Bus Advertising Proposals

Use local bus advertising to effectively build awareness and footfall to Hoburne Holiday Parks Exterion Media - Who We Are London Underground & DLR 2 million people travel into Zone 1 daily National Bus 5.2billion passenger journeys per year in the UK London Bus 2.3 billion annual journeys National Rail & Tram 1.26 billion passenger journeys every year The Cities of Westfield Average combined monthly footfall is 5.5 million Why is Outdoor growing? Outdoor Radio Press More people are spending time out People increasing listen to non In the last year alone Press of home than ever before – commercial radio readership has fallen by 3% 70% of waking hours out of Increasing number of local stations People have less time to spend home giving people more choice and reading daily papers Ability to talk to them on mediums reducing listenership that are not intrusive Source: NRS, JICREG, RAJAR Delivering unparalleled coverage in Bournemouth %coverage In 1 week alone, more consumers in Bournemouth see Bus advertising compared BUS to Press, Radio and regular viewers of ITV1. Why splash the cash on a Press, Radio or even a TV campaign, when you can reach + more consumers with Bus advertising. Sources: TGI, RAJAR, JICREG Newspaper coverage based on % average issue readership in city OTS OTS OTH location. Radio coverage based on % weekly reach in transmission 3.95 area. 1.87 3.21 Regular ITV1 viewers based on medium to heavy weight of viewing, watching for 2 to 4 hours per day. • Buses deliver a high impact, large format version of a Press advert. • Bus adverts provide an important reminder of Press campaigns close to point of sale, on the high street. • Buses take Radio campaigns out of the home or car, making radio campaigns more memorbale. • Buses extend reach amongst light TV viewers, typically young and more upmarket audiences, who spend increasingly more of their time Out-of-Home. Short Breaks Reach every week 63% of people who have had a short uk break in the last 12 months Bus Stayed away – 4 Had a short uk times or more in break last 12 months 65% see Bus 66% see Bus advertising every advertising each week week. They are 10% more 12% more likely to likely to notice ads notice ads on the on the outside of a outside of a Bus Bus each week each week Source: TGI Buses are valued and part of the community Buses are valued and part of the community “The bus is public “They bring “There’s always a transport, so an advert people into the bus, isn’t there, on a bus is like a public community.” everywhere you go.” advert for everybody.” “If the bus is travelling around, it gets you wider publicity, getting more people to notice.” “Whether you’re on it or behind it, or see it alongside you, or have to cross the road in front of it, it is interacting in your life.” 74% of people in the regions agree that buses are an important part of the community, giving businesses who advertise on buses a positive relationship with the local population Sources: Robert Quayle Qualitative Study, Road to Enlightenment Study More movement, more interaction “Why wait for the customers to come to your advert when your advert “A Bus is a moving can come to them? Mobile advertising board, it media will reach more travels across town, people than static forms.” so loads of people will see it.” Your consumers Your ads Your product Source: RQQR, Road to Enlightenment (Q Media) Buses reach people all day every day Buses reach people throughout the day, enabling your target audience to see the campaign many, many times, which is essential if you want to change behaviour or challenge perceptions. People feel the local bus is their bus, part of their Commuters Commuters community. Putting Shoppers messages on a bus reaches thousands of people, it is a broadcast medium. This visibility is the most perceived Lunch benefit of bus advertising, they are everywhere and difficult to miss. Bus advertising is seen from a Impulse Town centre variety of vantage points; School run School run when out shopping, on the shoppers socialisers way to and from work, during lunch or when out on the town socialising. This means that bus advertising has a 6am 9am 12pm 3pm 6pm 9pm huge audience to promote your message. Those who have seen Bus advertising are heavy internet users Index Source: TGI Bournemouth bus network – 114 buses in fleet 10 Areas Served Lymington Bus Fleet • There are a total of 27 buses in Lymington Fleet Area served: • Ashley, Ashurst, Barton on Sea, Bashley, Beaulieu, Beckley, Boscombe, Bransgore, Brockenhurst, Burley, Chatsworth Park, Christchurch, Dibden Purlieu, East Boldre, Everton, Foxhills, Hatchet Gate, Highcliffe, Hinton Admiral, Hordle, Houndsdown, Hythe, Norleywood, Lower Buckland, Lymington, Lyndhurst, Millbrook, Milford on Sea, Moortown, Mudeford, New Milton, Old Milton, Pennington, Pilley, Rushington, Setley, Southampton, Sway, Tiptoe, Totton, Walkford, 11 Rears Audience – target and have a conversation with motorists and passengers in their personal space Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the ad Call to action – extended exposure encourages direct response and time to remember details Coverage – presence in every town, covering urban and suburban areas Value – lower cost per site providing great value for money Flexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus depot area Sample Recommendations • Min contract is 4 weeks for rears and max is 52 weeks and we have a start date every other Monday which means you can book, 4 weeks, 6 weeks, 8 week campaigns etc, you can start a campaign for 4 weeks with more bus backs and then drop them down to a smaller amount for a longer, drip feed campaign etc etc. Obviously the more you can take the more standout and frequency of message you will enjoy. • As a rule for a 4 week campaign you need to be taking approx. 20% of fleet. I personally think that taking a short campaign of 4 weeks will not be long enough to raise your profile in any big way or indeed to properly give the campaign a chance to work. Generally a person needs to come into contact with an advert at least 5 times before they take any action. • This is the way to truly standout and maintain that image, own the roads in your local area – people see bus. 13 Continued…. • 4 week sample recommendation: across Bournemouth and Lymington depots • Roughly 20% of each fleet required in order to gain enough coverage and frequency – 20 out of Bournemouth and 4 at lymington • Best market rate on 4 weeks = £120 + vat (ratecard is £198) • 24 x rears at £120 + vat each = £2880 + vat • Production in one design = £423 + vat in total • Grand total = £3303 + vat • 12 week campaign • Taking approx. 15% as this campaign is about longer term, so you can take slightly less ads as they are out there building over longer period of campaign. • 15 out of Bournemouth and 3 out of lymington – 18 in total • Rental at £98 + vat per rear per 4 weeks • Total rental = £5292 + vat • Production in one design = £373 + vat • Grand total = £5665 + vat 14 Mini mega rears A really creative, impactful site that is bigger than a normal rear and gives a long term branding message for your business to keep you top of mind. Contract is for a year. Buy 5 and fully inclusive of all rental and production = £12500 + vat You can have different depots with different creative if you so wish. Buy less than 5 and each bus will be £2999 + vat per year (or £57.67 + vat per week) 15 Mega Rears Size – big, bold format making your brand unmissable and memorable Audience – target and grab the attention of motorists and pedestrians Brand Building – perfect for impact adverts on the high street Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the ad Call to action – extended exposure encourages direct response and time to embed the advert details in the consumers memory Mega Rear Deals • Based on 1 year contract – • 1 x single deck mega rear inc all production and rental = £5600 + vat • 1 x double deck mega rear inc all production and rental = £8000 + vat • SPECIAL CURRENT DEAL! • 3 x single deckers (one in 3 x towns each with different creative if you so wish) = £11900 + vat fully inc • 2 x double deckers = £11,900 + vat fully inc • Different creative on each one in different depots if you so wish.

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