2020 Highway of Heroes Remembrance Day Section Sponsorship

Paul De Young & Terry Gogna Summary

• Total Cost: $25K • Flight Duration: Nov 6- 13 • Print & Multi-Platform Digital • Total campaign impressions: 1,750,000

Package Includes: • 4 - Advertorial Articles Driven by our content and written by Postmedia Journalists • 4 – Infographics Content becomes the property of HOHTC moving forward. • 18 – Half page ads – 3 in each of the follow 6 publications: National Post, Toronto Sun, Windsor Star, London Free Press, Belleville Intelligencer, Kingston Whig-Standard • Branded Ownership of Toronto Sun Remembrance Day Page: HOH will own Toronto Sun’ Remembrance Day vertical for the entire duration of the program, complete with 100% SOV display banners on channel index and all contextually relevant editorial content within. • Audio advertising on Spotify, Google Music, and Soundcloud 15/30 audio spots on the above digital audio platforms, targeted to the entire 401 for nearby residents and 401 travellers. 100,000 impressions during Nov 6-13.

Optional Add-on - 2x Cover Wraps (approximately $10k/ea) for an addition $5K

Original Campaign Proposal from Postmedia follows. >> PROGRAM OVERVIEW

Remembrance Day is a solemn day of reflection for Canada and its closest allies all around the world. Acting as a voice for Canadians from coast-to-coast, The National Post + Toronto Sun are excited at the opportunity to bring the stories of the Highway of Heroes to Life. In fact, it is thought that the inspiration for the Highway of Heroes name may have come from a Toronto Sun article in 2007 interviewing the organizer of the first repatriation of an Afghanistan War soldier in 2002.

HOH will have ownership of a 2-week Remembrance Special Section content hub on The Toronto Sun for organic content alignment and achieve scale in messaging via programmatic display (video/images). To strengthen that contextual message we will deliver high-impact print advertising, Podcast sponsorship, infographics, and digital audio ads along the 401 route. BRANDED CONTENT

Postmedia is honoured to help celebrate Canada’s sacrifices in war and peace with the Highway of Heroes. We have a long history of covering Canada’s history – from a mock 1917 cover on Canada’s momentous victory at Vimy to yearly coverage on the soldiers of now, and their stories, to yearly features in the Toronto Sun

Postmedia is open to either accepting pre-written content from HOH or producing net new content (videos, articles, infographics) in close collaboration with HOH. All content lives forever on TorontoSun.com and will be promoted across Ontario via on-on- network driver ads, social amplification, and cobrand drivers on and off our network.

Time and time again, branded content has proven to be the best vehicle for educating, engaging, and captivating readers. Leveraging Postmedia’s pedigree and brand with the incredible and everyday stories of our troops makes for the perfect medium to drive attention to the Highway of Heroes.

*Content can be produced by Postmedia and/or HOH. Any content produced by Postmedia will include license for HOH to own/republish. INFOGRAPHICS

To complement and enhance the impact of HOH’s sponsorship, and of Remembrance Day itself, we will create 8 infographic covering

Infographics provide readers will an alternate way to digest the content and engage readers visually. Ideas for potential topics include ü A breakdown of the traditional repatriation route ü Highlighting heroic Canadian stories ü Inform Canadians of the A Tree for Every Hero campaign

HOH will have full control over the copy and visuals of the infographic and ability to repurpose/republish on other platforms after the campaign is over.

ü Increased time spent on page ü Content is easy to digest ü Rights to repurposes and reuse ü Complete client control/approval CONTENT DEPLOYMENT OFF-NETWORK: Your content will also be deployed from Financial Post’s social channels using audience segments on Facebook, Twitter, Instagram, and ON-NETWORK: Native ad units & cobrand drivers will LinkedIn. (ex. Toronto Sun with Highway of Heroes) attract relevant readers from across Postmedia’s national network of new sites, straight to your content.

*For mock purposes only. Toronto Sun Remembrance CHANNEL

Coverage of Remembrance Day is a yearly event for Postmedia, but with HOH involvement – we can highlight our troops in a new, and high- impact way. We will create a sub-channel on the Toronto Sun’s home page will house all your content, infographics, and editorial content for the 2 week duration of your campaign.

HOH will have 100% share of voice (SOV) around the content hub index page as well as all editorial articles published within. This includes brandsell ads, clickable logo, and various other touchpoints. Toronto Sun Remembrance CHANNEL

HOH will own Toronto Sun’ Remembrance Day vertical for the entire duration of the program, complete with 100% SOV display banners on channel index and all contextually relevant editorial content within.

This will serve as HOH’s content hub for the content campaign and be accessible via the Toronto Sun’s homepage navigation bar, promoted social posts, native ads, and cobrand drivers on/off Postmedia’s network.

Once a user lands on the page, there will be various touchpoints and pointers clicking out to HOH’s landing page of choice.

ü Sponsored articles + infographics ü 100% share of voice (SOV) display banners ü Relevant Remembrance Day organic editorial ü Video player with HOH pre-roll + custom video ü Various touchpoints driving users to HOH site

*For mock purposes only. Highway of Heroes in Print

Postmedia is open to bold and institutive print executions – especially those revolving around the Canadian Armed Forces. On the 100th Anniversary of Vimy Ridge, we published this mock cover overtop of the day’s National Post – with real stories and photos from the day Canada heard the news of our victory. This November 11th, why not highlight the final days of the Battle of the Somme (July-November 1916) – a fundamental battle in Canada’s military history which saw the loss of more than 24,000 Canadians.

The following publications will be included: ü National Post (Ontario Edition) ü Toronto Sun ü London Free Press ü Belleville Intelligencer ü Kingston Whig-Standard ü Windsor Star ü Cornwall Standard-Freeholder

*For mock purposes only. Digital Audio Advertising

Tell moving stories in 30 second radios ads played through Spotify, Google Music, and SoundCloud.

Targeted along the route of the Highway of Heroes, there is no better way to help Canadians feel the weight of the stretch of highway they’re on.

We can target based on many different audience indicators – but will primarily use geo-targeting the capture those along the 401. FRONT COVER WRAPS

In additional to our intelligent digital plan, we strongly recommend including strategic print insertions that leverage both HOH’s sponsored content and brand message. These will be placed in contextually relevant small business environments to ensure effectiveness.

With the purchase of the full digital program, we can offer 5x two-page cover wraps for an additional $10K NET.

We recommend HIGH-IMPACT COVER WRAPS in the following Postmedia publications:

ü National Post (Ontario Edition) ü Toronto Sun ü Windsor Star ü London Free Press ü Belleville Intelligencer ü Kingston Whig Standard

*For mock purposes only. Digital Value Campaign Value DIGITAL INVESTMENT $25K NET $50K NET

DIGITAL Details Ad Unit (s) Flight Impressions CPM Total Cost HOH 2020 Content Integration

Clickable Logo 970x250 Billboard or 728x90 160,000 Ownership of Remembrance Day content Leaderboard impressions + hub on Toronto Sun+ 4x Advertorial Digital Content Hub + Custom Content 2 weeks 300x250 Big Box 1,500 PVs per Flat Articles + 4x Infographics produced for with 100% SOV display banners November 6-13 300x600 Tallblock article Highway of Heroes Content Module (estimated) Resource Centre Digital Audio Advertising

Audio advertising on Spotify, Google Targeted broadcast campaign along the 15/30 second audio ad 2 weeks 100,000 $20.00 Music, and Soundcloud 401 HOH between Toronto + Trenton Voice talent included, if needed November 6-13 $25,000 Content Drivers Postmedia Network + Audience Native Advertising Multiplatform Native Ads 350,000 $17.00 Segments/Keywords provided by HOH

300x600 RSS 50,000 $17.00 Postmedia Network + Audience 2 weeks RSS Cobrand Drivers Segments/Keywords provided by HOH 300x250 November 6-13 100,000 $16.00 Facebook, Twitter, Instagram, LinkedIn + Social Amplification Audience Segments/Keywords provided Promoted Social Posts 500,000 $20.00 by HOH

Total Digital 1,750,000 eCPM - $14.28 $25,000

2x Cover Wraps: + $5K

*Heavily Discounted with the purchase of full $25K program Detailed Print Breakdown ( complimentary with $25K Digital Package)

PACKAGE $25K Week of Nov 2 Week of Nov 9 Week of Nov 9 National Post Half page $3,104 $3,104 $3,104 Toronto Sun Half page $1,402 $1,402 $1,402 Windsor Star Half page $1,543 $1,543 $1,543 London Free Press Half page $1,872 $1,872 $1,872 Kingston Whig Standard Half page $932 $932 $932 Belleville Intelligencer Half page $995 $995 $995 $9,848 $9,848 $9,848 $29,544 Total ($3,840.72) 13% Discount $25,703 Total + tax

Colour Print Ads Full Page Half page National Post $6,209 $3,104 Toronto Sun $2,804 $1,402 Windsor Star $3,087 $1,543 London Free Press $3,744 $1,872 Kingston Whig Standard $1,864 $932 Belleville Intelligencer $1,991 $995

*For mock purposes only. THANK YOU!

Paul De Young Media Sales Team Lead

Terry Gogna Media Sales Consultant

Scott Dixon IMAGE Media Strategy

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