Leveraging their relationship with the travel-oriented, fast-moving Amazing Race, Travelocity created their biggest sale to-date: Race to Savings (RTS) – offering up to 50% off vacations and hotels. Travelocity’s TV campaign included in-show “Gnome-search” challenges, season-long Pit Stop Prizing and on-air billboards promoting RTS and a CBS/Travelocity co-created Giveaway; the latter of which prompted viewers to go to cbs.com to win a Travelocity Pit Stop Prize given away on the show. At cbs.com, viewers were asked travel-related questions for which they could only find the answers on Travelocity.com. Additionally, two RTS spots ran in AR and across 30 cable networks. RTS was promoted in newspapers, through a Yahoo! homepage takeover, banners on travel-related sites and the CBS interactive network and as a fixed unit on the AR homepage. Emails promoting RTS were sent to 5 million+ people, and the Giveaway was promoted on AR’s Facebook page and in co-branded online units.

• Conversion to hotel bookings increased 7% year-over-year. Bookings for sale-participating hotels increased 22% year-over-year. (1) This led to an additional 1,000 hotels to partner in the event, making the overall total 5,000+.• Race-To-Savings E-newsletters received an 88% higher CTR and 7% higher booking rate than general hotel sale emails. (2)• Viewers of Amazing Race13 had 30% higher recall of our promotional spot than non-AR viewers. (3)• The integration resulted in a 23% higher perception that Travelocity was “better than other online travel sites”. (3)• The Giveaway proved to be highly engaging: 90% of the 97,000 entries had correct answers. (4)1 Comscore Media Metrix2 Travelocity Online Research Team3 Hall & Partners Brand Tracking Research4 CBS Interactive