DESTINATION TRAVELERS CAN “MARK THE SPOT” OF FAVORITE U.S. NATURE SITES

New Nature Valley® “Where’s Yours?” Web Site is an Interactive Resource for Travelers Seeking New Outdoor Getaways


MINNEAPOLIS (March 7, 2006) — Travel lovers have a new resource for finding that perfect spot in nature – each other. At www.wheresyours.com, visitors can post journal style entries and photos about their favorite U.S. outdoor vacation spots and view others’ postings. The online community from Nature Valley® also features expert posts from representatives of the Association of Volleyball Professionals, U.S. Ski team and National Park Foundation.

Considering that 48 percent of Americans spend at least one week researching a new getaway via multiple sources, from word-of-mouth to travel Web sites, “Where’s Yours?” offers a complete guide of outdoor destination reviews directly from the most passionate travel and outdoor enthusiasts and experts — simplifying the outdoor getaway selection.

“‘Where’s Yours?’ was developed for people who love being active in the outdoors,” said Clare Kanter, associate marketing manager, Nature Valley. “The site is a good resource to learn about a new place for a favorite activity or a new activity in a beloved place.”

Almost 50 percent of Americans have a favorite vacation site, yet they often seek out new locations for travel as well. And, when they do, more than 65 percent of Americans turn to family, friends and co-workers for travel recommendations, according to Synovate, Inc., a Chicago-based research firm.

“Where’s Yours?” posts reviews that appear as journal entries. Travelers can post their favorite U.S. nature spot by submitting a journal entry of up to 250 words, provide ratings across four categories (beauty, value, remoteness and intensity), suggest activities that can be enjoyed there, and post pictures. Since more than 75 percent of Americans consider both a location’s surroundings and activities when selecting their next outdoor getaway, they can easily find and review both on “Where’s Yours?”.

Logging on to the Web site and submitting a journal entry is simple. Just visit www.wheresyours.com to get started. Travelers can also customize their “Where’s Yours?” experience by signing up to receive weekly or monthly e-mail notifications when a new journal entry matches their activity interests or selected locations.

“The personalized component of the Web site makes finding a new outdoor travel destination even easier,” said Kanter. “We know that outdoor travelers favor destinations that offer activities such as hiking, camping, fishing and golfing, so we’ve made it easy to explore new destinations based on these favorite activities.”


“Where’s Yours?” Contest

Outdoor enthusiasts can also visit “Where’s Yours?” for a chance to win one of four grand prizes: a trip with three friends to any one of the many locations (within the United States) posted on www.wheresyours.com. To enter, contestants must submit an original essay (up to 250 words) describing their own personal spot in nature. A photo submission is optional. Contestants may enter as many times as they wish, and entries will be judged upon creativity, authenticity and descriptiveness. The contest runs through September 30, 2006. For official rules go to www.wheresyours.com. No purchase necessary and void where prohibited.


About Nature Valley

Nature Valley created the granola bar category in 1975 and brings great taste to active consumers looking for wholesome snacks. Nature Valley consists of five great-tasting granola bar lines: Crunchy Granola Bars, Chewy Trail Mix Bars, Yogurt Chewy Granola Bars, Sweet & Salty Nut Granola Bars, and Healthy Heart Chewy Granola Bars. Nature Valley is also the Official Natural Energy Bar for the PGA TOUR, U.S. Ski Team, AVP Pro Beach Volleyball Tour, American Skiing Company, Cross County Ski Areas Association, U.S. Snowboarding, Vail Resorts and the Warren Miller Film Tour. In addition, Nature Valley is a sponsor of The National Park Foundation.

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i Most people (48.4 percent) typically spend at least a week researching a new travel destination, according to the eNation Internet survey. Word of mouth referrals (65.9 percent) and travel Web sites (43.4 percent) were reported as the best sources for travel information.


ii eNation Internet survey commissioned by Nature Valley and conducted by Synovate in December 2005. Survey reached 1,000 men and women, ages 18-65.


iii Surroundings (73.4 percent), activities (60.3 percent) and amenities (55.4 percent) are all popular considerations when selecting a travel destination.