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Ad recall leads to significantly improved brand perceptions

The Challenge

Travel Website wanted to shift brand perceptions from being seen as ‘one of many online travel agents’ to being ‘different’, helping people and making their life easier. 

The ads intended to express how Travel Website could save time, effort and money, while aiming to inspire commuters when in need of ‘escapism’. Overall, the campaign looked to increase website usage and drive sales, whilst improving brand awareness.

The Execution

In early 2016, the Travel Website ran a multi-media advertising campaign, on outdoor formats (a 4-week medium-weight campaign with Exterion, on London Underground 48 sheets, TCPs, DEPs), as well as on TV.

In order to capture the effectiveness of the campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 ABC1 respondents:
37% males, 63% females
14% 18-24 years, 46% 25-34 years and 40% 35-44 years

Test Sample: London Tube users
Control Sample: Non-Tube users who live outside of London

The Results

A high level of brand awareness, as a result of the London Underground campaign, worked to increase brand consideration, improving perceptions and driving interaction with the Travel Website.


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Positive associations

80% of London Tube users who recalled the ads said they were encouraged to daydream about their next holiday (vs. 44% who did not recall)

Audience synergy

71% of those who recalled the ads thought the brand was aimed at people like them (vs. 44% who did not recall)

Contact our Research team for more information on our insights - 0800 80 85 619