ALPHA PARTNERS WITH MOAB AREA TRAVEL COUNCIL TO ATTRACT OUTDOOR ENTHUSIASTS OBJECTIVE Brand Moab as a destination location. Drive tourism and provide qualified leads from the Portland area to Moab, Utah by educating three specific target groups about the seasonal attractions and offerings in Moab, Utah SOLUTION The station designed & executed an integrated campaign featuring a well qualified radio audience on KINK fm, KUPL fm and KXL am on-air, on-line, and street level appearances. RESULTS Moab’s hotels have experienced an 80% increase in traffic from Oregon residents!

Case Study Internal Notes – Do Not Send to Client Alpha Market: Portland OR Station(s): Kink, The Bull, Live 95.5 Account Executive: Tammy Miller & Julie Braden Account Name: Moab Area Travel Council Category of business: Travel - Tourism Situation Overview: Alpha Media designed & executed an integrated campaign on KINK, The Bull & Live 95.5 using on-air, online, street level appearances, and a TV campaign with partner station KGW. The campaign used an interactive survey designed to gain information from 39,000 participants on active lifestyle, travel, and Moab. KGW’s head meteorologist Matt Zaffino visited Moab and voiced live testimonials from his travel that were used in both radio and TV, and posted photos and video to his blog on station websites. Alpha involved the Moab Area Travel Council in several high profile, high traffic events targeting the outdoors & adventure sports loving audience. A sweepstakes was executed at the events including items that image well with Moab such as a “Moab must have” prize package from Trex Bikes and Columbia Sportswear. The campaign culminated with a performance lounge event at Alpha’s Bing Lounge where listeners were invited to attend a Moab presentation. While there, listeners enjoyed appetizers and beverages while watching the presentation. Listeners entered to win a trip for two to Moab, Utah which was given away the night of the event. Target Audience: Extreme sports enthusiast, retirees, and families. SOLUTION/Strategy: Integrated campaign targeting specified groups for appropriate seasonal attractions and offerings in Moab Utah, generating top of mind awareness when the target audience is planning vacations/getaways. Marketing/Campaign Objectives: Brand Moab as a destination location. Drive tourism and provide qualified leads from the Portland area to Moab, Utah by educating three specific target groups about the seasonal attractions and offerings in Moab, Utah Campaign Concept: Alpha Portland partnered with KGW’s head meteorologist Matt Zaffino who visited Moab and voiced live testimonials from his travel that were used in both radio and TV, and posted photos and video to his blog on station websites. Alpha involved the Moab Area Travel Council in several high profile, high traffic events targeting the outdoors & adventure sports loving audience. A sweepstakes was executed at the events including items that image well with Moab such as a “Moab must have” prize package from Trex Bikes and Columbia Sportswear.

Case Study Internal Notes – Do Not Send to Client Campaign Elements: Alpha Media designed & executed an integrated campaign on KINK, The Bull & Live 95.5 using on-air, online, street level appearances, and a TV campaign with partner station KGW. The campaign used an interactive survey designed to gain information from 39,000 participants on active lifestyle, travel, and Moab. The campaign culminated with a performance lounge event at Alpha’s Bing Lounge where listeners were invited to attend a Moab presentation. While there, listeners enjoyed appetizers and beverages while watching the presentation. Listeners entered to win a trip for two to Moab, Utah which was given away the night of the event. Campaign Solution: Integrated campaign in partnership with local TV station meteorologist tied daily/weekend weather to a great time to travel to Moab reminding the target audience of Moab as day trip/weekend getaway. Campaign Results: Moab’s hotels have experienced an 80% increase in traffic from Oregon residents as a result of this integrated campaign. Moab plans to renew for the fourth year on Alpha Media stations. Suggested VBR: We recently ran a campaign for Moab targeting multiple lifestyle groups about the seasonal attractions and offerings in Moab, Utah. Moab’s hotels have experienced an 80% increase in traffic from Oregon residents as a result of this integrated campaign. I would like to set up an appointment to walk you through the details of this case study and see if similar campaign would be a good campaign for your company. Additional Notes: