Czech Airlines ambient media 2012

2 Passenger profile CSA passengers gender (in %) Female54% Male46% Passenger age structure (in %) % % % % 55+11%

Map of destinations 3

List of destinations 4 Abu DhabiHamburgMoscowStrasbourg AlmatyEkaterinburgNiznij NovgorodTallinn AmsterdamYerevanOdessaTashkent BakuKarlovy VaryOstravaTbilisi BarcelonaCopenhagenParisTel Aviv VeniceKosiceSt. PetersburgUfa BerlinKrakowPopradWarsaw BrusselsKievRigaVilnius BudapestLjubljanaRostov on DonZagreb BucharestLvovRomeGeneva DonetskMadridSamaraZilina DusseldorfMilanStockholm FrankfurtMinskStuttgart

5 Types of aircraft 9 Airbus A319 aircraft for short- haul and medium-haul routes 2 Airbus A320 aircraft for short- haul and medium-haul routes 1 Airbus A321 aircraft for short- haul and medium-haul routes 4 Boeing aircraft for short-haul and medium-haul routes 7 ATR aircraft for short- hault routes

6 Advertising options At check-in –Advertising on electronic boarding passes –Advertising on boarding passes On board –Marketing materials in seat pockets –Marketing materials distributed by the crew –In-flight video –Headrests in Economy Class –Headrests in Business Class –Sampling on meal trays –Napkins –Refreshing towels –Paper cups –Apple iPad Aircraft exterior branding

7 Ambient media - at ckeck-in

8 Advertising on electronic boarding passes The ad is displayed with the final step of Internet check-in. The passenger selects a seat and prints out the boarding pass. The ad is located in the right lower part of the boarding pass * PAX – passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum advertising period –1 month Technical specifications –format: jpg –size: 160x230 pixels –resolution: 72 dpi (or psd 300 dpi source) Deadline for the delivery of materials –3 weeks before launching the campaign

9 Advertising on boarding passes The passenger receives the printed boarding pass at the check-in counter or self-check-in kiosk. The advertising space is on the reverse side of the pass stub which remains with the passenger. Ads may only be placed on boarding passes for flights operated from Prague. * PAX – passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum number of pieces – pcs Technical specifications –format: printable pdf –size of the advertising space: 82 x 55 mm Deadline for the delivery of materials –2 weeks before launching the campaign as a minimum

10 Ambient media - on board

11 Marketing materials for seat pockets Leaflets placed in seat pockets on all aircraft in the Czech Airlines fleet. They are in the pocket together with the Czech Airlines in-flight magazine and safety instructions. May be placed in both Business and Economy class. Average visibility – PAX/week* Minimum advertising period –1 week Technical specifications –max. size A4 Deadline for the delivery of materials –1 week before launching the campaign * PAX – passenges on a segment (from point A to point B )

12 Marketing materials distributed by the crew Leaflets distributed by the crew on board. They may only be distributed in Economy class on all flights operated by Czech Airlines. Particular flights where the leaflets will be distributed may be selected. Average visibility – PAX/week* Minimum advertising period –1 week Technical specifications –max. size: A4 Deadline for the delivery of materials –1 week before launching the campa ign * PAX – passenges on a segment (from point A to point B) Ilustrační foto

13 In-flight video * Campains are launched as follows: January-February; March-April; May-June; July-August; September-October; November-December ** PAX - passenges on a segment (from point A to point B) Screens are located on Airbus 320/319 (17 aircraft in total) in Business and Economy class. Soundless, only subtitled programmes, may also be shown. The length of a spot may be agreed upon (standard length is 30“). Videos are shown on flights operated by Airbus aircraft only. Spots are exchanged once in two months.* Average visibility – PAX/2 months* Minimum advertising period –2 months** Technical specifications –format: analogue or digital Betacam (PAL format) Deadline for the delivery of materials –4 weeks before launching the campaign

14 Apple iPad iPads are offered to Business Class passengers by the crew on flights OK 350/1 PRG-AUH, OK 352/3 PRG-AUH, OK 942/3 PRG-GYD-TBS and OK 944/5 PRG-TBS-GYD. The ad is located in the “video“ or “iBooks“ icons and is exchanged once in 3 months**. * PAX - passenges on a segment (from point A to point B) ** Campains are launched as follows: January-March; April-June; July- September; October-December Average visibility –1 200 PAX/3 months* Minimum advertising period –3 months** Technical specifications –Format: MP4 video format, PDF or Word for pictures and picture presentations –Data size: max 1GB Deadline for the delivery of materials –1 week before launching the campaign

15 Headrests in Economy class They are placed on all Czech Airlines seats. The ad is located on its back part at passenger eye level. Headrests for Economy and Business class have different colours. * PAX - passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum advertising period –1 month Technical specifications –format: JPG –size: 175 mm x 52 mm Deadline for the delivery of materials –6 weeks before launching the campaign Ilustrační foto

16 Headrests in Business class They are placed on all Czech Airlines seats. The ad is located on its back part at passenger eye level. Headrests for Economy and Business class have different colours. Branding in Business class is subject to a special approval process. * PAX - passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum advertising period –1 month Technical specifications –format: JPG –size: 175 mm x 52 mm Deadline for the delivery of materials –6 weeks before launching the campaign Ilustrační foto

17 Sampling on meal trays Meal trays are used to serve refreshment on all flights in Business class and longer flights in Economy class. Advertising options: a folding brochure – credit card size, a chocolate sample, a small gift item. The client may select flights where to place the ad*. Average visibility – PAX/month** Minimum advertising period –1 month Technical specifications –To be resolved individually Deadline for the delivery of materials –2 weeks before launching the campaign * Placement of samples only on selected flights represents additional costs ** PAX - passenges on a segment (from point A to point B) Ilustrační foto

18 Special ambient media

19 Paper napkins Paper napkins are served to passengers with beverages and some meals. They are used in both Economy and Business Class on board all Czech Airlines aircraft. * PAX - passengers on a segment (from point A to point B) ** the size of an unfolded napkin: 250 mm x 250 mm Average visibility – PAX/week* Minimum advertising period –1 week Estimated use – pcs/week Technical specifications –Format: JPG –Size: 124 mm x 124 mm (folded)** Deadline for the delivery of materials –8 weeks before launching the campaign

20 Refreshing towels They are meant for passengers in Economy Class. On longer flights, they are served on the trays with refreshments. On all Czech Airlines flights, the refreshing towels are available in Economy Class lavatories. A side of the towel envelope is reserved for advertising. * PAX - passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum advertising period –1 month Estimated use – pcs/month Technical specifications –format: JPG –size: 87 mm x 45 mm Deadline for the delivery of materials –6 weeks before launching the campaign

21 Paper cups They are used to serve hot beverages (tea, coffee) in Economy Class. The entire cup surface may be used for advertising. * PAX - passenges on a segment (from point A to point B ) Average visibility – PAX/month* Minimum advertising period –1 month Estimated use – pcs/month Technical specifications –Format: JPG –Size: see the attachment Deadline for the delivery of materials –8 weeks before launching the campaign

22 Ambient media - aircraft branding

23 Aircraft exterior branding The aircraft exterior may be used for one’s own brand communication (i.e. using the entire aircraft surface), or for co- brand communication with CSA (using a part of the aircraft only). Advertisements may be applied by painting or pasting. Minimum advertising period –12 months Technical specifications –Pasting or painting –To be resolved individually Deadline for the delivery of materials –Approx. 2 months before the scheduled painting or posting * PAX - passenges on a segment (from point A to point B)