The Chris Robinson Travel Show – Media Pack
The Chris Robinson Travel Shows - the most popular travel shows on Canadian radio!
Sponsorship of the Chris Robinson Travel Show brings you a package of editorial
opportunity, radio ads and website promotion. It’s an absolutely unique opportunity for
Sponsors to broadcast to the Canadian market, tap into a ready made integrated
marketing campaign and save time and money.
About the Chris Robinson Travel Shows
The Travel Shows have been on air for over 10 years and will shortly celebrate 750 shows. The Shows air
weekly on Newstalk 1010 and CJAD 800 – sister stations and part of Astral Media, the largest radio
broadcaster in Canada. Between them the Shows reach the two key markets of Ontario and Quebec –
totalling 70% of the outbound Canadian Travel market.
The Travel Shows have a loyal and engaged audience each week, built over the years by good content,
consistent promotion and the hook of a prize trip to the featured destination given away to a listener at the
end of each Show. The two Travel Shows are one hour long each and are a live balance of conversation
and listener calls and emails.
Sponsor promotional content is permitted and encouraged and Sponsor representatives can appear as
guests on the show by phone from anywhere in the world - or in person in the Astral Studios. To listen to a
sample show – see “Appendix A – Web Resources”. For station demographics see “Appendix B –
Demographics”
The Travel Show Sponsorship Package
The full Travel Show Sponsorship Package includes:




The two 1- hour broadcasts, focused for the entire Show on your destination or travel product.
A schedule of radio ads promoting the show content in the week prior to broadcast
Extensive website coverage on www.chrisrobinsontravelshow.com and the radio station websites at
www.newstalk1010.com and www.cjad800.com .
A monthly email newsletter sent to listeners.
For complete details see “Appendix C - Full Sponsorship Package”.
Travel Show Sponsors benefits:



Unique access to Canadian radio with guaranteed and controlled editorial coverage
Airtime budget savings represented by a 52 weeks a year radio ad buy
Time savings thanks to leveraging of a pre- existing campaign infrastructure
Sponsors and their objectives
The Travel Show package is designed to help Sponsors involve their own trade partners, bringing goodwill
and co-op dollars to the table. Partners may also represent a call to action for listeners. Travel Show
Sponsors have included Tour Operators, Tourist Boards, Destination Marketing Organizations, Airlines,
Hotels and Attractions. Over 80% of Sponsors in the last year are repeat Travel Show Sponsors. See
“Appendix D – List of Sponsors” and “Appendix E – Testimonials”
Page 1 of 10
The Chris Robinson Travel Show – Media Pack
Sponsors talk directly to their customers, educating and informing them - and painting a picture that makes
them want to buy. The Travel Show Sponsorship Package can serve Sponsor marketing objectives
including:





Previewing the season or focusing on specific destinations or tours
Highlighting major events and festivals
Launching new brochures, websites or destination travel guides
Announcing new products, partnerships, airline routes, hotels and attractions
Promoting 1- 800 numbers, websites, offers and calls to action
Cost
Each Travel Show on Newstalk 1010 and CJAD 800 can be sponsored separately. The price is “allinclusive” and includes Travel Shows, radio ads, websites and all production, creative and media buy. It
represents excellent value for money – see “Appendix F – Measuring Success” for ROI information.
Newstalk 1010 package: $7,450 net plus HST plus provision of prize trip for two (travel &
accommodation) - awarded live on the Show to a Newstalk 1010 listener
CJAD package: $3,250 net plus HST plus provision of prize trip for two (travel & accommodation) awarded live on the Show to a CJAD 800 listener
Sponsors purchasing BOTH travel shows on the same date receive additional benefits:




Both broadcasts are podcast on Station website for at least 3 months following the Show
Sponsor may include an offer in an email to 4,700 Travel Show listeners following the Show
Time efficiency in addressing both marketplaces; there is no overlap in audience between the two
stations
On location Travel Shows that bring additional content and emphasis to Sponsor destination and
products are available by special arrangement.
Optional Extras
Additional Website promotion can be purchased to extend and reinforce the campaign. For full rate card –
see “Appendix A – Web Resources”.



Ads for a 6 month period – $1200, $700 or $350 depending upon size
“Chris Talks Travel” – 3 minute “mini travel show” podcast and ad pop-up page for 1 year - $2,600
Banner ad and Sponsored Page in the “Chris Recommends” section for 1 year - $2,600
Ask about these trade targeted products to integrate the consumer focused Travel Shows with trade activity:


“Trade Talk” – 3 minute podcast interview targeted at Travel Agents via Baxter Media’s
Today News Associates
Online Travel Training – market leading travel agent training
To book your Travel Show
Please contact Chris Robinson - 416 925 1437 or email Chris@chrisrobinsontravelshow.ca
Page 2 of 10
The Chris Robinson Travel Show – Media Pack
Appendix A – Web Resources
Web version of this media pack, available Travel Show dates, Travel Show website advertising rate card
http://www.chrisrobinsontravelshow.ca/content.asp?page=corpInfoPage
Listen to sample Newstalk 1010 Travel Show
http://www.chrisrobinsontravelshow.ca/content.asp?page=CFRB
Listen to sample CJAD 800 Travel Show http://www.chrisrobinsontravelshow.ca/content.asp?page=CJAD
Home page coverage http://www.chrisrobinsontravelshow.ca/default.asp
Sample destination page http://www.chrisrobinsontravelshow.ca/destinations.asp?destination=scenic_tours
Sample destination notes
http://www.chrisrobinsontravelshow.ca/images/upload/SunwingPanamaResearch.pdf
See photos of recent Sponsor guests on the Travel Show
http://www.chrisrobinsontravelshow.ca/content.asp?page=corpGallery
Testimonials from Travel Show prize trip winners
http://www.chrisrobinsontravelshow.ca/content.asp?page=PastWinners
Coverage area map for the radio stations
Newstalk 1010 http://www.chrisrobinsontravelshow.ca/images/CRT_CFRB_Map_1.jpg
CJAD800 http://www.chrisrobinsontravelshow.ca/images/CJAD_Map_B.jpg
Appendix B – Demographics













Newstalk 1010
Newstalk 1010 is ranked #1 for time spent listening
in the Toronto Commercial Market with greater
listener loyalty and staying tuned longer.
Newstalk 1010 is Toronto’s most trusted and
reliable news source for in-depth news, traffic and
weather
Newstalk 1010 is foreground radio not background
music – listeners are actively engaged in content
The Chris Robinson Travel Show is the #1
program in its programming grid
Listeners full coverage area: 701,000
Geographic Area: Southern Ontario
Gender: Male 56%, Female 44%
Age: 49% are between 35 – 64
Household Income: 45% have income $75,000+
Owner/Manager/Professional: 44%
Own home: 75%, Mortgage free: 68%
58,698 personally spent $4,000+ on last vacation
Average spend on vacation is $1,800 – tied for top
in the market




CJAD 800
CJAD 800 is the prime Anglophone station with a
28% share of Anglophones 35-64
CJAD 800 is foreground radio not background
music – listeners are actively engaged in content
The Chris Robinson Travel Show is the #7
program of all radio programs in Anglophone
Quebec A2+
The Chris Robinson Travel Show is the #1
program in its programming grid






Listeners full coverage area: 363,000
Geographic Area: Southern Quebec
Gender: Male 44%, Female 56%
Age: 84% are 35 years and older
Household income: Av household income $58,500
Official Language: 40% are both English and
French speakers
 White collar: 55% Businessmen/women 23%
 21,900 personally spent $4,000+ on last vacation
Page 3 of 10
The Chris Robinson Travel Show – Media Pack
Appendix C - Full Sponsorship Package
Broadcasting
Newstalk 1010 - one hour Travel Show broadcast each Saturday 10 – 11am EST
CJAD 800 – one hour Travel Show broadcast each Saturday 11am – 12noon EST
Radio ads Schedule
Newstalk 1010 - 44 ads the week prior



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
CJAD 800- 39 ads the week prior



5 x 90 second travel vignette feature, rotates between 10am – 4pm daily, Mon – Fri.
16 x 60 second commercials at breakfast, midday and drive-time, Mon - Sat.
18 x 30 second pre-produced promotional show announcements, Mon – Sat
Website Coverage on www.chrisrobinsontravelshow.com
Home page feature in the week prior to broadcast links to detailed destination page
Destination page placed in destination section for 12 months following the broadcast
Downloadable travel notes for visitors to print out and keep attached to destination page
Website coverage on www.newstalk1010.com and www.cjad.com
Newstalk 1010 website coverage of Travel Show
Travel Show Page http://www.newstalk1010.com/Hosts/TheChrisRobinsonTravelShow.aspx
Contest Page
http://www.newstalk1010.com/ListenToWIn/story.aspx?ID=1271620
CJAD 800 website coverage of Travel Show
Travel Show Page http://www.cjad.com/Shows/TheChrisRobinsonTravelShow.aspx
Contest Page
http://www.cjad.com/Contests/Register.aspx?ContestID=116509
Email Newsletter
Shows are promoted in monthly email to 4,700 Travel Show listeners
Page 4 of 10
The Chris Robinson Travel Show – Media Pack
Appendix D – List of Sponsors
Overseas Tourist Boards
Antigua & Barbuda* - Arizona* - Aruba* - Atlantic City* - Austria* - Bahamas* - Barbados* - Belfast CVB*Bermuda* – Berlin – Buffalo CVB - California - Cayman Islands* - Colorado* - 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 - Jordan - London (UK) – Louisiana* – Maine – Martinique - Miami* -Orlando CVB* - Madrid*
- Massachusetts – Missouri* - Myrtle Beach CVB - New Hampshire* - New Zealand – North Carolina – Panama*
– Riviera Nayarit- Rochester* – St Vincent & the Grenadines* - San Antoni0 - San Diego CVB - St. Lucia* - St.
Maarten* - Visit St. Petersburg Clearwater* - Scottsdale CVB - Spain* - Tahiti - Tasmania - Texas* - Tourism
Ireland* - Travel South USA – Turkey - Turks & Caicos - Virginia* - Visit Britain* - Visit Pittsburgh*- Visit
Scotland* - Visit Wales*
Canadian Partners
Bas-Saint-Laurent* - Butchart Gardens* - Calgary Stampede* - Canmore* – Charlevoix - Destination Halifax Destination Quebec * - Edmonton Tourism* – Fort Henry* - 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* - Wine Council of Ontario* -Yukon Tourism*
Tour Operators & Cruise Lines
Air Canada Vacations* - AMAWaterways - Canadian Affair - Carnival Cruises* - Collette Vacations* - Costa
Cruises – Crystal Cruises – CruiseEscapes - Cruise North Expeditions* - CTMA Groupe - DeNure Tours* Disney Cruise Line - Encore Cruises*- Freewheeling Adventures - Globus Family of Brands* – GM Tours Goway Travel* - Hanover Holidays* - Hola Sun - Holiday House* - Insight Vacations* - Maxxim Vacations* - Merit
Vacations* – Nolitours* - Scenic Tours - Signature Vacations* - Sunquest Vacations* - Sunwing Vacations* Trafalgar Tours* - Transat Holidays* - Tauck Tours Varaplaya Tours - WestJet Vacations*
Airlines & Hotels
Air Canada* - Air North* - Barcelo Hotels & Resorts* - Bahia Principe Clubs and Resorts - Blueberry Lake Resort
- British Airways – Buffalo Niagara Int Airport - Burlington Int Airport* - Club Med* - Couples Resorts - Delta
Chelsea* - Fiddler Lake Resort - Grand Lodge Tremblant*- Intrawest Blue Mountain Resort* - Intrawest
Tremblant – Karisma Resorts - Occidental Allegro Hotels & Resorts*- Ocean Hotels* - Paradores of Spain Porter Airlines* - Riotel - Sandals Resorts - Sol Melia Cuba* - Sol Melia Hotels and Resorts* - SuperClubs* Tremblant Elysium* – WestJet*
Travel Agents & Others
Air Miles Reward Program* - Advantage Travel - Busch Gardens* – CAA Quebec – CAA South Central Ontario CARP Travel – Club Voyages* - Disney World of Sport - Expedia Canada*- Frommer’s Guides InsureMyTrip.com – Maritime Travel - Marlin Travel* - Merit Travel* - Pacesetter Travel - RBC Travel Insurance*
- Sears Travel* - Seaworld Parks & Entertainment* - Toronto’s Ultimate Travel Show* - Thomas Cook* - Travel
Industry Council of Ontario – TripCentral.ca* - Universal Orlando Resort* - Walt Disney Parks and Resorts*
* Repeat partners
Page 5 of 10
The Chris Robinson Travel Show – Media Pack
Appendix E – Testimonials
Sponsor 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
Listener Testimonials
Always anxious each week to hear what the destination will be.
Susan from Pierrefonds QC
Thank you so much for your informative radio program, We have been listening for many many years.
What a great show - the best part is when at the end. How exciting it is to hear the caller say the phrase and
winnnn!!! That bIt always gives me the chills!!! We are planning a trip for our november 2010 holiday and
are not sure where to go. Based on your radio show, we have stayed at some of your choice holiday resorts
and found them to be exactly as you portrayed on your program and would like to thank you!!!!
Judie from Mont Tremblant QC
Hello Chris and Sharman, The main reason I love the Travel Show is because it opens my eyes to
destinations that I would not be aware of because they are not one of the "hot spots" that travelers talk
about.
Stacey from Saint-Laurent, QC
Page 6 of 10
The Chris Robinson Travel Show – Media Pack
Hi, I often listen to your show and I think you provide a great deal of details on any given destinations, that's
amazing.
Shailesh from Pierrefonds
Love your show & thank you for this great opportunity to win such amazing trips!!!!
Tina from Locust Hill, ON
Hola, Chris and guest, First off, love your show. It has given us many great trip suggestions in the past-both
local and international.
Judy from Toronto
Thank you for continually providing us with a most informative and exciting Travel Show.
Michael from Toronto
Your show is still a Saturday must. I have listened since the first one.
Irene from North York
I must say I enjoy listening to your show and tune in every week. Your enthusiasm sparks interest in the
destinations you discuss and I often wish the show was longer!
Carol from Whitby
Dear Chris, Love your show! You are a great help for those of us without the time and know-how to
understand the choices we have to experience the vast and amazing world in which we live!
Henry from Toronto
Winner testimonials
http://www.chrisrobinsontravelshow.ca/content.asp?page=PastWinners
Page 7 of 10
The Chris Robinson Travel Show – Media Pack
Appendix F – Measuring Success
Media Value of Travel Show
It’s difficult to provide an exact media value for the one hour Show and the radio ads package, as of course
the show itself is unique and not available elsewhere.
Newstalk 1010
However, based upon the station’s price of $135 per 30 sec spot, and $270 per 60 sec spot, the radio ad
component alone would be valued at $9,855.The one hour Show on a similar basis would be valued at
$16,200, but scaling this down for the ad and news breaks, a more realistic value would be $10,800
CJAD 800
Based upon the station’s price of $100 per 30 sec spot, and $200 per 60 sec spot, the radio ads package
alone would be valued at $6,400. The one hour Show on a similar basis would be valued at $12,000, but
scaling this down for the ad and news breaks, a more realistic value would be $8,000.
Radio advertising
Newstalk 1010 Travel Show Package
A 12+: Weekly Full Coverage schedule reach of
230,868 with a 3.6 frequency
A 12+ Full Coverage: Impressions per week:
1,326,300
A 12+ CPM: $5.24
CJAD 800 Travel Show Package
A 12+: Reach of 179,234 with a 4.5 Avg Frequency
A 12+ Impressions per week: 808,700
CPM: $3.40
Website:
www.newstalk1010.com
The Contest Section on www.newstalk1010.com receives 251,480 page views per year and the Chris
Robinson Travel Show is consistently in the top 3 contests viewed.
Radio station website coverage is on the Travel Show and contest pages in the week prior to the show
http://www.newstalk1010.com/Hosts/TheChrisRobinsonTravelShow.aspx
We estimate the media value at $250
www.cjad.com
The Contest Section on www.cjad.com receives 272,152 page views per year and the Chris Robinson
Travel Show is consistently in the top 3 contests viewed.
Page 8 of 10
The Chris Robinson Travel Show – Media Pack
Radio station website coverage is on the Travel Show and contest pages in the week prior to the
http://www.cjad.com/Shows/TheChrisRobinsonTravelShow.aspx
We estimate the media value at $250
www.chrisrobinsontravelshow.com
The web traffic to www.chrisrobinsontravelshow.com is 51,481 visitors and 585,840 page views.
In depth destination information featured in the week prior to the show at www.chrisrobinsontravelshow.com
:
–
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
We estimate the media value at $2600, based on the advertising costs being charged for non Show
partners to take a page on the website for 12 months.
Grand Total Media Value
Total Media Value Newstalk 1010
Total Media Value CJAD 808
AD package
$ 9,855
$ 6,400
Travel Show Broadcast
$10,800
$ 8,000
Website Coverage
$ 2,850
$ 2,850
Grand Total
$23,505
$17,250
Combined value of both shows
$40,750
Promotion
–
A prize trip is given away at the end of each broadcast. The prize is mentioned in all the show prepromotion and during the broadcast itself. This spotlights the kind of vacation possible in destination
and promotes prize partners such as Hotels and Tour Operators.
–
Listeners may enter the contest by phoning in live to the show, or by emailing their questions on the
destination the week before the show. We cannot provide information on the number of listeners
who attempt to call in to the show. The lines are always full for the entire broadcast – and many
others are trying unsuccessfully to call in. In addition we receive around 6,210 email contest entries
per year.
Page 9 of 10
The Chris Robinson Travel Show – Media Pack
–
We often receive testimonial letters from winners once they return from their trip. If they give
permission their letters and photos are shared in the Winner’s Stories section of
www.chrisrobinsontravelshow.com . There are currently over 80 testimonials posted.
Page 10 of 10