Canada’s Most Listened-To Radio Travel Shows

The Chris Robinson Travel Show 2008

Together we will excite Canadians to experience your travel destinations and

products

Management Summary

Two unique, separate, similarly formatted, one hour Travel Shows on Canada’s 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

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 CJAD’s 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

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

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

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

NEW Travel Show website:www.ChrisRobinsonTravelShow.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)

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: (416) 925-1437 Cell: (416) 845-9253 Fax: (416) 925 0322

– Email: Chris@ChrisRobinsonTravelShow.ca

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. John’s - 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)

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

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– 74,159 have booked a cruiseship vacation in the past 3 years – Index 153– 58,698 personally spent $4,000+ on their last vacation – Index 117– Average spend on vacation is $1,800 – Index 120 – Tied for top in the market

Source: BBM S1 2008 M-SU 5A-1A FC A 12+ / RTS FL 04 A 12+ M-SU 5a-1a

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 > $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 – 14,475 booked a package tour in the past year – Index 109– 25,915 have booked a cruiseship vacation in the past 3 years – Index 118– 21,276 personally spent $4,000+ on their last vacation – Index 118

Source: BBM S1 2008 M-SU 5A-1A FC A 12+ / RTS FL 04 A 12+ M-SU 5a-1a

Appendix 5 Listenership Footprints

Newstalk 1010 CFRB Coverage in Ontario CJAD 800 Coverage in Quebec

Appendix 6Format of the website advertising

Ad rotating on Nav Bar

Click to listen to 3 min “Chris Talks Travel”

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% don’t 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