…
Tourism distribution and media expert, Take One, has launched an innovative new marketing opportunity targeting outbound travellers at LHR and GTW. For the first time Take One will be placing its next generation HD digital advertising displays in key locations in Departures, enabling advertisers to take advantage of a high profile but cost effective advertising placement.
This “Next Holiday” marketing initiative enables Take One to take advantage of the untapped market of travellers seeking inspiration for their next holiday at a time when they are highly receptive to advertising messages.
Take One is placing these stands in locations with long dwell times (on average over 1 hour) where departing passengers have plenty of ‘down time’ to browse before they board their flight. The HD interactive screens are proven to attract people to the displays for longer periods, ideal for areas of airports where people have long wait times. Recent findings from Take One show that passengers are at their most receptive to tourism and travel branding messages and are “in holiday mode” before boarding their holiday flight, and is expecting these stands to act as inspiration triggers for their next holiday.
Take One will be targeting overseas destinations, direct sell, niche, specialist and luxury tour operators as well as hotel groups – all of whom are seeking new and cost effective ways to market to potential customers; in fact all organisations which Take One believes will benefit from good value brand coverage coupled with the ‘take away’ of detailed contact information. With BDRC research showing that over 50% of travellers who pick up a leaflet go on or intend to visit, the HD digital stands offer a new advertising option for travel brands.
“This is an exciting addition for us as it opens our product at the airports to a wider audience,” comments Philippa Harris, Managing Director of Take One. “I envisage that it will enable overseas destinations, hotels groups, tour operators and others to talk to their potential customers directly when they are in the ‘holiday mood’ – and at a reasonable price. The big brands can always afford high-cost, above the line, advertising but many of the specialist, direct sell, on-line and luxury brands amongst others may not. Our HD display stands give them this option combined with the benefit of an information ‘take-away’.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
