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Six Tribune business units will unite to

execute an innovative campaign to increase

attendance at the Museum of Science and

Industry and its Film Exhibit and establish

additional awareness among qualified and

motivated consumer targets.

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There Is Definitely Room for Growth for the Museum of Science and Industry

2002 Attendance Change From 2001

Source: Crain’s Chicago Business “Largest Tourist Attractions” Feb. 24, 2003

-14.7%

-8.1%

-6.3%

-5.0%

-0.7%

1.7%

2.7%

2.9%

7.7%

Art Institute

Field Museum

Taste of Chicago

Brookfield Zoo

Chicago Children’s Museum

Shedd Aquarium

Museum of Science and Industry

Navy Pier

Air & Water Show

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Value of the Opportunity

Peer visitors who did not attend Museum of Science and Industry 3,949,062

Assumed potential conversion rate 2%

Potential customers 78,981

Assumed revenue* per customer $40

Note: Revenue assumption based on admission for family of four at $24.50 and spending at $15.50Museum of Science and Industry’s peer group is defined as art museums, science museums and attractions (e.g., Morton Arboretum), family entertainment attracts (e.g., circus), and children’s museums.

Base: 5,705,915 Adults who attended a peer attraction in the past 12 monthsSource: 2002 Gallup Poll of Media Usage & Consumer Behavior – Chicago Market

Museum of Science and Industry potential gain: $3,159,240

This would result in a 4.5% increase in attendance

Campaign Goals

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Campaign Goals

• Brand the Museum of Science and Industry as an interactive, engaging museum that will meet family entertainment needs

• Ignite awareness throughout the year that Museum of Science and Industry can inspire the inventive genius in everyone

• Announce the opening of the new film exhibit and keep it top-of-mind during the second half of the year

• Create the opportunity for potential attendees to see Museum of Science and Industry and its film exhibit as a new unique option for family entertainment

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Concept

In addition to reaching consumers through a strong targeted media campaign, Tribune will reach potential candidates in their lifestyle to reinforce the campaign messaging

• Implement an impactful media campaign throughout the Tribune Chicago Network

• Shine a spotlight on Museum of Science and Industry at Chicagoland movie theaters

• Maximize exposure at film and community events

• Integrate into Wrigley Field and the Chicago Cubs

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Maximize Exposure

• Outdoor Film Events

• Kane County Cougars

• Printers Row Book Fair and Other Festivals

• Chicago Cubs

• Theater Tie-in

Shining a Spotlight on the Museum of Science and Industry

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Chicago Tribune

Branding Campaign

• 26x schedule in Sunday section, RedEye and Hoy

• 12x schedule in Friday section

• Chicago Tribune Magazine and Lights Festival Special Section

Film Exhibit Overlay Campaign

• 1 Sunday Topper – TribCard movie poster

• 1 Daily Trib Bag

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Tribune Interactive

Branding Campaign Impression based ad unit schedule January–December 2004

• Extend Museum of Science and Industry’s reach on metromix.com’s home page and museum channel

• Reach an unduplicated audience with chicagotribune.com leisure features• Utilize premium advertising units created in the form of cubes, skyscrapers,

floating ads/ rich media and leader board positions

Film Exhibit Overlay CampaignImpression based ad unit schedule May–December 2004

• Targeted and premium exposure within the movie channel of metromix.com • Reach consumers at their passion point of reading reviews, looking for

movie information and viewing trailers

Solo Admail• Total of 200,000 in distribution proposed to Museum of Science and

Industry for 2004 admail• Distributed to a female audience age 30+ within Chicago DMA

• Added Value

• Enhanced metromix.com listing with website link and photo

• 200,000 metromix.com ROS impressions

• Network pricing

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WGN Radio

Branding CampaignLive-read commercials will shine an entertainment spotlight on the Museum of Science and Industry all year long with weekly exposure on:

• “Entertainment Update”• “Movie Reviews”• “Movie Reviews and Celebrity Interviews”

Maintain presence across prime day parts with five weekly live read spots for the year

Added ValueKathy & Judy Convention“MOVIES” Theme February 13–14, 2004

• 1,200 upscale women• 10 x 10 ft. booth in sponsor exhibit• Museum of Science and Industry

logo in all signage from event• Museum of Science and Industry name mention in 33

promotional commercials

On-Air Giveaways• Giveaway 3 family four-packs per week from May

through December 2004• Shows include Kathy & Judy, Steve Cochran, Steve

Bertrand and Dean Richards• Recognition and on-air mention for Museum of Science

and Industry with every giveaway

Online Advertising• Banner ad on wgnradio.com for the entire

52-week campaign in 2004, which will remain in rotation on WGN Radio’s prime home page all year

• Production for no additional cost

2004

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WGN-TV

Branding CampaignMorning News

• Impact reach with one 15 second spot every weekday in the Morning News

• Great environment with local Chicagoland news and event coverage

• Fixed Positioning in the 6 am to 7 am hour

• Museum of Science and Industry visual on-screen with a 15 second audio commercial

• Ability to change creative throughout the campaign

• Reach moms as they get ready for work or as they are sending the kids off to school!

Added Value• Extend the reach to the late fringe area—after the kids are in bed—with a total of 52

15 second rotator commercials

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CLTV

Branding Campaign • Fourteen 10 second commercials to run in Traffic

• Seven 10 second commercials to run in Around Chicagoland

• Commercials done as live reads

Film Exhibit Overlay Campaign• One 10 second spot per week Fridays from 6-9p during Michael Wilmington’s

Movie Review

Added Value• CLTV will include the Museum of Science and Industry in our booth at a

minimum of three city and suburban summer festivals

Lifestyle Marketing

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Calls to “Action!”

This summer Chicagoans will discover the magic of movies as the Museum of Science and Industry calls “Action!” and raises the curtain on their new film exhibit. Chicago Tribune has assembled opportunities all over Chicagoland that reach consumers at their “passion points” with a Museum of Science and Industry call to action message

Opportunities Include:

• Brand presence at Loews Chicagoland movie theatres

• Targeted sampling opportunities at a variety of summer events

• Sponsorship at the 2004 Printers Row Book Festival

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Chicagoland Events

Make consumers aware of The Museum of Science and Industry and the new film exhibit at every turn. Consumers who attend the following events will receive a special gift from Museum of Science and Industry:

• Highland Park Art Festival – June 2004

• Evanston Fountain Square Art Festival – June 2004

• Taste of Chicago (3 days) – June 2004

• Elmfest – July 2004

• Schaumburg Flyers Baseball Game – July 2004

• Kane County Cougars Baseball Game – July 2004

Production and distribution of premium items, such as a branded, double-sided fan that consumers can use to stay cool at the event. This will serve as signage for the Museum of Science and Industry throughout the event!

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Printers Row Book Fair Sponsorship

Contributing Sponsorship of Printers Row Book FairJune 5 & 6, 2004 – Historic Printers Row Neighborhood

Printers Row Book Fair: A fabulous place to reach movie aficionados!

• Founded in 1985, The Printers Row Book Fair has grown to be the largest free outdoor literary event in the Midwest

• 190+ booksellers from across the country display new, used, antiquarian books

• Seven stages and more than 90 free literary programs entertain attendees

• More than 75,000 booklovers attend the two-day showcase

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Printers Row Book Fair

On-Site• 10 x10 ft. booth space to house popcorn machine and promote

film exhibit and promote membership sales

• Opportunity for event on performance stage

• Opportunity for movie screening event inside one of the venues

Advertising• Full (tab) page B/W ad in 2004 Chicago Tribune Printers Row

Special Section – Sunday, May 30, 2004

• Logo on Printers Row Book Fair home page for nine months

• Link to Museum of Science and Industry’s website for nine months

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Chicago Cubs

“Reeling in the Fun” at Wrigley Field

• Exposure at all 81 regular-season home games on the center field message board

• Between designated innings, three film reels will appear on the center field scoreboard. The game will start with the rotation of the three reels. After a period of time, the windows will stop rotating, one by one, from left to right

• The person sitting in specified seat location will win two free passes to the museum, compliments of the Museum of Science and Industry

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Chicago Cubs

Wrigley Field’s Famous Marquee• Feature Museum of Science and Industry for one full year

• 24 hours per day – approximately 100 showings per day

• Brand Museum of Science and Industry or announce special exhibits or incentives

“Kidding Around” Scorecard• Reach kids and create the family image

• Exposure on a full-page, four-color ad on the back of the 2004 Kidding Around Scorecard

• Distributed to children free-of-charge throughout the season

• There will also be a special designed maze included in the card, where the Cub player finds his way to the Museum of Science and Industry!

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Chicago Cubs

Kids Promotion Item  • One day of the 2004 season, the Museum of Science and Industry will welcome kids to

Wrigley Field

• The first specified amount of kids through the gates will receive an item and a commemorative card prominently displaying the Museum of Science and Industry logo

• Museum of Science and Industry featured on the back of the card

• Inclusion in media campaign supporting this event

Merchandising• Pre-game party for 107 guests, including tickets to the game

• Ceremonial first pitch to be thrown out by by a representative of the Museum of Science and Industry

• Four (4) Field Box tickets to 40 games

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2004 Partnership Summary

• Tribune has developed a campaign to specifically deliver the best targets for the Museum of Science and Industry’s overall branding and film exhibit

• Museum of Science and Industry stands to increase enrollment by $3.1 million in revenue by converting 2% of the target audience

• The impact of this campaign will be compounded as Museum of Science and Industry will be branded as as a premier venue for entertainment needs

• Creative tie-ins with movie theaters and other promotions are sure to help increase the campaign’s impact

• The commitment to this partnership will provide unique opportunities and extensive value for the Museum of Science and Industry throughout the campaign

Appendix

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Museum of Science and IndustryTargeted Weekly Schedule

Day Time Programming Live Reads

M–F 5a–10a Spike O’Dell / Kathy & Judy 2

M–F 10a–3p Kathy & Judy / Steve Cochran 2

M–F 3p–8p John Williams / Sports 1

Friday 8:40a “Entertainment Update” with Dean Richards 1during Spike O’Dell Show

Saturday 9:30a “Movie Reviews” with Nick Digilio 1during Steve Bertrand Show

Sunday 11:30a “Movie Reviews and Celebrity Interviews” 1during Dean Richards Show

Weekly WGN Radio Schedule

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Chicago Cubs

Wrigley Field’s Famous Marquee

• The Wrigley Field Marquee is the trademark of “The Friendly Confines” and is the most celebrated sign in baseball. The marquee is located on the corner of Clark and Addison and is highly visible to all pedestrians and motorists who pass by the ballpark every day. What better place to highlight this new exhibit than with the sign Chicagoans recognize more than any other.

• The new exhibit will be featured on the Wrigley Field Marquee for one year. Your message will run 24-hours a day (approximately 100 times a day) and can be changed regularly to highlight seasonal campaigns.

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Chicago Cubs

“Kidding Around” Scorecard

• As a way to reach kids and create the family image, the Museum of Science and Industry will receive a full-page, four-color ad on the back of the 2004 Kidding Around Scorecard, an activity scorecard designed for children to enjoy during the game.

• This publication, which is distributed upon request to children free-of-charge throughout the season, features cubs baseball-related trivia questions, mazes, word searches, coloring pages, etc.

• There will also be a special designed maze included in the card, where the Cub player finds his way to the Museum!

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Chicago Cubs

Kids Promotion Item  

• On a date to be determined in 2004, the Museum of Science and Industry will present a kids promotion item at Wrigley Field. On this day, the first specified amount of kids through the gates will receive this item and a commemorative card prominently displaying the Museum of Science and Industry logo on it.

• In addition, on the back of each card, the Museum of Science and Industry will be able to advertise or run a promotion to show the new exhibit at the Museum (to be determined by the Museum of Science and Industry with prior approval from the Chicago Cubs).