Canada’s Most Listened-To Radio Travel Shows – The Chris Robinson Travel Shows

2007 Partnership Planning Kit

Management Summary

Two very successful, separate, similarly formatted, one hour Travel Shows on Canada’s biggest talk show stations: Newstalk 1010 CFRB & CJAD 800

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 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 shows, 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

No other similar vehicle exists in Canada: the Chris Robinson Travel Shows are a uniquely powerful opportunity for travel organizations to talk to a million Canadians weekly

The Chris Robinson Travel Shows

Get your message over

– The most cost effective way of combining PR, promotion and advertising in either the Ontario or the Anglophone Quebec market – or both

New launches

– Promote your new hotel, brochure, air service, offer

Events

– Promote your events, festivals, travel shows, important dates

Retail Partner, Website and Call Centre Awareness

– Integrate and increase awareness of your key routes to market

In person or on location

– Convey your unique atmosphere, environment, amenities

Talk to Ontario and Quebec

– Gain a powerful presence in the two leading Canadian Outbound Travel markets

Format of the Chris Robinson Travel Shows

Two, weekly, 1 hour, live phone-in radio shows

Shows air live on Saturdays at 11am on CJAD and 12 noon on CFRB (both EST)

Join Travel Industry Guru Chris Robinson and radio personality co-hosts- Christina Cherneskey on CFRB- Laurie and Olga on CJAD

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

The most effective travel promotion medium in radio

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

One hour prime time coverage in each market– The Travel Shows air in prime time every Saturday – Opportunity to do back-to-back Shows on the same Saturday

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 Chris Robinson Travel

Show website

* 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 radio station for 35+ adults in Toronto

– CFRB is the current ‘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 21% in the Montreal market (Adults 18+)

The Chris Robinson Travel Show is the most listened-to travel radio show 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

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

– On-location shows in destination are possible by arrangement– Provision of prize trip for two (travel & accommodation) - awarded live at the end

of each show

Minimal time commitment – this will not take a lot of your time!– Simple brief on your key marketing messages– Approve the scripts for your promotional travel vignette spots– Provision of prize trip details– Guest on the show in studio in Toronto or Montreal, or by phone

Take action!

Contact Chris at

– Tel: (416) 925-1437

– Fax: (416) 925 0322

– Cell: (416) 845-9253– Email: ChrisRobinsonAssociates@rogers.com

Appendix – Facts and Figures: Recent Travel Show Partners

Overseas Tourist Boards Antigua & 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 - 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 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 – British Airways -Club Med* - Delta Chelsea* - Maeva Hotels and Resorts - Gran Caribe Hotels* - Malev Hungarian Airlines* - Occidental Allegro Hotels & Resorts* - Royal Solaris Resorts - 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*

* Partner buying multiple Travel Shows

Appendix – Facts and Figures: 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)

Appendix – Facts and Figures: CFRB Listenership

Appendix – Facts and FiguresCFRB 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

Appendix – Facts and Figures: 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