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Your client about in the national parks A new network spans nearly 80 recreation areas May 7, 2007 Outdoor enthusiasts are as elusive as they are appealing to advertisers. Targeting them as they play is a strategy that’s unfolded over recent years. A new network of media in and around national landmarks provides a platform for branding and promotions from sea to shining sea. To find out how to get your client’s message in front of active families while they’re enjoying the great outdoors, read on. This is one in a Media Life series on buying the new out-of-home venues. They appear weekly. Fast Facts What Who How it works Brand Connections calls the program Active Outdoor Network. “We bought five companies to piece together this network of mountain resorts and national park resorts with out-of-home media,” says CEO Brian Martin.
-Billboards in the lobbies of resort properties. They’re sized 3 feet high by 2 feet wide and usually number two per location. Some are backlit. - Outdoor adventure survival packs placed in rooms containing product samples, brand information and branded postcards - Digital plasma screens with full motion and sound located in resort lobbies and also at gondola stations. In addition to ads, the screens broadcast resort information. -An outdoor adventure guide containing articles specific to each location as well as general information on hiking, safety tips and other outdoor topics. Ads in the 50-page guide are full-page, full-color and category-exclusive. -Signage on the interior of resort transit buses. Panels are 2 feet wide by 1 foot high. -Billboards on the tower displays of the lifts that bikers and hikers take uphill to trails -Media centers at the base of mountains featuring area maps and digital messages for guests. Print ads scroll across the top of the boards at a rate of four to five per minute. Ads can contain text and graphics and measure 4 feet wide by 1 foot high. -Bike racks inside resorts and parks topped by billboards Advertisers can buy a market or the network, but not individual sites. Markets Numbers There are 3,000-plus media displays in the network. Annually the network has a reach of 120 million, Martin says. How it is measured What product categories do well Automotive, beverages, consumer packaged goods, and health and beauty aids also do well. Demographics A 2006 Mediamark Research study found that people who participate in outdoor sports are hard to reach via traditional media. Making the buy Factors that affect cost include the elements in a buy and the number of consumers reached. Programs are based on a CPM. Buys run from $100,000 to $2 million. Who’s already in summer vacation properties What they’re saying Web site info
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