Out of Home works for Travel brands

Leading Travel & Transport brands trust Out of Home

£5.9m

EE

£4.1m £3.9m £2m £1.9m

£1.8m £1.6m £990k £970k £920k

People who see a lot of Out of Home are active and frequent travellers

Young, in full time employment, upscale, high income, mobile,and active

Regular travellers, active mindset

Actively interested in travel and transport products and happy to share their views with others, both off and online

HEAVYOOH CONSUMPTION

Travel abroad frequently on both business and leisure and so are

actively interested in the sector.

Favoured modes of travel are air and for European-based holidays,

car too. Enjoy a mix of holidays, active and beach but have a

sense of adventure and like to be pampered.

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

Index

People heavily exposed to OOH are heavy business and leisure travellers

Traveled by Air past 12mths 1-4 Business Trips past 12mths Holiday abroad past 12mths0

20

40

60

80

100

120

140

160

112

134

107

97

86

101110

121

101101 101 104100 101 104

7971 73

Heavy OOH Heavy Newspapers Heavy Internet Heavy Radio Heavy Magazines Heavy TV

Index

People heavily exposed to OOH take a broad range of holidays

Beach holiday past 12mths Golfing holiday past 12mths Skiing/winter sports past 12mths0

20

40

60

80

100

120

140

160

180

105

152

171

98

114

49

103

143

159

8591

30

100

87

64

98

82

143

Heavy OOH Heavy Newspapers Heavy Magazines Heavy TV Heavy Radio Heavy Internet

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

%

The Heavy Out of Home audience spends more on holidays and short breaks

% highest spend on holidays/short breaks past 12 mths0.0

5.0

10.0

15.0

20.0

25.0

21

17 1716

1513

Heavy OOH Heavy Internet Heavy Radio Heavy Newspapers Heavy TV Heavy Magazines

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

People who see a lot of OOH are active and frequent travellers

I like holidays where activities are organised

I like to take holidays off the beaten track

I like the idea of travelling abroad I try to go somewhere different every time

0

20

40

60

80

100

120

140

160

136

118 114 112

Heavy OOH Users

Those heavily exposed to Out of Home like travelling abroad particularly where activities are organised but still have a sense of adventure

Index

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

I really like to try new drinks

0%

20%

40%

60%

80%

100%

75%

People exposed to lots of OOH have strong emotional connection with Travel

110115120125130135140

122

137133

128 128125

122

137

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

Index

Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about travel products

Learnt about travel companies and products Looked at travel products0%

5%

10%

15%

20%

25%

30%

35%

40%

45%41%

33%

23%

13%

Seen OOH Not seen OOHThe Customer Journey 2012Search from home/work

People who see posters for Travel & Transport products are more likely to act

Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in market for Travel are even more likely to do so

Out of Home drives web search for travel brands, more than TV, press and radio

• Mindshare research shows that Out of Home drives web search volume for the advertised brand

• Outdoor generates more search than TV, press and radio

Travel brands0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%5.5%

3.5%

Outdoor TVSource: 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

Travel and holiday destinations campaigns get noticed with out of home

Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%

10%

20%

30%

40%

50%

60%

32%

36%

27%

42%

36% 37% 36%

49%

35%

“Have you seen outdoor advertising for travel and holiday destinations recently?”

Source: YouGov, August 2012Urban are those who live or work in cities or towns

Over 1/3 of those intending to visit a travel agents have seen OOH in the past 30 mins

Seen Any Ads Anytime Seen any OOH Anytime Seen Any Ads Past 30 minutes Seen Any OOH Past 30 minutes0%

20%

40%

60%

80%

100% 98%

90%

43%

34%

Source: Last Window of Influence studyBase: All Shoppers/Those intending to visit travel agents today

Visitors to travel agents, 34% have seen OOH in past 30 minutes

OOH offers best return on investment (ROI analysis of travel campaigns)

Out of Home TV Radio Online Print£0.00

£1.00

£2.00

£3.00

£4.00

£5.00

£6.00

£5.01

£4.29

£3.08

£2.49 £2.43

Source: BrandScience Travel