1. 10+ reasons why Travel brands should use Outdoor

2. Outdoor brings travel to life in vibrant colour A colourful medium for a colourful product

3. Outdoor can demonstrate the travel experience with impact and scale Outdoor can bring the travel experience to life like no other medium

4. 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

5. 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

6. 53% 19942008 Time of day % Population OOH Outdoor Audience growing long-term Source: IPA TouchPoints Hub Survey 2008

7. A constant stimulus The diversity of media on offer keeps the opportunities front of mind

8. 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

9. 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

10. 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

11. 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

12. Source: BrandScience (Travel) Outdoor offers best return on investment (ROI analysis of travel campaigns) £4.29 £5.01 OnlinePrintOutdoorTV £2.49 £2.43 Radio £3.08

13. Outdoor drives web search for travel brands, more than TV, press and radio 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

14. 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

15. 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 spend more on holidays and short breaks £’s (billions)

16. 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 go on more holidays Adult 000’s (Last 12 months) Heavy OutdoorHeavy Newspaper Heavy Magazine Heavy Television Heavy Radio Heavy Internet Holidays674252164661558554675382 Holidays abroad376428032520266228202993 Europe holidays281922901895203721352190 British Isles holidays232019981642204520341744 Rest of world holidays14689069639249701234

17. 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 represent most diverse choice of holidays Adult 000’s (Last 12 months) Heavy Outdoor Heavy Newspaper Heavy Magazine Heavy TelevisionHeavy Radio Heavy Internet Beach/Resort holidays226118671658172217511712 Lakes & Mountain holidays398273247169305259 Eurostar Holidays/Short Breaks252150158132208218 Package Holidays209819531651181816431455 Other types of holidays15051080938106912701301

18. Word of mouth: Outdoor audience talk more about holidays and travel 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 Adult 000’s

19. 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 Adult 000’s Heavy Outdoor Heavy Newspaper Heavy Magazine Heavy Television Heavy Radio Heavy Internet Holidays and Travel influences Salespeople878509538591590677 Holidays and Travel influences Connectors274517721904182222232113 Holiday and Travel influencers Mavens960685697770749829 Holidays and Travel influences Champions407261289291285381

20. Outdoor audience plan more holidays, and holiday in different places 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 Adult 000’s

21. Travel and holiday destinations campaigns get noticed with outdoor “Have you seen outdoor advertising for travel and holiday destinations recently?” Urban means people who live, work or study in a large town or city Source: YouGov, August 2012