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The Power of NBC 5 CHICAGO and NBC5!

ZOOLIGHTS 2007 MARKETING PARTNERSHIP. The Power of NBC 5 CHICAGO and NBC5.com!. THANK YOU!. Thank you for your continued partnership with NBC 5 and nbc5.com for LINCOLN PARK ZOO’S 2007 ZOOLIGHTS Campaign!

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The Power of NBC 5 CHICAGO and NBC5!

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  1. ZOOLIGHTS 2007 MARKETING PARTNERSHIP The Power of NBC 5 CHICAGO and NBC5.com!

  2. THANK YOU! Thank you for your continued partnership with NBC 5 and nbc5.com for LINCOLN PARK ZOO’S 2007 ZOOLIGHTS Campaign! We appreciate your partnership and look forward to continuing our successful relationship in 2008+!

  3. TABLE OF CONTENTS • Marketing Concept • On-Air Exposure • On-Line Exposure • Thank You!

  4. MARKETING CONCEPT KEY MARKETING GOALS • Drive mass traffic to LINCOLN PARK ZOO for the ZOOLIGHTS 2007/2008 holiday season • Create widespread awareness for the ZOOLIGHTS 2007/2008 festival season in the Chicagoland market • Target Demographic: Families, Adults 25-54 MARKETING STRATEGY • Create a multi-platform promotion utilizing Television and Internet mediums for LINCOLN PARK ZOO • Seek relevant compatible marketing partners to extend awareness for ZOOLIGHTS • Design a unique promotion to elevate exposure for LINCOLN PARK ZOO during the busy holiday season TACTICS • Provide presence within promotional window (11/27/07 - 1/1/07) • Broadcast television campaign: NBC 5 and Weather Plus • Internet campaign: nbc5.com; chicagoblackhawks.com • Consumer Sweepstakes promotion with the CHICAGO BLACKHAWKS major NHL sports franchise • Average attendance: 13,000 • Non-traditional placement opportunities: UNITED CENTER JUMBOTRON

  5. ON-AIR EXPOSURE NBC 5 CHICAGO produced and designed the 2007/2008 ZOOLIGHTS promotional commercial PROMOTIONAL CAMPAIGN ON NBC 5: 12/05/07 – 12/25/07 TOTAL # OF SPOTS DELIVERED: 76X (:15) and 13X (:10) PROMOTIONAL CAMPAIGN ON NBC WEATHER+PLUS: 12/03/07 – 12/30/07 TOTAL # OF SPOTS DELIVERED: 127 (:15) CAMPAIGN FREQUENCY DELIVERED: 216X

  6. ON-AIR EXPOSURE NBC 5 CHICAGO produced and designed an exclusive “ZOOLIGHTS & CHICAGO BLACKHAWKS HOLIDAY TO REMEMBER” promotional sweepstakes commercial PROMOTIONAL CAMPAIGN ON NBC 5: 12/09/07 – 12/20/07 TOTAL # OF SPOTS DELIVERED: 26

  7. CHICAGO BLACKHAWKS AND ZOOLIGHTS SWEEPSTAKES CREATIVE ZOOLIGHTS & CHICAGO BLACKHAWKS CONTEST PAGE ON CHICAGOBLACKHAWKS.COM TOTAL NUMBER OF SWEEPSTAKES ENTRANTS: 1,200 ( 3) TOTAL UNITED CENTER JUMBOTRON ANNOUCEMENTS:

  8. AND THE GRAND PRIZE WINNER IS… Amanda Friedeman NBC 5 Chicago, Blackhawks and Lincoln Park Zoo “Holiday to Remember” Contest Grand prize is behind the scenes tour of the Lincoln Park Zoo during their popular Zoo Lightstradition and (4) 100-level tickets to the Blackhawks vs. Nashville on December 26th at 7:30 pm and a chance to meet some of the players after the game.

  9. NBC 5 NEWS COVERAGE NBC 5 10PM NEWS SEGMENTS: NBC 5 featured ZOOLIGHTS during the 12/22/07 10PM

  10. ONLINE EXPOSURE LINCOLN PARK ZOO ZOOLIGHTS CREATIVE NBC 5 WEBSITE HOME PAGE PRESENCE • Permanent ZOOLIGHTS byline on the NBC 5 HOMEPAGE with a direct hyperlink to the ZOOLIGHTS 2007 microsite UNIVERSAL EXPOSURE THROUGHOUT NBC5.com • (1) 728x90 IMU • (1) 300x250 IMU • (1) 160x30 IMU • Run Of Site Rotation for maximum reach EXCLUSIVE ZOOLIGHTS EXPOSURE VIA NBC WEB MICROSITE • Microsite content linkable to LINCOLN PARK ZOO official site www.lpzoo.com

  11. ONLINE PERFORMANCE nbc5.com WEBSITE STATS LINCOLN PARK ZOO ZOOLIGHTS CAMPAIGN FLIGHT DATES: 11/27/07 – 1/01/08 TOTAL IMPRESSIONS GUARANTEED: 350,000 TOTAL IMPRESSIONS DELIVERY: 530,421 TOTAL CLICKS: 988

  12. ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com 728 X 90 LEADERBOARD 300 X 250 DISPLAY AD 160 X 30 BOOKEND

  13. ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

  14. ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

  15. ONLINE EXPOSURE CHICAGO BLACKHAWKS/LINCOLN PARK ZOOLIGHTS CREATIVE NBC 5 WEBSITE HOME PAGE PRESENCE UNIVERSAL EXPOSURE THROUGHOUT NBC5.com • (1) 728x90 IMU • (1) 300x250 IMU • (1) 160x600 IMU • (1) 160x30 IMU • Run Of Site Rotation for maximum reach EXCLUSIVE ZOOLIGHTS EXPOSURE VIA CHICAGO BLACKHAWKS CONTEST ENTRY PAGE • Creative linkable to http://blackhawks.nhl.com/ contest entry page

  16. ONLINE PERFORMANCE nbc5.com WEBSITE STATS CHICAGO BLACKHAWKS / LINCOLN PARK ZOO ZOOLIGHTS CAMPAIGN FLIGHT DATES: 12/10/07 – 12/20/07 TOTAL IMPRESSIONS DELIVERY: 194,931 TOTAL CLICKS: 183

  17. ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com 728 X 90 LEADERBOARD 160 X 600 SKYSKRAPER 300 X 250 DISPLAY AD 160 X 30 BOOKEND

  18. ZOOLIGHTS AD EXPOSURE THROUGHOUT nbc5.com

  19. ZOOLIGHTS 2007 MICROSITE NBC created an exclusive microsite for the “ZOOLIGHTS 2007” event within the walls of nbc5.com

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