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Cyprus Tourism Organisation UK Advertising Tracking

This report evaluates the effectiveness of the Cyprus Tourism Organisation's 2011 advertising campaign in stimulating demand and positioning Cyprus as a quality destination. It includes research findings, analysis of advertising recall, imagery assessment, and overall campaign opinion. The report also compares Wave 1 and Wave 2 fieldwork results.

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Cyprus Tourism Organisation UK Advertising Tracking

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  1. Project 731 Cyprus Tourism OrganisationUK Advertising Tracking Summary Report September 2011 Wave 2 Heawood Research Limited Portside House, Lower Mersey Street, Ellesmere Port, CH65 2AL Tel 01625 582829 Fax 01625 590073 E-mail peter.knowles@heawood.com

  2. Background • CTO has developed an advertising campaign for 2011 with the following objectives: • To stimulate demand for Cyprus as a holiday destination amongst B, C1, C2 adults aged 20+ years • To position Cyprus on the tourist map as a quality destination in which Cyprus touches the heart • The campaign will run throughout 2011 and consist of TV, Press and Outdoor with total expenditure amounting £1.66m: • TV £600,000 (Buying target 620 GRPs) • Press £700,000 • Outdoor £363,000 • Wave 1 research fieldwork was undertaken after the first 3 months of the campaign in April. Wave 2 fieldwork was conducted in August. • TV 70% utilised (440 GRPs) • Press 53% utilised (42 insertions) • Outdoor 100% utilised (6177 placements) • Comparisons have been made with Wave 1 where applicable.

  3. Research Objectives • To measure advertising recall and to assess the effectiveness of the advertising (awareness level as a factor of the GRP’s delivered) amongst the target audience of B, C1 & C2 adults aged 20+ years. • To measure overall opinion of the campaign defined as ‘liking’ and ‘enjoyment’. • To measure the imagery associated with Cyprus and to assess the extent of any changes due to the advertising. • To measure the change in the levels of spontaneous awareness of Cyprus as a holiday destination achieved by the advertising.

  4. Methodology • 703 street / in-home interviews were carried out amongst AB, C1 & C2 adults aged 20+ (See Appendix for Sample Profile) • The interviews were conducted in 4 regions: • London • Birmingham • Manchester • Glasgow • Wave 2 Fieldwork took place between 1st – 12th August 2011. Wave 1 Fieldwork took place between 4th – 15th April.

  5. Executive Summary • Overall, unprompted advertising recall remains low for all destinations. Egypt achieved the highest level of unprompted advertising recall with 18%. Cyprus achieved the second highest advertising recall of destinations surveyed with 15% (Wave 1: 14%) of respondents claiming to have seen some advertising, in joint position with Spain. • Unprompted TV ad awareness remains unchanged from Wave 1 at 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 29% (Wave 1: 27%). But, only 34% of these respondents correctly attributed the advertising to Cyprus. • A quarter 25% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 37% correctly attributed the advertising. Only two respondents could recall the slogan ‘In your heart.’ • As there are no children depicted in the advertising some have assumed that Cyprus is not a destination for families. The inclusion of the young woman in the bikini emerging from the sea (‘Aphrodite’) and the heart device has led some to see Cyprus as a romantic destination for couples. • The ad is well liked and the total enjoyment rating of 75% is well above our 31% norm (Wave 1: 74%). • Cyprus’ relative image strengths are beautiful beaches, natural beauty & culture and a safe destination. Its main weaknesses are perceptions of being expensive and not being family-oriented. • The ‘Cyprus branding’ within the advertising would benefit from strengthening. Misattribution is currently relatively high. The heart device has yet to associate itself uniquely with Cyprus: the perception is of ‘romance’ and ‘couples’.

  6. Association as Holiday Destination

  7. Similar to earlier surveys, Spain has a commanding lead over all other destinations. Cyprus was ranked 6th in Wave 1 and has dropped back to 8th in Wave 2. Top 10 Holiday Destinations: Spontaneous Awareness – 1st Mentioned Wave 1 (n=713) Wave 2 (n=700)

  8. 15% of respondents mentioned Cyprus a decrease of 5% from Wave 1. Top 10 Holiday Destinations: Spontaneous Awareness – Total Mentions Wave 1 (n=713) Wave 2 (n=700)

  9. Holidays Spent & Planned

  10. Similarly to Wave 1, about a fifth of respondents (19%) plan to stay within the UK. Cyprus remains unchanged at ninth position (3%). Top 10 Holiday Destinations Planned ‘This Year’ Wave 1 (n=713) Wave 2 (n=703)

  11. There has been very little change between Waves 1 & 2. Cyprus has remained in ninth position. Top 10 Holiday Destinations ‘Last Year’ (2010) Wave 1 (n=712) Wave 2 (n=703)

  12. In April just over half of respondents (53%) were considering specific destinations, however by August over two thirds (69%) had a specific destination in mind. Of these, 2% plan to visit Cyprus (unchanged from Wave 1). Top 10 Holiday Destinations ‘Next Year’ (2012) Wave 1 (n=713) Wave 2 (n=703)

  13. Cyprus is ranked 7th in Wave 1 and 8th in Wave 2. Top 10 Holiday Destinations Ever Visited Wave 1 (n=712) Wave 2 (n=703)

  14. Consistent with Wave 1, about a third of Britons have visited Cyprus, older respondents (50+ years), those without children and AB’s being the most likely. % Ever Visited Cyprus Base: 703 (All respondents)

  15. Wave 1 and Wave 2 patterns are very similar with high rejection rates for Bulgaria, Croatia, Egypt and Malta. Cyprus is in close contention with Greece and Portugal for ‘consideration’. Consideration Set: Interest in Visiting Specific Destinations Wave 1 (n=709) Wave 2 (n=701)

  16. Cyprus has a relative low incidence of post-visit rejection, there is little change from Wave 1 (12%). Destinations respondents would not consider revisiting(‘A destination you would not consider’: ‘destination ever visited’) n=701

  17. Image of Holiday Destinations

  18. Relative Strengths: Safe, Beautiful beaches, Natural beauty and Culture. Relative Weaknesses: Reasonably priced, Family-orientated. Holiday Destination Image Profiles Attributes ranked on strength of association with Cyprus % Rating

  19. Relative Strengths: Safe, Beautiful beaches, Natural beauty and Culture. Relative Weaknesses: Reasonably priced, Family-orientated. Holiday Destination Image Profiles Attributes ranked on strength of association with Cyprus % Rating

  20. Advertising Evaluation

  21. Advertising Schedule No pre-campaign benchmarking study was undertaken. Approx. £800,000 had been spent before the Wave 1 survey and between the two surveys, a further £363,000 was spent on a poster campaign. Wave 1 Survey Wave 2 Survey 6177 placements (100%) £363,000 440 GRP’s (70%) £425,000 42 insertions (53%) £368,000 £793,000 £363,000

  22. Expenditure Evaluation: No pre-campaign benchmarking data is available so we cannot calculate the advertising efficiency index of the TV campaign. Typically, we expect half the incremental awareness achieved at the end of a campaign to be lost within 8 weeks of the end of a campaign.  From April–Aug £363,000 has been spent on outdoor media. No other advertising has been employed. Awareness of outdoor advertising is low (0.4%) and it has not shifted from pre- to post. However, TV awareness has also been virtually stable, losing only 0.2 points after 16 weeks without advertising. And, unattributed awareness has increased from 14.4% to 15.1% over the same period. This suggests that the outdoor expenditure has succeeded in maintaining awareness created by the combined TV and Press during Jan-Mar. It is not uncommon for non-TV media recall to be attributed by respondents to TV.

  23. For comparison, the pre-and post-campaign results are shown below for the period during which we last assessed Cyprus advertising. ‘Any advertising’ awareness rose from 21.1% (Sep ’06) to 23.4% (Aug ’07) compared with 14.4% (Apr ’11) to 15.1% (Aug ’11). TV advertising awareness increased from 12.8% (Sep ’06) to 14.3% (Aug ’07).

  24. Egypt achieved the highest unprompted advertising recall at 18%. Cyprus dropped from first position in Wave 1 to joint second with Spain at 15%. Unprompted Advertising Awareness: Seen Any Advertising Base: All Respondents

  25. The majority of those respondents who recalled seeing any advertising claimed it was on TV, with over half claiming to have seen only TV. About a fifth (19%) saw press advertising. 9% claimed to have seen posters (Wave 1: 3%). Advertising Recall (Unprompted) % Total seen ANY Cyprus Advertising: All households Press 19% Seen Cyprus TV only TV 68% TV only 58% Press & TV 7% Seen Cyprus Press only Press only 12% Posters, TV & Press 8% Seen Cyprus Press & TV Posters & TV 2% Seen Cyprus Posters only Posters only 8% Seen Cyprus Posters & TV Posters 9% Seen Cyprus Posters, TV & Press Base: 106 Seen ANY Cyprus Advertising (excluded radio, internet & direct mail from the chart)

  26. Advertising: TV

  27. Cyprus achieved the second highest TV advertising awareness of all destinations. Recall was highest in Manchester. Claimed recall of TV advertising by holiday destination (unprompted by stimulus) Claimed recall of Cyprus TV Advertising (unprompted by stimulus) By Region Base: All Respondents

  28. Recall (unprompted) “Can you describe the last (TV) advert you saw/heard for Cyprus?” n=89 (13%) Reference to: Beaches 31% Weather 11% Culture / History 7% Cyprus – just the country name 7% Prices 6% Holiday Companies 4½% Logo: sun / orange circle 4½% A woman emerging from the sea 3% Other 26%

  29. Over a quarter of respondents 29% (Wave 1: 27%) claimed to recall seeing Cyprus TV advertising after being shown the stills with the word Cyprus removed from the end scene. However, 66% of the total either misattributed the advertising to another country or didn’t know (Wave 1: 58%). Claimed recall of Cyprus Advertising prompted by TV stills (De-branded: Country name obliterated) Misattributed 29% Correctly attributed to Cyprus Base: 703 (All Respondents)

  30. A strongly branded ad usually has a device or idea which is unique to the brand. Cyprus TV Advertising prompted recall: destinations claimed being advertised(De-branded: Country name obliterated) Base: 202 Those claiming recall after seeing the TV stills

  31. Advertising: Press

  32. Recall of Magazine advertising is at a very low level for all destinations. Despite benefiting from a similar budget almost as much as TV, its saliency is much lower. Claimed recall of colour magazine advertising by holiday destination (unprompted by stimulus) Claimed recall of Cyprus Colour Magazine Advertising (unprompted by stimulus) By Region Base: 703 All Respondents

  33. A quarter of the sample claimed to recall the magazine advertising when prompted... …but only 37% of these correctly attributed the advertising to Cyprus. Prompted claimed recall of Cyprus Magazine advertising (De-branded: Country name obliterated) Misattributed 25% Correctly attributed to Cyprus Base: 702 All Respondents

  34. The fact that Greece and Turkey were also mentioned implies difficulty distinguishing advertising for Cyprus from other Mediterranean destinations. Cyprus Magazine advertising prompted recall: destinations claimed being advertised(De-branded: Country name obliterated) Base: 172 Those claiming recall after seeing the magazine ads

  35. Advertising: Other

  36. Awareness of newspaper advertising is low for all destinations. Claimed recall of newspaper advertising by holiday destination Claimed Recall of Cyprus Newspaper Advertising (unprompted by stimulus) By Region Base: 703 All Respondents

  37. Recall of Outdoor & Direct Mail advertising for Cyprus by region Claimed Recall of Cyprus Outdoor Poster Advertising (unprompted by stimulus) By Region Claimed Recall of Cyprus Direct Mail Advertising (unprompted by stimulus) By Region Base: 703 All Respondents

  38. Recall of Internet & Indoor Poster advertising for Cyprus by region Claimed Recall of Cyprus Internet Advertising (unprompted by stimulus) Claimed Recall of Cyprus Indoor Poster Advertising (unprompted by stimulus) Base: 703 All Respondents

  39. Advertising: Attributes (Having been shown the ‘branded’ ads)

  40. Similarly to Wave 1 the ad successfully conveyed a sense of ‘peacefulness and relaxation’. The campaign was not rated particularly strongly on ‘distinctiveness’. The Advertising…… Base: 700 All Respondents

  41. The advertising is well liked: Mancunians being the most enthusiastic and Londoners the least. Those who have visited Cyprus before are more positive than those who haven’t. Overall Opinion of the Advertising (Press &TV) Base: 702 All Respondents

  42. Why do you dislike the campaign? (Only a tiny minority disliked the campaign.) Nothing unique (28%) “Doesn't tell me that's Cyprus - it could be anywhere.” “Generic - What you expect - typical.” Artificial / False (7%) “Too commercial - could be exaggerating - to good to be true.” Phase 1 n=29 (4%) Dislikes Boring / Dull / Not fun / Too quiet (38%) “Make it look more lively and interesting, it looks like its more for couples” “No fun, does not look like a fun holiday.” Did not like advert/Images (17%) “Don't like the split pictures, does not give one image or the other, they are forgettable images.” Don’t like beach holidays (10%) “Doesn't relate to my sort of holiday, prefer cycling, walking, trekking, historical sites”.

  43. Impact Although the campaign was liked, many felt that its impact could be strengthened…. % Respondents Weak to Moderate Strong Base: 701 All Respondents

  44. Consistent with Wave 1 the relaxing, tranquil feel of the advertising was the most impactful aspect. What, in your opinion makes the advertising so impactful? Base: 161 All respondents who scored the Campaign 9 or 10 and provided a valid response

  45. Cyprus is perceived mainly as a destination for beach holidays with no other activities. Similarly to Wave 1: it is suggested that Cypriot culture could be included as a way of strengthening the distinctiveness (branding) of the campaign. How would the advertising have to be improved to increase its impact? Base: 305 All respondents who scored the Campaign 0-8 and provided a valid response

  46. Advertising: Call to Action?

  47. Of those who claimed to have seen either the TV or Press advertising 36% had engaged to some degree. Action since seeing the advertising for Cyprus Base: 85 All who claimed to have seen Cyprus TV & / or Press Advertising

  48. “Have you done anything else as a result of seeing the advertising for Cyprus?” Typical Comments…….. “I went to the travel agents and collected magazines.” “Nothing, I just like the look of the place, would go there without the kids.” “Nothing I just like the look of the place, would go there without the kids.” “No, because friends said it’s gone very expensive now.” “Nothing yet. But we are going next year.” “I have booked a holiday to Cyprus” “The food and the history would make me go there. I like to get away from the hustle & bustle.” Base: 17 Respondents

  49. Post Visit Opinion

  50. The Net Recommendation Rating is based on likelihood to recommend to friends and family. Respondents are grouped into three: Advocates (scoring 9 & 10), Neutrals (8 & 9) and the remainder, Critics (0-6). The resultant NRR can be easily tracked over time.

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