VISIT FLORIDASTAR METROLAND MEDIA OPPORTUNITIES

2020

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OBJECTIVES

WHY STAR METROLAND MEDIA

WE REACH YOUR TARGET

MEDIA RECOMMENDATION

ADDITIONAL OPPORTUNITIES

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AGENDA

Objectives

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o Leverage the entire Star Metroland Media network (including travel-specific properties), we will use content, print advertising, digital display and email marketing to encourage Canadian readers to choose Florida for their next vacation

o Educate previous Florida visitors on new locations to explore, whether on a stand-alone trip or an extended multi-city vacation

o Grow brand awareness and engagement amongst Canadians

CONTENT THAT INFORMS AND

ENGAGES

TRUSTED DIGITAL

ENVIRONMENTSWITH DEEPLY

LOCAL, CANADIAN

ROOTS FIRST PARTY DATA

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WHY STARMETROLANDMEDIA?

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72%OF ADULTS IN ONTARIO

MILLION CANADIANS A18+

THROUGH TORSTAR BRANDS

13.4OF THE CANADIANADULT POPULATION

WITH O&O

44%

Source: IMS MediaMix - Vividata Fall 2019; Metroland 2016 Readership study conducted by Brandspark; comScore R/F, July - September 2019; SMM 2019 Internal Email Stats.

For full-funnel marketing based on customer lifecycle

30M+CANADIANS OFF-NET

WITH TORSTAR’S DSP/DMP

O U R S C A L E - N A T I O N A L

Every week we reach:

+Plus Digital Audience ExtensionCONNECTING WITH

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D I G I T A L L A N D S C A P E - T O R S T A R O W N E D A N D O P E R A T E D

Brand-safe. Trusted. Local and national news. Specialty power brands.Our own DSP.Canadian audience.

All in – and paired with our offline data –Torstar offers unparalleled insights for your targeting and campaign success

55MSIGNALS

TORSTAR NETWORK MONTHLY UNIQUE VISITORS

8.3M

Source: ComScore Q3 2019, July-September; Total Digital Pop. for Canada 18+ is 27,997,000

AUDIENCEINTEREST CATEGORIES

350MORE THAN Plus - Targeting

30M+ Canadians off network

Star Metroland Media combines owned and partner award-winning news, lifestyle and community content,

providing marketers with premium, brand-safeinventory, on and off network

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C O N T E N T P A R T N E R S

E N V I R O N M E N T S Y O U C A N T R U S T

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WE REACH YOUR TARGET

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3 million Canadians 18+ have either taken a leisure vacation trip to Florida in the past 12 months, OR plan to visit Florida in the next 12 months.

52% of Florida travelers & intenders in Canada reside within the province of Ontario.

23% of Florida travelers & intenders are from TORONTO –Canada’s largest city

Canadians

Florida Travellers in Canada

Source: Vividata Fall 2019 Survey of the Canadian Consumer.

SMM Readers 48% of Torstar’s Daily News Brand audience intend to take an

overnight vacation trip in the next 12 months; they are also +23% more likely than the total Canadian population to be travelling to Florida

They are 29% more likely to spend $3,000 or more on their next trip

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Reaching Your Audience

Source: Vividata Fall 2019 Survey of the Canadian Consumer.

Profile of the Florida Traveler Torstar Reader

Avg. HHI of $108,100, +29% higher than total

Canadian adult population

In the next 12 months

they are most likely to:- Visit a theme park/zoo- Attend sporting events

- Sports activities- Go shopping

- Take in night life - Golf

- Go to a beach

22% are Millennials 34% are Gen-Xers34% are Baby Boomers10% are Seniors

50/50male/female

split

73% are married or living together

28%are retired

(semi or fully)

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MEDIA TACTIC DETAILS

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ContentE D U C A T I N G A N D I N S P I R I N G O U R A U D I E N C E S

Our writers can create articles that will inspire our audiences, positioning your destination as their next dream vacation. The article will live on thestar.com and be cross promoted across our network, targeted to your key demographics.

Details:• Article gets 2,500 guaranteed page views over a 4-week

period• Custom article to run on Thestar.com and will be cross

promoted across our network of relevant sites• 100% SOV on the article page (wallpaper, 300x250,

728x90, 320x50)• Custom content allows you to provide us with input on

the topic(s) and will have approval on the copy and visuals

• Target readers both geographically and contextually• Article will be amplified through our social media

accounts

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Source: Comscore Media Metrix, Multi-Platform, April – June 2019 average

Discover an engaged audience of travel seekers with one of the country’s leading travel brands.

✓ Digital Flyers & Coupons✓ Display Advertising✓ Email Marketing✓ Branded Content✓ Online Contesting

Travel Alerts is the top travel resource for Canadians specializing in highly curated travel experiences. Fresh travel-related content - including news, online contests, destination packages, flights and hotels - attracts a uniquely enthusiastic Canadian audience.

Dedicated Eblast

S UB S C R I BE R B R E A K DOWN A UD . S I Z E

LanguageNational EN 264,600

National FR 129,035

Province

BC 33,153

AB 47,942

SK & MB 16,147

ON 120,044

QC 144,292

NS, NB, NL & PEI 20,936

SMM has included Travel Alerts dedicated eblasts in this year’s Visit Florida packages to extend the reach of the content and to connect even further with an engaged and targeted travel audience- in both English and French Canada.

Travel Alerts has over 390,000 English and French

subscribers and sends out 2 weekly

newsletters

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Strategic Media PlacementsFollow Star Metroland Media audiences as they explore our content.

Whether travelers are in the consideration, research or booking stage, Star Metroland Media has travel and life content to inspire audiences.

Print1/4 brand ads in Toronto Star Travel Section.Print extension to Daily and Community Papers also available.

Digital:• Multiline (mobile/desktop) Leaderboard (728x90) • Multiline (mobile/desktop) Big Box (300x250) • Mobile - Interscroller (320x480)• Desktop Double Big Box(300x600)

Desktop

Mobile

Print

Click to see interscroller

example

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Campaign Digital Support• First Party Targeting• Unique Ad Formats

SAMPLE CONTENT DISCOVERY PATHthestar.com

Digital Article

ContentAmplification

Print Editorial

Adjacency

ContentContainer

YOUR WEBSITE

YOUR WEBSITE

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MEDIA PACKAGE OPTIONS

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Based on your budget, choose from one of the following discounted multi-platform, cross-device packages leveraging all relevant tactics to speak to travel readers.

Tiered Package Options

*CPM rates are net and non-commissionable. HST is extra.

Education: Content

DIGITAL• Single (1) SMM Article Bundle, 2,500 views

• Article to live on thestar.com with native drivers on thestar.com and Metrolandproperties

• 100% SOV • 728x90/300x250/ 300x600/320x50• Amplification to guaranteed views

(including social)

Awareness: Brand Placements

Digital Brand (ROS) 4-weeks – 340,000 impressions• Multiline (mobile/desktop) Leaderboard (728x90) • Multiline (mobile/desktop) Big Box (300x250) • Mobile Interscroller (320x480)• Desktop - Double Big Box(300x600)

#1 #2 #3$7,500Non-Partner Price: $9,450

$12,500Non-Partner Price: $15,537

$18,500Non-Partner Price: $23,600

Education: Content

DIGITAL• Single (1) SMM Article Bundle, 2,500 views

• Article to live on thestar.com with native drivers on thestar.com and Metroland properties

• 100% SOV • 728x90/300x250/ 300x600/320x50• Amplification to guaranteed views (including

social)

• Travel Alerts Dedicated Email (EN ON): 120,044

Awareness: Brand Placements

Digital Brand (ROS) 4-weeks – 460,000 impressions• Multiline (mobile/desktop) Leaderboard (728x90) • Multiline (mobile/desktop) Big Box (300x250) • Mobile Interscroller (320x480)• Desktop - Double Big Box(300x600)

Education: Content

DIGITAL• Single (1) SMM Article Bundle, 2,500 views

• Article to live on thestar.com with native drivers on thestar.com and Metroland properties

• 100% SOV • 728x90/300x250/ 300x600/320x50• Amplification to guaranteed views (including

social)

• Travel Alerts Dedicated Email (EN ON): 120,044

Awareness: Brand Placements

Print• 1/4 Brand ad in travel section

Digital Brand (ROS) 4-weeks – 645,000 impressions• Multiline (mobile/desktop) Leaderboard (728x90) • Multiline (mobile/desktop) Big Box (300x250) • Mobile Interscroller (320x480)• Desktop - Double Big Box(300x600)

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ADDITIONAL OPPORTUNITIES

S T A R M E T R O L A N D M E D I A | O U R A U D I E N C E S B E C O M E Y O U R C U S T O M E R S | 19

The Torstar stable of community newspapers, many with centuries-old histories,is the essential source for local news and shopping information. With 75 newspapers the community newspapers represented by Star Metroland Media dominate the market, reaching 60% of all Ontario households.

STAR METROLAND MEDIACOMMUNITY NEWSPAPERSWE E K L Y N E I GH B O UR H O O D D I S TR I B UT I O N

Total Footprint:4,219,000 (Print + Digital)

Readership:4,026,000 weekly

Circulation:2,400,000

Monthly Page Views: 6,221,000

Sources: BrandSpark net print reach of Metroland community newspapers (comScore Reach Frequency); comScore Media Metrix, Avg. Monthly Multi-Platform UVs, February – April 2018

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AUDIENCE PROFILE

SOURCE: Vividata Winter 2019, Weekday Print Average Issue Readership (AIR)*Very small sample, use with extreme caution.

COMMUNITY NEWS000s % Index

GENDER SPLITMale 72 60% 118

Female 48 40% 80

AGE BREAKDOWN(YEARS OLD)

18-34 36 30% 8918-49 58 48% 7625-34 25* 21% 9325-49 47 39% 7535-49 22 18% 6150-64 37 31% 130

35+ 85 70% 10565+ 26 21% 158

MARITAL STATUSMarried/Living Together 70 58% 88

Single/Widowed/Divorced/Separated 51 42% 124

EDUCATIONHigh School Graduate 16 13% 73Some Post Secondary 47 39% 108University Graduate+ 54 45% 118

OCCUPATION

Managers / Professionals 46 38% 108Other White Collar 9 7% 92

Clerical / Secretarial 7 6% 69Blue Collar 14 12% 88

Self-Employed 24 20% 150

HOUSEHOLD INCOME

Less Than $50,000 44 36% 144$50,000 - $75,000 22 18% 110

$75,000 - $100,000 10 8% 47$100,000+ 45 37% 91

HOUSEHOLD TENURE

Own 99 82% 103Rent 22 18% 87

HOUSEHOLDCOMPOSITION

3 or more People in HH 75 62% 94Have Child(ren) < 18 33 27% 60

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Travel Alerts has over 390,000 English and French subscribers and sends out two weekly newsletters.

Top Deals Newsletter(Wednesdays)

Travel Kit Newsletter(to ENG subs)

S UB S C R I BE R B R E A KDO WN A UD . S I Z E

LanguageNational EN 264,600

National FR 129,035

Province

BC 33,153

AB 47,942

SK & MB 16,147

ON 120,044

QC 144,292

NS, NB, NL & PEI 20,936

T R A V E L A L E R T S . C A

Leverage a robust database and two weekly newslettersto target your direct offers and tourism campaigns

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starmetrolandmedia.com

We welcome the opportunity to create a totally turnkey, multi-platform,

powerhouse program for your brand.

Thank you

Star Metroland Media is the Leading Choice