California Snow Initiative 200708 Update

1
California Snow Initiative 2007/08 Update

• Shift in media strategy from spot market to
  national
• Winter in California aired on national cable TV
  networks from October 07 through December 07
• AE, Comedy, Discovery, ESPN, Fuel, TNT, Travel
  Channel, USA
• Phase 1 of the SMARI Advertising Effectiveness
  ROI Study is showing positive results
• Awareness/Recall 27.4 national 46.4 among
  last years spot markets (up from 39)
• Significant increase in Reach with 4.47 million
  HH interested in snow sports (up from 1.47
  million HH)
• Likelihood to visit increased to 20.5 (up from
  18.2)

2
California Snow Initiative 2008 TV Shoot