CHICAGO. Results Event Summary JANUARY 23-24, 2016 DONALD E. STEPHENS CONVENTION CENTER, ROSEMONT

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1 CHICAGO JANUARY 23-24, 2016 DONALD E. STEPHENS CONVENTION CENTER, ROSEMONT Results Event Summary NATIONAL MEDIA SPONSOR: OFFICIAL TRAVEL AGENCY PARTNER: 1000Tips SUPPORTING SPONSORS: BROADCAST SPONSOR: PRODUCED BY: FIND US: /TravAdventure /TravAdventure

2 2016 Chicago Travel & Adventure Show Event Summary Event Summary: Chicago Travel & Adventure Show Date: January 23 & 24, 2016 Venue: Donald E. Stephens Convention Center Location: 5555 N. River Road Rosemont, IL Halls: F - 141,300 sq. ft. Attendance Summary Total Attendance: 23,912 (8% Increase Over 2015) Travel Trade: 1,561 Travel Agents: 482 Press: 79 Attendee Gender Household Income (HHI) 74% Earn Over $100,000 (3% Increase Over 2015) <$50k $50k - $75k $75k - $100k $100k - $150k $150k+ 53% 47% 8% 18% 20% 29% 25% Women Men Attendee Age Travel Expenditure 76% in Peak Earning Years (1.5% Increase Over 2015) % Spend Over $5,000 on Travel (3% Increase Over 2015) % 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% <$2,000 $2k - $2.5k $2.5k - 5k $5k - $10k $10k+

3 Headline Speakers / Stages The Travel Theater featured an A-list of travel industry experts. They covered trends and provided inspiration for the attendees. In addition to the Travel Theater, there was the Destination Theater where travelers heard 15 locale-specific workshops from Anchorage to Thailand, Italy to Galapagos. The program was very rich with content. The Savvy Traveler Theater offered 12 sessions designed to provide practical advice for smarter and safer traveling. Our visitors tell us that they believe food is such a big part of their travel experience. To that end, we revamped the Taste of Travel Theater, and featured a mixture of local renowned chefs as well as guest chefs from around the globe for 10 different cooking demonstrations. Our Global Beats Theater featured 17 performing acts and continues to be an exciting feature of the Travel & Adventure Show. Keynote Speakers Included: Rick Steves Travel Writer, Host of Rick Steves Europe and Travel with Rick Steves, Europe Through the Back Door, presented Europe Through The Back Door With Rick Steves. Peter Greenberg Emmy Award-Winning Investigative Reporter and Producer and CBS News Travel Editor, presented The Brave New World of Travel. In addition to meeting with our vendors, attendees engaged in activities such as: + Destination Theater + Savvy Traveler Theater + Taste of Travel Theater + Global Beats Stage + Travel & Adventure Show ARIZONA Photo Booth + Segway Rides + Camel Rides & Animal Encounter Session + Old World Wisconsin s 1890s Cycling Experience Pauline Frommer Editorial Director of the Frommer Guides and Publisher of Frommers.com, presented What You Need to Know Before You Plan Your Next Vacation. Colleen Kelly Host, Co-Creator and Executive Producer, National Public Television Series Family Travel with Colleen Kelly, presented Less Hassle, More Family. Making the Most of Your Family Vacation. Johnny Jet Editor-In-Chief, JohnnyJet.com, presented How to Travel Like A Rock Star Without Breaking the Bank.

4 Promotion Summary To ensure maximum attendance, an integrated marketing strategy was deployed. Combining broadcast, print, digital, outdoor, and PR, the Chicago Travel & Adventure Show generated over 37 million impressions. Broadcast Television The official broadcast sponsor of the event was WLS (ABC). We utilized online and on-air advertising generating over 11 million impressions. We also advertised heavily on WFLD (FOX) for another 6.8 million impressions. Outdoor We utilized a strategic mix of billboards throughout the Chicago area generating over 17 million impressions. Prior Attendee Campaign The Travel & Adventure Show invested in new technology that enables better analytics and therefore a more customized and digital advertising campaign ensuring content was tailored to the specific interests of the recipient creating a more responsive program with greater efficacy. Unparalleled Media Coverage In the weeks leading up the event and in the days before, our PR efforts were effective in generating awareness and coverage of the event. Live, in-studio segments on television and radio occurred in the week before the event (WLS, WMAQ, WCIU, WGN, WFLD) and on Media Morning FOX TV did a live segment from the show. Additionally there was coverage in local papers such as the Daily Herald and myriad blogs. Media Morning Friday, January 22

5 Promotion Summary Continued FACEBOOK: Within one week leading up to, and including, the Chicago event, The Travel & Adventure Show Facebook advertising campaign targeted Chicago area travelers, promoting event speakers, sponsors and exhibitors. These posts reached 259,530 users, while creating over 286,000 unique impressions, drawing more attention to the event. TWITTER: By engaging celebrity speakers, local and national bloggers and industry created over 18,750 impressions. The Chicago hashtag, #ChicagoTravelShow, was used in 124 posts by 109 users, reaching over 361,700 people and created 598,000 impressions INSTAGRAM: The Travel & Adventure Show Instagram posted 10 times resulting in 157 likes, with #ChicagoTravelShow reaching over 950,000 Chicago - area Instagram users and creating over 1,800,000 impressions. #ChicagoTravelShow was used in 186 posts throughout the weekend by Chicago Travel & Adventure Show attendees, resulting in 5,700 likes and over 245 comments. I was looking for information on Italy and I found the vendors very well informed and eager to help with our trip. Wendy Wronski A lot of information for many destinations in one place. I had a great day here. Kathy Tindle The Travel & Adventure Show is always a great start to my next year s travel plans. There are so many places I have yet to visit. Julene Lavelli

6 Join Us In These Markets WASHINGTON D.C. JANUARY 14-15, 2017 CHICAGO JANUARY 21-22, 2017 SAN FRANCISCO/BAY AREA FEBRUARY 11-12, 2017 INTERESTED IN EXHIBITING/SPONSORING: P: E: NATIONAL MEDIA SPONSOR: PRODUCED BY: 1000 Travel Tips.com LOS ANGELES FEBRUARY 18-19, 2017 SAN DIEGO MARCH 4-5, 2017 DENVER MARCH 18-19, 2017 PHILADELPHIA MARCH 25-26, 2017 DALLAS APRIL 1-2, 2017 FIND US: /TravAdventure /TravAdventure