You Can Bank on Motorway Services for Holiday Traffic
Following swiftly on from a late Easter, two more bank holidays in May means that there will be even more fantastic opportunities to target people on the move as the weather improves and traffic levels start to swell.
Both weekends will see huge uplifts in footfall – in fact, as many as 14m individual trips were taken on major roads over the late bank holiday 2018 for leisure purposes alone. Rail operators are already publishing details of engineering works during May 2019, pushing more travellers into their cars.
Waiting to capture these huge increases in motorists and their passengers is Admedia’s nationwide network of 136 Motorway Service Stations (MSAs). These are perfect places to take a rest, grab something to eat and buy supplies for the ongoing journey. Indeed, regular MSA visitors are major impulse snackers, being 29% more likely to have two snacks or more in a typical day than the average motorist.
Our bespoke Family Research discovered that 72% of families who use Motorway Services don’t have a set list of activities in mind before they set off on their journey. With that in mind, a service station stop is also ideal to provide leisure travellers with ideas on what to do next, such as attractions run by the National Trust and the Royal Navy.
It’s not just the smaller purchases that will catch visitors’ eyes over these busy periods. Regular Motorway Services users are a massive 84% more likely than the average motorist to be looking to buy a new car in the next 12 months, and manufacturers such as Alfa Romeo, Peugeot and Vauxhall have recently capitalised on this environment to advertise exciting new models.
Admedia can offer brands a diverse range of formats within the Motorway Services environment.
Firstly, our dominant Nexus digital screens are all full-motion, so they’re ideal to show off trailers for the latest movies aimed at children and adults alike, and can be dynamically activated depending on a plethora of factors including temperature and traffic levels – a function utilised by advertisers from Blue Planet Aquarium to Virgin Trains.
Admedia’s network of 6 Sheets offer broadcast coverage, and are available at every point of the traveller’s journey into the Services. They’re especially great for point-of-sale for brands such as McCoys and Red Bull, looking to trigger desire amongst snackers to help the journey go more easily.
Once inside the Services building, our 100% gender-targeted A3 Washroom Panels are unmissable, and brilliant at conveying detailed messages in a high dwell-time environment.
For more information on how you can advertise your brand to millions of motorists over two busy bank holidays, contact us here.
Sources: RAC, YouGov Profiles (3.2.19), Admedia Family Research