Canadas Most ListenedTo Radio Travel Shows The Chris

Canada’s Most Listened-To Radio Travel Shows – The Chris Robinson Travel Shows 2007 Partnership Planning Kit

Management Summary q Two very successful, separate, similarly formatted, one hour Travel Shows on Canada’s biggest talk show stations: Newstalk 1010 CFRB & CJAD 800 q Reaches a prime demographic of almost 1 million listeners weekly in Ontario and Quebec q Unique Travel Show partnership package allows organizations to showcase their destination or product for one hour on each show q The Travel Shows format is a live balance of conversation and listener calls and emails; partner promotional content is permitted and encouraged q Each Travel Show partnership package includes a strong support campaign of ads and promo spots in the preceding week, and a feature on the CFRB and CJAD Travel Show websites q Travel Show partnership costs $9700 for the two shows, plus a prize trip for two for each show, given away live on air at the end of the shows q Partners investment of time is minimal, largely confined to appearing as guests on the shows q No other similar vehicle exists in Canada: the Chris Robinson Travel Shows are a uniquely powerful opportunity for travel organizations to talk to a million Canadians weekly

The Chris Robinson Travel Shows q Get your message over – The most cost effective way of combining PR, promotion and advertising in either the Ontario or the Anglophone Quebec market – or both q New launches – Promote your new hotel, brochure, air service, offer q Events – Promote your events, festivals, travel shows, important dates q Retail Partner, Website and Call Centre Awareness – Integrate and increase awareness of your key routes to market q In person or on location – Convey your unique atmosphere, environment, amenities q Talk to Ontario and Quebec – Gain a powerful presence in the two leading Canadian Outbound Travel markets

Format of the Chris Robinson Travel Shows q Two, weekly, 1 hour, live phone-in radio shows q Shows air live on Saturdays at 11 am on CJAD and 12 noon on CFRB (both EST) q Join Travel Industry Guru Chris Robinson and radio personality co-hosts - Christina Cherneskey on CFRB - Laurie and Olga on CJAD q The whole show is dedicated to YOUR destination or travel product q Live phone-in and email question show format - all about YOUR product q Prize trip given away at the end of each show – showcasing YOUR product

The most effective travel promotion medium in radio q You can come as a guest on the show – Act as ambassador for your destination or travel product – Join Chris and Christina at CFRB in Toronto, or Laurie and Olga at CJAD in Montreal – You can also phone into the show from destination or your office q One hour prime time coverage in each market – The Travel Shows air in prime time every Saturday – Opportunity to do back-to-back Shows on the same Saturday q PLUS powerful support campaign in the week prior to the show – 5 x 90 second travel vignette feature, 19. 30 daily, Mon – Fri. – 19 x 60 second commercials at breakfast, midday and drive-time, Mon - Sat. * – 20 x 30 second pre-produced promotional show announcements, Mon – Sat ** – 1 week feature on the www. CFRB. com and www. CJAD. com Chris Robinson Travel Show website * CJAD 16 spots ** CJAD 17 spots

The top Canadian talk show stations q The most listened to talk radio stations in Canada – CFRB and CJAD are part of Standard Radio – largest privately owned broadcast company in Canada. – CFRB is the top radio station for 35+ adults in Toronto – CFRB is the current ‘Station of the Year’ for News/Talk/Sports – CJAD is the top English talk radio station in Quebec – CJAD is the leading radio station for adults in Montreal – CJAD has a market share of 21% in the Montreal market (Adults 18+) q The Chris Robinson Travel Show is the most listened-to travel radio show in Canada – Reaches 722, 000 listeners in Ontario and 203, 400 listeners weekly in Quebec (BBM April 2006) – Travel Show has been on air for over 10 years – Talk radio is a potent medium for travel messages – It’s getting even more popular: CFRB Travel Show ratings increased by 30% in 2006 and CJAD Travel Show ratings are up by 19% (BBM April 2006) – Over 80% of the Travel Show partners in the last year are repeat partners

How to book YOUR Chris Robinson Travel Show q 1 week show package – your investment – Cost of package: each show may be purchased independently of the other • CFRB: $6950 including 1 hour show and 44 promo spots • CJAD: $2750 including 1 hour show and 38 promo spots • Combo: $9700 including two 1 hour shows and 82 promo spots – On-location shows in destination are possible by arrangement – Provision of prize trip for two (travel & accommodation) - awarded live at the end of each show q Minimal time commitment – this will not take a lot of your time! – Simple brief on your key marketing messages – Approve the scripts for your promotional travel vignette spots – Provision of prize trip details – Guest on the show in studio in Toronto or Montreal, or by phone

Take action! q Contact Chris at – – Tel: (416) 925 -1437 Fax: (416) 925 0322 Cell: (416) 845 -9253 Email: Chris. Robinson. Associates@rogers. com

Appendix – Facts and Figures: Recent Travel Show Partners q Overseas Tourist Boards q Canadian Partners q Tour Operators & Cruise Lines q Airlines & Hotels q Travel Agents & Others Antigua & Barbuda - Arizona* - Aruba Tourism Authority* - Bahamas - Barbados* - Belfast CVB - Bermuda - Cayman Islands* Colorado - Costa Rica* - Curacao* - Dallas/Fort Worth - Daytona Beach CVB - Denver - Finger Lakes - Fort Lauderdale CVB - French Tourist Board - German NTO - Glasgow CVB - Greece - Grenada* - Hong Kong* - Hungary - Iceland - Jamaica* - Jordan - London (UK) - Miami -Orlando CVB - Massachusetts Tourism - Rochester - San Diego CVB - St. Lucia* - St. Petersburg Clearwater Area CVB* Tahiti - Tasmania Tourism - Texas Tourism* - Tourism Ireland* - Tourism New Zealand - Turks & Caicos - Virginia Tourism - Visit Britain* - Visit Scotland - Visit Wales* Butchart Gardens* - Canmore - Destination Quebec - Intrawest Blue Mountain Resort* - Kingston Tourism - Montreal Tourism - New Brunswick Tourism* - Newfoundland Tourism - North West Territories Tourism* - Nunavik - Ontario Tourism* - Ottawa Tourism* Quebec City CVB* - Rideau Canal - Riotel - Rocky Mountaineer Vacations* - St. John’s - Thunder Bay - Toronto Tourism -Tourism Victoria - Travel Alberta - VIA Rail - Yukon Tourism Air Canada Vacations* - Canadian Affair - Carnival Cruises - Collette Vacations - Conquest Vacations - Costa Cruises – Crystal Cruises – Cruise. Escapes - Cruise North Expeditions* - De. Nure Tours - Disney Cruise Line - Encore Cruises*- Globus –GM Tours -Go Travel Direct* - Goway Travel - Hanover Holidays - Hola Sun - Holiday House* - Insight Vacations - Maxxim Vacations -Merit Vacations – Nolitours - Signature Vacations* - Sunquest Vacations* - Transat Holidays - West. Jet Vacations Air Canada - Air Jamaica - Barcelo Hotels & Resorts – British Airways -Club Med* - Delta Chelsea* - Maeva Hotels and Resorts - Gran Caribe Hotels* - Malev Hungarian Airlines* - Occidental Allegro Hotels & Resorts* - Royal Solaris Resorts - Sandals Resorts* - Sol Melia Cuba - Sol Melia Hotels and Resorts* - Super. Clubs* - United Airlines - West. Jet - Zoom Airlines Air Miles Reward Program - Busch Gardens - CARP Travel - Insure. My. Trip. com - Merit Travel - Pacesetter Travel - RBC Travel Insurance* - Sears Travel* - Thomas Cook* - Travel Industry Council of Ontario - Walt Disney Parks and Resorts* * Partner buying multiple Travel Shows

Appendix – Facts and Figures: Radio v Music Radio q 93% talk radio listeners tune in to hear radio personalities (only 12% for music radio) q 86% talk radio listeners pay attention to commercials (only 22% for music radio) q 22% talk show listeners switch channels at least once per half hour (73% for music radio) Talk

Appendix – Facts and Figures: CFRB Listenership

Appendix – Facts and Figures CFRB Listenership q Weekly Travel Show campaign coverage – – Full coverage cumulative per weekly campaign and program: 389, 500 Impressions per week: 2, 013, 800 Weekly 9. 4% reach and 5. 2 frequency against core Adults 18+ audience Weekly 12. 6% reach and 5. 4% frequency for Adults 35+ q CFRB Profile – CFRB reaches 722, 000 people each week – CFRB enjoys a 49% share of talk radio in GTA, 28% higher than nearest competitor – Audience profile: 52% female; 72% homeowners; 29% have children under 18; 58% household incomes $50 k+; 61% college/university education; 86% aged 35+ – 34% vacationed in the Caribbean in the past year – 58% vacationed in the USA in the past year – 28% vacationed in Europe in the past year – 47% vacationed in Canada in the past year Source: BBM Toronto April 2006

Appendix – Facts and Figures: CJAD Listenership q Weekly Travel Show campaign coverage – – 203, 400 Anglophone Listeners Impressions 1, 446, 500 Weekly 35% reach and 5. 5% frequency against core Anglophone Adults 35+ Coverage: all of Greater Montreal, west to Ottawa, northeast to Trois Rivieres, east to Sherbrooke, south to Burlington q CJAD Profile – – – – CJAD is Montreal's prime Anglophone Talk Radio Station, reaching 30. 3% Anglos CJAD reaches 263, 000 people each week Official Language… 64% are both English and French speakers Audience profile: 51% female; 72% homeowners; 30% have children under 18; 60% household incomes $50 k+; 58% college/university education; 86% aged 35+ 23% vacationed in the Caribbean in the past year 68% vacationed in the USA in the past year 21% vacationed in Europe in the past year 70% vacationed in Canada in the past year Source: BBM Montreal April 2006