Canada

1
Canadas Most Listened-To Radio Travel Shows

• The Chris Robinson
• Travel Show 2008
• Together we will excite Canadians to experience
  your travel destinations and products

2
Management Summary

• Two unique, separate, similarly formatted, one
  hour Travel Shows on Canadas biggest talk show
  stations Newstalk 1010 CFRB in Ontario CJAD
  800 Montreal in Quebec
• Reaches a prime demographic in the two largest
  Canadian travel markets Ontario and Quebec
• Unique Travel Show partnership package allows
  organizations to showcase their destination or
  product for one hour on each radio show
• The Travel Show format is a live balance of
  conversation and listener calls and emails
  partner promotional content is permitted and
  encouraged
• Each Travel Show partnership package includes a
  strong support campaign of ads and promo spots in
  the preceding week, and a feature on
  www.ChrisRobinsonTravelShow.ca and the CFRB
  CJAD websites
• Travel Show partnership costs 9700 net plus GST
  for the two show packages, plus a prize trip for
  two for each show, given away live on air at the
  end of the shows
• Partners investment of time is minimal, largely
  confined to appearing as guests on the shows
• An innovative website, www.ChrisRobinsonTravelShow
  .ca , allows for
• Integration with your website and on line
  strategy with12 month exposure
• Further advertising opportunities including the
  audio feature Chris Talks Travel
• Measurement opportunities

3
Previous Partner Testimonials

• Our appearance on the Chris Robinson Travel Show
  provided significant value and new exposure in an
  important market for Burlington International
  Airport and Burlington and the Lake Champlain
  Region. Chris and Dara were very helpful in
  preparing for our appearance. Their create work
  to forge win-win liaisons with other
  organizations was especially welcome and
  productive. We were quite satisfied with our
  Chris Robinson Travel Show appearance, and would
  recommend them to other destinations as
  well.James Tabor, Spokesperson, Burlington
  International Airport, Lake Champlain Regional
  Chamber of Commerce
• I received a call from the office minutes after
  the show ended the phones are ringing off the
  hook with inquiries on the long stay offer we
  featured on the show.Lori Copeland, Business
  Development Manager, Merit Travel Group
• Thank you for hosting the recent travel show
  featuring Toronto in the Montreal market. The
  response in emails and listener calls was once
  again more than we could handle during the hour
  on the air, which is a sign of your loyal
  listeners and their genuine interest in travel.
  The format of the show makes it an ideal way to
  talk about our destination in a level of detail
  and engagement that simply is not possible in
  traditional advertising. The week of promotional
  ad spots also adds value by repeatedly reaching
  CJADs wide audience at key times with brief
  messages about our destination. In the three
  times I have been on your show I have been
  impressed by your detailed preparation that
  ensures our priority messages are delivered. And
  your on-air ease makes it a comfortable
  environment for guests of any level of radio
  experience. We are looking ahead to some possible
  dates for the Chris Robinson Travel Show in the
  year ahead and look forward to continuing to work
  together.Andrew Weir, Vice President
  Communications, Toronto Tourism

4
The Chris Robinson Travel Shows

• Two, weekly, 1 hour, live phone-in radio shows
  airing live on Saturdays from 10am to 11am on
  CFRB and from 11am to 12 noon on CJAD (both EST)
• The whole show is dedicated to YOUR destination
  or travel product
• Live phone-in and email question show format -
  all about YOUR product
• Prize trip given away at the end of each show
  showcasing YOUR product
• Your Representative joins Travel Industry Guru
  Chris Robinson and radio personality co-hosts-
  John Donabie on CFRB- Sharman Yarnell on CJAD
• Combine PR, promotion and advertising to promote
  your new products, destinations, events, consumer
  offers, websites and call to actions
• www.ChrisRobinsonTravelShow.ca integrates your
  show messaging with an exciting incentivised
  consumer website

5
The most effective radio travel promotion medium
in Canada

• One hour prime time coverage in each market
• The Travel Shows air consecutively in prime time
  every Saturday
• Allows for efficient reach across both markets in
  one buy
• PLUS powerful support campaign in the week prior
  to the show
• 5 x 90 second travel vignette feature, rotates
  between 10am 4pm 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
• Ads provide opportunity to promote you name,
  product, key messages, website or 1-800 number,
  supplier partners if appropriate and the prize
• Includes creative and media buy
• 1 week feature on the www.CFRB.com and
  www.CJAD.com
• 1 year feature on www.ChrisRobinsonTravelShow.ca
  website with additional promotional opportunities
• You can come as a guest on the show
• Act as ambassador for your destination or travel
  product
• Join Chris and John at CFRB in Toronto, or
  Sharman at CJAD in Montreal
• You can also phone into the show from destination
  or your office

CJAD 16 spots CJAD 17 spots
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The top Canadian talk show stations

• The most listened to talk radio stations in
  Canada
• CFRB and CJAD are part of Astral Media the
  largest radio broadcaster in Canada.
• CFRB is the top Talk Radio station in Toronto and
  Canada
• CFRB has successfully grown its key 25-64
  demographic in the last 12 months
• CJAD is the top English talk radio station in
  Quebec and its Morning Show is 1 in the Montreal
  Anglo market
• CJAD has a market share of 26 in the Montreal
  Anglo market (Adults 18)
• The Chris Robinson Travel Show is the most
  listened-to travel radio show package in Canada
• Reaches 434,400 listeners Total Coverage (CFRB)
  and 196,200 listeners weekly Total Coverage
  (CJAD)
• Travel Show has been on air for over 10 years
• Talk radio is a potent medium for travel messages
• CFRB now has an 8.4 share 12. The greatest
  increase in the last survey was with Adults
  35-44, where tuning was up 60.
• Over 80 of the Travel Show partners in the last
  year are repeat partners
• The www.ChrisRobinsonTravelShow.ca website
  provides value add e-marketing opportunities

Source BBM S1 2008 M-SU 5A-1A FC A 12 / RTS FL
04 A 12 M-SU 5a-1a
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NEW Travel Show websitewww.ChrisRobinsonTravelSh
ow.ca

• Value add for Show Partners at no additional cost
  
• More in depth destination information featured in
  the week prior to the show
• Featured links to partner websites, links to
  order visitor guides, email and 1-800 numbers
  provide strong call to action
• Destination page is archived and accessible for
  12 months after the show
• Plus downloadable travel notes for visitors to
  print out and keep
• Radio station website coverage on www.cfrb.com
  and www.cjad.com is additional in the week prior
  to the show
• Optional linked website promotion
• Chris Talks Travel section with destination
  advertisement and 3 minute sound file/podcast
  where Chris Robinson describes the destination
  highlights and lends personal experience and
  endorsement
• Cost 2600 net plus GST per year, including
  sound file production (four updates per year)

8
How to book YOUR Chris Robinson Travel Show

• 1 week show package your investment
• Cost of package each show may be purchased
  independently of the other
• CFRB 6950 net plus GST including 1 hour show
  and 44 promo spots
• CJAD 2750 net plus GST including 1 hour show
  and 38 promo spots
• Combo 9700 net plus GST including two 1 hour
  shows and 82 promo spots
• Costs include Travel Shows, promo spots, websites
  and all production, creative and media buy
• On-location shows in destination are possible by
  arrangement
• Provision of prize trip for two (travel
  accommodation) - awarded live on each show
• Optional website promotional opportunity 2600
  net plus GST for one year podcast
• Minimal time commitment this will not take a
  lot of your time!
• Simple brief on your key marketing messages
• Promo script approval and provision of prize trip
  details
• Guest on the show in studio in Toronto or
  Montreal, or by phone
• Contact Chris for available Show dates over the
  next 12 months
• Tel [phone] Cell [phone]
  Fax [phone]

9
Appendix 1 Recent Travel Show Partners

• Overseas Tourist Boards Antigua Barbuda -
  Arizona - Aruba - Atlantic City - Austria -
  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 - Madrid -
  Massachusetts Missouri - New Zealand -
  Pittsburgh CVB- Rochester - San Diego CVB - St.
  Lucia - St. Petersburg Clearwater Area CVB -
  Spain - Tahiti - Tasmania - Texas - Tourism
  Ireland - Travel South USA - Turks Caicos -
  Virginia - Visit Britain - Visit Scotland -
  Visit Wales
• Canadian PartnersBlueberry Lake Resort -
  Butchart Gardens - Canmore Destination Halifax
  - Destination Quebec Grand Lodge Tremblant -
  Haliburton County - Intrawest Blue Mountain
  Resort - Intrawest Tremblant - Kingston
  Tourism - Montreal Tourism - New Brunswick
  Tourism - Newfoundland and Labrador - North
  West Territories Tourism - Nova Scotia Tourism
  Nunavik - Nunavut - Ontario Festivals and
  Events - Ontario Tourism - Ottawa Tourism -
  Quebec City CVB - Prince Edward Island Tourism
  - Rideau Canal - Riotel - Rocky Mountaineer
  Vacations - Royal Botanical Gardens Saguenay
  Lac-Saint-John - SEPAQ - St. Johns - Thunder
  Bay - Toronto Tourism Tourism British
  Columbia -Tourism Victoria - Travel Alberta -
  VIA Rail - Yukon Tourism
• Tour Operators Cruise LinesAir Canada
  Vacations - Canadian Affair - Carnival Cruises
  - Collette Vacations - Conquest Vacations -
  Costa Cruises Crystal Cruises CruiseEscapes -
  Cruise North Expeditions - DeNure 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 - Trafalgar Tours - Transat
  Holidays - Varaplaya Tours - WestJet Vacations
• Airlines HotelsAir Canada - Air Jamaica -
  Air North - Barcelo Hotels Resorts Bahia
  Principe Clubs and Resorts - British Airways
  Burlington Int Airport - Club Med - Delta
  Chelsea - Gran Caribe Hotels - Malev Hungarian
  Airlines - Northwest Airlines - Occidental
  Allegro Hotels Resorts - Porter Airlines -
  Sandals Resorts - Sol Melia Cuba - Sol Melia
  Hotels and Resorts - SuperClubs - United
  Airlines WestJet - Zoom Airlines
• Travel Agents OthersAir Miles Reward Program
  - Advantage Travel - Busch Gardens CAA Quebec -
  CARP Travel - InsureMyTrip.com Marlin Travel
  - Merit Travel - Pacesetter Travel - RBC Travel
  Insurance - Sears Travel - Thomas Cook -
  Travel Industry Council of Ontario Universal
  Studios - Walt Disney Parks and Resorts
• Repeat Travel Show partners (over 80 of
  Partners in the last year are repeating Partners)

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Appendix 2 Talk Radio v Music Radio

• 93 talk radio listeners tune in to hear radio
  personalities (only 12 for music radio)
• 86 talk radio listeners pay attention to
  commercials (only 22 for music radio)
• 22 talk show listeners switch channels at least
  once per half hour (73 for music radio)
• Source Talkers Magazine Survey, Adults 25-54

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Appendix 3CFRB Listenership

• Weekly Travel Show campaign coverage
• A 12 Weekly Full Coverage schedule reach of
  463,700 with a 5.0 frequency
• A 12 Full Coverage Impressions per week
  2,339,200
• A 12 CPM 2.97
• Travel Show pages on www.cfrb.com receive an
  average of 28,308 page views per year plus
  www.chrisrobinsontravelshow.com receives 234,117
  page views per year
• CFRB Profile
• CFRB reaches 643,850 Full Coverage each week
• Of these listeners, 24.4 do not listen to any
  other Toronto radio station
• CFRB enjoys a 35 share of news / talk radio in
  GTA
• Audience profile 51.2 female 74.2 homeowners
  29 have children under 18 83 of working
  listeners have a household incomes 50k 64.9
  college/university education 87.1 aged 35
• 53.7 of CFRB listeners who own a home do NOT
  have a mortgage
• 16.2 vacationed in the Caribbean / Mexico in
  the past year Index 149
• 34.3 vacationed in the USA in the past year
  Index 137
• 12 vacationed in Europe in the past year Index
  158
• 28.1 vacationed in Canada in the past year
  Index 95
• 124,903 belong to Air Canada Aeroplan Index 110
• 114,572 personally used in the last year to book
  their vacation via a full service travel agent
  Index 111
• 43,049 booked a package tour Index 127

Source BBM S1 2008 M-SU 5A-1A FC A 12 / RTS FL
04 A 12 M-SU 5a-1a
12
Appendix 4 CJAD Listenership

• Weekly Travel Show campaign coverage
• A 12 Weekly Full Coverage schedule reach of
  193,900 with a 5.0 frequency
• A 12 Full Coverage Impressions per week
  974,600
• A 12 CPM 2.82
• Travel Show pages on www.cjad.com receive an
  average of 19,524 page views per year plus
  www.chrisrobinsontravelshow.com receives 234,117
  page views per year
• CJAD Profile
• CJAD is Montreal's prime Anglophone Talk Radio
  Station, reaching 26 Anglophones
• CJAD reaches 196,200 Full Coverage Reach each
  week
• Average listener spends 12.8hrs listening to CJAD
  each week
• Official Language 63 are both English and
  French speakers
• Audience profile 50 female 37 household
  incomes gt 60k 62 have completed some form of
  further technical, college or university
  education 32 are Owners, Managers or
  Professionals
• 14.1 vacationed in the Caribbean / Mexico in
  the past year
• 33 vacationed in the USA in the past year
• 11.7 vacationed in Europe in the past year
• 25.2 vacationed in Canada in the past year
• 17.2 vacationed in their own province in the
  past year
• 44,472 personally used in the last year to book
  their vacation via a full service travel agent
  Index 112

Source BBM S1 2008 M-SU 5A-1A FC A 12 / RTS FL
04 A 12 M-SU 5a-1a
13
Appendix 5 Listenership Footprints
Newstalk 1010 CFRB Coverage in Ontario
CJAD 800 Coverage in Quebec
14
Appendix 6Format of the website advertising
Ad rotating on Nav Bar
Click to listen to 3 min Chris Talks Travel
15
Appendix 7 Website Demographics

• 3 under 25
• 9 aged 26-35
• 22 aged 36-45
• 30 aged 46-55
• 33 aged 56-75
• 2 aged over 75
• 68 female 32 male
• 75 married 25 not married
• 59 no children 41 have children under 18
• 71 vacationed in Canada in last 3 years
• 74 vacationed outside Canada in last 3 years
• Planned destinations 26 dont know 19
  Canada 16 U.S. 14 Europe 12
  Caribbean 6 UK and Ireland 7 Other
• Source website visitors signing up to submit
  questions to the shows online