Presentation Transcript

1. 10+ reasons why Travelbrands should use Outdoor

2. Outdoor brings travel to life in vibrant colour A colourful medium for a colourful product
3. Outdoor can demonstrate the travel experience with impact and scale Outdoor can bring the travel experience to life like no other medium
4. Unparalleled ability to target Outdoor can target all audiences, from business to leisure travellers Outdoor offers a selection of relevant environments, from airports to stations, car parks to underground
5. Outdoor reaches people in the right mindset The audience is already on the move when they see the travel advertising They are in a travel mindset, mobile, already disposed to the idea
6. Outdoor Audience growing long-term 53% % Population OOH Time of day 1994 2008 Source: IPA TouchPoints Hub Survey 2008
7. A constant stimulus The diversity of media on offer keeps the opportunities front of mind
8. High impact makes outdoor the most visual branding medium Outdoor can’t be missed, switched off, turned over or zapped It’s the best medium for planting a visual brand memory
9. Outdoor lets advertisers keep their latest offers in view With travel bookings being a 12 month market, advertisers need to keep their travel offers in view on a continuous basis
10. Outdoor is a truly broadcast medium Everyone sees Outdoor, together. It’s a public medium That means everyone gets involved in the “where and when” decision
11. Leading travel advertisers trust outdoor Top spending 50 travel advertisers in outdoor 2010 (ave. spend £595K) British Airways, easyJet, Emirates Airline, bmibaby, Monarch Airlines, Egyptian State Tourist Office, Heathrow Express, National Express, Cathay Pacific, Virgin Trains, British Airports Authority, Transport for London, Singapore Airlines, Virgin Atlantic, Turkish Airlines, Moroccan National Tourist Office, Air New Zealand, Expedia, Thomas Cook Group, East Midlands Trains, Skyteam, AerLingus, Virgin Holidays, P&O Ferries, Istanbul Tourism, Etihad Airways, Gatwick Express, Lufthansa, Air France, East Coast Mainline, Gulf Air, Portuguese Trade and Tourism, Disneyland Resort Paris, Jet2Com, Manchester Airport, Oman Air, Flybe, Tourism New Zealand, Continental Airlines, Tunisian National Tourist Office, Eurostar, Brittany Ferries, Israel Government Tourist Office, American Airlines, Australian Tourist Commission, Visitscotland.com, Austrian National Tourist Office, Icelandair, Qatar Airways
12. Outdoor offers best return on investment (ROI analysis of travel campaigns) £5.01 £4.29 £3.08 £2.49 £2.43 Radio Print Online TV Outdoor Source: BrandScience (Travel)
13. Outdoor drives web search for travel brands, more than TV, press and radio Increase in travel brand online search volume caused by £1m advertising. Note: press and radio were found to have negligible effect. See Admap article 2011 Mindshare research shows that Outdoor drives web search volume for the advertised brand Outdoor generates more search than TV, press and radio Source: Mindshare “The Branding Power of Outdoor”
14. Heavy Outdoor audience represents more air travellers Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
15. Heavy Outdoor audience spend more on holidays and short breaks £’s (billions) Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
16. Heavy Outdoor audience go on more holidays Adult 000’s (Last 12 months) Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
17. Heavy Outdoor audience represent most diverse choice of holidays Adult 000’s (Last 12 months) Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
18. Word of mouth: Outdoor audience talk more about holidays and travel Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
19. Word of mouth: Outdoor delivers more people influencing travel choices Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
20. Outdoor audience plan more holidays, and holiday in different places Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
21. Travel and holiday destinations campaigns get noticed with outdoor “Have you seen outdoor advertising for travel and holiday destinations recently?” Urban means people who live, work or study in a large town or city Source: YouGov, August 2012