Canada’s Most Listened-To Radio Travel Shows

1. 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

2. 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 of almost 1 million listeners weekly in 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 Shows 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 the CFRB and CJAD Travel Show websites • 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 www.ChrisRobinsonTravelShow.ca 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

3. 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 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- Christina Cherneskey on CFRB- Laurie and Olga 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 new consumer website

4. 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, 19.30 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 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 Christina at CFRB in Toronto, or Laurie and Olga at CJAD in Montreal • You can also phone into the show from destination or your office * CJAD 16 spots ** CJAD 17 spots

5. 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 radio station for 35+ adults in Toronto • CFRB is the ‘Station of the Year’ for News/Talk/Sports • 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 market (Adults 18+) • The Chris Robinson Travel Show is the most listened-to travel radio show package in Canada • Reaches 722,000 listeners in Ontario and 203,400 listeners weekly in Quebec (BBM April 2006) • 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: CFRB Travel Show ratings increased by 30% in 2006 and CJAD Travel Show ratings are up by 19% (BBM April 2006) • Over 80% of the Travel Show partners in the last year are repeat partners • New www.ChrisRobinsonTravelShow.ca website provides e-marketing opportunities

6. 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 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)

7. 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) 925-1437 Cell: (416) 845-9253 Fax: (416) 925 0322 • Email: ChrisRobinsonAssociates@rogers.com

8. Appendix 1 Recent Travel Show Partners • Overseas Tourist BoardsAntigua & Barbuda* - Arizona* - Aruba Tourism Authority* - 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 Tourism – Pittsburgh CVB - Rochester - San Diego CVB - St. Lucia* - St. Petersburg Clearwater Area CVB* - Tahiti - Tasmania Tourism - Texas Tourism* - Tourism Ireland* - Tourism New Zealand - Turks & Caicos - Virginia Tourism* - Visit Britain* - Visit Scotland* - Visit Wales* • Canadian PartnersButchart Gardens* - Canmore - Destination Quebec - Intrawest Blue Mountain Resort* - Kingston Tourism - Montreal Tourism - New Brunswick Tourism* - Newfoundland Tourism* - North West Territories Tourism* - Nunavik - Ontario Tourism* - Ottawa Tourism* - Quebec City CVB* - Rideau Canal - Riotel - Rocky Mountaineer Vacations* - St. John’s - Thunder Bay - Toronto Tourism* – Tourism BC -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* - Transat Holidays* - WestJet Vacations* • Airlines & HotelsAir Canada - Air Jamaica - 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 & OthersAir 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)

9. Appendix 2Talk 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

10. Appendix 3CFRB Listenership • Weekly Travel Show campaign coverage • Full coverage cumulative per weekly campaign and program: 389,500 • Impressions per week: 2,013,800 • Weekly 9.4% reach and 5.2 frequency against core Adults 18+ audience • Weekly 12.6% reach and 5.4% frequency for Adults 35+ • CFRB Profile • CFRB reaches 722,000 people each week • CFRB enjoys a 49% share of talk radio in GTA, 28% higher than nearest competitor • Audience profile: 52% female; 72% homeowners; 29% have children under 18; 58% household incomes $50k+; 61% college/university education; 86% 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 Toronto April 2006

11. Appendix 4 CJAD Listenership • Weekly Travel Show campaign coverage • 203,400 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 30.3% Anglos • CJAD reaches 263,000 people 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 Montreal April 2006

12. Appendix 5 Listenership Footprints Newstalk 1010 CFRB Coverage in Ontario CJAD 800 Coverage in Quebec

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