A look at the drive holiday market for

Brisbane and opportunities for local

advertisers.

Going on a

Summer

Holiday

In a nutshell….

Aaaah, summer holidays. After a long and busy year there’s nothing better than

winding down and relaxing. Whilst some people will be jetting off this summer, many

will be hanging around home and only going on a few day trips close by.

This presents a unique opportunity for

advertisers to communicate with their

customers who have chosen to stay put this

holiday season.

Source : SCAR Travel Holiday Survey, September 2013, “Most people get to take some time off during the year to take a holiday . This might mean relaxing at home, a short trip to see relatives or even a round the world expedition. Whatever

holidays might mean to you, we'd like to know are you planning on taking a holiday in the next 12 months?” Qld n=562 & ‘And when do you think you might get to have your holiday/s?(if you're unsure, just select when it would most likely take

place)’ Qld n=535

Brisbane people love their holidays and most enjoy them across Summer

of Brisbanites will go

on holidays in the next

12 months.

80%

15% are unsure whether they will get

a holiday, while just 5% say they will not have a holiday

And they’ll be taking their time off in the week before

and after Christmas and the first week of January.

They’ll take their Summer holidays at the end of December and the beginning of January

Source : SCAR Travel Holiday Survey, September 2013, ‘So looks like you'll be taking a break over the Christmas/New Year period. When do you think you'll take your break?” n=266

What will they be doing on their holidays?

Almost half of

Brisbane people

will hang around

home these

summer holidays –

with 36% of them

taking a few day

trips as well.

Most people will keep home as their base these holidays

Where will their day trips take them?

Source : SCAR Travel Holiday Survey, September 2013, “And which of the following best describes the type or types of holiday you'll be having at Christmas time?” n=266

The majority of people will travel within 3 hours of Brisbane

It comes as little surprise that most people will travel within

a few hours from Brisbane when they go on their day trips.

Coastal areas will be the most frequented spots – with the

Gold Coast and Sunshine Coast the most popular.

And we can safely assume that the majority of these people

will be doing their day tripping in the car.

Source : SCAR Travel Holiday Survey, September 2013, “And where are you planning on going in QLD?” n=65

And why is that important?

Because 82% of

Brisbane radio listeners

listen to the radio in the CAR!

Source : NMR Radio Advisor, Survey #7 2013, Mon-Sun 0530-2400, All People 10+ Brisbane

Plenty of Brisbane people will be spending their summer holidays at home and just day tripping

to coastal areas to relax and soak up the sun. The great news for advertisers is that they’ll only

be travelling a few hours from Brisbane.

This presents opportunities for both Brisbane advertisers and businesses in ‘drive’ tourism

destinations.

This is great news for advertisers.

Keep advertising on your Brisbane radio station because your customers are still listening –

they’re still home. They’re only going on short day trips within range of their favourite radio

station/s. And if they’re travelling to the coast in the car, they’ll be listening to the radio longer –

and that means listening to ads longer!

Advertisers in Brisbane – listen up!

Gold Coast/Sunshine Coast/Fraser Coast tourist outlets

can benefit from advertising on Brisbane radio stations

because people will be looking for things to do in their

holidays.

They’ll be planning short trips close to home and will be

keen to find out about activities, events and things to do

at their destination.

Advertisers close to Brisbane – listen up!

Something to consider though……

The reality is, people are generally in a

very different mood over the summer

holidays compared with the rest of the

year.

So different messages might be needed

to really connect with customers.

Tapping into the six key themes of

summer will help your advertising

message resonate – and get people

moving in your direction this summer!

Summer changes people’s mood – so you’ll need to change your advertising message to suit.

*The 6 key themes of summer sum up what people do and feel over this season and is related to the post Christmas summer period. Source: Developed from SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-

Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

The fact is, people are more relaxed and spontaneous over summer

“January is the only time I get to

do what I want to do”

During summer, people are looking to do things for

themselves! Those things that have long been on

their ‘to-do list’ but haven’t had the down-time

needed to do them - like read a book or go on a

holiday. Businesses that can help these people with

their ‘me time’ will have success during this season.

Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

1.

“After Christmas everyone’s

diary frees up. Time to live in the

moment, be spontaneous! With

the luxury of longer days I could

be at the beach one minute, the

pub the next”

During summer, people don’t have many plans so

they can spontaneously go for a drive or hit the

beach. This means that businesses that can help

people tap into their spontaneity or resonate with

this theme have the potential to be successful over

this season.

2.

“January is all about fresh starts.

Time to reassess and set goals

to ensure that we start the new

year off the right way”

As always, a new year gives people the chance to

start fresh – with new year’s resolutions!

Therefore business that can help people achieve

their ‘new self’ or a fresh start are going to be

successful during this time.

3.

They want to enjoy the summer vibe with family and friends

“In January, it’s critical I catch up

on ‘lost’ family time. Spending

quality time with the kids and my

partner, away from other

distractions. Working as a unit

again.”

When the summer holidays roll around people’s

calendars free up and many want to spend quality

time with their family. So businesses that can help

people connect with their family will surely capitalise

in this time.

Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

4.

“We all have time off so it’s a

great chance to get together

with good friends, catch up on

the goss and be carefree again.

The way things should always

be.”

Over summer many people free up and get a

chance to ‘catch up’ with old friends and of course

the gossip. So businesses that can help facilitate

this or campaigns that can resonate this

aspirational theme will be successful during this

time.

5.

“January is truly when summer starts

– sun, fresh air, BBQs, beach and

great company. There’s a positive

vibe, everyone’s moods are uplifted,

everyone’s relaxed and happier.

There’s less obligations, low stress”

When people go on their summer holidays they

can take time-out for themselves and get re-

energised. So businesses that can help people

relax and enjoy the great weather summer has to

offer, will surely benefit from this time.

6.

Summer is fast approaching and Brisbane people are planning on taking a

well deserved break over Christmas and New Year. Whilst many will jet off

to holiday and visit family and friends, more than 1 in 3 will hang around

home and just go on short day trips.

This presents an excellent opportunity for both Brisbane advertisers and

advertisers within the drive tourism market. Brisbane advertisers can keep

the frequency of their campaigns going across summer because many

holidayers will be travelling to destinations where they can still hear their

favourite radio station.

Advertisers on the Gold and Sunshine Coasts, Toowoomba and the Fraser

Coast can spark an idea with Brisbane people and encourage them to visit

their destination.

But remember – people’s mood changes over summer so it’s important to

change your advertising message so it will resonate with Brisbane

holidayers.

So pack your bags….

The results of this survey are “INDICATIVE” ONLY.

The survey was conducted by Southern Cross Austereo using its online panel

nationally.

The panel is obtained from our radio networks database under the labels of

‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All

members of these databases would be considered listeners to these stations.

The database contains about 217,000 members.

The is split between the Today VIP database and the Triple M database.

Members of the Today VIP Database were asked to take part in the study.

Summer Holiday Travel Study – September 2013

All members of this community were invited to complete the survey, and 1,581

did so. Additionally, 798 external respondents were recruited to complete the

survey. Members of this database have no knowledge of Southern Cross

Austereo’s involvement and aren’t necessarily listeners to either network.

Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR

brands/words that first came to mind.

A keyword search was used to sort and rank the responses to these

questions.

The results are an un-weighted sample, but are reflective of the Southern

Cross Austereo audience. SCA brands reach approximately 40% of the 10+

population and approximately 46% of the 25-54 population in the five

metropolitan markets in Australia, suggesting it would be reasonable to

consider these results to be a fair if not fully balanced representation of the

opinions in these marketplaces.

Furthermore, as it is an online survey, the respondents would also be skewed

towards being ‘early adopters’ for technology, ‘trend setters’ in general and

likely to be a good early indication of brand leaders, trend setters and early

adopters in general.

These research surveys conducted by Austereo are done so to provide a

general understanding of the opinions, interests and attitudes of the

metropolitan marketplaces only.

How the research was conducted