PORTLAND, OR AIRPORT MEDIA GUIDE OUR HISTORY ADVERTISING COMPANY AIRPORT ADVERTISING PORTLAND, OR AIRPORT PROFILE TRAVELER PROFILE AIRPORT MARKET PROFILE MEDIA GUIDE COMPETITIVE MEDIA ANALYSIS | PORTLAND | lamar.com | PORTLAND 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. | PORTLAND | lamar.com | PORTLAND 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. | PORTLAND | lamar.com | PORTLAND AIRPORT PROFILE PORTLAND INTERNATIONAL AIRPORT Ranked “Best U.S. Airport” 2006, 2007, 2008 & 2010 by Conde Nast in its Business Traveler Poll, Portland International has a loyal passenger mix that truly enjoys the ambiance of this airport. Portland International offers up the perfect blend of business and leisure travelers. More than 15 million passengers a year use PDX as their gateway to and from Portland and the Pacific Northwest. The airport provides nonstop flights to nearly 60 domestic and international cities in the US, Europe, Canada and Asia, and has an average of 500 departures daily. AVERAGE ANNUAL PASSENGERS: 15 MILLION RANKED IN THE U.S. TOP 30 PDX PASSENGER PROFILE DEMOGRAPHICS TRAFFIC AND IMPRESSIONS Male: 45% Female: 55% Age 35-54: 35% Age 55-64: 32% 500+ Scheduled Daily Flights 56 Cities Served with Non-Stop Flights CHILDREN UNDER 18 IN HOUSEHOLD None: 58% AIRLINES One or Two: 34% Air Canada | Continental | Hawaiian | Seaport EMPLOYMENT United | Alaska | Delta | Horizon | Southwest Employed Full- or Part-Time: 74% Management / Business/ Financial: 15% US Air | American | Frontier | JetBlue | Spirit Professional: 19% White Collar: 47% KEY DOMESTIC NON-STOPS Retired: 13% Atlanta | Boston | Chicago | Dallas | Denver EDUCATION Las Vegas | New York City | Phoenix | Seattle College Educated: 69% San Francisco College Graduate or More: 34% Some College: 35% INT’L NON-STOP DESTINATIONS RESIDENCE Amsterdam | Calgary | Tokyo/Narita | Vancouver 78% live in the Portland Metro DMA | PORTLAND | lamar.com | PORTLAND TRAVELER PROFILE PORTLAND INTERNATIONAL AIRPORT Portland International travelers are affluent, educated and savvy. Over ninety-five thousand will buy a new car this year, 54% work full-time, 18% earn over $100K per year and 76% own their home. PDX is their air travel gateway and they are loyal PDX travelers! 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 SOURCE: SCARBOROUGH USA+ 2015 (Release 1) | PORTLAND | lamar.com MARKET PROFILE PORTLAND, OR POPULATION: 40% OF RESIDENTS ARE COLLEGE GRADUATES 2,231,181 3% ARE AFRICAN AMERICAN. 11% ARE HISPANIC 49.4% MALE 50.6% FEMALE 38% OF HOUSEHOLDS EARN > $75,000/YEAR 18-24 y/o 8.75% 45-54 y/o 13.5% 25-34 y/o 14.3% 55-64 y/o 12.8% 35-44 y/o 14.5% 65 & older 13.8% 59% OWN THEIR RESIDENCE WHILE 38% RENT AREA EVENTS & ATTRACTIONS: Rose Festival | Intel Oregon Int’l Air Show | Grand Floral Parade | Starlight Parade | Moda Center Oregon Zoo | Washington Park | OMSI | Portland Children's Museum | Oaks Park | City Fair Portland Art Museum | North Clackamas Aquatic | Evergreen Aviation & Space Museum Arlene Schnitzer Concert Hall | Willamette River | Pearl District | Alberta Arts District | Providence Park Portland International Beer Festival | Keller Fountain Park | Portland Japanese Garden HIGHER EDUCATION Portland State University | University of Portland | Lewis and Clark Univesity | Reed College Concordia University | Pacific University | Multnomah University | Warner Pacific College Art Institute of Portland | Oregon Health & Science University | Portland Community College Mt. Hood Community College | Clackamas Community College | Pacific Northwest College of Art Linfield College | Marylhurst University | LeCordon Bleu College of Culinary Arts SPORTS: Portland Trail Blazers | Portland Timbers | Portland Winterhawks | Portland Thorns Portland Thunder | Hillsboro Hops COMPETITIVE MEDIA: 52% of area homes subscribe to cable. 47% of these households use a DVR. 42% of residents are heavy radio listeners. 34% use an online music service. 58% haven’t read a newspaper in the past week. SOURCES: SCARBOROUGH USA+ 2015 (Release 1), US Census | PORTLAND | lamar.com | PORTLAND COMPETITIVE MEDIA PRESENCE IN THE PORTLAND MARKET AIRPORT ADVERTISING RADIO IS A CONSTANT MEDIA COMPANION. Airport ads deliver consistent 70+ impressions as trends shift in LOCAL RADIO STATIONS ARE AVAILABLE TO other forms of advertising. PORTLAND AREA LISTENERS. Airport advertising can 34% of Portland 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 transit ad is in the sight line of types in your campaign as all drivers in your target area. part of a media mix strategy. NEWSPAPER 58% OF PORTLAND AREA RESIDENTS SAY THEY DID NOT READ A NEWSPAPER THIS WEEK. Among area newspaper readers, 27% are retired, 68% did not graduate from college, and 72% 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. Transit ads reach your target as long as people are moving around the city. TELEVISION 48% OF PORTLAND HOMES DO NOT SUBSCRIBE TO CABLE TELEVISION. Of the remaining 52% of households that do get cable, 47% 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. Transit cannot be turned off. Effective designs are hard to ignore. SOURCE: SCARBOROUGH USA+ 2015 (Release 1) | PORTLAND | lamar.com.