10+ reasons why
Travel brands
should use Outdoor
Outdoor brings travel to life in vibrant colour
• A colourful medium for a colourful product
Outdoor can demonstrate the travel experience with impact and scale
• Outdoor can bring the travel experience to life like no other medium
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
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
53%
1994 2008
Time of day
% P
opula
tion O
OH
Outdoor Audience growing long-term
Source: IPA TouchPoints Hub Survey 2008
A constant stimulus
• The diversity of media on offer keeps the opportunities front of mind
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
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
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
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, Aer Lingus, 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
Source: BrandScience (Travel)
Outdoor offers best return on investment (ROI analysis of travel campaigns)
£4.29
£5.01
OnlinePrint OutdoorTV
£2.49£2.43
Radio
£3.08
Outdoor drives web search for travel brands, more than TV, press and radio
Travel brands
5.5%
3.5%
OutdoorTV
• 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”
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
Air travel for personal reasons Air travel for business reasons0
1,000
2,000
3,000
4,000
5,000
6,000Heavy outdoor
Heavy magazines
Heavy cinema
Heavy news-papers
Heavy internet
Heavy TV
Heavy radio
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
Heavy Outdoor audience represents more air travellers
Adult 000’s
Word of mouth: Outdoor delivers more people influencing travel choices
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
Very likely to convince others
Quite likely to convince others
0 500 1,000 1,500 2,000 2,500
513
1,373
520
1,272
558
1,327
634
1,261
814
1,572
863
1,763
1,091
1,921
Heavy outdoor
Heavy TV
Heavy radio
Heavy newspapers
Heavy internet
Heavy magazines
Heavy cinema
Adult 000’s