Out of Home at Half Term

30th October

The past week has seen a surge in half-term holiday bookings to the Canaries following Transport Secretary Grant Shapps’ announcement of new travel corridors to the Canary Islands, Mykonos and the Maldives, meaning no requirement to quarantine on return from these destinations.

For those parents staying in the UK, there may be restrictions affecting the opening of pubs, bars and school holiday favourites such as soft play areas in Tier 3 locations, but many popular family friendly spots are still open, as are many of the popular holiday attractions in Tier 1 and 2 locations.  Museums, trampoline centres, theme parks, zoos and even indoor ski slopes are still able to welcome visitors, albeit with Covid-19 protective measures in place, and are gearing up for a busy week as many families look for days out and activities during the half term break.

While many of London’s big and small museums are not seeing their usual visitor numbers, as tourist numbers have dwindled, , many of the most popular sites are still attracting guests and are looking forward to half term to further boost these numbers.

And despite the announcement of stronger restrictions on the capital, new data from TfL has shown that the number of Tube journeys rose again during w/c 12th October.  In total there were 1.61m Tube journeys on 16th October, around 50,000 more than the prior week.  The same increase was recorded on bus journeys, with 3.8m trips taken in the same week.  Although these levels are still significantly down on pre-Covid levels, at 40% and 60% respectively, passenger numbers are continuing to climb.

Weekend travel on the rail network continues to improve as well.  Passenger demand for day trips and leisure travel is pushing up numbers on weekend rail network services, while the London Underground has seen 5-7% higher volumes of passengers at weekends.

With families taking time off during half term and taking days out, more traffic is expected on the roads and OOH can effectively target them throughout their journey. Roadside OOH, complimented with key environments such as Motorway Service Stations, Petrol Forecourts and POS / Supermarket messaging enables OOH to reach them at essential touchpoints during the journey.

Rail also remains a great advertising environment, with high dwell time, immersive and impactful formats, and an upmarket audience.  For those advertisers that have previously, very effectively, used OOH to target Tube passengers, such as drinks brands like Hendricks and Aperol, it’s a good time to return to rail as train usage begins to recover.

Gaining a deeper understanding of people’s movement, how and where they travel, and their mood as they travel from one environment to another will be essential for those brands.  By adopting our ‘No Single Point of Truth’ approach, at Posterscope we can use multiple location data sets to gain a deeper understanding of people’s movements; how long they spend at work, the new “rush hours”, and their mood as they travel from one environment to another.