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