1
Cyprus Tourism OrganisationUK Advertising Tracking
Summary Report May 2011
Heawood Research LimitedPortside House, Lower Mersey Street, Ellesmere Port, CH65 2AL
Tel 01625 582829 Fax 01625 590073 E-mail [email protected]
Project 687
2
CTO has developed an advertising campaign for 2011 with the following objectives:
• To stimulate demand for Cyprus as a holiday destination amongst B, C1, C2 adults aged 20+ years
• To position Cyprus on the tourist map as a quality destination in which Cyprus touches the heart
• The campaign will run throughout 2011 and consist of TV, Press and Outdoor with total expenditure amounting £1.66m:
• TV £600,000 (Buying target 620 GRPs)• Press £700,000• Outdoor £363,000
• This research fieldwork has been undertaken after the first 3 months of the campaign
• TV 70% utilised (440 GRPs)• Press 53% utilised (42 insertions)• Outdoor 22% utilised (1088 placements)
• Some comparisons have been made with the last previous survey we undertook in 2007.
Background
3Advertising ScheduleTV advertising had concluded 8 weeks prior to research commencing.
Without any reminders, incremental awareness typically will have halved after 8 weeks.
ACTIVITY JAN FEB MARCH APRIL
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
3/1 10/1 17/1 24/1 31/1 7/2 14/2 21/2 28/2 7/3 14/3 21/3 28/3 4/4 11/4 18/4 25/4
POSTERS
London
Manchester
Birmingham
Glasgow
TV
Five Digital
ITV Digital
C4 Digital
SKY
PRESS
RESEARCH
Fieldwork
440 GRP’s (70%)
1088 placements (22%)
42 insertions (53%)
4
• To measure advertising recall and to assess the effectiveness of the advertising (awareness level as a factor of the GRP’s delivered) amongst the target audience of B, C1 & C2 adults aged 20+ years.
• To measure overall opinion of the campaign defined as ‘liking’ and ‘enjoyment’.
• To measure the imagery associated with Cyprus and to assess the extent of any changes due to the advertising.
• To measure the change in the levels of spontaneous awareness of Cyprus as a holiday destination achieved by the advertising.
Research Objectives
5
• 713 street / in-home interviews were carried out amongst AB, C1 & C2 adults aged 20+ (See Appendix for Sample Profile)
• The interviews were conducted in 4 regions:
• London• Birmingham• Manchester• Glasgow
• Fieldwork took place between 4th – 15th April 2011.
Methodology
6
• Overall, unprompted advertising recall is low for all destinations. However, Cyprus achieved the highest advertising recall of destinations surveyed with 14% of respondents claiming to have seen some advertising for Cyprus, followed by Spain at 11%.
• Unprompted TV ad awareness is 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 27%. But, only 42% of these respondents correctly attributed the advertising to Cyprus.
• Just under 20% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 44% correctly attributed the advertising. Only one respondent could recall the slogan ‘In your heart.’
• As there are no children depicted in the advertising some have assumed that Cyprus is not a destination for families. The inclusion of the young woman in the bikini emerging from the sea (‘Aphrodite’) and the heart device has led some to see Cyprus as a romantic destination for couples.
• The ad is well liked and the total enjoyment rating of 74% is well above our 31% norm.
• Cyprus’ relative image strengths are beautiful beaches, anytime holidays and luxury accommodation. Its main weakness is a perception of being expensive.
• The ‘Cyprus branding’ within the advertising would benefit from strengthening. Misattribution is currently relatively high. The heart device has yet to associate itself with uniquely with Cyprus: the perception is of ‘romance’ and ‘couples’.
• We cannot measure a true advertising efficiency index at this stage as a benchmark was not established prior to the campaign starting
Executive Summary
8
2%
2%
4%
4%
4%
4%
8%
8%
9%
34%
0% 10% 20% 30% 40% 50% 60% 70%
Total
Spain
USA
Greece
France
Turkey
Cyprus
Portugal
Italy
Egypt
India
Consistent with earlier surveys, Spain has a commanding ‘top of mind’ awareness lead over all other
destinations. Turkey has moved up to 5th place from 10th. Cyprus is ranked 6th up from 7th in 2007.
Top 10 Holiday Destinations: Spontaneous Awareness – 1st Mentioned
(25%)
(12%)
(6%)
(11%)
(2%)
(3%)
(4%)
(5%)
(3%)
(1%)
Base: 713 All respondents2007 is shown in ( )
9
8%
15%
20%
24%
27%
27%
32%
35%
38%
68%
0% 10% 20% 30% 40% 50% 60% 70%
Total
Spain
Greece
USA
France
Italy
Portugal
Turkey
Cyprus
Egypt
Malta
20% of respondents mentioned Cyprus up from 13% in 2007.
Top 10 Holiday Destinations: Spontaneous Awareness – Total Mentions
(61%)
(27%)
(37%)
(41%)
(30%)
(19%)
(13%)
(13%)
(9%)
(5%)Base: 713 All respondents2007 is shown in ( )
11
20%
2%
3%
3%
4%
5%
6%
6%
7%
19%
23%
0% 10% 20% 30% 40%
Total
Spain
UK
France
Greece
USA
Turkey
Portugal
Italy
Cyprus
Egypt
Undecided
Spain and Turkey have increased in popularity. Long haul USA has fallen. Cyprus shows a marginal increase on 2007.19% of respondents plan to stay within the UK and a further 20% remain undecided.
Top 10 Holiday Destinations Planned ‘This Year’
Base: 713 All respondents2007 is shown in ( ) In 2007 UK was recorded as ‘No Foreign Holiday’
(19%)
*(33%)
(9%)
(5%)
(8%)
(3%)
(4%)
(6%)
(2%)
(2%)
12
2%
4%
4%
5%
6%
8%
8%
9%
24%
25%
0% 10% 20% 30%
Total
Spain
UK
USA
Greece
France
Turkey
Portugal
Italy
Cyprus
Egypt
Cyprus attracted 4% of UK holiday-makers last year in 2010, a 1.3 percentage points increase on the previous actual recorded for 2006. Spain, Turkey and Greece all achieved greater increases.
Despite the recession, more Briton holidayed abroad in 2010 than in 2006.
Top 10 Holiday Destinations ‘Last Year’ (2010 vs 2006)
Base: 712 (All Respondents) In 2007 UK was recorded as ‘No Foreign Holiday’
0.6%
1.3%
-1.3%
1%
4.7%
-2.0%
3.3%
0.7%
-5.7%
4.9%
-7.0% 0.0% 7.0%
Points change
13
4%3%
4%
3%
4%
6%
3%
4%
1%
3%
8%
3%
5%4%
4%3%
0%
2%
4%
6%
8%
10%
Total
20-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60+ yrs
With children
Without children
London
Birmingham
Manchester
Glasgow
Seen ANY Cyprus advertising
AB C1 C2
% Holidaying in Cyprus 2010
+1 pt
Older respondents (60+), those without children and respondents living in Manchester were more likely to choose Cyprus as their holiday destination last year.
14
2%
2%
3%
3%
3%
3%
4%
7%
9%
13%
47%
0% 10% 20% 30% 40% 50%
Total
Spain
USA
UK
France
Turkey
Greece
Italy
Portugal
Thailand
Cyprus
Undecided
Just over half of respondents are already considering specific destinations for next year.
Of these, 2% plan to visit Cyprus.
Top 10 Holiday Destinations ‘Next Year’ (2012)
Base: 713 (All Respondents)
15
20%
23%
31%
34%
39%
41%
49%
55%
60%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
Spain
France
Greece
USA
Italy
Portugal
Cyprus
Turkey
Egypt
Malta
Overall, Spain followed by France and Greece are the most visited. A third of AB, C1 & C2 respondents have now visited Cyprus at some time. In 2007, we recorded 27% as having ever visited Cyprus.
Top 10 Holiday Destinations Ever Visited
Base: 712 (All Respondents)
16
34%
23%
31%35% 35%
44%
33% 35%31%
27%
48%
28%
44%
32%
24%
0%
20%
40%
60%
% Ever Visited Cyprus
A third of Britons have visited Cyprus, older respondents, those without children, AB’s and Mancunians being the most likely.
Base: 712 (All respondents)
17
3% 2% 1% 1% 1% 1% 0% 0% 1% 0%
24% 22%17% 16% 16% 12% 9% 9% 4% 2%
62%61%
66% 66% 66%
50% 53%47%
39%38%
11% 15% 15% 17% 18%
38% 38%44%
56% 60%
0%
20%
40%
60%
80%
100%
Spain Italy Greece Portugal Cyprus Turkey Malta Egypt Croatia Bulgaria
A destination you wouldnot consider
One of manydestinations you wouldconsider
One of only 2 or 3destinations you wouldconsider
The only destination youwould consider
Consideration Set: Interest in Visiting Specific Destinations
Amongst its nearest ‘competitors’, Cyprus vies closely with Greece and Portugal for ‘consideration’and is ahead of Turkey, Malta Egypt and Croatia.
Base: All Respondents
18
28%26% 25%
20%
15%12% 12%
8% 8%
34%
0%
10%
20%
30%
40%
50%
Bulgaria Malta Egypt Croatia Turkey Spain Portugal Cyprus Greece Italy
Destinations respondents would not consider visiting again (‘A destination you would not consider’: ‘destination ever visited’)
Cyprus has one of the lowest incidences (similar to Portugal) of post-visit rejection. Only Greece and Italy have a lower rate ( 8%).
Base: Respondents who selected ‘ever visited’ at Q6 and indicated a destination would not consider at Q7
20Relative Strengths: Beautiful beaches, Any time of year holidays, Luxury accommodation
Relative Weaknesses: Reasonably priced
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Spain
Greece
Cyprus
Portugal
Turkey
Italy
Egypt
Malta
Croatia
Bulgaria
Attributes ranked on strength of association with Cyprus
Overall Image Profile
22
14% 11% 11% 10% 8% 8% 7% 7% 6% 4%
86% 89% 89% 90% 92% 92% 93% 93% 94% 96%
0%
20%
40%
60%
80%
100%
Cyprus
Turkey
Spain
Egypt
Greece
Malta
Croatia
Portugal
ItalyBulgaria
Not seen
Advertisingaware
Unprompted Advertising Awareness: Seen Any Advertising
Cyprus out-performs all its competitors in advertising recall. At the end of the 2007 season Cyprus as awareness was 23%.
Base: All Respondents
23
Seen Cyprus TV only
Seen Cyprus Press only
Seen Cyprus Press & TV
TV only 64%
Press only 14%
Press & TV 8%
TV 71%
Press 22%
Posters 3%Seen Cyprus Posters only
Posters only 3%
Base: 103 Seen ANY Cyprus Advertising
(excluded radio, internet & direct mail from the chart)
Approximately three quarters of those respondents who recalled seeing any advertising claimed it was on TV,
with about two thirds claiming to have seen only TV. 22% saw press advertising of whom 2/3 saw only press advertising. Another 3% claimed to have seen posters.
Advertising Recall (Unprompted)% Total seen ANY Cyprus Advertising: All
households
25
1%3% 3% 4% 4% 4%
6% 6% 7%
10%
0%
5%
10%
15%
20%
Bulgaria Portugal Italy Croatia Malta Greece Egypt Spain Turkey Cyprus
Claimed recall of TV advertising by holiday destination (unprompted by stimulus)
Cyprus achieved the highest TV advertising awareness of all destinations. Recall was highest in London.
Base: All Respondents
10%13%
8%11% 10%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed recall of Cyprus TV Advertising (unprompted by stimulus)
By Region
26
Phase 1n=92 (12.9%)
Reference to:
Beaches 27%
Weather (Sunny / Year round sunshine) 14%
Holiday Companies (Thomson / Jet2.com / Cyprus Airlines TV ads) 8%
Sea / Swimming 7%
Culture / History 5%
Various locations / snapshots 3%
Orange ball / The sun (logo) 2%
Mountains 2%
Day to night / From dawn to dusk 2%
Romantic 2%
Scenery 2%
"Young bikini clad lady in sea and sand“ 1%
Other 24%
Recall (unprompted)“Can you describe the last (TV) advert you saw for Cyprus?”
27
10% 11%
16%
0%
20%
40%
60%
80%
100%
Unpr
ompte
d
Prom
ted b
y de-
bran
ded s
tills
Claimed recall of Cyprus Advertising prompted by TV stills (De-branded: Country name obliterated)
Over a quarter of respondents claimed to recall having seen Cyprus TV advertising after being shown the stills with the word Cyprus removed from the end scene,
but 58% of the total either misattributed the advertising to another country or didn’t know.
Base: 713 (All Respondents)
Misattributed
Correctly attributed to Cyprus
27%
28
28%
2%
1%
1%
1%
2%
2%
4%
4%
7%
9%
42%
0% 10% 20% 30% 40% 50% 60%
Can't recall
Other
Bulgaria
Croatia
Portugal
Malta
Italy
Spain
Turkey
Egypt
Greece
Cyprus
Base: 195 Those claiming recall after see the TV stills
A strongly branded ad usually has a device or idea which is unique to the brand. The ad was perceived by many to be generic for the eastern Mediterranean, Greece, Egypt or Turkey.
Cyprus TV Advertising prompted recall: destinations claimed being advertised
(De-branded: Country name obliterated)
30
1% 1% 1% 1% 1% 1% 1% 1% 2% 2%
0%
5%
10%
15%
20%
Bulgaria Egypt Croatia Cyprus Greece Italy Malta Spain Portugal Turkey
Claimed recall of colour magazine advertising by holiday destination
(unprompted by stimulus)
Recall of Magazine advertising is at a very low level for all destinations. Despite benefiting from a similar budget almost as much as TV, its saliency is much lower.
Base: 713 All Respondents
1% 1% 1% 1% 2%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed recall of Cyprus Colour Magazine Advertising (unprompted by stimulus) By Region
31
Prompted claimed recall of Cyprus Magazine advertising (De-branded: Country name obliterated)
Base: 713 All Respondents
Just under a fifth of the sample claimed to recall the magazine advertising when prompted... …but only 44% of these correctly attributed the advertising to Cyprus.
1%8%
11%
0%
20%
40%
60%
80%
100%
Unpr
ompte
d
Prom
ted b
y de-
bran
ded s
tills
Misattributed
Correctly attributed to Cyprus
19%
32
28%
2%
2%
3%
4%
4%
5%
8%
44%
0% 10% 20% 30% 40% 50% 60%
Can't recall
Other
Croatia
Spain
Turkey
Egypt
Malta
Greece
Cyprus
Base: 135 Those claiming recall after seeing the magazine ads
Cyprus Magazine advertising prompted recall: destinations claimed being advertised
(De-branded: Country name obliterated)
The fact that Greece and Malta were also mentioned implies difficulty distinguishing advertising for Cyprus from other Mediterranean destinations.
34
1% 1% 1% 2% 2% 2% 2% 3% 3% 3%
0%
5%
10%
15%
20%
Bulgaria Croatia Malta Egypt Italy Portugal Turkey Cyprus Greece Spain
Claimed recall of newspaper advertising by holiday destination
Awareness of newspaper advertising is low for all destinations Claimed recall of advertising for Cyprus is twice the average in Glasgow.
Base: 713 All Respondents
3% 2% 1% 1%
6%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Newspaper Advertising (unprompted by stimulus) By Region
35
0.4% 1.1% 0.6%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Outdoor Poster Advertising (unprompted by stimulus) By Region
Recall of Outdoor & Direct Mail advertising for Cyprus by region
Base: 713 All Respondents
0.1% 0.6%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Direct Mail Advertising (unprompted by stimulus) By Region
36
0.4% 0.6% 0.6% 0.6%0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Base: 713 All Respondents
Claimed Recall of Cyprus Internet Advertising (unprompted by stimulus)
0.1% 0.6%
0%
5%
10%
15%
20%
Total London Birmingham Manchester Glasgow
Claimed Recall of Cyprus Radio Advertising(unprompted by stimulus)
Recall of Internet & Radio Advertising & Direct Mail for Cyprus by region
38
43%
26% 24% 23% 20% 22% 19% 17% 17% 14% 12%2%
45%
14% 16%
2%9% 7%
15% 12% 12% 12%14%
32%
38%
0% 1% 1% 4% 3% 2% 5% 5% 6% 9%
35%
29%
41%38%
25%35%
26% 26%
9%
49%
51%50%
45%39%
28%
21%
6%
18%13%
16%
22%
39%
24%22%
24%
30%
16%17%
2%4%
0%
20%
40%
60%
80%
100%
Disagreestrongly
Disagree slightly
Neither agreenor disagree
Agree slightly
Agree strongly
The Advertising……
The ad successfully conveyed a sense of ‘peacefulness and relaxation’. It was thought to be very enjoyable ahead of our ‘total enjoyment’ norm (74% vs 31%) and also relevant, ahead of our ‘top box’ norm (23% vs 19%).
The campaign was not rated particularly strongly on ‘distinctiveness’.
Base: 713 All Respondents
39
23%17%
28% 31%
12%7%
20%28%
36%29%
19%
45% 50%
49%
18%22%
19%
28%
3% 5% 3% 3% 1% 3% 3% 2% 2% 3%0% 1% 1% 0% 0%
26%
55%
51%
51%
52%43%
49%
44%
51%48%
38%
23%25%
33%
19%26%
30%
18%
3%4%1%1%
0%
20%
40%
60%
80%
100%
Dislike verymuch
Dislike
Neither like nordislike
Like
Like very much
Overall Opinion of the Advertising (Press &TV)
The advertising is well liked: appeal increases from south to north, Scots being the most enthusiastic and Londoners the least. Those who have visited Cyprus before are more positive than those who haven’t.
Base: 713 All Respondents
40
Phase 1n=22 (3%)
Why do you dislike the campaign?(Only a tiny minority disliked the campaign.)
Dislikes
Artificial / False (14%)“Looks too artificial. Too packaged, holiday
resort”.“Doesn't ring true - not like I remember
Cyprus”.
Nothing unique (18%)“There's nothing that says 'Cyprus' - nothing
unique”.“Nothing special - just same old sun, sand, sea.
Not representative of Cyprus.”
Boring / Dull / Not fun / Too quiet (54%)“It looks boring. Not fun. Not a family place”
“Looks too quiet. I know people who love Cyprus as good night life, yet doesn't come across”.
“Quite bland, nothing jumps out at you”.“A bit dull, didn't catch my imagination”.
Don’t like beach holidays (14%)“It's not my type of holiday. I don't like beach
holidays.”“It is not my type of place to go on holiday.
Don't usually go on beach holidays.”
41
How impactful did you find this advertising campaign?Score: 0-10
2% 2% 3% 3%5%
17%
11%
18%
13%
21%
6%
0%
20%
40%
60%
80%
100%
0 1 2 3 4 5 6 7 8 9 10
% Respondents
ImpactAlthough the campaign was liked, most felt that its impact could be strengthened…..
Base: 713 All Respondents
Weak to Moderate Strong
42
27%
15%10% 8% 6% 6% 3% 2%
24%
0%
20%
40%
60%
80%
100%
Relaxing /Tranquil /
Peaceful / Idyllic
Beautifulscenery,
photography
Diversity /Variety
(something foreveryone)
Colourful / Brightcolours
Weather Upmarket Beaches Culture Other
What, in your opinion makes the advertising so impactful?
The relaxing, tranquil feel of the advertising was the most impactful aspect of the advertising.
Base: 181 All respondents who scored the Campaign 9 or 10 and provided a valid response (25% of total sample)
43
16% 15% 14%7% 6% 5%
38%
0%
20%
40%
60%
80%
100%
More family oriented/ Show children in the
advert
Show Cypriot culture/ History / Way of life
/ Food / Places ofinterest
Cyprus 'branding' Prices / Value formoney / Hotels
Modern / Activities /Appeal to Youth
Show night-life Other
How would the advertising have to be improved to increase its impact?
… but Cyprus is perceived mainly as a destination for couples and older people: not for families. This issue could be addressed by including children. It is also suggested that Cypriot culture could be
included as a way of strengthening the distinctiveness (branding) of the campaign.
Base: 346 All respondents who scored the Campaign 0-8 and provided a valid response (49% of total sample)
45
52%
0%
1%
2%
3%
3%
14%
34%
0% 20% 40% 60%
Total
Thought about having a holiday in Cyprus
Discussed holiday in Cyprus with friends/ family members
Spoken to someone who has previously visited Cyprus
Researched Cyprus locations/ activities/ costs online
Booked a holiday to Cyprus
Read/ bought a Cyprus travel guide
Spoken to travel agent about holiday options in Cyprus
None of these
Action since seeing the advertising for Cyprus
Of those who claimed to have seen either the TV or Press advertising almost half had engaged to some degree, with a quarter taking positive action.
Base: 96 All who claimed to have seen Cyprus TV & / or Press Advertising
46
“Have you done anything else as a result of seeing the advertising for Cyprus?”: Other
“Re-read Lawrence Durrell's 'Bitter Lemons”'
“It's lodged in my mind, so it will get recalled at some point”
“Looked at some brochures”
“Thought about booking a holiday this year”
“Looked at possible dates to go this year.”
“Just thinking about it for another year.”
“Thought about going back to Cyprus.”
“Looked at prices for Cyprus.”
“Not this year but want to go next year. “
“Looked on internet but not booked yet .”
“Gone on internet to compare prices with other holiday places.”
Base: 11 Respondents
48The Net Recommendation Rating is based on likelihood to recommend to friends and family.
Respondents are grouped into three: Advocates (scoring 9 & 10), Neutrals (8 & 9) and the remainder,Critics (0-6). The resultant NRR can be easily tracked over time.
49
How likely are you to recommend Cyprus to your friends?Recommendation Score: 0-10
1% 1% 1% 2%7% 7%
10%
20%
30%
22%
0%
20%
40%
60%
80%
100%
0 1 2 3 4 5 6 7 8 9 10
% Respondents
RecommendationOver half of respondents (52%) who have visited previously would highly recommend Cyprus to their
friends (score 9-10). Just under a third (30%), while not severely critical were ‘passive’ (scoring 7-8).
Base: 230 All Respondents who have visited Cyprus
Critics19%
Advocates52%
Neutrals
NRR: 52 - 19 = 33
50
25%
17%13%
6% 6%
34%
0%
20%
40%
60%
80%
100%
Friendly people /hospitality
Weather Beautiful Island /Scenery /
Destination
Good for familes /family oriented
Beaches Other
Why would you recommend Cyprus to your friends?(Those scoring 9 or 10)
The key reason for recommending Cyprus is the friendly local people and the hospitality shown while on holiday. The weather and the beauty of Cyprus are also important recommendation points.
Base: 118 All respondents who visited Cyprus, provided a recommendation score of 9 or 10 (17% of total sample)
51
20%
6% 4% 2% 2% 2%
32% 32%
0%
20%
40%
60%
80%
100%
Too expensive(price of
flights, pricesin Cyprus)
More familyoriented / more
activities forchildren
Prefer otherdestinations
More night-life Flight time Internaltransport /
state of roads
Other Nothing - noimprovement
What would have to be different or improved to get a higher recommendation from you?(Those scoring 0-8)
The negative responses are fragmented. However, the main reason for not providing a higher score is the price of flights and prices in Cyprus. This is a barrier for a sizeable minority.
Base: 85 All respondents who visited Cyprus, provided a recommendation score of 0-8 (17% of total sample)
52
• Cyprus has the highest advertising recall of competitor destinations surveyed with 14% of respondents, followed by Spain at 11%. Overall, unprompted advertising recall for all destinations is low.
• Unprompted TV ad awareness is 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 27%. But, only 42% of these respondents correctly attributed the advertising to Cyprus.
• Just under 20% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 44% correctly attributed the advertising. Only one respondent could recall the slogan ‘In your heart.’
• As there are no children depicted in the advertising some have assumed that Cyprus is not a destination for families. The inclusion of the young woman in the bikini emerging from the sea (‘Aphrodite’) and the heart device has led some to see Cyprus as a romantic destination for couples.
• Cyprus’ relative image strengths are beautiful beaches, anytime holidays and luxury accommodation. Its main weakness is a perception of being expensive.
• The ad was well liked with a high total ‘liking’ score of 72%. The total ‘enjoyment’ rating was 74% which compares very well with our norm of 31%.
• The advertising would benefit from strengthening the Cyprus branding. Misattribution is currently relatively
high: the heart device has yet to associate itself as a unique integral part of Cyprus campaign branding.
Conclusions
54
33%
67%
0%
20%
40%
60%
80%
100%
Male Female
n=All Respondents
Sample Structure: Gender & Age
Gender
19%
21%
22%
18%
20%
0% 20% 40% 60%
20-29yrs
30-39 yrs
40-49 yrs
50-59 yrs
60+ yrs
Age of Respondent
55
72%
8%
2%
16%
2%
0% 20% 40% 60% 80%
Full-time
Part-time
Seekingwork
Retired
None ofthese
Work Status Social Class
n= All Respondents
29%
49%
22%
0%
20%
40%
60%
80%
100%
AB C1 C2
Sample Structure: Work & SEG
60
Portside HouseLower Mersey Street
Ellesmere PortCH65 2AL
Tel: 0151 356 9444 Fax: 0151 356 5004
Contact: Peter KnowlesE-mail: [email protected]
Tel: 01625 582829 Fax: 01625 590073
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