It's never too early to start planning your summer 2024 tourism campaigns. Including Out of Home advertising in your media mix is a brilliant way to connect with a wider audience who may not have considered your destination before. OOH has the power to inspire individuals to research destinations and make informed choices about where they want to travel. Every aspect of a vacation is booked online but we will show you how outdoor advertising plays a huge role in considering an initial destination.
The pandemic changed tourism in a million ways. First people didn't travel anywhere. Then they cautiously took short trips to places they knew. Next was families willing to research vacation locations a day's drive away. Now, according to Bloomberg, we are back with air travel finally reaching pre-Covid levels. That means this coming summer will have the highest demand for tourist destinations in half a decade. To get your CVB & Tourism campaign noticed it must meet people where they live, work, and play. That is why OOH needs to be on your media mix..jpg?width=500&height=500&name=Visit%20Annapolis%20Boat%20(Compressed).jpg)
OOH advertising has the power to capture the attention of a wider audience who may not have previously considered your destination. You may have hit the limits of the reach of your online campaign and going from URL to IRL expands your scope immensely. It serves as a visual inspiration, enticing individuals to delve deeper into researching destinations and ultimately making informed choices about where they want to travel.
A recent study conducted by Comscore evaluated the effectiveness of OOH advertising in driving various online actions, such as search, social search, video search, website visits, and more. The findings were nothing short of impressive. OOH accounted for a staggering 22% of the search engine action share, despite representing just 4.1% of the overall ad spend share. This means that OOH advertising consistently outperformed expectations, indexing at a rate 5.3 times higher than anticipated given its relative ad spend.
In order to inspire individuals to make significant decisions, it is essential to leave a lasting impact. While a small screen in their pocket may not be able to do so, billboards and transit ads provide the perfect canvas to truly wow people. A billboard showcasing stunning visuals of a distant destination serves as the catalyst for initiating the consideration process. Remarkably, nearly half of the participants in an OAAA Harris poll revealed that they felt compelled to search for an advertiser online after seeing an OOH ad. This factor ultimately drives the rest of your media mix.
So, as you embark on planning your summer 2024 tourism campaigns, consider the power of OOH advertising. It's never too early to start laying the groundwork for a successful and impactful campaign that will leave a lasting impression on potential travelers. Connect with a wider audience, inspire them to research your destination, and watch as your visitor numbers soar. The possibilities are endless when you embrace the power of OOH advertising in your marketing strategy.
