Canada’s Most Popular Radio Travel Shows

The Chris Robinson Travel Shows 2009/2010

Together we will excite Canadians to experience your

travel destinations and products

The Essentials

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

The Travel Show package provides a unique opportunity for significant, guaranteed, controlled air time coverage – you cannot buy this anywhere else!

Reaches a prime demographic in the two largest Canadian outbound 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 most popular travel shows on Canadian radio

The Travel Show format is a live balance of conversation and listener calls and emails; partner promotional content is permitted and encouraged

Each Travel Show partnership package also includes a strong support campaign of ads and promo spots in the preceding week, coverage on www.ChrisRobinsonTravelShow.ca and the CFRB & CJAD websites, and the opportunity to email Travel Show listeners after the broadcast.

Travel Show partnership costs $9700 net plus GST 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

Previous Partner Testimonials

“Our appearance on the Chris Robinson Travel Show provided significant value and new exposure in an important market for Burlington International Airport and Burlington and the Lake Champlain Region. Chris and Dara were very helpful in preparing for our appearance. Their create work to forge “win-win” liaisons with other organizations was especially welcome and productive. We were quite satisfied with our Chris Robinson Travel Show appearance, and would recommend them to other destinations as well.”James Tabor, Spokesperson, Burlington International Airport, Lake Champlain Regional Chamber of Commerce

“I received a call from the office minutes after the show ended – the phones are ringing off the hook with inquiries on the long stay offer we featured on the show.”Lori Copeland, Business Development Manager, Merit Travel Group

“Thank you for hosting the recent travel show featuring Toronto in the Montreal market. The response in emails and listener calls was – once again – more than we could handle during the hour on the air, which is a sign of your loyal listeners and their genuine interest in travel. The format of the show makes it an ideal way to talk about our destination in a level of detail and engagement that simply is not possible in traditional advertising. The week of promotional ad spots also adds value by repeatedly reaching CJAD’s wide audience at key times with brief messages about our destination.

In the three times I have been on your show I have been impressed by your detailed preparation that ensures our priority messages are delivered. And your on-air ease makes it a comfortable environment for guests of any level of radio experience. We are looking ahead to some possible dates for the Chris Robinson Travel Show in the year ahead and look forward to continuing to work together.”Andrew Weir, Vice President Communications, Toronto Tourism

The Chris Robinson Travel Shows

Two, weekly, 1 hour, live phone-in radio shows airing live on Saturdays from 10am to 11am on CFRB and from 11am to 12 noon on CJAD (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- John Donabie 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

www.ChrisRobinsonTravelShow.ca integrates your show messaging with an exciting incentivised 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, rotates between 10am – 4pm 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 **– Ads provide opportunity to promote your name, product, key messages, website or 1-800 number,

supplier partners if appropriate and the prize– Includes creative and media buy– 1 week feature on the www.CFRB.com and www.CJAD.com – Email to a total of 17,326 CFRB & CJAD listeners from the radio stations, previewing the show– 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 John at CFRB in Toronto, or Sharman at CJAD in Montreal – Or simply phone into the show from destination or your office

* CJAD 16 spots ** CJAD 18 spots

The top Canadian talk show stations

The most listened to talk radio stations in Canada– CFRB and CJAD are part of Astral Media – the largest radio broadcaster in Canada. – CFRB is the top Talk Radio station in Toronto and Canada– CJAD is the top English talk radio station in Quebec and its Morning Show is #1 in the Montreal Anglo

market. CJAD has a market share of 24% in the Montreal Anglo market (Adults 18+)

The Chris Robinson Travel Show is the most listened-to travel radio show package in Canada– Reaches 593,700* listeners Total Coverage (CFRB) and 403,000** listeners weekly Total Coverage

(CJAD) – Travel Show has been on air for over 10 years and has recently celebrated 500 shows– The Chris Robinson Travel Show is the 9th most listened to broadcast of all shows on all stations in

Anglophone Quebec***– CFRB’s audience is exclusive to CFRB – 21%* do not listen to any other Toronto Radio Station– Over 80% of the Travel Show partners in the last year are repeat partners– The www.ChrisRobinsonTravelShow.ca website provides value add e-marketing opportunities

Talk radio is a potent medium for travel messages ****– 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:

* BBMS209 (FC) M-SU 5A-1A A12+

** BBM Dec1 08- Mar 1 09 Montreal Anglo, M-SU 5A-1A A2+*** BBM Montreal Central Anglo Top 40 Programs A2+

**** Talkers Magazine Survey, Adults 25-54

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 toaction

– Destination page is archived and accessible for12 months after the show

– Plus downloadable travel notes for visitors to print out and keep– Radio station website coverage on www.cfrb.com

and www.cjad.com is additional in the week prior to the show

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 net plus GST per year, including sound file production (four updates per year)

Getting the most from your Chris Robinson Travel Shows

An integrated marketing campaign– The Travel Show package already gives you a ready made integrated marketing campaign with radio

ads, promotion, website coverage and 1 hour broadcast– Involve your trade partners as guests, prizing partners and to leverage co-op funding– Integrate the timing with launch events, festivals, or your special offers in the market– Link your own website to the destination page on www.chrisrobinsontravelshow.ca and place offers in

our Hot News Section – Consider advertising on www.chrisrobinsontravelshow.ca to gain further coverage– Use the sound file of the 1hr broadcast, or extracts, afterwards on your website or at events – Promote your involvement in the Travel Show to your email lists

Even greater value added if you book both CFRB and CJAD– Partners taking both shows will receive priority placement in the Hot News Section of

www.chrisrobinsontravelshow.ca – Partners taking both shows will have the broadcasts posted on the radio station websites for 3 months

following the broadcast to further extend the opportunity for listenership– Partners taking both shows will also gain access to the email list of Travel Show listeners to follow up

their interest

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 net plus GST including 1 hour show and 44 promo spots• CJAD: $2750 net plus GST including 1 hour show and 39 promo spots• Combo: $9700 net plus GST including two 1 hour shows and 83 promo spots• Costs include Travel Shows, promo spots, websites and all production, creative and

media buy– 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 net plus GST 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: Chris@ChrisRobinsonTravelShow.ca

Appendix 1 Recent Travel Show Partners

Overseas Tourist BoardsAntigua & Barbuda* - Arizona* - Aruba* - Atlantic City* - Austria* - Bahamas* - Barbados* - Belfast CVB*- Bermuda – California - Cayman Islands* - Colorado* - Costa Rica* - Curacao* - Dallas/Fort Worth* - Daytona Beach CVB - Denver – England’s North Country - Finger Lakes - Fort Lauderdale CVB - French Tourist Board - German NTO* - Glasgow CVB – Greece* - Grenada* - Heart of England - Hong Kong* - Hungary* - Iceland - Jamaica* - Jordan - London (UK) – Louisiana – Maine - Miami* -Orlando CVB* - Madrid - Massachusetts – Missouri* - New Hampshire - New Zealand – North Carolina - VisitPittsburgh*- Rochester – St Vincent & the Grenadines - San Diego CVB - St. Lucia* - Visit St. Petersburg Clearwater Area* - Spain* - Tahiti - Tasmania - Texas* - Tourism Ireland* - Travel South USA - Turks & Caicos - Virginia* - Visit Britain* - Visit Scotland* - Visit Wales*

Canadian PartnersBas-Saint-Laurent - Butchart Gardens* - Canmore* – Charlevoix - Destination Halifax - Destination Quebec * - Haliburton County* - Iles de la Madeleine - Kingston Tourism* - Montreal Tourism - New Brunswick Tourism* - Newfoundland and Labrador* - North West Territories Tourism* - Nova Scotia Tourism* – Nunavik* - Nunavut - Ontario Festivals and Events* - Ontario Tourism* - Ottawa Tourism* - Quebec City CVB* - Prince Edward Island Tourism* - Rideau Heritage Route* - Rocky Mountaineer Vacations* - Royal Botanical Gardens – Saguenay Lac-Saint-John - SEPAQ* - St. John’s* - Stratford Tourism - Thunder Bay* - Toronto Tourism* – Tremblant Tourism - Tourism British Columbia* -Tourism Victoria - Travel Alberta –- VIA Rail - Yukon Tourism*

Tour Operators & Cruise LinesAir Canada Vacations* - Canadian Affair – Canadian Sailing Expeditions - Carnival Cruises* - Collette Vacations* - Conquest Vacations - Costa Cruises – Crystal Cruises – CruiseEscapes - Cruise North Expeditions* - CTMA Groupe - DeNure Tours* - Disney Cruise Line - Encore Cruises*- Globus family of Brands* –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* - Varaplaya Tours - WestJet Vacations*

Airlines & HotelsAir Canada* - Air Jamaica - Air North - Barcelo Hotels & Resorts* - Bahia Principe Clubs and Resorts - Blueberry Lake Resort - British Airways – Burlington Int Airport* - Club Med* - Delta Chelsea* - Fiddler Lake Resort - Gran Caribe Hotels* - Grand Lodge Tremblant*- Intrawest Blue Mountain Resort* - Intrawest Tremblant - Malev Hungarian Airlines* - Northwest Airlines - Occidental Allegro Hotels & Resorts*- Ocean Hotels - Porter Airlines* - Riotel - Sandals Resorts* - Sol Melia Cuba* - Sol Melia Hotels and Resorts* - SuperClubs* - Tremblant Elysium* - United Airlines – WestJet*

Travel Agents & OthersAir Miles Reward Program* - Advantage Travel - Busch Gardens – CAA Quebec – CAA South Central Ontario - CARP Travel - Frommers Guides - InsureMyTrip.com – Maritime Travel - Marlin Travel* - Merit Travel - Pacesetter Travel - RBC Travel Insurance* - Sears Travel* - Toronto’s Ultimate Travel Show* - Thomas Cook* - Travel Industry Council of Ontario – Universal Studios - Walt Disney Parks and Resorts*

* Repeat Travel Show partners (over 80% of Partners in the last year are repeating Partners)

Appendix 2CFRB Listenership

Weekly Travel Show campaign coverage*– A 12+: Weekly Full Coverage schedule reach of 408,600 with a 6.7 frequency – A 12+ Full Coverage: Impressions per week: 1,915,200– A 12+ CPM: $3.62– Travel Show pages on www.cfrb.com receive an average of 28,308 page views per year plus

www.chrisrobinsontravelshow.com receives 339,340 page views per year

CFRB Profile **– CFRB reaches 593,700 Full Coverage each week– Of these listeners, 21% do not listen to any other Toronto radio station– Audience profile: 51% female; 82% homeowners; 14% have children under 12; 57% of listeners have a

household incomes $75k+; 30% college/university education; 86.5% aged 35+– 55% of CFRB listeners who own a home do NOT have a mortgage– 16.2 % vacationed in the Caribbean / Mexico in the past year – Index 149– 34.3% vacationed in the USA in the past year – Index 137– 12% vacationed in Europe in the past year – Index 158– 28.1% vacationed in Canada in the past year – Index 95– 124,903 belong to Air Canada Aeroplan – Index 110– 114,572 personally used in the last year to book their vacation via a full service travel agent – Index 111– 43,049 booked a package tour – Index 127– 74,159 have booked a cruiseship vacation in the past 3 years – Index 153– 58,698 personally spent $4,000+ on their last vacation – Index 117– Average spend on vacation is $1,800 – Index 120 – Tied for top in the market

Source:

* BBM S209 FC Travel Show + Ad Schedule M-SU 5A-1A A12+** BBM S209 FC M-SU 5A-1A / DEMO 5199 12+

** RTS FL 04 A 12+ M-SU 5a-1a

Appendix 3 CJAD Listenership

Weekly Travel Show campaign coverage*– A 12+: Reach of 186,190 with a 4.5 Avg Frequency – A 12+ Impressions per week: 833,900 A 12+ – CPM: $3.29– Travel Show pages on www.cjad.com receive an average of 19,524 page views per year plus

www.chrisrobinsontravelshow.com receives 339,340 page views per year

CJAD Profile**– CJAD is Montreal's prime Anglophone Talk Radio Station, reaching 40% Anglophones– CJAD reaches 403,000 (central area) each week– Average listener spends 6.2 hrs listening to CJAD each week– Official Language: 55% are both English and French speakers 83% aged 35+– Audience profile: 56% female; 37% household incomes > $60k+ (index 100); 60% have completed

some form of further technical, college or university education (index 116); 17% are Owners, Managers or Professionals (index 131)

– 23 % vacationed in the Caribbean / Mexico in the past 3 years – 43% vacationed in the USA in the past 3 years – 21% vacationed in Europe in the past 3 years – 54% vacationed in Canada in the past 3 years – 38% vacationed in their own province in the past year– 33,700 personally used in the last year to book their vacation via a full service travel agent – 33,200 booked an all inclusive resort in the past year – 20,600 have booked a cruise ship vacation in the past 3 years – Index 143– 21,900 personally spent $4,000+ on their last vacation – Index 119

Source:

* BBM Dec1 08- Mar 1 09 Montreal Anglo, M-SU 5A-1A A12+

** BBM Dec1 08- Mar 1 09 Montreal Anglo, M-SU 5A-1A A2+

*** RTS Fall 08 A12+ Mon-Sun 5a-1a

Appendix 4 Listenership Footprints

Newstalk 1010 CFRB Coverage in Ontario CJAD 800 Coverage in Quebec

Appendix 5Format of the website advertising

Ad rotating on Nav Bar

Click to listen to 3 min “Chris Talks Travel”

Appendix 6 Website Demographics

3.2% under 25; 10.6% aged 26-35; 24.9% aged 36-45; 31.8% aged 46-55; 28.5% aged 56-75; 0.9% aged over 75 67% female; 33% male 75% married; 25% not married 57% no children; 43% have children under 18 70% vacationed in Canada in last 3 years; 79% vacationed outside Canada in last 3 years Planned destinations: 25% don’t know; 20% U.S; 17% Caribbean; 12% Canada;

12% Europe; 4% UK and Ireland; 4% Mexico 4% Other

Source:3067 website visitors signing up to submit questions to the shows online