More regional flight options with Princess Cruises

More regional flight options with Princess Cruises

Friday, 28 October 2016 08:00

Travel age...

SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agen…

Thursday, 27 October 2016 11:00

Agents booking a SuperBreak Christmas or New Year package between October 31 and November 30 can take advantage of a host of treats on offer for both themselves and customers,...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

With many British holidaymakers opting to stay home and participate in this year’s “golden summer” of events, including the Olympics and the Queen’s Diamond Jubilee, travel companies see 2013 as a great opportunity to tempt Brits to take a break overseas. The challenge though in this competitive market will be to creatively re-engage with customers over the next twelve months in a way that sparks imagination and interest, in good time to get onto the ‘holiday shortlist’.

With next April’s anticipated rise of Air Passenger Duty tipped to squeeze traveller ambitions, it is more crucial than ever for UK travel companies to adopt a multi-touchpoint marketing strategy that will ensure that consumers are exposed to all that a destination has to offer, on a number of different levels. This is potentially one of the biggest purchases a consumer will make in a year, so they’ll research it thoroughly, asking for recommendations, reading online reviews and hunting out enough information that they’ll almost be able to feel the sand between their toes by the time they book the flights.

Much holiday research is done online with 35% of people researching their next destination online and close to 40% booking that way, so to be in with a chance, brands need to reach people before they type a destination into Google – if you’re not front of mind, you might not even be considered!  An effective way to do this in a manner that enables big creative and spectacular vistas is Outdoor advertising and within that, to achieve excellent coverage of your destination message to a relevant audience, taxi advertising.

As one of the UK’s most recognisable icons and renowned as the best taxi service in the world, the black ‘Hackney Carriage’ provides a hard-working and prestigious platform for travel brands to display their attractions. Taxis follow crowds and as they do so, the advertising they carry infiltrates city streets, capturing the attention of pedestrians and engaging passengers from the second they spot and flag down a taxi. This is not just a suitable platform because of its ability to deliver cover and frequency – the audience is perfect too. People who book city breaks and enjoy adventure holidays are 50% more likely than the average person to notice taxi advertising.
Beyond the bright and creative ‘broadcast’ branded exterior of the taxi lies the interior opportunity to engage passengers one-to-one.  Every taxi has a pair of tip-seat posters, but why stop there?  The first thing that over 65% of passengers do when they get into their taxi is use their smartphone to go online and as we already know, this is how they do much of their research.  With an average journey time of 17 minutes, this moment in a taxi offers a high quality opportunity to immerse potential holiday makers in your destination experience by delivering interactive, engaging content to them, via their own phone – and with the advent of QR and NFC in taxis this becomes so much easier to do!

Direct marketing via the highly accountable smartphone channel allows travel businesses to tailor their content by updating it on a regular basis with new offers or benefits and even enables customers to make email enquiries, visit social pages or download destination videos, filling their 20 minute cab journey with imaginative holiday ideas that they’ve actively chosen to explore.

So next time you jump in a black cab to get out of the rain or away from the crowded streets, think about what a great moment this would be for a travel company to tempt you to get far away from it all.

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