1 cyprus tourism organisation uk advertising tracking summary report september 2011 wave 2 heawood...
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1
Cyprus Tourism OrganisationUK Advertising Tracking
Summary Report September 2011
Wave 2
Heawood Research LimitedPortside House, Lower Mersey Street, Ellesmere Port, CH65 2AL
Tel 01625 582829 Fax 01625 590073 E-mail [email protected]
Project 731
2
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.
Background
3
• 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.
Research Objectives
4
• 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.
Methodology
5
• 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’.
Executive Summary
6
Association as Holiday Destination
7
2%3%3%
4%4%
6%6%
9%9%
30%
0% 10% 20% 30% 40%
Wave 2
SpainGreeceUSA TurkeyFrance PortugalItalyCyprusEgyptCanada
2%2%
4%
4%4%4%
8%8%
9%34%
0% 10% 20% 30% 40%
Wave 1
SpainUSA Greece
France TurkeyCyprusPortugalItaly
EgyptIndia
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 2
(n=700)
Wave 1
(n=713)
8
8%15%16%
21%27%27%
29%30%
33%69%
0% 10% 20% 30% 40% 50% 60% 70%
Wave 2
SpainGreeceUSA France ItalyTurkeyPortugalEgyptCyprusCanada
8%15%
20%24%
27%
27%32%
35%38%
68%
0% 10% 20% 30% 40% 50% 60% 70%
Wave 1
SpainGreeceUSA France ItalyPortugalTurkeyCyprusEgyptMalta
15% of respondents mentioned Cyprus a decrease of 5% from Wave 1.
Top 10 Holiday Destinations: Spontaneous Awareness – Total Mentions
Wave 2
(n=700)
Wave 1
(n=713)
9
Holidays Spent & Planned
10
7%2%
3%4%
5%5%
6%6%6%
19%21%
0% 10% 20% 30%
Wave 2
SpainUKUSA GreeceFrance TurkeyItalyPortugalCyprusEgyptUndecided
20%2%3%
3%4%
5%6%6%
7%19%
23%
0% 10% 20% 30%
Wave 1
SpainUKFrance GreeceUSA TurkeyPortugalItalyCyprusEgyptUndecided
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 2
(n=703)
Wave 1
(n=713)
11
2%2%3%
6%6%6%6%
8%22%
25%
0% 10% 20% 30%
Wave 2
SpainUKUSA France TurkeyItalyGreecePortugalCyprusEgypt
2%4%
4%5%
6%
8%8%9%
24%
25%
0% 10% 20% 30%
Wave 1
SpainUKUSA GreeceFrance TurkeyPortugalItalyCyprusEgypt
There has been very little change between Waves 1 & 2. Cyprus has remained in ninth position.
Top 10 Holiday Destinations ‘Last Year’ (2010)
Wave 2
(n=703)
Wave 1
(n=712)
12
31%2%2%2%3%3%3%
4%8%
11%13%
0% 10% 20% 30% 40% 50%
Wave 2
SpainUKUSA GreeceFrance ItalyTurkeyPortugalCyprusCanada Undecided
47%2%2%3%3%3%3%4%
7%9%
13%
0% 10% 20% 30% 40% 50%
Wave 1
SpainUSA UKFrance TurkeyGreeceItalyPortugalThailand CyprusUndecided
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 2
(n=703)
Wave 1
(n=713)
13
20%22%
30%33%
37%43%43%43%
55%75%
0% 20% 40% 60% 80%
Wave 2
SpainFrance GreeceUSA ItalyPortugalTurkeyCyprusEgyptMalta
20%23%
31%
34%39%
41%49%
55%
60%80%
0% 20% 40% 60% 80%
Wave 1
SpainFrance GreeceUSA ItalyPortugalCyprusTurkeyEgyptMalta
Cyprus is ranked 7th in Wave 1 and 8th in Wave 2.
Top 10 Holiday Destinations Ever Visited
Wave 2
(n=703)
Wave 1
(n=712)
14
31%27%
33%29% 30%
48%
36%30%
32%31%30%
24% 27%33%
36%
24%
0%
20%
40%
60%
Total
20-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60+ yrs
With children
Without children
London
Birmingham
Manchester
Glasgow
Seen ANY Cyprus advertising
AB C1 C2
% Ever Visited Cyprus
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.
Base: 703 (All respondents)
15
5% 2% 2% 2% 1% 2% 0% 1% 0% 1%
32%25% 20% 17% 16% 16% 13% 11% 6% 3%
52%
52% 58% 61% 60%45%
45% 48%
42% 41%
21% 21%
52% 56%
20%
38%
23%
42% 40%
11%
0%
20%
40%
60%
80%
100%
Spain/Majorca
Italy Greece Portugal Cyprus Turkey Egypt Malta Croatia Bulgaria
3% 2% 1% 1% 1% 1% 0% 0% 1% 0%
24% 22% 17% 16% 16% 12% 9% 9% 4% 2%
62% 61% 66% 66% 66%
50% 53% 47%39% 38%
11% 15% 15% 17% 18%38% 38% 44%
56% 60%
0%
20%
40%
60%
80%
100%
Spain/ Majorca
Italy Greece Portugal Cyprus Turkey Malta Egypt Croatia Bulgaria
A destination youwould not consider
One of manydestinations youwould considerOne of only 2 or 3destinations youwould consider?The only destinationyou would consider
Consideration Set: Interest in Visiting Specific Destinations
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’.
Wave 2(n=701)
Wave 1(n=709
)
16
35%
11% 9%7% 7%
13%14%
21%21%
28%
0%
10%
20%
30%
40%
50%
60%
70%
Bulgaria Malta Egypt Turkey Croatia Cyprus Greece Portugal Spain Italy
Destinations respondents would not consider revisiting(‘A destination you would not consider’: ‘destination ever visited’)
Cyprus has a relative low incidence of post-visit rejection, there is little change from Wave 1 (12%).
n=701
17
Image of Holiday Destinations
18
0%
20%
40%
60%
80%
Safe
Beautif
ul bea
ches
Natura
l bea
uty &
cultu
re
Lots o
f sig
hts
Rich v
arie
ty o
f act
iviti
es
All ye
ar round
holid
ays
Luxury
acc
omm
odatio
n
Friendly
Lots o
f act
iviti
es
Livel
y nig
ht-life
Family
-orie
ntate
d
Reaso
nably
pric
edRis
ky
Spain
Italy
Greece
Portugal
Cyprus
Malta
Turkey
Croatia
Bulgaria
Egypt
Relative Strengths: Safe, Beautiful beaches, Natural beauty and Culture. Relative Weaknesses: Reasonably priced, Family-orientated.
Holiday Destination Image ProfilesAttributes ranked on strength of association with Cyprus
% Rating
19
Q8 SafeBeautiful beaches
Natural beauty
& culture
Lots of
sights
Rich variety
of activities
All year round
holidays
Luxury accommodation Friendly
Lots of activities
Lively night-
life
Family-
orientated
Reasonably
priced Risky
Spain 67.5
% 57.2% 37.7% 41.4% 50.2% 45.3% 37.2% 57.8% 73.3% 77.6% 68.3% 48.9% 4.9%
Italy39.2
% 23.8% 42.3% 43.3% 40.5% 18.9% 40.1% 26.2% 25.8% 15.5% 21.7% 5.8% 3.1%
Greece35.1
% 46.3% 41.1% 43.3% 40.1% 15.9% 16.0% 35.1% 31.3% 32.6% 28.8% 21.2%16.2
%
Portugal33.6
% 28.3% 19.5% 21.2% 24.5% 13.6% 18.9% 24.1% 25.0% 19.2% 27.0% 14.5% 3.1%
Cyprus31.5
% 31.4% 31.2% 30.5% 30.0% 26.8% 26.9% 25.3% 21.9% 21.0% 19.4% 10.4% 5.8%
Malta26.8
% 12.6% 15.2% 16.2% 15.6% 9.8% 11.0% 15.1% 14.1% 7.6% 13.6% 7.7% 1.6%
Turkey20.2
% 25.7% 24.1% 26.4% 24.6% 17.9% 13.3% 22.4% 25.6% 25.6% 18.9% 34.7%23.9
%
Croatia14.5
% 14.4% 13.8% 13.3% 16.4% 6.5% 6.0% 8.9% 12.4% 7.4% 5.3% 18.2%19.3
%
Bulgaria12.8
% 8.8% 9.5% 10.9% 12.2% 6.5% 4.9% 8.0% 12.0% 7.4% 3.8% 23.0%15.7
%
Egypt12.2
% 20.1% 35.0% 38.0% 31.8% 35.8% 28.3% 11.0% 19.0% 10.4% 5.3% 12.9%66.1
%
Base 664 668 660 660 664 660 618 675 652 634 670 636 548
Relative Strengths: Safe, Beautiful beaches, Natural beauty and Culture. Relative Weaknesses: Reasonably priced, Family-orientated.
Holiday Destination Image ProfilesAttributes ranked on strength of association with Cyprus
% Rating
20
Advertising Evaluation
21Advertising 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.
ACTIVITYJAN FEB MARCH APRIL MAY JUNE JULY
2 3 4 5 6 7 8 910 11 12 13
14 15 16 17
18
19 20 21 22
23 24 25 26
27 28 29
30
10/1 17/1 24/1 31/1 7/2 14/2 21/2 28/2 7/3 14/3 21/3 28/3 4/4 11/4 18/4 25/4 2/5 9/5 16/523/5 30/5 6/6 13/6 20/6 27/6 4/7 11/7 18/7
25/7
POSTERS
London
Manchester
Birmingham
Glasgow
TV
Five Digital
ITV Digital
C4 Digital
SKY
PRESS
SPEND
440 GRP’s (70%)
6177 placements (100%)
42 insertions (53%)
Wave 1 Survey Wave 2 Survey
£793,000 £363,000
£425,000
£363,000
£368,000
22Expenditure 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.
Apr-11 Aug-11
Total Total Change
Seen any advertising 14.4% 15.1% 0.7%
Not seen or heard anything 85.6% 84.9% -0.7%
Yes, but can’t recall where 1.0% 0.7% -0.3%
TV 10.4% 10.2% -0.2%
Cinema 0.0% 0.0% 0.0%
Radio 0.1% 0.0% -0.1%
Magazine Ad 1.3% 1.7% 0.4%
News-paper Ad 2.5% 0.9% -1.6%
Article 0.1% 0.3% 0.2%
Outdoor Posters 0.4% 0.4% 0.0%
Indoor posters 0.0% 1.0% 1.0%
Taxi or bus sides 0.0% 0.7% 0.7%
Direct mail 0.1% 0.3% 0.2%
Internet advertising 0.4% 0.7% 0.3%
From April–Aug £363,000 has been spent on outdoor media. No other advertising has been employed.
Awareness of outdoor advertisingis 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
Have you seen or heard Cyprus advertised recently and where did you hear or see it?
Pre-campaign Sep 2006
Post campaig
n Aug 2007 Change %
Mid-campaign Apr
2011
Mid-campaign Aug
2011 Change %
Seen any advertising 21.1% 23.4% 2.3% 14.4% 15.1% 0.7%
Not seen or heard any advertising 78.9% 76.6% -2.3% 85.6% 84.9% -0.7%
Seen, but can't recall where 2.9% 1.5% -1.4% 1.0% 0.7% -0.3%
TV 12.8% 14.3% 1.5% 10.4% 10.2% -0.2%
Cinema 0.1% 0.1% 0.0% 0.0% 0.0% 0.0%
Radio 0.3% 0.1% -0.2% 0.1% 0.0% -0.1%
Magazine Ad 2.2% 4.5% 2.3% 1.3% 1.7% 0.4%
Newspaper Ad 3.1% 4.1% 1.0% 2.5% 0.9% -1.6%
Article (newspaper or magazine) 1.3% 0.4% -0.9% 0.1% 0.3% 0.2%
Outdoor posters 0.7% 1.0% 0.3% 0.4% 0.4% 0.0%
Indoor posters 0.8% 0.4% -0.4% 0.0% 1.0% 1.0%
Taxi or bus sides 0.0% 0.7% 0.7%
Direct mail 0.7% 0.2% -0.5% 0.1% 0.3% 0.2%
Internet advertising 1.0% 0.5% -0.5% 0.4% 0.7% 0.3%
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
18% 15% 15% 13% 11% 11% 9% 8% 8% 6%
82% 85% 85% 87% 89% 89% 91% 92% 92% 94%
0%
20%
40%
60%
80%
100%
Egypt Spain Cyprus Turkey Malta Croatia Italy Greece Portugal Bulgaria
Not seen
Advertisingaware
Unprompted Advertising Awareness: Seen Any Advertising
Egypt achieved the highest unprompted advertising recall at 18%. Cyprus dropped from first position in Wave 1 to joint second with Spain at 15%.
Base: All Respondents
25
Seen Cyprus TV only
Seen Cyprus Press only
Seen Cyprus Press & TV
TV only 58%
Press only 12%
Press & TV 7%
TV 68%
Press 19%
Posters 9%
Seen Cyprus Posters only
Posters only 8%
Posters & TV 2%
Posters, TV & Press
8%
Seen Cyprus Posters & TV
Seen Cyprus Posters, TV & Press
Base: 106 Seen ANY Cyprus Advertising
(excluded radio, internet & direct mail from the chart)
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
26
Advertising: TV
27
12%10% 9% 8%
6% 6% 5% 5% 4% 3%
0%
5%
10%
15%
20%
Egypt Cyprus Spain/Majorca
Turkey Croatia Malta Greece Portugal Italy Bulgaria
Claimed recall of TV advertising by holiday destination (unprompted by stimulus)
Cyprus achieved the second highest TV advertising awareness of all destinations. Recall was highest in Manchester.
Base: All Respondents
10% 11% 11% 12%
7%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed recall of Cyprus TV Advertising (unprompted by stimulus)
By Region
28
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%
Recall (unprompted)“Can you describe the last (TV) advert you saw/heard for Cyprus?”
29
10% 10%
19%
0%
20%
40%
60%
80%
100%
Unpr
ompte
d
Prom
pted
by de
-bra
nded
stills
Claimed recall of Cyprus Advertising prompted by TV stills (De-branded: Country name obliterated)
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%).
Base: 703 (All Respondents)
Misattributed
Correctly attributed to Cyprus
29%
30
30%
4%
1%
2%
2%
2%
4%
5%
5%
5%
7%
34%
0% 10% 20% 30% 40%
Can't recall
Other
Bulgaria
Italy
Portugal
Malta
Croatia
Egypt
Spain / Majorca
Turkey
Greece
Cyprus
Base: 202 Those claiming recall after seeing the TV stills
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)
31
Advertising: Press
32
2% 2% 2% 2% 2% 1% 1% 1% 1% 1%
0%
5%
10%
Egypt Spain/Majorca
Italy Cyprus Croatia Greece Turkey Malta Portugal Bulgaria
Claimed recall of colour magazine advertising by holiday destination
(unprompted by stimulus)
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.
Base: 703 All Respondents
2%
0%
2% 3%2%
0%
5%
10%
Total London Birmingham Manchester Glasgow
Claimed recall of Cyprus Colour Magazine Advertising (unprompted by stimulus) By Region
33
Prompted claimed recall of Cyprus Magazine advertising (De-branded: Country name obliterated)
Base: 702 All Respondents
A quarter of the sample claimed to recall the magazine advertising when prompted... …but only 37% of these correctly attributed the advertising to Cyprus.
2%9%
16%
0%
20%
40%
60%
80%
100%
Unpr
ompte
d
Prom
pted
by de
-bra
nded
stills
Misattributed
Correctly attributed to Cyprus
25%
34
33%
3%
0%
1%
1%
1%
1%
3%
4%
5%
12%
37%
0% 10% 20% 30% 40% 50% 60%
Can't recall
Other
Bulgaria
Malta
Portugal
Croatia
Italy
Spain / Majorca
Egypt
Turkey
Greece
Cyprus
Base: 172 Those claiming recall after seeing the magazine ads
Cyprus Magazine advertising prompted recall: destinations claimed being advertised
(De-branded: Country name obliterated)
The fact that Greece and Turkey were also mentioned implies difficulty distinguishing advertising for Cyprus from other Mediterranean destinations.
35
Advertising: Other
36
2.1% 1.7% 1.7% 1.7% 1.6% 1.4% 1.3% 1.0% 0.9% 0.6%
0%
5%
10%
Malta Spain/Majorca
Italy Turkey Portugal Egypt Croatia Greece Cyprus Bulgaria
Claimed recall of newspaper advertising by holiday destination
Awareness of newspaper advertising is low for all destinations.
Base: 703 All Respondents
0.9% 0.6%1.2%
0.6%1.2%
0%
5%
10%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Newspaper Advertising (unprompted by stimulus) By Region
37
0.4%1.1% 0.6% 0%0%
0%
5%
10%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Outdoor Poster Advertising (unprompted by stimulus) By Region
Recall of Outdoor & Direct Mail advertising for Cyprus by region
Base: 703 All Respondents
0.3%1.1%
0%0%0%0%
5%
10%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Direct Mail Advertising (unprompted by stimulus) By Region
38
0.7%1.7%
0.6%0%
0.6%
0%
5%
10%
Total London Birmingham Manchester Glasgow
Base: 703 All Respondents
Claimed Recall of Cyprus Internet Advertising (unprompted by stimulus)
1.0% 0.6%
2.3%1.1%
0%0%
5%
10%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Indoor Poster Advertising(unprompted by stimulus)
Recall of Internet & Indoor Poster advertising for Cyprus by region
39
Advertising: Attributes(Having been shown the ‘branded’ ads)
40
51%
34% 34% 33% 31% 30% 28%22%
14%2%
38%
44%
30% 33%37%
34% 33%22% 29%
24%
13%
5%
9%
14%19%
14%
12% 17%
18% 19%32%
13%19%
14%
5%12%
16%10%
9%
18%14%
18% 20% 17%
29%28%
33%
1% 2% 6% 5% 2% 5% 4% 6% 6% 8% 10%15%
39%
24% 22% 19%
44%35%
0%
20%
40%
60%
80%
100%
Disagree strongly
Disagree slightly
Neither agree nordisagree
Agree slightly
Agree strongly
The Advertising……
Similarly to Wave 1 the ad successfully conveyed a sense of ‘peacefulness and relaxation’. The campaign was not rated particularly strongly on ‘distinctiveness’.
Base: 700 All Respondents
41
27% 28% 28% 31%25% 22%
35%24%
36%
23%
46% 39%
55%
47%
48%
48%42%
47%
40%
49%
22%25%
14%20%
23% 29%
32%
15%18% 25% 19% 24%
4% 7%2% 3% 5% 8%
2% 3% 2% 5% 4%1% 1% 1% 1% 1% 1% 1% 1% 1%
12%
36%
45%
47%
3%
0%
20%
40%
60%
80%
100%
Total20-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60+ yrs
London
Birmingham
Manchester
Glasgow
Visited Cyprus before
Not visited Cyprus before
Dislike verymuch
Dislike
Neither like nordislike
Like
Like very much
Overall Opinion of the Advertising (Press &TV)
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.
Base: 702 All Respondents
42
Phase 1n=29 (4%)
Why do you dislike the campaign?(Only a tiny minority disliked the campaign.)
Dislikes
Artificial / False (7%)“Too commercial - could be exaggerating -
to good to be true.”
Don’t like beach holidays (10%)“Doesn't relate to my sort of holiday, prefer cycling, walking, trekking, historical sites”.
Nothing unique (28%)“Doesn't tell me that's Cyprus - it could be
anywhere.”“Generic - What you expect - typical.”
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.”
43
How impactful did you find this advertising campaign?Score: 0-10
3%2%
4% 4%
13%
10% 10%
13%
17% 17%
6%
0%
5%
10%
15%
20%
0 Not
at a
ll im
pactfu
l 1 2 3 4 5 6 7 8 9
10 Ext
rem
ely im
pactfu
l
% Respondents
ImpactAlthough the campaign was liked, many felt that its impact could be strengthened….
Base: 701 All Respondents
Weak to Moderate Strong
44
26%
12% 11%9% 9%
6% 5% 5% 4%2% 2% 2% 2%
10%
0%
10%
20%
30%
40%
50%
Relaxing/Tranquil/Peaceful/
Idyllic
Weather Scenery Beaches Diversity/Variety
Culture/History
Upmarket/Luxurious
Inviting Colourful/Brightcolours
Clean Families Romantic Fun Other
What, in your opinion makes the advertising so impactful?
Consistent with Wave 1 the relaxing, tranquil feel of the advertising was the most impactful aspect.
Base: 161 All respondents who scored the Campaign 9 or 10 and provided a valid response
45
23%
16%12% 11% 10%
6% 5% 3%
13%
0%
10%
20%
30%
40%
50%
Show Cypriotculture/
History/ Wayof life/ Food/
Places ofinterest
Modern/Activites/Appeal to
Youth
Moredistinctive
More familyoriented/
Show childrenin the advert
Prices/ Valuefor money/
Hotels
Scenery Show night-life
Cyprus'branding'
Other
How would the advertising have to be improved to increase its impact?
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.
Base: 305 All respondents who scored the Campaign 0-8 and provided a valid response
46
Advertising: Call to Action?
47
64%
2%
4%
5%
6%
8%
20%
0% 10% 20% 30% 40% 50% 60% 70%
Total
Thought about having a holiday in Cyprus
Discussed holiday in Cyprus with friends/ family
Spoken to someone who has previously visited Cyprus
Booked a holiday to Cyprus
Spoken to travel agent about holidays in Cyprus
Researched Cyprus
None of the above
Action since seeing the advertising for Cyprus
Of those who claimed to have seen either the TV or Press advertising 36% had engaged to some degree.
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.”
“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”
“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.”
“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
50The 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.
51
How likely are you to recommend Cyprus to your friends?Recommendation Score: 0-10
2% 2% 2%1%
5%3%
8%
14%16%
25%
22%
0%
20%
40%
0 1 2 3 4 5 6 7 8 9 10
% Respondents
RecommendationJust under half of respondents (47%) 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).
Base: 208 All Respondents who have visited Cyprus
Critics23%
Advocates47%
Neutrals
NRR: 47 - 23 = 24
52
22%
15%13%
11% 10%8% 8%
5%3%
6%
0%
10%
20%
30%
40%
50%
Friendlypeople/
Hospitality
Weather Lots to do/Variety
BeautifulIsland/
Scenery/Destination
Beaches Good forfamiles/Family
oriented
Food Relaxing Night life Other
Why would you recommend Cyprus to your friends?(Those scoring 9 or 10)
In keeping with Wave 1 the key reason for recommending Cyprus is the friendly local people and the hospitality shown while on holiday. The weather and the variety of available activities
are also important recommendation points.
Base: 149 All respondents who visited Cyprus, provided a recommendation score of 9 or 10
(21% of total sample)
53
14% 12%
5% 5% 4% 4%1% 1%
26% 27%
0%
20%
40%
60%
80%
100%
Lesscommercialised
Less expensive(price of flights,prices in Cyprus)
More familyoriented/ More
activities forchildren
Cleanliness/ Qualityof accomodation
Prefer otherdestinations
More to do/ see More night-life Flight time Other Nothing - noimprovement
What would have to be different or improved to get a higher recommendation from you?(Those scoring 0-8)
The negative responses are fragmented. However, the main reason for not providing a higher score is the commercialisation of Cyprus and price of flights and prices
in Cyprus. This is a barrier for a sizeable minority.
Base: 74 All respondents who visited Cyprus, provided a recommendation score of 0-8(11% of the total sample)
54
• Cyprus had the highest advertising recall of competitor destinations surveyed for Wave 1 but dropped to joint second position with Spain in Wave 2, with 15% of respondents. Egypt had the highest advertising recall at 18%. Egypt has had a lot of TV and press coverage of late and this could have impacted on recall levels (not all positive: civil unrest and shark attacks).
• Unprompted TV ad awareness remains unchanged at 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 29%. But, only about a third (34%) of these respondents correctly attributed the advertising to Cyprus.
• A quarter 25% (Wave 1 20%) claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 37% correctly attributed the advertising. Two respondents could recall the slogan ‘In your heart.’ (Wave 1: one respondent)
• 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 seeing Cyprus as a romantic destination for couples.
• 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 ad was well liked with a high total ‘liking’ score of 73%. The total ‘enjoyment’ rating was 75% which compares very well with our norm of 31%.
• The advertising would benefit from strengthening the Cyprus branding. Misattribution is currently relatively high: the heart device has yet to associate itself as a unique integral part of Cyprus campaign branding.
• Advertising recall and awareness levels have remained relatively high despite there being no further TV or press advertising since before the Wave 1 fieldwork commenced.
Conclusions
55
Appendix
56
33%
67%
0%
20%
40%
60%
80%
100%
Male Female
n=All Respondents
Sample Structure: Gender & Age
Gender
21%
18%
22%
16%
23%
0% 20% 40% 60%
20-29yrs
30-39 yrs
40-49 yrs
50-59 yrs
60+ yrs
Age of Respondent
57
6%
1%
8%
19%
66%
0% 20% 40% 60% 80%
None of theabove
Seekingwork
Part-time
Retired
Full-time
Work Status Social Class
n= All Respondents
30%
43%
27%
0%
10%
20%
30%
40%
50%
AB C1 C2
Sample Structure: Work & SEG
58
26%
24%25%
25%
Greater London
Birmingham
Greater Manchester
Glasgow
Sample Structure: Geography
59
Stimulus Materials
60
De-branded TV Stills
61
De-branded Press Ads
62
Portside HouseLower Mersey Street
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Contact: Peter KnowlesE-mail: [email protected]
Tel: 01625 582829 Fax: 01625 590073