Salt Lake City Airport Media Guide Our History

SALT LAKE CITY AIRPORT MEDIA GUIDE OUR HISTORY

ADVERTISING COMPANY AIRPORT ADVERTISING SALT LAKE CITY AIRPORT PROFILE TRAVELER PROFILE AIRPORT MARKET PROFILE MEDIA GUIDE COMPETITIVE MEDIA ANALYSIS PRODUCT OFFERINGS

| SALT LAKE CITY | lamar.com | SALT LAKE CITY OUR HISTORY

A simple flip of the coin in Pensacola, Florida, landed Charles W. Lamar Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss, and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company. Over the course of the next century, Mr. Lamar and his descendants built Lamar Advertising from a small sign company on the Gulf Coast into one of the largest providers of Out-of-Home advertising in the nation.

Through generations of commitment, integrity, and innovation, Lamar has changed the nation’s landscape while still maintaining the character of a family business.

| SALT LAKE CITY | lamar.com | SALT LAKE CITY AIRPORT ADVERTISING

Airport advertising delivers your message to a saturated audience of affluent, educated, tech-savvy business and leisure travelers in a “high dwell environment.”

Whether you are trying to raise awareness about your brand, product, or service, or you’d like to encourage point-of-sale, airport advertising meets your needs.

Airport advertising stands out from other media options because of its high visibility. Advertisers have the opportunity to target an engaged audience as they journey through the airport, from security lines to baggage claim.

Airport ads work exceptionally well for branding campaigns. Use airport advertising to paint a vivid, captivating picture of your brand. Achieve high campaign awareness and ad recall by bringing your message to the airport where the engaged audience awaits.

Branding campaigns give consumers top of mind awareness of your brand. Invest in airport advertising to spread the word about your product or service.

Advertisers say that when they use airport in their media mix, the buy feels much “bigger” than the actual spend.

| SALT LAKE CITY | lamar.com | SALT LAKE CITY AIRPORT PROFILE SALT LAKE CITY INTERNATIONAL AIRPORT

Reach national, regional or local customers in the Salt Lake City airport. These flyers have great demos, are 50/50 business & leisure, and are a unique mix of hub and destination travelers. Only a 2.5 hour maximum flight from 50% of the US population, SLC is the largest hub airport in the western states and is Delta’s second largest hub. High income travelers use SLC as the gateway to exclusive ski resorts such as Park City and Solitude, as well as multiple world famous golf courses.

AVERAGE ANNUAL PASSENGERS: 21 MILLION RANKED 25TH IN THE NATION

| SALT LAKE CITY | lamar.com | SALT LAKE CITY TRAVELER PROFILE SALT LAKE CITY INTERNATIONAL AIRPORT

90 MILLION ADULTS HAVE TAKEN AT LEAST 1 DOMESTIC FLIGHT IN THE PAST YEAR Frequent Fliers 4+ trips per year (6 trips/year avg) Air Travelers Avg 3 trips/yr

FREQUENT FLYER FAST FACTS: HHI $100,000+ 75% Frequent Fliers: 126% more likely of frequent flyers Air Travelers: 60% more likely, overall say they both notice College Degree airport advertising Frequent Fliers: 62% more likely and take the time to Air Travelers: 39% more likely, overall read the message. Post Graduate Degree Frequent Fliers: 142% more likely Air Travelers: 68% more likely, overall

Frequent flyers are 56% more likely Spend Less Time Watching TV than all Americans to be first to try or Frequent Fliers: 35% less likely to be a heavy TV viewer buy new products or services. Air Travelers: 21% less likely, overall

73% of business frequent flyers spend Spend More Time on the Internet up to 2 hours in connecting airports Frequent Fliers: 54% more likely to be a heavy internet user during layovers. Air Travelers: 23% more likely, overall

| SALT LAKE CITY | lamar.com MARKET PROFILE SALT LAKE CITY

Salt Lake City International Airport is located approximately 15 minutes from the Salt Palace Convention Center and downtown hotels. It is within 40 minutes to an hour of eleven major ski resorts and provides convenient access from the airport to five national and 42 state parks. SLC is the gateway to 100 golf courses statewide, 24 in Salt Lake County and 26 more within an hour’s drive.

POPULATION: 35% OF RESIDENTS ARE COLLEGE GRADUATES

1,145,529 2% ARE AFRICAN AMERICAN. 17% ARE HISPANIC 50.3% MALE 49.7% FEMALE 39% OF HOUSEHOLDS EARN > $75,000/YEAR 18-24 y/o 9.99% 45-54 y/o 11.4% 25-34 y/o 16.1% 55-64 y/o 10.0% 35-44 y/o 14.3% 65 & older 9.92% 65% OWN THEIR RESIDENCE WHILE 32% RENT AREA EVENTS & ATTRACTIONS: The Loveland Living Planet Aquarium | Clark Planetarium | Discovery Gateway | The City Library Utah’s Hogle Zoo | Natural History Museum of Utah | Thanksgiving Point | Utah Arts Festival City Creek | Fort Douglas Military Museum | Governor’s Mansion | Pioneer Day Camp Floyd State Park and Museum| Sundance Film Festival | Sandy Balloon Festival

COMPETITIVE MEDIA: 40% of area homes subscribe to cable. 46% of these households use a DVR. 43% of residents are heavy radio listeners. 41% use an online music service. 61% of residents haven’t read a newspaper in the past week.

SOURCES: SCARBOROUGH USA+ 2015 (Release 1), US Census

| SALT LAKE CITY | lamar.com COMPETITIVE MEDIA PRESENCE IN THE SALT LAKE CITY MARKET

AIRPORT ADVERTISING RADIO IS A CONSTANT MEDIA COMPANION. Airport ads deliver consistent 90+ impressions as trends shift in LOCAL RADIO STATIONS ARE AVAILABLE TO other forms of advertising. SALT LAKE CITY LISTENERS. Airport advertising can 41% of Salt Lake City residents use an online music service. compliment, reinforce, and Your target listener must tune in to the exact station your commercial is on and extend the reach of other ad be actively listening at the time your ad plays. Your airport ad is in the sight line of all fliers in your area or traveling from out of town. types in your campaign as part of a media mix strategy. NEWSPAPER 61% OF SALT LAKE CITY RESIDENTS SAY THEY DID NOT READ A NEWSPAPER THIS WEEK. Among area newspaper readers, 24% are retired, 72% did not graduate from college, and 65% do not have children in their home.

Newspaper readership is steadily declining in favor of up-to-the-minute news sources. Many papers have reduced publishing to a couple times per week. Airport ads reach your target as long as people are flying.

TELEVISION 60% OF SALT LAKE CITY HOMES DO NOT SUBSCRIBE TO CABLE TELEVISION.

Of the remaining 40% of households that do get cable, 46% have a DVR, enabling them to skip commercials.

Like radio, your target must be tuned in at the right time, on the right channel, be paying attention, and not choose to fast-forward through your message. Airport ads cannot be turned off. Effective designs are hard to ignore.

SOURCE: SCARBOROUGH USA+ 2015 (Release 1)

| SALT LAKE CITY | lamar.com