As global and domestic travel rebounds and increases, tourism brands must meet audiences where they are. Out-of-home (OOH) advertising is a proven medium for reaching tourists, travelers, and commuters in their most frequent and visible locations.
OOH reaches 84% of travelers each week in the top 100 U.S. markets (OAAA). This medium captures attention during key decision-making moments, fueling conversions towards both spontaneous products and experiences, as well as future trips and trip enhancements.
The areas these formats are located in additionally boost the credibility of the advertised service or area that the messages display. This builds excitement and prestige, especially since 73% of consumers view brands that utilize OOH more favorably.
Top OOH Formats for Tourism and Travel Campaigns
There are a multitude of ways to reach desired audiences, and the trick is knowing where they are going to be and when they’re going to be there. Understanding the basics will ensure you can always reach the largest groups and that it is profitable.
Airport Advertising
- Travelers spend prolonged periods of time in airports, especially before and after their flights. This offers ample opportunity and time for viewers to understand and retain messages.
- This location is ideal for airlines, destinations, resorts, and nearby iconic attractions.
- Ideal ad locations are in areas where travelers are captive to their environment (e.g., baggage claim, security areas, terminals, and lounges).
Highway and Roadside Billboards
- 71% of adults in the U.S. consciously look at billboards while driving.
- Great for regional promotion and for reaching audiences on-the-go.
- Aptly targets attractions within a reasonable distance radius.
Transit Advertising
- Includes buses, trains, subways, and rideshare toppers.
- Transit ads in urban destinations reach thousands of tourists daily.
- Excellent for city tours, shows, restaurants, and museums, especially those within walking distance.
Final Thoughts
In today’s travel-driven economy, OOH advertising has the capability to be positioned at key and valuable moments that engage viewers and potential customers when they are most likely, and encouraged, to purchase necessary products or engage with relevant services.
Whether an audience is traveling to a vacation, navigating an airport, or commuting to or from work, OOH meets them in high-traffic, high-dwell, and highly captive environments that leave a memorable imprint and influence them to be converted.
As travelers hit the roads, skies, and public transit systems this season, the opportunity to reach them through OOH is ever present, and the possibilities for engagement are seemingly limitless.
