Outdoor works for… Travel brands

£5.9m EE £4.1m£3.9m£2m£1.9m £1.8m£1.6m£990k£970k£920k Leading Travel & Transport brands trust Out of Home

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 HEAVY OOH 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 medium Index base All Adults Index People heavily exposed to OOH are heavy business and leisure travellers

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 medium Index base All Adults People heavily exposed to OOH take a broad range of holidays 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 medium Index base All Adults % Heavy Outdoor audience spend more on holidays and short breaks

People who see a lot of OOH are active and frequent travellers Those heavily exposed to Out of Home like travelling abroad particularly where activities are organised but still have a sense of adventure 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 medium Index base All Adults Index

People exposed to lots of OOH have strong emotional connection with Travel Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about travel products 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 medium Index base All Adults 75% Index

The Customer Journey 2012 Search from home/work 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 People who see posters for Travel & Transport products are more likely to act

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 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

The Customer Journey 2012 Search from home/work For those in the Travel market, more OOH means more search & purchasing

Out of Home is the classic brand builder *Source: Mindshare “The Brand Building Power of Outdoor” 2010 We are a nation on the move, spending increasing amounts of time outside the home Outdoor advertising messages reach a huge audience and get noticed, particularly by the younger age groups, business professionals and affluent families Out of Home confers fame, personality and desirability on brands, boosts online search. There is also a strong correlation between heavy Out of Home use and successful or growing brands*

Heavy Out of Home audience is affluent, upmarket and young 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 medium Index base All Adults Index

Out of Home is the most visual medium and leaves a lasting branding impression With so many strong travel brands, share of mind is vital Vibrant imagery gives extraordinary scale and impact to the brand And anchors a strong visual brand memory in the brain – an important stimulus for people thinking about holidays and those ready to purchase And unlike other media, Out of Home cannot be switched off, put down or turned over

Travel and holiday destinations campaigns get noticed with outdoor “Have you seen outdoor advertising for travel and holiday destinations recently?” Source: YouGov, August 2012 Urban are those who live or work in cities or towns

Out of Home delivers the most relevant environment for Travel brands Travel brands can communicate when consumers are in transit across very diverse environments They are in a travel mindset, mobile, already pre-disposed to the idea

Out of Home can target an audience type, mindset, moment or environment Out of Home can also target discrete audiences in relevant environments at key times of year This is useful for contextual messaging and pinpointing specific audiences eg business or leisure travellers, promoting long-haul travel to would-be travellers driving home in winter, in departures or arrivals etc Digital Out of Home screens add further impact with contextual messaging tailored to the mindset and the moment

OOH provides immediacy and consumer engagement

…and driving them to book OOH provides immediacy and consumer engagement

OOH provides continuity Not only an ongoing brand presence But also with travel bookings being a twelve month market, brands need to keep their travel offers in view on a continuous basis

Out of Home is the “Last window of Influence” As well as driving online search and purchase, Out of Home is also the medium which can place an ad closest to a transport hub, travel agent or bureau de change - delivering the twin virtues of recency and proximity A recent study showed 88% recall of Out of Home in the half hour before purchase With travel bookings being a 12 month market, advertisers need to keep their travel offers in view on a continuous basis

Source: Last Window of Influence study Base: All Shoppers/Those intending to visit travel agents today Over 1/3 of those intending to visit a travel agents have seen OOH in the past 30 mins Visitors to travel agents, 34% have seen OOH in past 30 minutes

Out of Home complements TV, online and print in multi-media campaigns Outdoor always delivers net reach and frequency to TV, print and online campaigns Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40%

Source: BrandScience Travel Outdoor offers best return on investment (ROI analysis of travel campaigns)