Canada’s Most Listened-To Radio Travel Shows The Chris Robinson Travel Show Partnership Planning Kit 2007/2008 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 s; 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 and the CFRB & CJAD websiteswww.ChrisRobinsonTravelShow.ca  Travel Show partnership costs $9700 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  This year a new website will allow for: –Integration with your website and on line strategy with12 month exposure –Further advertising opportunity including audio feature “Chris Talks Travel” –Measurement opportunity

The Chris Robinson Travel Shows  Two, weekly, 1 hour, live phone-in radio shows airing live on Saturdays at 11am on CJAD and 12 noon on CFRB (both EST)  The whole show is dedicated to YOUR destination or travel product  Live phone-in and 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 - Christina Cherneskey 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  integrates your show messaging with an exciting new 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, 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 ** –1 week feature on the and –1 year feature on website with additional promotional opportunitieswww.ChrisRobinsonTravelShow.ca  You can come as a guest on the show –Act as ambassador for your destination or travel product –Join Chris and Christina 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 Standard Radio – largest privately owned broadcast company in Canada. –CFRB is the top Talk Radio station in Toronto and Canada –CFRB has successfully grown its key demographic in the last 12 months –CJAD is the top English talk radio station in Quebec –CJAD is the leading radio station for adults in Montreal –CJAD has a market share of 20% in the Montreal Anglo market (Adults 18+)  The Chris Robinson Travel Show is the most listened-to travel radio show package in Canada –Reaches 641,000 listeners Total Coverage (CFRB) and 203,400 listeners weekly Total Coverage (CJAD) -BBM S –Travel Show has been on air for over 10 years –Talk radio is a potent medium for travel messages –It’s getting even more popular with the key demographic: CFRB Travel Show ratings increased by 135% in 2007 and CJAD Travel Show ratings are up by 26% (BBM S1 2007) –Over 80% of the Travel Show partners in the last year are repeat partners –New website provides e-marketing opportunitieswww.ChrisRobinsonTravelShow.ca

NEW Travel Show website:  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, and 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 remains unchanged in the week prior to the show, so this is additive.  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 per year, includes 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 including 1 hour show and 44 promo spots CJAD: $2750 including 1 hour show and 38 promo spots Combo: $9700 including two 1 hour shows and 82 promo spots Costs include Travel Shows, promo spots and all production –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 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) Cell: (416) Fax: (416) –

Appendix 1 Recent Travel Show Partners  Overseas Tourist Boards Antigua & Barbuda* - Arizona* - Aruba* - 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* - Massachusetts – Missouri* - New Zealand - Pittsburgh CVB - Rochester - San Diego CVB - St. Lucia* - St. Petersburg Clearwater Area CVB* - Tahiti - Tasmania - Texas * - Tourism Ireland* - Travel South USA - Turks & Caicos - Virginia* - Visit Britain* - Visit Scotland* - Visit Wales*  Canadian Partners Blueberry Lake Resort - Butchart Gardens* - Canmore – Destination Halifax - Destination Quebec – 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 - Ontario Tourism* - Ottawa Tourism* - Quebec City CVB* - Prince Edward Island Tourism - Rideau Canal - Riotel - Rocky Mountaineer Vacations* - Royal Botanical Gardens - SEPAQ - St. John’s - Thunder Bay - Toronto Tourism* – Tourism British Columbia -Tourism Victoria - Travel Alberta - VIA Rail - Yukon Tourism  Tour Operators & Cruise Lines Air 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* - WestJet Vacations*  Airlines & Hotels Air Canada - Air Jamaica - Air North - Barcelo Hotels & Resorts* – Bahia Principe Clubs and Resorts - British Airways - Club Med* - Delta Chelsea* - Gran Caribe Hotels* - Malev Hungarian 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 & Others Air Miles Reward Program* - Busch Gardens - CARP Travel - InsureMyTrip.com - Merit Travel - Pacesetter Travel - RBC Travel Insurance* - Sears Travel* - Thomas Cook* - Travel Industry Council of Ontario - 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 3 CFRB Listenership  Weekly Travel Show campaign coverage –Weekly 356,325 scheduled reach and 4.1% frequency A12+ –Impressions per week: 1,460,932 –Weekly 12.3% reach and 4.4% frequency for A25+  CFRB Profile –CFRB reaches 641,000 Full Coverage each week –CFRB enjoys a 44% share of talk radio in GTA, 9% higher than nearest competitor –Audience profile: 55% female; 70% homeowners; 23% have children under 18; 56% household incomes $50k+; 63% college/university education; 85% aged 35+ –34% vacationed in the Caribbean in the past year –58% vacationed in the USA in the past year –28% vacationed in Europe in the past year –47% vacationed in Canada in the past year Source: BBM S1 2007

Appendix 4 CJAD Listenership  Weekly Travel Show campaign coverage –200,000 Anglophone Listeners –Impressions 1,446,500 –Weekly 35% reach and 5.5% frequency against core Anglophone Adults 35+ –Coverage: all of Greater Montreal, west to Ottawa, northeast to Trois Rivieres, east to Sherbrooke, south to Burlington  CJAD Profile –CJAD is Montreal's prime Anglophone Talk Radio Station, reaching 20.1% Anglos –CJAD reaches 231,700 Full Coverage each week –Official Language… 64% are both English and French speakers –Audience profile: 51% female; 72% homeowners; 30% have children under 18; 60% household incomes $50k+; 58% college/university education; 86% aged 35+ –23% vacationed in the Caribbean in the past year –68% vacationed in the USA in the past year –21% vacationed in Europe in the past year –70% vacationed in Canada in the past year Source: BBM S1 2007

Appendix 5 Listenership Footprints Newstalk 1010 CFRB Coverage in OntarioCJAD 800 Coverage in Quebec

Appendix 6 Format of the website advertising Ad rotating on Nav Bar Click to listen to 3 min “Chris Talks Travel”