1

THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION (GNMAA)

AND NBC 5 CHICAGO

TULIP DAYS– THE MAGNIFICENT MILE MARKETING CAMPAIGN 2008-2009

THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION (GNMAA)

AND NBC 5 CHICAGO

TULIP DAYS– THE MAGNIFICENT MILE MARKETING CAMPAIGN 2008-2009

2

“DRAB TO FAB: TULIP MAKEOVER!”

“DRESS UP YOUR TABLE WITH TULIPS!”

“IT’S EASY BEING GREEN!”

“TULIP DAYS AT THE CHICAGOLAND FLOWER & GARDEN SHOW!”

SUMMARY OF NBC 5 CHICAGO MARKETING CONCEPTS

SUMMARY OF NBC 5 CHICAGO MARKETING CONCEPTS

3

TIMING: MARCH-MAY, 2009MARKETING CONCEPT:NBC 5 would create a fun consumer sweepstakes encouraging viewers to log onto nbcchicago.com to enter for their chance to win a garden tulip makeover! Users would upload images of their current gardens that may be need of a professional makeover. NBC 5 would feature these images on nbcchicago.com. Users would vote for their favorite garden. The winner would receive a garden makeover by a professional gardener!TELEVISION EXPOSURE: GNMAA would receive (1) (:15) promotional

commercial to air on NBC 5 CHICAGOINTERNET EXPOSURE: GNMAA would receive ad placement exposure

throughout nbcchicago.com GNMAA would receive an exclusive microsite including

“TULIP DAYS” information, gardening tips, consumer sweepstakes information, and more

4

TIMING: MARCH-MAY, 2009 MARKETING CONCEPT:NBC 5 would create an exciting consumer sweepstakes encouraging viewers to create a beautiful table centerpiece with tulips. The winner would have the opportunity to feature their winning tulip centerpiece on Wayne’s Weekend!TELEVISION EXPOSURE: GNMAA would receive (1) (:15) promotional

commercial to air on NBC 5 CHICAGOINTERNET EXPOSURE: GNMAA would receive ad placement exposure

throughout nbcchicago.com GNMAA would receive an exclusive microsite

including “TULIP DAYS” information, decorating tips, consumer sweepstakes information, and more

5

TIMING: MARCH-MAY, 2009 MARKETING CONCEPT:NBC 5 would create “It’s Easy Being Green!” A fun promotion focused on helping Chicago and surrounding communities “go green.” GNMAA would have the opportunity to feature green tips on their nbcchicago.com microsite and users would have the opportunity to enter to win great prizes from GNMAA!TELEVISION EXPOSURE: GNMAA would receive (1) (:15) promotional commercial

to air on NBC 5 CHICAGOINTERNET EXPOSURE: GNMAA would receive ad placement exposure

throughout nbcchicago.com GNMAA would receive an exclusive microsite including

“TULIP DAYS” information, green tips, consumer sweepstakes information, and more

6

TIMING: FEB-MARCH, 2009MARKETING CONCEPT:The CHICAGOLAND FLOWER & GARDEN SHOW would create a fabulous “TULIP DAYS” area encouraging consumers to visit The Magnificent Mile to observe the beautiful designs created by “TULIP DAYS” Consumers would have the opportunity to enter for their chance to win featured Magnificent Mile store gift certificates!TELEVISION EXPOSURE: GNMAA would receive (1) (:15)

CHICAGOLAND FLOWER & GARDEN SHOW promotional commercial to air on NBC 5 CHICAGO

INTERNET EXPOSURE: GNMAA would receive ad placement exposure

on the CHICAGOLAND FLOWER & GARDEN SHOW microsite

7

MARKETING PARTNERSHIP KEY COMPONENTS

SPONSORSHIP LEVEL 1

TELEVISION EXPOSURE NBC 5 would produce and create (1) (:15) promotional commercial for GNMAA

to air on NBC 5 CHICAGO NBC 5 would endeavor to feature GNMAA executive guest appearance on the

NBC 5 NEWS Recommended broadcast schedule:

INTERNET EXPOSURE nbcchicago.com would create (1) exclusive microsite devoted to GNMAA

TULIP DAYS nbcchicago.com would rotate the following website ad units on the

HOMEPAGE, AROUND TOWN, WEATHER and NEWS Channels: 300x250 Display ad; 728x90 Leaderboard ad

Minimum total impressions: 500,000

THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION & NBC 5

PRO GRAM DAY DAYPART LENGTH TO TAL FREQNBC 5 NEWS & TO DAY SHO W M-F 6-9A :15 20

NBC 5 NEWS M-F 430-630P :15 20

NBC 5 NEWS M-F 10-10:35P :15 20

TO TAL FREQ UENCY: 60

8

MARKETING PARTNERSHIP KEY COMPONENTS

SPONSORSHIP LEVEL 2

TELEVISION EXPOSURE NBC 5 would produce and create (1) (:15) promotional commercial for GNMAA

to air on NBC 5 CHICAGO NBC 5 would endeavor to feature GNMAA executive guest appearance on the

NBC 5 NEWS Recommended broadcast schedule:

INTERNET EXPOSURE nbcchicago.com would create (1) exclusive microsite devoted to GNMAA

TULIP DAYS nbcchicago.com would rotate the following website ad units on the

HOMEPAGE, AROUND TOWN, WEATHER and NEWS Channels: 300x250 Display ad; 728x90 Leaderboard ad

Minimum total impressions: 300,000

THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION & NBC 5

PRO GRAM DAY DAYPART LENGTH TO TAL FREQNBC 5 NEWS & TO DAY SHO W M-F 6-9A :15 15

NBC 5 NEWS M-F 430-630P :15 15

NBC 5 NEWS M-F 10-10:35P :15 15

TO TAL FREQ UENCY: 45