August 21, 2007

2007 Canada Campaign Fact Sheet

Objectives

Heighten awareness of the breadth and depth of the Orlando destination
Increase first time and repeat visitation
Drive traffic to orlandoinfo.com/canada

Target Audience

Women 25-54, with children in household, $50,000+

Timing

November

Messages

• Orlando is an exciting and affordable vacation destination for Canadians, especially given the consistently improving exchange rate.
• There is always something new and different to experience in Orlando.
• Orlando has incredible year-round outdoor activities and pastimes
• Orlando brings families closer together

Newspaper

Glossy 16-page insert distributed to 1.4 million households the weekend of November 3. For the following four weeks, the campaign will be sustained within the same newspapers via half page newspaper ads.

Publications include: Toronto Star, Toronto Sun, Hamilton Spectator, Kitchener Record and London Free Press.

Television

For the first time, television advertising will be included in the Canada campaign. Specifically for 2007, a four-week flight of television to reach all of Southern Ontario’s 4.7 million households. Focus on Prime Time, Fringe & early morning programming on CTV, Global TV, CHTV and SUN TV.

Online

The campaign will feature a dedicated URL (orlandoinfo.com/Canada) featuring partner links as well as Canadian specific content. New for the 2007 campaign, online interactive ads will be placed on prominent search engines such as Google, MSN, Canoe and Centro, a network that places ads within the online pages of newspapers.

Radio

Partner with the Chris Robinson Show, a prominent travel radio show, for a one hour dedicated broadcast on CFRB Toronto for Saturday, Oct 20^th.

Direct Marketing

Direct mail targeting 100,000 households the week of October 22 supporting the overall campaign message.

Promotions

Media and third party promotions to be executed throughout the 4^th quarter across all of Southern Ontario.

Signature Events

Held from October 23 - 25 in 2007, these annual events in Toronto and Montreal include receptions and trade shows for travel agents, tour operators and CAA agents to educate on destination offerings, along with media-only luncheons in both cities.