GymTV — Travel Category Awareness
The objective:
TUI wanted to build brand and ad awareness among an active, travel minded gym audience, and to test whether in gym advertising could convert exposure into stated holiday browsing and booking intent in a competitive travel category. The objective was to:
Lift unprompted and prompted brand and ad awareness against major airlines and travel operators
Build ad recall and correctly attribute the creative to TUI
Convert exposure into stated intent to browse and purchase holidays and flights online
To achieve this, the campaign ran across GymTV screens in UK health club locations, with fieldwork carried out through independent face to face research with regular gym goers.
Campaign Imagery
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NET respondents recalled seeing the advert in their gym
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Said that the gym is a great place to advertise TUI
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Report they are likely to browse TUI products online as a result of seeing the advert
Reception of the creative were strong, with 83% saying it was easy to tell the ad was for TUI, and two thirds said they would like to see more information on TUI's packaged holidays on GymTV. The research suggests GymTV is a strong environment for driving both awareness and stated booking intent within the travel category.