5 Brands That Didn’t Go On Holiday

5 Brands That Didn’t Go On Holiday
SHARE
THIS



In just a few short weeks we’ll be heading outside to bask in the penetrating heat. With smartphones hiding in bags to avoid the sand and laptops too glarey to take out in the sun, Aussies are in for some decadent rest and relaxation.

However there’s no reason brands should also take a break from catching the eyes of passersby during the summer months. As Henry Ford said: “A man who stops advertising to save money is like a man who stops a clock to save time.”

Last year marketing director for Streets Ice Cream, Anthony Toovey, told Australian Traveller the summertime meant a 150% spike in sales for his brand and, not surprisingly, the CEO of swimwear brand Seafolly, Anthony Halas, says he sees a sales jump of 20%.

Retail spending increases monthly according to Nielsen and the Australian Bureau of Statistics, however data from the Standard Media Index (SMI) shows total ad spend decline during the warmer months.

OMA Graph correct

Sources: Retail Spend is ABS Retail Trade information, using the average of 2010-2013 seasonally adjusted figures. Retail Trade includes; food retail, household goods, clothing, footwear, personal accessories, department stores, books, pharmaceutical, cafes, restaurants and take away. Total Media Spend uses SMI data and shows the share that month is of the total year spend e.g. September is 9.0% of the total year.

The Outdoor Media Association (OMA) argues this is the best time to get your brand outdoors, as this is where everyone actually is.

“This is a great opportunity for advertisers, in that summer is an uncluttered time of year for media in general, and the perfect time to use outdoor,” says Charmaine Moldrich, chief executive of the OMA.

“We conducted an Omnibus survey to find out more about how behaviours change over summer and the results were not surprising. People spend more time shopping, eating out and visiting friends. They spend less time watching TV and less time online.”

Out of the 1500 respondents from the Omnibus survey, 54% said they notice outdoor advertising more over summer. People 18-24 have the highest awareness with 63% saying they notice outdoor more over summer, and people with kids are next at 61%.

It’s not all beaches and cricket though, people are still going to work; but the study suggests peoples’ behaviour changes during these sunny months and this is why brands need to get out there and not take a break during the holidays.

Five companies overseas have capitalised on the outdoor audience and have made sure their brand isn’t off sunbathing in the Bahamas.

1. McDonald’s

McDonald’s is a brand that rarely goes on holidays, and this summer it launched a simple campaign in Paris. The French Maccas worked with agency TBWA to enlarge and simplify the burgers, fries and ice cream into icons.  The icons appeared on more than 2700 outdoor displays across the country.

Image via the OMA

Image via the OMA

2. Art Everywhere

Outdoor media providers in the US brought art to the people this summer with the ‘Art Everywhere’ campaign, a public celebration of great aesthetically pleasing pieces, bringing them to life on outdoor advertising panels such as billboards.

art-everywhere-us-hed-2014

Images via AdWeek

art-everywhere-us-1

3. Sky Sports

Realising less people watch TV during the summer, Sky sports worked with UK media provider Rapport for its ‘Summer of Sky’ campaign in June this year. According to the Rapport blog, it’s the fourth time Sky has pushed its campaign during the hotter months.

Image via Rapport blog

Image via Rapport blog

4. Magnum Ice Cream

The ice cream indulgence is a favourite in the hotter months and numerous brands and outdoor providers have jumped on this. JCDecaux in Amsterdam celebrated ’25 years of pleasure’ for ice cream brand Magnum. The summer campaign gave the sweet treat lovers a chance to get creative and personalise their own Magnum.

Image via JCDecaux

Image via JCDecaux

5. AXA Insurance

When Mexico surpassed the USA in obesity, Outdoor provider JCDecaux, insurance company AXA and charity Un Kilo de Ayuda took the workouts outside.

Axa – Bad Kilo, Good Kilo (The Calorie Billboard) from julien sens on Vimeo.

The weather is definitely getting hotter, hell, you may even be able to wear shorts soon, so brands need to start playing in the sun.

“It’s common sense, really. Of course people are spending more time out and about with the longer, warmer days. They are also spending more time traveling and shopping as they have more leisure time. All of which are prime places for outdoor advertising,” says Moldrich.

“We have seen advertising spend decrease at this time for over 10 years, it’s as if advertisers are sending their brands on holidays when it is actually the best time to be out there on out-of-home, broadcasting to a relaxed and cashed up population.”

Find out more at www.summerwillnotbetelevised.com.au

Latest News

Women in Media Profile: Jo de Fina
  • Media

Women in Media Profile: Jo de Fina

Discover what makes The OTTO Empire's Jo de Fina tick right here. Not to suggest she's swallowed a large clock, however.

by B&T Magazine

B&T Magazine
Snapchat To Launch Unskippable Ads
  • Technology

Snapchat To Launch Unskippable Ads

Snapchat to roll out six-second unskippable ads. What, we can't sit through six-seconds? What have we become as humans?

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign
  • Advertising
  • Campaigns

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign

Cloud accounting software provider Xero has revealed the next phase of its ‘Beautiful Business’ brand campaign. The national campaign showcases the moments that define beautiful business, from the flexibility of remote working, to reclaiming valuable time and the chance to focus on the important things in life, enabled by streamlined accounting and business processes. The […]

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator
  • Technology

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator

QUT Creative Enterprise Australia (CEA) has announced the 10 start-ups that have been accepted in its Collider Accelerator. The three-month accelerator is a proud Australian first which is carving the way for start-ups specialising across the creative tech verticals. Commencing this week, the 10 participating companies will receive coaching from international mentors and deep domain […]

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright
  • Advertising
  • Technology

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright

Expert insights on what’s trending in the world of technology, data and innovation will be discussed in a new podcast powered by The Works, digital services consultancy RXP Services, and global law firm Norton Rose Fulbright. The Smart Dust podcast – named after micro-electromechanical computers that that can be breathed in to monitor the human […]

Why We Need To Make Consequences Cool
  • Opinion

Why We Need To Make Consequences Cool

Here at B&T, we have a trendy communal black leather jacket for staff to wear while suffering consequences.

Opinion

by B&T Magazine

B&T Magazine
Lovatts Media Acquires Nourish Magazine From Blitz Publications
  • Media

Lovatts Media Acquires Nourish Magazine From Blitz Publications

Lovatts Media has purchased Nourish magazine from Blitz Publications in a last-minute deal that has ensured the title continues to be published in Australia. Rachael Northey, CEO of Lovatts Media, believes the demand for high-quality niche magazines is growing rather than declining. Building on the successful 2017 launches of their popular mindfulness titles Breathe, Teen […]

Women In Media Profile: Elaine Herlihy
  • Advertising
  • Marketing

Women In Media Profile: Elaine Herlihy

If you've come here looking for Elaine Herlihy's famed scone recipe then it'll be the only disappointment you'll endure.

by B&T Magazine

B&T Magazine
Thrive PR + Communications Opens Fifth Office & Appoints New Staff
  • Marketing

Thrive PR + Communications Opens Fifth Office & Appoints New Staff

Independent PR agency Thrive PR + Communications has announced the launch of its fifth office, opening its doors permanently on the Gold Coast and making multiple team appointments. In response to client demand, and embracing the growth of Australia’s emerging innovation hotspot, the Gold Coast will be Thrive’s second Queensland location following the opening of […]

China Social Solutions Reveal The Massive Market Brands Are Missing
  • Partner Content

China Social Solutions Reveal The Massive Market Brands Are Missing

Advertising, in its essence, is about reaching the largest number of people, in the most seamless, creative way. However, reaching a large audience can often be the biggest hurdle, so how does a crowd of a few hundred million users sound? Weibo, China’s answer to Facebook, WhatsApp, Instagram and every other app combined, has hit […]

Partner Content

by China Social Solutions logo

How To Thrive In An Age Of Disruption
  • Opinion

How To Thrive In An Age Of Disruption

Has the age of disruption left you fearful? Well, you'll be singing Helen Reddy's 'I Am Woman, Hear Me Roar' after this.

by B&T Magazine

B&T Magazine
Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Guillaume Deront of Gleam Futures @ The Story Lab (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]