April 15

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CONNECTING AMERICA – CAMPAIGN OVERVIEW • Position West Coast of Canada as a World Class Culinary destination • Target key markets in US with direct Air access to YVR: New York, Los Angeles, San Francisco, Seattle, Houston, Dallas, Chicago • Showcase what guests love to do on vacation - Stay, Taste, Explore and Connect • Feature Fairmont properties as the gateway for unique experiences with local partners and wild destinations – Inter province/ cross industry • Goals: 8,000,000 Impressions / 25,000 Video Views / 20,000 Web Sessions September 26, 2017

• Timeline: April 15 – August 15, 2017 PARTNERS:

SLCC

CAMPAIGN TACTICS TIMELINE • • • • • •

May Programmatic Display / Retargeting Organic Social / Facebook & Instagram Ads Flight Aware Mobile Open Table /Just Luxe Fairmont Emails PPC Bing / Google Search Advertising

September 26, 2017

• • • •

April 15 – 30 worldclasswild.com web hub TripAdvisor Sponsored Content & Mobile Seattle Mag Email & Print Fairmont Pacific Rim E-newsletter

• • • •

June - August Continue all launched campaigns Experience Photo / Video Shoots Press Release / Media visits Content Marketing

TARGETS DEMOGRAPHIC

September 26, 2017

TARGETS DEMOGRAPHIC

September 26, 2017

May – August 30 RESULTS • 16.6 M Ad Impressions Delivered / 105,339 Video Views (Facebook/Youtube) • Display advertising brought 57% of visits, followed by Facebook (18%), Just Luxe (5%) • Web Hub Sessions : 44,228 Sessions and 32,300 Unique Users • Top Responding Regions: Texas, Illinois, NY, Florida • Demo: 35-44 best performing market for visits and engagement on web hub, while on Facebook 55-65+ had strongest ad click through rate. Male/Female had similar engagement and majority of ads were served on mobile September 27, 2017

• Stay & Taste offer booked over 1300 room nights and $600K USD to date • Customers responding to culinary oriented imagery and search copy

WORLDCLASSWILD.COM WEB HUB Sessions: 44,228 Users: 32,300 Page Views: 55,400 Avg Time on Site: 2:20 min - 4,381 On Page Video Views September 27, to 2017Partner Sites - 1900 Clicks & Restaurants - 250 Clicks to Plan Your Stay

EXPERIENCE PAGES Page Title

World Class Wild – Fairmont Culinary Experiences Tea to Train Tracks - Fairmont Hotel Vancouver and Rocky Mountaineer Hives to Honey - Fairmont Waterfront in Vancouver Gardens to Glass - Fairmont Empress and Victoria Distillers Forage to Fork Botanist Restaurant, September 26,-2017 Fairmont Pacific Rim Cranberries to Cocktails - Fairmont Drinks in Vancouver, Victoria, Whistler Coast to Catch - Ocean Lodge, Haida Gwaii and Sustainable Seafood Clouds to Canapés - Fairmont Vancouver Airport, Air North and Helijet Alpine to Après - Fairmont Chateau Whistler, The Adventure Group and SLCC

Pageviews 10,521 6,198 5,173 3,257 3,139 2,439 3,737 4,627 3,958

• 8 Unique Experience Pages Created

TOP TRAFFIC SOURCES

September 26, 2017

• edm = Email • Filtered view does not represent all traffic

DISPLAY / PROGRAMMATIC CREATIVE • 8 different rich media ads creative for the different experiences • Top Performing Experience Ad Examples – Above Avg CTR of 0.46%

September 27, 2017

SOCIAL MEDIA & SOCIAL ADVERTISING • Facebook/Instagram: 1.49M Impressions / 1.07% click through rate,

September 26, 2017

Just Luxe Native Content /Open Table Ads Impressions Delivered: 1.22 Million Clicks: 1,748 - 0.14% avg click through. Just Luxe social posts had best performance

September 27, 2017

TRIPADVISOR NATIVE / SPONSORED CONTENT • Ad Impressions – 2.3Million • CTR - . 0.47% above avg of .15%

September 27, 2017

Sponsored landing page – View full page

#WORLDCLASSWILD • • • •

Organic Social Impressions: 820,017 with 458 posts to #WorldClassWild Social Advertising Impressions: 1.49M with 9,500 clicks to site Top Influencer in June: @JustLuxe Top Evangelist in June: @tagwhistler

September 27, 2017

EMAIL MARKETING • 3 Eblasts sent to over 140,000 contacts • WCW email had Avg open rate 33% / 7.85% click through

September 26, 2017

DISPLAY – Just Luxe /Open Table

September 26, 2017

MOBILE SPECIFIC TripAdvisor - 108 clicks

September 26, 2017

Facebook Canvas Mobile Ads – view demo

Flightaware

- 425 clicks / 0.27% CTR