Cultural Explorers Overview Cultural Explorers are composed of

Cultural Explorers Overview Cultural Explorers are composed of younger-middle aged families with younger children. These families are diverse, well-educated, and work in white collar careers. Cultural Explorers earn average household incomes above the region’s average, with roughly half renting their home. As visitors to the Atlantic provinces, they typically travel as couples with an above average proportion travelling with friends. Cultural Explorers tend to be connected online at high rates, and also tend to be receptive to ads that are found outdoors. Given that this group is highly engaged online and with social media, it is not surprising that they rely on the internet for planning and booking their travels. Demographic Profile Source: Consumer Profiles 2017 Custom Segment 36, 6 26, 9 7, 6 14, 2 Market 21, 2 20, 2 19, 8 16, 8 17, 5 5, 8 3, 6 18 -24 25 -34 35 -44 45 -54 4, 6 55 -64 0, 9 65 -74 4, 2 75+ 48. 1% of HHs have 3+ people (124) 43. 9% of HHs have children at home (137) Children at home are under 17 years old (139) Education and Occupation % of HHs Household Income 40, 3 Market 44, 3 33, 1 24, 1 21, 0 17, 2 $50 - $99 K $100 - $149 K 5, 0 $150 - $199 K 5, 6 4, 5 $200 K+ % of HHs 52, 3 16. 9 5. 5 7. 7 3. 3 2. 9 2. 8 1. 1 0. 3 0. 2 0. 1 Rent 46, 2 18, 590 5, 840 7, 568 2, 682 3, 294 5, 099 2, 263 1, 380 419 366 532 565 (150) 15. 1 4. 7 6. 1 2. 2 2. 7 4. 1 1. 8 1. 1 0. 3 0. 4 0. 5 3. 9% visiting friends or relatives (109) Custom Segment 68, 0 Index Couples 30. 1 87 Families with Children 6. 4 94 Friends 4. 6 127 Alone 3. 9 102 Other Family Members 6. 9 122 Seasonality of Trip Other (tour, business, other) 2. 3 82 May - Jun Null 45. 6 107 11, 1 Sept - Oct 27, 8 15, 3 Likelihood to Visit 76. 8% are somewhat or very likely to visit (100) 26. 4% of inquirers saw an advertisement to the Atlantic province of interest (91) 19. 0% of inquirers have visited the respective province in the past (88) 228 are park visitors (67) 1, 964 have requested a literature review (80) Hispanic Market 11, 9 10, 8 Caucasian Black/African American Indices against Mid Atlantic and New England <90 / >110 14, 0 [VALUE] (107) Avg. Dollar Spend (Per HH) 79, 5 17, 9 11, 1 5, 1 Asian 0, 8 American Indian/Alaska Native 112 116 126 170 124 69 151 96 96 68 46 24 % Ethnic Diversity % of HHs 10. 2 10. 5 11. 4 15. 4 11. 2 6. 3 13. 7 8. 7 6. 2 4. 1 2. 2 Source: ACAT Traveller Intention Survey 2014 -17 & Conversion Survey 2014 -16 Travel Party Composition Purpose of Trip 46. 2% vacation (92) 8. 0% are very unlikely to visit (92) Housing: Home Owners Own (78) 1, 887 611 866 412 369 320 310 120 37 23 22 12 Jul - Aug 5, 1 < $50 K CS HH Count % HH Count Base % % Pen Index (000’s) Comp % of HHs 18. 6% work in Management occupations (143) 8. 6% work in Computer/Mathematics occupations (192) 8. 6% work in Business/Finance occupations (182) 6. 9% work in Educational occupations (129) 6. 8% work in Office/Admin Support occupations (131) Custom Segment Mid-Atlantic New England New York Massachusetts New Jersey Pennsylvania Maryland Connecticut Rhode Island Delaware New Hampshire Maine Source: Environics Analytics ACAT Traveller Profile 44. 4% have at least a bachelor’s degree (129) 26. 4% have a degree above bachelor’s (132) % of HHs Geographic Distribution Top 10 States Householder Age and HH Composition % of HHs . [VALUE] (108) [VALUE] (86) [VALUE] (85) [VALUE] (80) [VALUE] (93) < $500 $1, 000 $1, 500 $2, 000 + Null

Cultural Explorers Media Highlights Source: Environics Analytics, Consumer Profiles 2017 Media Overview Broadcast Media bars reflect heavy quintiles TV 50 Radio 98 News. 56 Mag. 109 Internet 151 98 Outdoor Media Low TV consumption and moderate radio consumption; have high listenership rates with MLB, NBA, NFL and NHL TV Highlights Top Genres 63. 0 123 Comedies 68. 3 116 Sports Illustrated 52. 2 114 Dramas 45. 9 111 Rolling Stone 44. 3 142 Sports 44. 6 101 The Costco Connection 42. 3 135 Documentaries 40. 7 104 Entertainment Weekly 40. 6 129 Science fiction 27. 3 122 Vogue 39. 7 136 Radio Highlights Top Genres (Weekday & Weekend) Index 141, 5 112, 2 News/Current Affairs 136, 5 100, 1 40. 1 169 Main/front page 46. 2 87 33. 3 165 Local news 40. 7 84 Adult Contemporary 28. 8 125 Entertain/lifestyle pages 30. 5 85 Rhythmic Contemporary Hit 18. 6 190 Comics 30. 3 85 Classic Rock 17. 7 115 Internatl/national news 29. 7 86 Alternative 17. 0 210 Ad circulars/inserts 29. 1 80 Source: Environics Analytics, Consumer Profiles 2017, GFK MRI Profiles 2017 & Technology Behavior Track Profiles 2017 Past Month, Adults per 100 HHs Portable Device Ownership Smartphone 69. 8 (108) 74. 1 make travel plans on the internet (151) 27. 9 used the internet/app for travel reservations on a computer (134) Basic Phone 14. 2 (67) Tablet 54. 8 (108) Text Messages Sent Yesterday Share Photos 95, 9 67, 8 Sports News 93, 6 68, 6 Entertainment 89, 3 59, 4 Social Media Activities Medical Information 77, 1 60, 1 Custom Segment Watch a movie online 76, 6 44, 1 Make a Phone Call 75, 8 52, 9 68, 8 37, 8 Download Music 66, 4 44, 0 Watch Online Video 65, 0 38, 4 Online Games 64, 5 57, 6 53, 7 29, 4 24. 5 (153) Custom Segment Market 34, 8 33, 7 24, 9 10, 4 98, 3 70, 0 35, 0 < 10 10 to 49 6, 2 50+ Past Month, Adults per 100 HHs Market Visited friend's profile 99, 0 Watched a video 95, 3 Commented on a friend's post 89, 5 Sent a message Posted a picture Posted that you like something Updated status . Online Travel Engagement Financial Information Watch TV Program Online Index Hot AC % of HHs Instant Messaging Newspaper Highlights Top Sections (Weekday & Weekend) Pop Contemporary Hit Market 185, 4 152, 5 Index Time Mobile Usage Email Top Publications Index 106 Internet Activities Past Month, Adults per 100 HHs Visit Online Blogs 26. 4% read a digital reproduction or an electronic version of a magazine (171) 70. 8 Internet, Mobile & Social Media Highlights Custom Segment Magazine Highlights Movies Past Month, Adults per 100 HHs 65. 6 saw advertisements on buses/trains (143) 62. 6 saw a product placed in the movies (128) 58. 5 saw an advertisement on-screen before a movie (123) 56. 6 saw an advertisement sent to their mobile device (120) Print Media 92, 9 82, 3 78, 0 60, 6 36. 6 (169) 22. 9 (158) 16. 4 (170) 22. 1 (191) 40. 2 (182) 20. 6 (143) 12. 3 (164) 133, 1 130, 1 121, 6 Social Media Platforms 121, 2 Visited in Past Month, % of HHs 115, 8 105, 9 64. 6 (110) 24. 3 (155) 29. 1 (163) 31. 8 (202) 12. 9 (227) 24. 5 (144) 90, 5 Indices against Mid Atlantic and New England <90 / >110 Consumer Profiles data measures as a count of adults (pop. 18+) per 100 households