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Cyprus Tourism Organisation UK Advertising Tracking

Project 687. Cyprus Tourism Organisation UK Advertising Tracking. Summary Report May 2011. Heawood Research Limited Portside House, Lower Mersey Street, Ellesmere Port, CH65 2AL Tel 01625 582829 Fax 01625 590073 E-mail peter.knowles@heawood.com. Background.

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Cyprus Tourism Organisation UK Advertising Tracking

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  1. Project 687 Cyprus Tourism OrganisationUK Advertising Tracking Summary Report May 2011 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 • This research fieldwork has been undertaken after the first 3 months of the campaign • TV 70% utilised (440 GRPs) • Press 53% utilised (42 insertions) • Outdoor 22% utilised (1088 placements) • Some comparisons have been made with the last previous survey we undertook in 2007.

  3. Advertising Schedule TV advertising had concluded 8 weeks prior to research commencing. Without any reminders, incremental awareness typically will have halved after 8 weeks. 1088 placements (22%) 440 GRP’s (70%) 42 insertions (53%)

  4. 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.

  5. Methodology • 713 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 • Fieldwork took place between 4th – 15th April 2011.

  6. Executive Summary • Overall, unprompted advertising recall is low for all destinations. However, Cyprus achieved the highest advertising recall of destinations surveyed with 14% of respondents claiming to have seen some advertising for Cyprus, followed by Spain at 11%. • Unprompted TV ad awareness is 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 27%. But, only 42% of these respondents correctly attributed the advertising to Cyprus. • Just under 20% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 44% correctly attributed the advertising. Only one respondent 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 74% is well above our 31% norm. • Cyprus’ relative image strengths are beautiful beaches, anytime holidays and luxury accommodation. Its main weakness is a perception of being expensive. • The ‘Cyprus branding’ within the advertising would benefit from strengthening. Misattribution is currently relatively high. The heart device has yet to associate itself with uniquely with Cyprus: the perception is of ‘romance’ and ‘couples’. • We cannot measure a true advertising efficiency index at this stage as a benchmark was not established prior to the campaign starting

  7. Association as Holiday Destination

  8. Consistent with earlier surveys, Spain has a commanding ‘top of mind’ awareness lead over all other destinations. Turkey has moved up to 5th place from 10th.Cyprus is ranked 6th up from 7th in 2007. Top 10 Holiday Destinations: Spontaneous Awareness – 1st Mentioned (25%) (12%) (6%) (11%) (2%) (3%) (4%) (5%) (3%) (1%) Base: 713 All respondents 2007 is shown in ( )

  9. 20% of respondents mentioned Cyprus up from 13% in 2007. Top 10 Holiday Destinations: Spontaneous Awareness – Total Mentions (61%) (27%) (37%) (41%) (30%) (19%) (13%) (13%) (9%) (5%) Base: 713 All respondents 2007 is shown in ( )

  10. Holidays Spent & Planned

  11. Spain and Turkey have increased in popularity. Long haul USA has fallen. Cyprus shows a marginal increase on 2007. 19% of respondents plan to stay within the UK and a further 20% remain undecided. Top 10 Holiday Destinations Planned ‘This Year’ (19%) *(33%) (9%) (5%) (8%) (3%) (4%) (6%) (2%) (2%) Base: 713 All respondents 2007 is shown in ( ) In 2007 UK was recorded as ‘No Foreign Holiday’

  12. Cyprus attracted 4% of UK holiday-makers last year in 2010, a 1.3 percentage points increase on the previous actual recorded for 2006. Spain, Turkey and Greece all achieved greater increases. Despite the recession, more Briton holidayed abroad in 2010 than in 2006. Top 10 Holiday Destinations ‘Last Year’ (2010 vs 2006) Points change Base: 712 (All Respondents) In 2007 UK was recorded as ‘No Foreign Holiday’

  13. Older respondents (60+), those without children and respondents living in Manchester were more likely to choose Cyprus as their holiday destination last year. % Holidaying in Cyprus 2010 +1 pt

  14. Just over half of respondents are already considering specific destinations for next year. Of these, 2% plan to visit Cyprus. Top 10 Holiday Destinations ‘Next Year’ (2012) Base: 713 (All Respondents)

  15. Overall, Spain followed by France and Greece are the most visited. A third of AB, C1 & C2 respondents have now visited Cyprus at some time. In 2007, we recorded 27% as having ever visited Cyprus. Top 10 Holiday Destinations Ever Visited Base: 712 (All Respondents)

  16. A third of Britons have visited Cyprus, older respondents, those without children, AB’s and Mancunians being the most likely. % Ever Visited Cyprus Base: 712 (All respondents)

  17. Amongst its nearest ‘competitors’, Cyprus vies closely with Greece and Portugal for ‘consideration’ and is ahead of Turkey, Malta Egypt and Croatia. Consideration Set: Interest in Visiting Specific Destinations Base: All Respondents

  18. Cyprus has one of the lowest incidences (similar to Portugal) of post-visit rejection. Only Greece and Italy have a lower rate ( 8%). Destinations respondents would not consider visiting again (‘A destination you would not consider’: ‘destination ever visited’) Base: Respondents who selected ‘ever visited’ at Q6 and indicated a destination would not consider at Q7

  19. Image of Holiday Destinations

  20. Relative Strengths: Beautiful beaches, Any time of year holidays, Luxury accommodation Relative Weaknesses: Reasonably priced Overall Image Profile Attributes ranked on strength of association with Cyprus

  21. Advertising Evaluation

  22. Cyprus out-performs all its competitors in advertising recall. At the end of the 2007 season Cyprus as awareness was 23%. Unprompted Advertising Awareness: Seen Any Advertising Base: All Respondents

  23. Approximately three quarters of those respondents who recalled seeing any advertising claimed it was on TV, with about two thirds claiming to have seen only TV. 22% saw press advertising of whom 2/3 saw only press advertising. Another 3% claimed to have seen posters. Advertising Recall (Unprompted) % Total seen ANY Cyprus Advertising: All households TV 71% TV only 64% Seen Cyprus TV only Press 22% Press & TV 8% Press only 14% Seen Cyprus Press only Seen Cyprus Press & TV Seen Cyprus Posters only Posters 3% Posters only 3% Base: 103 Seen ANY Cyprus Advertising (excluded radio, internet & direct mail from the chart)

  24. Advertising: TV

  25. Cyprus achieved the highest TV advertising awareness of all destinations. Recall was highest in London. 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

  26. Recall (unprompted) “Can you describe the last (TV) advert you saw for Cyprus?” Phase 1 n=92 (12.9%) Reference to: Beaches 27% Weather (Sunny / Year round sunshine) 14% Holiday Companies (Thomson / Jet2.com / Cyprus Airlines TV ads) 8% Sea / Swimming 7% Culture / History 5% Various locations / snapshots 3% Orange ball / The sun (logo) 2% Mountains 2% Day to night / From dawn to dusk 2% Romantic 2% Scenery 2% "Young bikini clad lady in sea and sand“ 1% Other 24%

  27. Over a quarter of respondents claimed to recall having seen Cyprus TV advertising after being shown the stills with the word Cyprus removed from the end scene, but 58% of the total either misattributed the advertising to another country or didn’t know. Claimed recall of Cyprus Advertising prompted by TV stills (De-branded: Country name obliterated) Misattributed 27% Correctly attributed to Cyprus Base: 713 (All Respondents)

  28. A strongly branded ad usually has a device or idea which is unique to the brand. The ad was perceived by many to be generic for the eastern Mediterranean, Greece, Egypt or Turkey. Cyprus TV Advertising prompted recall: destinations claimed being advertised(De-branded: Country name obliterated) Base: 195 Those claiming recall after see the TV stills

  29. Advertising: Press

  30. 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: 713 All Respondents

  31. Just under a fifth of the sample claimed to recall the magazine advertising when prompted... …but only 44% of these correctly attributed the advertising to Cyprus. Prompted claimed recall of Cyprus Magazine advertising (De-branded: Country name obliterated) Misattributed 19% Correctly attributed to Cyprus Base: 713 All Respondents

  32. The fact that Greece and Malta 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: 135 Those claiming recall after seeing the magazine ads

  33. Advertising: Other

  34. Awareness of newspaper advertising is low for all destinations Claimed recall of advertising for Cyprus is twice the average in Glasgow. Claimed recall of newspaper advertising by holiday destination Claimed Recall of Cyprus Newspaper Advertising (unprompted by stimulus) By Region Base: 713 All Respondents

  35. 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: 713 All Respondents

  36. Recall of Internet & Radio Advertising & Direct Mail for Cyprus by region Claimed Recall of Cyprus Internet Advertising (unprompted by stimulus) Claimed Recall of Cyprus Radio Advertising (unprompted by stimulus) Base: 713 All Respondents

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

  38. The ad successfully conveyed a sense of ‘peacefulness and relaxation’. It was thought to be very enjoyable ahead of our ‘total enjoyment’ norm (74% vs 31%) and also relevant, ahead of our ‘top box’ norm (23% vs 19%). The campaign was not rated particularly strongly on ‘distinctiveness’. The Advertising…… Base: 713 All Respondents

  39. The advertising is well liked: appeal increases from south to north, Scots 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: 713 All Respondents

  40. Why do you dislike the campaign? (Only a tiny minority disliked the campaign.) Nothing unique (18%) “There's nothing that says 'Cyprus' - nothing unique”. “Nothing special - just same old sun, sand, sea. Not representative of Cyprus.” Don’t like beach holidays (14%) “It's not my type of holiday. I don't like beach holidays.” “It is not my type of place to go on holiday. Don't usually go on beach holidays.” Artificial / False (14%) “Looks too artificial. Too packaged, holiday resort”. “Doesn't ring true - not like I remember Cyprus”. Phase 1 n=22 (3%) Dislikes Boring / Dull / Not fun / Too quiet (54%) “It looks boring. Not fun. Not a family place” “Looks too quiet. I know people who love Cyprus as good night life, yet doesn't come across”. “Quite bland, nothing jumps out at you”. “A bit dull, didn't catch my imagination”.

  41. Impact Although the campaign was liked, most felt that its impact could be strengthened….. % Respondents Weak to Moderate Strong Base: 713 All Respondents

  42. The relaxing, tranquil feel of the advertising was the most impactful aspect of the advertising. What, in your opinion makes the advertising so impactful? Base: 181 All respondents who scored the Campaign 9 or 10 and provided a valid response (25% of total sample)

  43. … but Cyprus is perceived mainly as a destination for couples and older people: not for families. This issue could be addressed by including children. It is also 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: 346 All respondents who scored the Campaign 0-8 and provided a valid response (49% of total sample)

  44. Advertising: Call to Action?

  45. Of those who claimed to have seen either the TV or Press advertising almost half had engaged to some degree, with a quarter taking positive action. Action since seeing the advertising for Cyprus Base: 96 All who claimed to have seen Cyprus TV & / or Press Advertising

  46. “Have you done anything else as a result of seeing the advertising for Cyprus?”: Other Base: 11 Respondents

  47. Post Visit Opinion

  48. 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.

  49. Recommendation Over half of respondents (52%) who have visited previously would highly recommend Cyprus to their friends (score 9-10). Just under a third (30%), while not severely critical were ‘passive’ (scoring 7-8). % Respondents NRR: 52 - 19 = 33 Critics 19% Neutrals Advocates 52% Base: 230 All Respondents who have visited Cyprus

  50. The key reason for recommending Cyprus is the friendly local people and the hospitality shown while on holiday. The weather and the beauty of Cyprus are also important recommendation points. Why would you recommend Cyprus to your friends? (Those scoring 9 or 10) Base: 118 All respondents who visited Cyprus, provided a recommendation score of 9 or 10 (17% of total sample)

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