Lastminute.com, the online travel agency and e-tailer, ran a campaign in August 2011 for 2 weeks to raise the profile of the brand among their core target audience of ABC1 25-34yo.
The 10,000 panel campaign ran on trains throughout London and the South East.
- 23% of all passengers spontaneously recall noticing advertising for travel companies/ travel websites on the train. Of these respondents, 80% are able to recall it was advertising for lastminute.com.
- When shown the advertising for lastminute.com, 62% of train passengers recognise having seen it on the trains.
- The advertising is seen as being clear & easy to understand (83%), informative (65%) and aimed at people like them (60%)
- Most importantly, this research shows 42% of respondents say it makes them more likely to consider using lastminute.com