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Ad recall of the Travel Website 48 sheet ads lead to improved brand perceptions and drive action

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

The Travel Website 48 sheet ads were the most effective format in the campaign when it came to clearly communicating the brand messaging.

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Ad recall

46% of London Tube users recalled the 48 sheet ads alone

Word of mouth

35% of those who recalled the 48 sheet ads talked to someone about Travel Website or their advert (vs. 10% who did not recall the 48 sheet ads)

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