MARKET PLANNING F10 H2

Non-Working

Other

Nascar

National Media

RM

PR

NASCAR comprises 74% of the total Crown Royal H2 budget

National Marketing

Spend

Local Marketing

Spend

Heartland Mkt Support

Local Media

MOW/Whiskey Fests

National Marketing Trend

Jan Feb Mar Apr May Jun28

4 1118

25

1 815

22

1 815

22

29

512

19

26

310

17

24

31

714

21

67

$334 $298 $298

$929

$14 $12 $12 $12 $14 $12

$38 $38

ESPN Integration Support (TBD)

National Cable – M21-34:30s:15sCable :15 RD

National Cable – M21-34Monthly National Cable Cost

Quarterly National Cable Cost

20

22

8

OnlineAcquisition SearchNASCAR

Monthly Cost

Quarterly Cost

$141 $28 $28 $28

$169 $55

$769 $425 $373 $41 $17 $41

$1,567 $99

Cigar Aficianado/Wine Spectator/Market Watch

PrintUptown Magazine and SponsorshipSports IllustratedSporting News

Monthly Cost

Quarterly Cost

P4CB

P4CB

S4CB

P4CB P4CB P4CB

LOCAL ACTIVITY

Crown Royal Total Monthly

Crown Royal Total Quarterly

$929

$224

$1,666

$2,893Total H2 Media

Media Calendar

We are launching the 2010 NASCAR season in a big way – with a new

driver, sleek new look, and an exciting programming to drive

commercial results Crown Royal is now the uncontested major spirit brand and the only whisky

brand committed to the 75 million fans of NASCAR

Crown Royal has a winning new driver, Matt Kenseth, to drive excitement for

the #17 car

NASCAR activation will include: A consumer promotion allowing consumers a chance to win a once-in-a-lifetime

opportunity to race Matt Kenseth

A NASCAR-themed MBN featuring slot car racing

PR – including Your Name Here – a program that offers a military hero to have a

NASCAR race named after them

Show cars and displays at retail

NASCAR

Bag – 50ml Banner

Banner Vertical

Button Blinking Drive to Web Card Drink Ticket

Hat

Pillow

T-shirt Men’s

T-shirt Women’s

Oversized CR BagVotive LED

Kit - MBN Kit – VIP Take Over

General Marketing MBN and AfAm Visibility

Table Tent AF-AM-A FrameTray – Serving Lit