AUSTRALIAN OPEN 2011

Focus of Campaign
2,466 Australian companies and government departments Employers of over 400 staff Approx 51,785 people Executives, Senior Managers, General Managers, Heads of Department, CEO Only 30% existing Optus customers

Reach & Frequency

Campaign Period Dec 2010 Jan 2011 Reach 80% of Target Audience Frequency 3+ times

Target Audience
Visible Achievement (values segment) 45-55 M/F 70% Male skew AB Quintile Tertiary educated Sydney & Melbourne eastern / inner suburbs

Target Audience Persona

BRIAN
47 years old 2 adult children Lives in Mosman Executive at ASX 200 Co. Drives Lexus to work in CBD Earns $220k, net worth $1.9m QFF member 8 domestic, 3 APAC flights per yr Uses Laptop, iPad & Smartphone

Time spent per weekday

Internet (excl e-mail): 65 mins Commercial TV: 48 mins ABC TV: 30 mins Commercial Radio: 25 mins Newspapers: 30 mins Magazines: 14 mins STV: 28 mins

Brians Media Habits

Most reliable source of business & finance news: National Newspapers Internet

Brians Media Habits

Home subscription to AFR & The Monthly Listen to 2GB during drive to work Reads CFO & AFR Boss at work cover to cover Saturday SMH/The Age & Good Weekend Reads QANTAS The Australian Way monthly

Brians Media Habits

Receives electronic direct mail from: BRW QANTAS Frequent Flyer AFR & AFR Boss SMH / The Age The Australian

Brians Media Habits

Internet Activity: Smh.com.au Asx.com.au Theage.com.au Theaustralian.news.com.au Afr.com

Flight Plan & Budget

Media Placement DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2-8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression Radio (mon-fri x 4 breakfast) 2GB 20 20 20 20 20 20 20 20 300.00 48,000.00

Magazine OBC 285x245 1st DPS after contents 285x480

AFR BOSS

24,832.50

24,832.50

154,000

AFR BOSS

39,256.25

39,256.25

154,000

CFO

CFO THE Monthly QANTASThe Australian Way QANTASThe Australian Way QANTASThe Australian Way

OBC 285x230 WALLCHAR T CALENDAR

IFC 275 x 210 Four Colour DPS 285 x 430 Four Colour OBC 285 x 220 Third Page Vertical Four Colour 285 x 80

18,480.00

18,480.00

27,500.00

27,500.00

11,500.00

11,500.00

93,000

18,188.00

36,376.00

435,000

12,408.00

24,816.00

435,000

6,468.00

38,808.00

435,000

Flight Plan & Budget

Media Placement
DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2-8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL Readership / Page Impression

Newspaper
Monday national bellyband 70x657 Qtr page colour 20cmx4 Mon, Wed, Fri "market wrap pg1" position

AFR

95,943.00

383,772.00

240,000

240,000 3 3 3 3 18,443.64 221,323.68

AFR Sydney Morning Herald (SAT) The Age (SAT) Good Weekend

Full page colour 55cm x 11col DPS 550x786 Full Colour Full page colour 365 x 288

94,500.33

189,000.66

1,003,000

129,699.90

259,399.80

861,000

43,230.00

86,460.00

1,623,000

Flight Plan & Budget

Media Placemen t DEC 5 - 11 DEC 12 - 18 DEC 19 - 25 DEC/JAN 26 - 1 JAN 2-8 JAN 9 - 15 JAN 16 - 22 JAN 23 - 30 Cost Per Insertion TOTAL
Readership / Page Impression

Online
roadblock (100% SOV leader board & MREC) 300x250 + 728x90 - per 30 days medium rectangle home page 300x250 - per month monthly sponsorship 100% SOV medium rectangle 300x250

themonthly. com.au

13,500.00

27,000.00

100,000

afr.com

18,150.40

36,300.80

afrboss.com

2,035.00

4,070.00

eDM QANTAS Frequent Flyer

monthly membership email sponsorship email sponsorship daily mon-fri

0.00

0.00

BRW

3,080.00

24,640.00

11,971

TOTAL

1,501,535.69

Outcome of Media Negotiation

Sought to book: Double Page Spread (Four Colour DPS 285 x 430) Outside Back Cover (Four Colour OBC 285 x 220) Third Page (3 x $ 8,000) (Third Page Vertical Four Colour 285 x 80) OPTUS maximum rates as per rate card Maximum total potential cost for December & January Negotiated media placement for total $ 28,700 $ 25,600 $ 24,000 $ 78,300 $ 156,600 $100,000

Resulting in an overall negotiated discount of 56.6% for this media placement.

Potential Enhancement
Additional 33% of budget ($500,000) Increase reach by 5% (85%) Increase frequency by 1+ (4+) Include print, online & eDM placements in The Australian Business / Entrepreneur / Media / IT / Wealth

Travel + Indulgence / The Deal / WE Aus Magazine

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