RE/MAX of Western Canada Spring 2014 CampaignJanuary 13 – April 20, 2014

Multi-Screen Campaign on Television, Desktop,

Laptop, Smartphone and Tablet

304 Million Impressions

10+Million

Ads

$1.99 in Value

for every $1 Spent

RE/MAX of Western Canada Spring 2014 CampaignMEDIA / MARKET DETAIL January February March April May June

OUT OF HOME

ALL MARKETS Balloon Program

TELEVISION

ALL MARKETS Local Conventional TV DATES VARY BY MARKET

ALL MARKETS Online Television Viewing (Global, CTV, HGTV)

BC / ALBERTA Global Weather Sponsorship

ALL MARKETS Real Estate Wednesdays Sponsorship on HGTV

ALL MARKETS WHL Partnership

BC / ALBERTA Canucks, Flames & Oilers Rinkboards

SASKATCHEWAN / MANITOBA Jets on TSN

BC / ALBERTA Hockey Now Magazine (+ hockeynow.ca)

ALL MARKETS* Organ Transplant Sponsorship

DIGITAL

ALL MARKETS Google Search Engine Optimization

ALL MARKETS Google Adwords (incl. Mobile)

ALL MARKETS Google Re-Targeting (incl. Mobile)

ALL MARKETS Google Interest Category Display (incl. Mobile)

ALL MARKETS YouTube Pre-Roll (incl. Mobile)

ALL MARKETS HGTV.ca

ALL MARKETS TheWeatherNetwork.com (Mobile only)

ALL MARKETS Facebook (incl. Mobile)

Television Campaign Highlights• RE/MAX returns this spring with specialty and

conventional television buys targeting Western Canadians who are interested in buying or selling their homes

• The programming selection is PVR-resistant, focusing on live viewed content like News and Sports in addition to Top 20 must-see TV

• Multi-cultural audiences in Vancouver, Calgary and Edmonton are reached through in-language 10 second spots, airing in Punjabi, Mandarin and Cantonese local news programming

• Balloon, Collection and Miracle Home billboard spots air in combination with 15 seconds commercials Closet Space and Nerd Cave (creative message varies by market)

• The television campaign is visible wherever the viewer chooses to watch, whether its from the comfort of their living rooms or if they’re on the go via video advertising on top TV stations’ websites

Television Content Integration

Global WeatherWatch (BC) and WeatherLive (AB) Sponsorships• High frequency Global News weather sponsorship provides integrated

presence in top ranked local news in Vancouver, Calgary, Edmonton, Lethbridge and Kelowna

• 52 week presence, delivering over 278 million impressions!• *New for 2014* sponsorship placement on 24-hour news channel BC1

Real Estate Wednesdays on HGTV Presented by RE/MAX• Returning this spring, sponsorship of HGTV’s real estate-themed night

of the week reaches people with an interest in the home buying and selling process

• Prominent sponsorship recognition in 30 second spots promoting Real Estate Wednesdays shows including Hawaii Life and Island Hunters

• High frequency 15 second spots, 10 second closed captioning and program sponsorship billboards run throughout primetime on Wednesday nights

Organ Donor Awareness• RE/MAX proudly promotes Organ Donor Awareness month with

sponsorship recognition in an awareness campaign running on TV, print, bus tails and online this April

NHL Hockey• Vancouver Canucks

– RE/MAX has dominant presence with the coveted corner ice rinkboard at Rogers Arena, which places RE/MAX front and centre in game highlight footage

– High-visibility Power Ring and Score Clock

• Edmonton Oilers – An integrated package with the Oilers, including a Rexall

Place rinkboard for one period per home game and the “RE/MAX Outstanding Play, Outstanding Result” in-game feature on all Oilers broadcasts on Sportsnet West and Sportsnet One

• Calgary Flames – One RE/MAX rinkboard for one period per home game at

the Saddledome – Sponsorship of the 50/50 draw, Power Ring, tickets,

uniforms, and concourse 8 x 16’ sign

• Winnipeg Jets– High frequency :15 second spot schedule running in Jets

games on TSN

WHL and Minor HockeyWHL Sponsorship• RE/MAX reaches junior hockey fans in 17 cities

across Western Canada• The 2013/2014 season package includes:

– In-Arena Rinkboards and Video Contest Promotions

– Online presence– RE/MAX Home Team hockey ticket contest is a

possible agent/client contact point – Promoted on whl.ca, remax-western.ca, and on

both WHL and RE/MAX social media sites• To add extra traction to the sponsorship, RE/MAX will

run a Facebook campaign January 13-February 9 promoting a ticket giveaway contest, where people can enter online to win prize packs of 10 tickets to a local WHL game courtesy of RE/MAX

Hockey Now Magazine• RE/MAX promotes the WHL Home Team contest

with ¼ page ads in Hockey Now Magazine, which reaches minor hockey teams via distribution in community arenas

Relevant Environment(Content Targeting)

Category(Interest based, behavioral targeting)

High Interest(Keyword Search Targeting)

Bulls-Eye(Re-Targeting)

Online Strategy

Google Adwords

Google Re-Targeting

• The online media approach for 2014 features a variety of multi-layered online activities; each component engages with the prospect on a different level starting with relevant and related content through to highly targeted tactical initiatives:

Google Interest Category Display & Video Pre-Roll

Site Specific Display

Digital Highlights

AdWords– Real estate keyword searches on Google will trigger text ads appearing next

to the search results, allowing RE/MAX to instantly reach people searching for real estate information online

– Accessible on multi-platforms including desktop, laptop, smartphone and tablet, putting RE/MAX front and centre for all real estate-related searches on Canada’s number one search engine at any time and on any device

Re-Marketing• To reinforce the message, RE/MAX display ads will

be shown to people who have already visited remax.ca

• Ads “follow” people who have already visited remax.ca as they leave the site to browse on other online properties, keeping RE/MAX top of mind

*New for 2014* Interest Category Display• Google’s wide network of sites allows us to serve

display ads to people interested in relevant content categories including real estate, home improvement, home décor, finance, news, family and more

Layered Google Strategy

YouTube Pre-Roll• *New for 2014* video pre-roll advertising on YouTube, the #1 ranked video viewing source in

Western Canada• Canadians are the second highest online video consumers in the World! • Viewers will be shown RE/MAX’s :15 second pre-roll ads prior viewing their selected video• Qualified visitors are targeted based on the content of the videos they are viewing• Selected video content includes the following categories: real estate, home improvement, news,

weather, finance and more

Real Estate Wednesdays @ HGTV.ca

• Online layer of the HGTV Real Estate Wednesdays television sponsorship

• Provides exclusive ownership of the Real Estate Wednesdays micro-site

• Co-branded RE/MAX and HGTV ads run throughout HGTV.ca promoting Real Estate Wednesdays

• RE/MAX display ads provide additional frequency of message and run throughout the site

• Home page tv listing sponsorship placement on Wednesdays delivers hundreds of thousands of impressions

• Timing mirrors the HGTV springtelevision sponsorship

• Ads are geo-targeted to Western Canada

Weather Network Mobile• WeatherEye is ranked as the #1 Weather Smartphone

App in Western Canada• Campaign focuses on mobile-only platforms, keeping

on-trend with evolving media habits• 40 weeks of presence, up from 22 weeks in 2013• View RE/MAX ads on mobile phones (iPhones,

Blackberries, and Androids) and tablets (iPads and Android)

Spring 2014 Campaign Delivery

Note: Several of the online components are based on a bidding system similar to an auction; therefore we cannot report the number of online ads and impressions until the campaign is complete

# of AdsAdult 25-64

ImpressionsAdult 18+

ImpressionsTELEVISIONLocal Conventional + Specialty 29,895 119,371,590 169,874,955Global Weather (outside campaign weeks) 6,000 56,630,924 80,590,162Television Pre-Roll for Online Television Viewing 801,334 560,934 801,334Subtotal 837,229 176,563,448 251,266,450

SPORTS MARKETINGTSN Hockey - Jets 370 3,011,908 4,286,177Canucks, Flames, Oilers and WHL In-Arena 90 25,372,437 36,190,143Hockey Now Magazine 10 200,000 200,000Subtotal 470 28,584,345 40,676,320

ONLINESearch Engine Marketing on Google TBD TBD TBDGoogle Re-Targeting Display TBD TBD TBDGoogle Interest Category Display TBD TBD TBDYouTube Pre-Roll TBD TBD TBDHGTV.ca 1,200,000 840,000 1,200,000Weather Network Mobile 5,087,500 3,561,250 5,087,500Facebook TBD TBD TBDSubtotal 6,287,500 4,401,250 6,287,500

COMMERCIAL DIVISIONMagazine + Online 3,202,646 6,156,915 6,156,915Subtotal 3,202,646 6,156,915 6,156,915

CAMPAIGN TOTAL 10,327,845 215,705,958 304,387,185

Commercial Division 2014 Plan• The 2014 strategy places a heavier focus on reaching the

commercial real estate decision maker through online media • This strategy meets the objective of building and sustaining

awareness of the RE/MAX Commercial Division, and drives impressions up 50% year over year!

• Recommended sites include: – Business pages of top daily newspaper sites across

Western Canada (Vancouver, Sun, Calgary Herald, etc.)– Leading business magazine sites like Canadian Business,

Macleans, Time, Profit and MoneySense– Business and commercial real estate interest targeting

through site networks offered by Google and Suite66• Magazine readership is still strong for the target group and will

remain on the buy at a reduced level to enable more investment online

• Featured publications include: BC Business, Alberta Venture, Western Investor, Western Producer, Business Examiner Vancouver Island, Business Examiner Thompson Okanagan, Office Space, Relocation Guide and Book of Lists

Commercial Division 2014 Campaign ScheduleMedia and Vehicle JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCTOBER NOV DEC

Print

Western CanadaWestern Investor JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

Western Producer x x x x x x x x x x

British ColumbiaBC Top 100 Sponsorship JULY TOP 100

BC Business JAN FEB MAY OCT

BC Business JAN FEB MAY OCT

Business Examiner Vancouver Island MARCH APRIL MAY JUNE JULY AUG SEPT NOV DEC

Business Examiner Thompson/Okanagan JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

Office Space Annual supplement to BIV - Published April 29

Relocation Guide Annual Supplement in BIV - Published December 17 2013

BIV Book of Lists Annual compilation - Published August 26

AlbertaAlberta Venture JAN MAY JUNE JULY SEPT NOV

Online

Western InvestorWestern Producer x x x x x x x x x x

Rogers News/Info Custom Channel

(Canadian Business, MacLean's,

MoneySense, Profit & Time)

Canadian Business eblast Oct/Nov - Date TBD

Canadian Business eblast Aug/Sept - Date TBD

Postmedia Daily Newspaper Websites: Business Channels

Suite 66 Performance Network

Google Search and Display