium to encourage word of
mouth and is a veritable roving




Print Only 480,000
Magazines 324,000
Exclaim May - June 301,284 1 480,000
1 250,000
Summer Fun Guide 2018 - 2019 Guide 1 324,000

On-the-Go May *n/a 16,438

Radio 138 41,577,192

Spotify May - June

Toronto Video Displayssm Displays

3 screens @ Richmond Adelaide Centre; 3 screens May - June
@ Toronto Stock Exchange Tower, 2 screens @
Royal Bank Plaza; 2 screens @ First Canadian Place;
10 Toronto PATH Screens, 82 Gateway/International
Newsstand screens

TV January - June 2,200,000 55 121,000,000
WPBS (Watertown, NY) May - June 297,498
Online Advertising 1.2 297,498
CBC.CA 0.15 207,300
1.51 315,816
Postmedia Jazz Blog - Takeover May - June 207,300 0.56 200,009
0.55 86,309
Postmedia - Facebook redirect ads May - June 315,816

Stingray - Digital Display ads May - June 200,009

Ottawa Tourism April - June 86,309

266 MM Total Advertising Reach by Medium

Traditional Media

211 MM Social Media

44 MM * Traditional media includes a significant portion of
in-kind advertising. All digital and social media
Digital Media is paid advertising.

2019 Media Marketing Report - TD Ottawa Jazz Festival 14




29% 206K
20% 21%
15% 18%

9% 233.5K
6% sessions

18-24 25-34 35-44 45-54 55-64 65+ 58%
Website Age Demographics. 1 in 3 website
visitors are between the age of 25 and 34. 7.1K

Mobile Friendly. Engaging. Interactive. Visual. most visits in
a single day continues to be the primary source of information for
our audience. With a strong focus on engagement and usability, it continues 25%
to be one of the top-ranked Ottawa festivals on Google searches. Highlights


a More than 80% of attendees stated on a New visitors increased by

the annual survey that they learn about 300% in 2019.

the lineup from a Downloadable program

a Mobile users increased by more than book.

10%, representing 57% of visitors. a Easy online donations
a Fast and secure e-ticketing
a Integrated shopping cart for
with Etixnow.
easier ticket/pass purchases - 95% of total
a Traffic from Google grew
sales (as opposed to 75% in 2017) were
by 20%, thereby becoming
online purchases. the festival’s top referring
website, followed by
a provides a community jazz Facebook.

calendar where local musicians can post

their events for free on the homepage.

Top Website Referrals

Website statistics compiled by

15 2019 Media Marketing Report - TD Ottawa Jazz Festival




The Festival increased mobile visibility by creating
attention-grabbing animated GIFs and a Youtube
video that resulted in increased traffic and ticket sales,
attracting 75% new visits to
For example, the Postmedia campaign alone realized:

Facebook - 228,081 impressions
Instagram - 82,163 impressions

Youtube - 5,572 impressions
Total Impressions = 315,816

Multiple trackers, through pixels installed
on the website, indicated a healthy
return on investment in ticket sales.

These digital campaigns appeared on:

Ottawa Citizen, Ottawa Tourism,, Stringray Digital Display Ads,
Postmedia Digital Display Ads,,

Instagram, Facebook, Jazz Blog,
Radio-Canada Television, Ottawa
Tourism, Ottawa Business Journal (OBJ)

2019 Media Marketing Report - TD Ottawa Jazz Festival 16

211 MILLION total social media reach

10.4K Likes 19.2K Followers 4.2K Followers
5.3M Reach 13K Total Likes
+55% Engagement
September 2018 to August 2019 September 2018 to August 2019
Compared to 2018
Top Facebook Post Top Instagram Post
Top Media Tweet
reached 40k people earned 165 likes
earned 13.4K impressions
Ottawa Jazz Festival OttawaJazz
Jun 24, 2019 @OttawaJazz Jun 21, 2019
Jun 30, 2019

17 2019 Media Marketing Report - TD Ottawa Jazz Festival

Data compiled by


Tweets about Adrian Harewood (CBC)
@CBCAdrianH • Jun 29
Scott Buchanan
A bucket list event for many of the @theroots have few peers when it
faithful. All our favourites from the comes to live performance. So tight!
Chicago catalogue. Genuine effort by They can do anything. Just ridiculously
the band to replicate the magic, truly
good… Totally in synch with their
appreciated. audience. Remarkable! @OttawaJazz
Mark Degras DJ @questlove , “the hardest working
Amazing! Loved seeing the park packed musician in showbiz”, “killing it” again
with people enjoying a beautiful night of
music #OJF2019 #ottawajazzfest at the @OttawaJazz OLG Stage at
Brenda Jackson Confederation Park spinning tunes to an
It was an incredible night! I grew up overflow, captivated crowd at 11:30pm
with the band I am grateful to have seen just over an hour after he & @theroots
them tonight. Thanks to Ottawa Jazz
Festival for your excellent programming gave a monster performance on the
and for this festival. main stage.
Barb Sullivan-Backland
It was a beautiful night for great music! *Total Social Media Reach for The Roots
Thanks for the memories. on June 29 = 5.2 MM

*Total Social Media Reach for Chicago 2019 Media Marketing Report - TD Ottawa Jazz Festival 18
on June 23 = 5.4 MM

Cuban Ambassador
Josefina Vidal

@JosephinaVidalF • Jun 29
Extremely grateful to the Festival

@OttawaJazz for inviting
@EmbacubaCanada to enjoy an
unforgettable concert of the one and
only @OmaraPortuondo of Cuba

accompanied by the talented
@RoberFonseca and his group. A
wonderful night full of good music


© Chris Parker

© Suzan Zilahi

© Suzan Zilahi

Clockwise starting left: Lucy van Oldenbarneveld (co-host of CBC News Ottawa) interviews two original band members from
Chicago, Lee Loughnane and Jimmy Pankow; Alan Neal (host of CBC Radio One’s 91.5 - All in a Day) interviews Judith Hill; co-
host of CBC News Ottawa Adrian Harewood interviews Terri Lyne Carrington.

HIGHLIGHTS Total media reach was over 345 Million*

DDThe Ottawa Citizen showcased the Festival on June DDNorth Country Public Radio (New York State) covered the

13 with a front cover wrap of the paper, as well as Festival on several occasions.
several print and online articles and reviews.
DDExclaim, Apt613 and Ottawa Showbox reviewed several
DDReceived extensive coverage on CBC Radio One 91.5:
shows and regularly sent photographers throughout the

a prominent home page button was featured on cbc. Festival.
ca/ottawa; 11 artists interviewed on radio and TV;
DDThe Festival was listed in significant tourism publications

more than 396,161 total Twitter impressions; and a such as: – 5 of Canada’s most cultural

video was shared on CBC Ottawa featuring Rebecca destinations, Chatelaine, Narcity,, Global

Noelle. News, - Holiday Destinations, Toronto Star
and Ottawa Road Trips.
DDCritics from the Ottawa Citizen and Ottawa Sun

covered the Festival daily.

International Coverage
According to Google Analytics and Meltwater, besides Canada and the United States (being second) the Festival received over-
seas coverage from France, United Kingdom, Germany, India, Mexico, Japan, Spain, New Zealand and Latvia.

Global Ottawa

@global_ottawa • Jan 29
Come Away with Me singer
Norah Jones will make four stops
in Canada during her North
American tour, with the TD Ottawa
Jazz Festival among them.

*Media tracking commissioned through

19 2019 Media Marketing Report - TD Ottawa Jazz Festival


September 11, 2018

North Country Public Radio
June 25, 2019

2019 Media Marketing Report - TD Ottawa Jazz Festival 20


June 2019

21 2019 Media Marketing Report - TD Ottawa Jazz Festival


June 20, 2019

2019 Media Marketing Report - TD Ottawa Jazz Festival 22


23 2019 Media Marketing Report - TD Ottawa Jazz Festival


March 8, 2019

2019 Media Marketing Report - TD Ottawa Jazz Festival 24

Attracting local residents and PAGEANTRY
visitors, pageantry is a significant CITY WIDE
focus of the Festival’s marketing © Dan Nawrocki

Vertical street pole banners TD Main Stage Sponsor banner
Laurier Ave., Albert St., Slater St., Bank St. S. Size: 180” x 36”

Size: 29.5” x 60”. Quantity: 168


Main gate top & side banners Laurier/Elgin and Slater entrance Sponsors Activity Tower
Size: 2 x 162” x 66.5”; 1 x 288” x 31.4” banners. Size: 2 x 123” x 66.5”; 288.5” x 31.4” Coroplast. Size: 41.9”x 95”

Merchandise Activity tower Box Office Main Gate Side VIP Reception Grill 41 Late OLG banner
Size: 41.9”x 95” Activity tower banner Activity tower Night Jamming Size: 50” x 162”
Size: 41.9”x 95” Size: 41.9”x 95” Size: 41.9”x 95” Activity tower (half size)
Size: 41.9”x 95”

25 2019 Media Marketing Report - TD Ottawa Jazz Festival


Large banners at Marion Dewar Plaza Maint Gate banners at Marion Dewar TD Main Stage GOBO Display
in front of City Hall Plaza in front of City Hall
Quantity: 2 Top Horizontal banners Quantity: 3. Size:
Size: 86” x 126” 288.5” x 31.4”
Side Vertical banners: Quantity: 6
Size: 66.5” x 123”

TD Branch pop-up
Size: 42” x 84.5”

Downtown Rideau Truss Tower at Marion Dewar Plaza (Lineup Poster, Sponsor and Audience Appreciation banners)
Lineup Poster, digital Billboard size: 133” x 121.3”, Tower size: 6 x 66.1” x 151.6”
display on Rideau St.

Ottawa Airport - 10 screens displayed on international Big Screen & Left Scrim (132” x 192”). Ad rotation totaled 177
and domestic carousel columns rotates 10 artist times throughout the Festival
posters for 10 seconds per 2 minute loop

2019 Media Marketing Report - TD Ottawa Jazz Festival 26

© Andre Gagne

We’ll see you in 2020.
27 2019 Media Marketing Report - TD Ottawa Jazz Festival

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