Brand USA Extended Reach Opportunities Brand USA Extended Reach Publisher Programs Summary: Brand USA has partnered with publishers and tourism supporting marketing organizations to provide our industry partners with four types of cooperative opportunities: 1. 1:1 — Brand USA Match + Publisher In-Kind Match 2. Joint Media Planning & Buying 3. Direct Channel Supplier Activation 4. Non-Advertising The primary objective for these programs is to extend our reach Internationally for both USA as an umbrella organization and our US travel industry partners or travel sellers selling US travel products. The goal of our extended reach programs is increase in-bound travel from international points of origin.

Brand USA Extended Reach Programs Summary: Brand USA will match advertiser investment on these channels. Advertiser must include Brand USA logo on all media and landing page results. Participating Publishers: • Travelzoo • Expedia • TripAdvisor • Travelocity/Last Minute/Zuji

TravelZoo: Top 20 Newsletter: Advertiser buys x number of emails = Brand USA matches the advertisers buy = Travelzoo matches the advertisers buy with bonus distribution Newsflash Emails (stand-alone email product): Advertiser buys x number of emails=Brand USA matches the advertisers buy = Travelzoo matches the advertisers buy with bonus distribution Cost Per Click Advertising: Advertiser buys x number of clicks=Brand USA matches the advertisers buy = Travelzoo matches the advertisers buy in bonus clicks Destination of the Week: Advertiser pays 1/3 of the cost of the program=Brand USA pays additional 1/3 the cost of the program =Travelzoo reduces the cost of the program by 1/3.

Expedia Summary: All US Travel Industry partners or suppliers selling US Travel products are eligible for Brand USA Match on Expedia International Points of Sale. Added Value: Expedia will provide Brand USA Match on the Brand USA industry match — providing Brand USA with up to $1.1 Million in additional media exposure that will link to a custom microsite designed and developed in-kind to Brand USA on Expedia. This microsite will provide feature content on each of the participating advertisers in the Expedia International Brand USA extended reach program.

• OnTheSnow / Skiinfo.com • Essentially America - Print

Brand USA • 1725 Eye Street NW • Suite 800 • Washington, DC 20006 For information about partnership opportunities, please contact Michael Carroll, Director of Partner Programs 202.536.2078 direct line • [email protected]

Brand USA Extended Reach Opportunities (continued)

OnTheSnow/Skiinfo/Mountain News Corp.

TripAdvisor

Summary: All US Travel Industry partners or suppliers selling US Travel products are eligible for Brand USA Match on OnTheSnow/Skiinfo International Points of Sale. There will be two cooperative program options available:

Summary: All US Travel Industry partners or suppliers selling US Travel products are eligible for Brand USA Match on TripAdvisor International Points of Sale.

Option I: Ski USA International Point-of-Sale — Microsite Package • Partner offers will be promoted heavily within the Ski USA platform. Promotion for each of the (8) eight international markets will see a minimum of 5,000,000 promotional impressions per market. • Multi-media promotion of the Ski USA platform includes: • Online Display Advertising • eMarketing, Social Media, Mobile, Paid Search — 300,000 impressions in 300 x 250 Themed Travel Offer (on country specific website) • Partner Investment: $10,000 per market • Brand USA Investment: $10,000 per market Total Cost: $20,000 (Funded 50% through Brand USA match program) Option II: Custom Cooperative Packages • Ski USA partners have the opportunity to purchase a lá carte ad impressions on Mountain News Corporation’s international platform which includes Skiinfo and OnTheSnow to help promote inbound US Travel from international points-of-sale to the advertising partner’s resort or destination. • OnTheSnow and Skiinfo will offer Ski USA advertising partners a 1:1 match in addition to leveraging Mountain News Corporation’s in-kind partnership agreement established by Brand USA (e.g. $10,000 investment provides $20,000 in inventory). • Partner Investment: $10,000 minimum spend (investment levels will vary) • Brand USA Investment: Match of partner investment. Added Value — Microsite Feature for $50K+ annual spend

Bonus: TripAdvisor will be providing an additional match of Brand USA investment in In-Kind media targeted towards all International IPs on that will drive traffic to Discoveramerica.com TripTuner custom landing page.

Travelocity/Lastminute/Zuji Summary: All US Travel Industry partners or suppliers selling US Travel products are eligible for Brand USA Match on Travelocity/Lastminute/Zuji International Points of Sale. Added Value: Travelocity/Lastminute/Zuji will provide Brand USA Match on the Brand USA industry match — additional media exposure will link to a custom microsite designed and developed in-kind to Brand USA on Travelocity/Lastminute/Zuji. This microsite will provide feature content on each of the participating advertisers in the Travelocity/Lastminute/Zuji International Brand USA extended reach program. All Digital Program Requirements: Added Value: Brand USA will feature advertiser on USA microsite or custom landing page where all in-kind media from publisher will be directed. In-Kind media will valued at $1:$1 total Brand USA investment. Advertiser Requirements: • Advertiser must include Brand USA logo on all media and landing pages. • Brand USA will bill advertiser in full at the time of contract signing, due on receipt. • Only available for International POS • Advertisers that are renewing contracts with publishers must renew at the same level of spend to be eligible for the matching funds (funds used to extend reach). • All new advertisers will be eligible.

Brand USA Extended Reach Opportunities (continued)

PRINT Brand USA Match + Publisher In-Kind Match Essentially America Summary: A special issue of Essentially America this December, produced in association with Brand USA. This will incorporate the award-winning content of Essentially America, the targeted distribution of The Sunday Telegraph and the co-branding of Brand USA / Discover America. • All advertising is 50% co-funded by Brand USA. • Distribution: 100,000 Projected Readership: 185,000 • Distributed in Central London in The Sunday Telegraph on December 2. The Sunday Telegraph has the highest composition of readership aged 35+ and in the top three social strata of any British newspaper. This is the key target group for holiday travellers from the UK to the USA

JOINT MEDIA PLANNING & BUYING EXTENDED REACH Summary: Brand USA to provide 30% (through 9/30/12) additional funds to extend advertiser reach. • Google (Display, YouTube, AdMob) • Google Search *large managed accounts • Miles Media Managed Google Search + Optional DMO Industry Partner Added Coop Search

Google Summary: Extend your reach by 30% (through 9/30/12) on Google media platforms. Google offers a customized branding solution across the fastest growing digital mediums — display, video and mobile — on trusted Google networks and sites. Reach travelers on three platforms with one single buy — Customize your media mix, targeting criteria and specific markets Unparalleled reach in Brand USA International target markets Link your ads directly to your website Maintain 100% control your brand and messaging within your ad creative with the requirement of including the Brand USA logo in your media and landing page. *eligibility for extended reach only

*Google Search: 30% (through 9/30/12) Extended reach program available through Google direct for all partners currently working with search agency on their International search campaigns. All campaigns must include URL www.partner(x).com/ discoveramerica in the contextual search content, plus Brand USA LOGO on landing page

Miles Media Summary: US Travel Industry Partners or US Travel sellers that do not currently have an International Search strategy can work with Miles Media to plan / buy / report strategically on an International SEM program. Brand USA will extend the reach of all campaigns by 30% (through 9/30/12) provided that the advertiser includes the Brand USA logo on the landing page, and includes in the URL www.url.com/discoveramerica Program Highlights • Brand USA’s $100 Million dollar marketing budget will elevate the USA’s international presence to new levels, meaning more people searching for your destination online • Brand USA will subsidize your program investment by 30% (through 9/30/12) • All search engine marketing will be in native languages, matching how consumers search • The performance-based, demand-based program means you only pay for what you get. • You will benefit from the research, optimization and management without the start-up costs of running your own international search program • Free landing page templates and optimization for your destination’s site • Ability to create co-ops for your own industry participants, driving high-value international consumers directly to their doors The Product There are two types of International SEM programs, both offering targeted traffic generation in key markets, with the cost of the programs shared by Brand USA, partner destinations and possible industry participants. In both cases, the consumer traffic is driven to the destination website directly from the paid search terms.

Brand USA Extended Reach Opportunities (continued)

Option 1: Destinations select the Brand USA pillars and target countries they wish to reach. They become the call to action for the paid search advertising and prospective travelers are driven to targeted, co-branded landing pages on the destination’s website. As part of the program, Brand USA will provide a HTML landing page template at no additional cost. The destination can use that template or follow the Brand USA logo usage guidelines and create their own landing page. Option 2: The same as option 1, with the addition of another layer of co-operative marketing opportunity for the destinations’ own industry. A landing page will be developed to feature co-op participants (e.g. hotels and attractions), and industry members will pay for only the click-through traffic they receive from the destination site. All sales and service will be included within the program, and 50% of all revenue generated through the industry goes back into the media buy.

• Participation in the Brand USA TripTuner activation program will be sold in a subscription basis — reserve now and receive 16 months for the price of one (1) year. COST: Limited Time Offer: 16 Months, $10,000

NON-ADVERTISING Summary: Brand USA NON-Advertising Cooperative Programs are created to provide a leveraged service approach to International marketing efforts. Our goal at Brand USA is to provide products and services that together as an industry we can create efficiencies in scale and develop cost saving strategies for effective International Marketing efforts. • Non-Advertising Cooperative Programs will include: • Content Initiatives • Technology Tools or Licensing Opportunities • Research • Donate proprietary data to Brand USA

DIRECT CHANNEL SUPPLIER ACTIVATION Summary: Brand USA will provide on our direct channels — ­ web, social, *mobile eventually, the ability for our travel sellers of US travel product to activate potential visitors from lookers to bookers through our “inspiration engine” platform that we have built with TripTuner. • DiscoverAmerica.com/Triptuner will be our landing page platform that is designed as an “inspiration engine” • Allows visitors to the site to explore the US based on their desired experiences, destinations, or trip ideas. • Throughout the TripTuner engine we will provide the opportunity for our suppliers (tour operators, OTA, supplier direct, etc.) to post relevant product offerings throughout all of the result pages linking directly to your website for consumers to book. • Brand USA will be directing traffic to these pages from all of the in-kind media that we are receiving from our online travel publishers, as well as a % of overall SEM and display driven by our brand campaign. • Brand USA will create TripTuners that live on DA.com, Facebook, as well as in rich media ad units.

• Trade Shows • Include Brand USA in trade show boots and materials • Missions • Fam Tours • International Rep Networks • CASH CONTRIBUTIONS

CUSTOM CONTENT CREATION – Miles Media Summary: In partnership with Brand USA, Miles Media will work with our destination Partners on building out their International content that will provide our partners with relevant market specific content as well as provide Brand USA quality content on your destination for the purpose of distribution on their direct channels.

The Packages “Native creative” content teams will work with you to produce high-quality travel videos, photography and feature stories to show targeted international markets what your destination has to offer. Define country targets, Pillars you’d like to showcase, and Miles will produce and distribute your message around the globe.

Brand USA Extended Reach Opportunities (continued)

Each Content Package Includes:

TOOL LICENSING

• A dynamic 2-minute video

Summary: Brand USA will be licensing the TripTuner tool as the inspiration engine and landing page platform for our direct channels.

• A feature story, edited for your website and translated appropriatelyfor DiscoverAmerica.com and other digital distribution • 15-20 striking photographs • Brand USA’s Four Pillars are: The Great Outdoors, Urban Excitement, Culture and Indulgence

Program Benefits • Brand USA’s $100 million marketing budget will elevate the USA’s international presence to new levels • Brand USA will subsidize your program investment by 30% • All content will be co-owned: • Brand USA will distribute content through their travel journal section on DiscoverAmerica.com. • You will have full rights to use the content in all of your products and marketing channels • All content is created in-language, not written in English and translatedInternational SEO is maximized with deep, keyword-rich content and links • Premium Distribution Packages Available *

Brand USA will be licensing the TripTuner tool to our partners (destinations, tour operators, etc.) who are interested in having the TripTuner platform for their own International sites, and 100% customized for their own business. Brand USA will be paying for the $10,000 set up fee for all partners, as well providing distribution of their customized TripTuner on DA.com. NOTE: yearly licensing fee is $30K Paid to Brand USA ($10K set up fee paid by Brand USA)