Pearl & DeanCinema & Travel

Overview

• Cinema provides a great platform to showcase travel brands and destinations

• £6.7 million has been spent on cinema advertising in 2011 so far, predominantly through Tourist Commissions / Offices

• The top 4 spenders are Australian Tourist Commission, Visitscotland, Expedia, Dominican Republic, Turkey, Barbados and the South African Tourism

• Cinemagoers are heavy travellers taking an average of 4 breaks across the year

The Cinemagoer likes to travel

The cinemagoer

72%

£1,273

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4

20%

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The Cinemagoer versus other media

72% of cinemagoers have holidayed in the last 12 months compared to

67% of newspaper readers and 60% of heavy TV viewers

26% of heavy Cinemagoers have taken a beach or resort holiday in the last 12 months compared to 19% of heavy TV

viewers

Heavy cinemagoers have been on an average of 2.4 trips in the last 12 monthsfor holiday/pleasure involving air travelcompared to 2.1 for heavy TV viewers

Cinemagoers Enjoy Both Relaxation and Sports on Holiday

Activity Most Enjoy on Holiday

Heavy Cinema goers

%

Heavy TV

Viewers%

1 Relaxing/Lazing Around 29 26

2 Eating well 27 24

3 Beach/Sunbathing 23 17

4 Visiting Natural Sites e.g. waterfalls, caves

15 10

5 Adventure activities 12 5

6 Watersports 5 2

• Heavy cinemagoers more likely than heavy TV viewers to say their favourite holiday activity is relaxing, sunbathing, eating well, watersports and visiting natural sites

Cinemagoers Appreciate Quality, Luxury and Convenience……

Heavy Consumers of Media

Lifestyle Statements – Definitely/Tend to Agree (%)

Cinema%

TV%

Newspaper%

Internet%

1 Sometimes I Treat Myself to Something I Don’t Need

74 56 60 66

2 It’s Worth Paying Extra for Quality Goods

70 59 67 67

3 Prepared to Pay More for Products that Make Life Easier

48 35 42 42

5 I Tend to Go For Premium Rather than Standard Goods/Services

20 17 19 19

6 I Like To Go On Holiday Where Activities Are Organised For Me

19 14 16 13

• Heavy Cinemagoers are more likely to be prepared to pay extra for services that they feel are premium or provide good quality

……And This is Evident in Their Holiday Choices

1 in 10 usually travel First, Business or Premium

Economy

28% have stayed in a 4 or 5 star hotel in the last 12

months

44% have stayed in a 3, 4 or 5 star hotel in the last

12 months

Base: Heavy Cinemagoers

The Cinemagoer and holiday bookings

• 56% definitely/tend to agree that they enjoy planning holidays

• 35% have booked a holiday on the internet in the last 12 months, 11% entirely by telephone and 9% through a personal visit to a travel agent

• 14% have booked a holiday in the last 12 months directly with the tour operator

Base: Heavy Cinemagoers

The cinemagoer – a summary

• Quite a heavy traveller – taking on average 4 trips a year

• Whilst away looking to relax, sunbathe, eat well, visit natural sites

• Looking for and prepared to pay more for quality, luxury and convenience

• Independent when it comes to purchasing trips, happy to purchase online

Pearl & DeanCinema & Travel