Posts

PSI publish their 2018 Global Travel Predictions

2018 looks set to be another roller-coaster year for the global travel industry.
In this piece, James McEwan, Managing Director of PSI, identifies some of the political, economic and technological factors that will impact the way consumers travel this year.
Read More….

PSI explore the psychology driving the Chinese travel consumer

China’s growing love affair with international destinations has seen a significant increase in air travel and overseas spending, with numbers predicted to rise exponentially by 2023. Inviting you to explore the exciting opportunities this offers, PSI, in collaboration with strategic partner ForwardKeys, shares a tantalising slice of insider data and outlines just some of the psychology now driving the Chinese travel consumer.
Click here to access the document.

PSI forges strategic partnership with ForwardKeys

PSI, Posterscope’s international division, has signed a multi-year strategic partnership to power its media planning system with ForwardKeys’ unique and unrivalled travel data.

ForwardKeys draws data from all major global air reservation systems and selected airlines and tour operators to analyse more than 17m booking transactions daily.  This information is enhanced with further independent data sets plus data science to paint a picture of who is travelling where and when, and to predict future travel patterns.
When overlaid with PSI’s unique Outdoor Consumer Survey insight, plus location heat-mapping across 48 of the most prominent global cities, PSI is able to advise partners on the best solutions to target business and leisure audiences as they fly between, and spend time in, the world’s busiest urban centres.
James McEwan, Deputy Managing Director at PSI, said: “We are very excited to be joining forces with ForwardKeys, a company that shares our cultural values and our passion for understanding global travel trends.  Access to this real-time, actionable and future-facing information will enable us to advance our strategic planning capabilities and further increase the effectiveness of client campaigns.”
Olivier Jager, CEO, ForwardKeys, added: “We are delighted to be collaborating with PSI. As the world’s largest international OOH specialist, PSI’s use of ForwardKeys’ insight within its sophisticated location-marketing planning provides strong endorsement of the quality of ForwardKeys’ data.”
Via: OutSmart

Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

Dynamic, digital out-of-home, multiple language campaign targets German travellers for Commerzbank

PSI, Posterscope’s international division, and Vizeum, have deployed a unique digital out-of-home (DOOH) campaign in multiple international airports for Commerzbank using the Liveposter Platform.
The campaign, aimed at business travellers, appears at Paris CDG, New York’s JFK and London’s City and Heathrow airports and will run on DOOH screens throughout the airports and departure lounges for the next four weeks.
Activating flight departure data across key international airports, the campaign serves highly personalised messages to German travellers in their native language, outside of their homeland.
The campaign creative is presented in each country’s local language and flight departure data is used to trigger dynamic messaging in the German language, served to the appropriate screens and locations, as flights to Germany prepare to depart.
The DOOH campaign is being supported with an online display advertising campaign feature on the German language version of BA.com, also planned and bought by PSI and Vizeum
Margarita Christoforidou, Senior Account Manager, at PSI said: “The flight data now available to us means we can create and deliver even more highly targeted campaigns in airport locations.  This campaign for Commerzbank will not only reach the right people, at the right time, but will also show creative executions in their own language.  What could be more relevant and more engaging?”
Uwe Hellmann,  Head of Brand Management and Corporate Marketing,  at  Commerzbank, added: “We were looking for an exciting and dynamic campaign to promote our corporate client campaign  to travellers heading to Germany from key international locations across the world.  The ability to reach these travellers as they prepare to depart from the airport and speak to them in their own language is highly innovative and we are excited to see the results.”

Research confirms the positive effect of Piccadilly Lights on brand image

By Miriam Buireu, Account Director, PSI
Piccadilly Circus has a long & rich history as an iconic landmark for London and the UK. So when Ocean and Land Securities’ announced exciting plans for the new Piccadilly Lights, creating a unique and prestigious new platform for brands to reach global consumers in the UK’s capital, it represented far more than just an upgrade of an OOH advertising location.
We wanted to understand what Piccadilly Circus really means to people, how they perceive the brands that advertise there, and how the planned improvement might effect this.
PSI have carried out a piece of research to understand how consumers currently view Piccadilly Circus and Piccadilly Lights, how brands currently advertising on Piccadilly Lights are perceived and most importantly to understand the benefits of the proposed improvements to the site.
Methodology
Earlier this year, we spoke to 300 people about Piccadilly in face-to-face interviews. A third of them were International tourists, and all had visited the area at least twice in the last week.
This is what we learned:
Famous, busy and iconic

  • Current attitudes towards Piccadilly Circus as an area are positive with consumers agreeing that the area is seen as a famous, busy and iconic (99%, 91% and 85% respectively)
  • The Piccadilly Lights clearly dominate the area – 100% of our UK respondents notice the large illuminated screens on their visits to the area.
  • The first things consumers think about when asked about the Piccadilly Lights relate to its size, prominence, and colourful display. It is also described as a vibrant, entertaining and modern landmark. (94% of responses had positive connotations)
  • The Piccadilly Lights as they currently stand are well-loved – the majority of people agree that they have a relevant place in a global city like London (95%); that they are iconic (92%), and grab attention (92%) from passers-by

Powerful advertising

  • Consumers overwhelmingly recalled the Piccadilly Lights over all other forms of advertising in the area – 8 out of 10 responded spontaneously named the Piccadilly Lights
  • Brands advertising on the screen enjoy a wealth of benefits –2/3 of those respondents who said they notice advertisers on Piccadilly Lights agree that they are global, modern and innovative brands.
  • Brands who advertise on the Piccadilly Lights have a universal appeal – 86% of consumers view them as “global brands”
  • 95% of consumers think that the site “is the kind of advertising I’d expect to see in a global city like London… it is the kind of site you see big brands advertised on”

A glimpse of the future….

  • Consumer sentiment is very positive, enthusiastic and receptive to these changes. Overall, 83% of consumers feel that the proposed changes to the site will make for more memorable advertising
  • 90% think that the introduction of the rotational basis of advertisements will afford brands more noticeability
  • 93% think that the opportunity for one brand to dominate the screen will afford brands more impactful messaging.
  • Overall 86% consumers agree that modernising the screen will modernise the entire area and a further 77% agree that the improvements to the site will not impact the heritage of Piccadilly Lights 86% agree they will take more notice of brands advertising on the new Piccadilly screen.

These remarkably positive attitudes about Piccadilly and the planned changes demonstrate the vast opportunity for global brands. In Piccadilly, advertisers can genuinely connect with on-the-go audiences and create advertising which is more powerful because of the context in which it is seen. We’re excited about what the future holds for brand advertising at Piccadilly.
Via: Ocean Outdoor
 

Seiko target passengers bound for Baselworld

Premium watch brand Seiko have begun a unique digital campaign at Heathrow Airport targeting passengers flying to Baselworld, the most important marketplace and trendsetting show for the world’s watch and jewellery industry.
Utilising JCDecaux’s SmartCONTENT system, Seiko are able to specify exactly where and when their advertisement is displayed across Heathrow’s gateroom digital network based on live data. Using Heathrow’s API data feed, SmartCONTENT will identify the precise time of day and exact gate-room location of flights departing to Basel and Zurich, only displaying the content once the gates are open for boarding. This smart campaign will allow Seiko to precisely target the industry experts and potential customers flying out to Switzerland for Baselworld, without the wastage of a full gate-room digital campaign.
Seiko’s digital campaign will run for 2 weeks across Heathrow Terminal 2 and 5 and was booked by PSI through JCDecaux Airport.
Via: JCDecaux
 

psLIVE, Posterscope and PSI get into the Christmas spirit to raise money for the local soup kitchen

In 2015 around 30 of us from psLIVE, Posterscope and PSI have been working in a Soup Kitchen for homeless people based round the corner at the American Church on Tottenham Court Road.
They needed to raise £300 to buy consumables such as paper plates, cups, basic ingredients such as sugar, tea coffee etc, and we thought we could raise that as a Xmas gesture – a neighbourly act so to speak.
So on Tuesday 8th December, between 12 noon and 4pm, a social media booth appeared in our breakout area –generously donated by The Flashpack – one of psLIVE’s delivery partners, and everyone was asked to join in the fun to raise money for this worthy cause. Props and a snowy backdrop was provided and then the fun began.
On Friday 11 December the organisers of the Soup Kitchen paid a vist to the Qube where we presented a cheque to the value of £462, which was gratefully received.

Westfield unveils first UK airport campaign in Arabic

Westfield, which manages Europe’s two largest shopping destinations, has unveiled the first Arabic language campaign at a UK airport to celebrate the Islamic festival of Eid. The initiative began on 17 July and will run for a week.
The campaign, which was planned by Arena Media, bought through Posterscope’s international division PSI and broadcast by UK airport advertising expert Eye Airports, targets Arabic speaking passengers who arrive at London Gatwick Airport on the thrice-daily Emirates flights from Dubai. Adverts will be broadcast on Eye Airports’ Arrivals Gallery and Arrivals digital six-sheets to coincide with the landing of each flight.
A UK airport first: The message reads “Welcome to London! Discover the ultimate world class shopping experience”
Advertising visuals, which use a mixture of English and Arabic language, encourage shoppers to visit Westfield’s shopping malls at Shepherd’s Bush and Stratford in London using the message “Welcome to London! Discover the ultimate world class shopping experience.”
The Middle East market now accounts for a 25% of non-EU spend at Westfield, the company noted. Post-Ramadan spend in Westfield London’s luxury quarter, the Village, has increased +64% year-on-year with spend up +75% in the mall.
Westfield said it expects to see an increase in visitors over Eid, with designer brands such as Louis Vuitton, Burberry, Mulberry and Gucci benefiting most from the Ramadan rush. To further enhance the shopping experience during this time, Westfield also has a dedicated concierge team offering personal chauffeurs, valet parking, handsfree shopping, personal styling and tax-free shopping.
Westfield UK & Europe Director of Marketing Myf Ryan said: “Shoppers from the Middle East are an important market for Westfield and we expect to see a significant number of international and domestic Middle Eastern visitors head to our centres this year as they celebrate Eid. This market is attracted to Westfield’s luxury offer, our services and our extensive leisure and dining options. This campaign at Gatwick Airport gives us the opportunity to reach this audience as soon as they arrive in London and deliver an impactful welcome message.”
Arena Media Group Business Director Abi Ward commented: “With shopping power from the Middle East becoming increasingly significant at Westfield, this campaign demonstrates that, yet again, Westfield is fully in tune with its audience, and putting customers first.”
Robin Hall, Managing Director of PSI, said: “Travellers from the Middle East enjoy spending time and money in the shopping facilities offered by London and, by using flight data, we have been able to target passengers as they arrive at Gatwick and serve them relevant messaging in their local language.  The benefit of better targeting and increased awareness and positive association has been made possible through high quality digital sites in Gatwick with the ability to serve dynamic messaging, which will help drive this high spending consumer to the world class Westfield malls.”

OOH sites distribute Bieber posters to fans

Justin Bieber, the face of Calvin Klein, is currently appearing all over the streets of Amsterdam modelling the new line of boxer shorts, in this campaign booked and implemented by Posterscope Netherlands and PSI.  In addition to the city centre CLP network, an additional poster giveaway experiential element was included to satisfy the demand for Bieber posters following the campaign hitting social media.
Two of the sites, JCDecaux’s ‘Mupi on Rembrandt and Van Baerlestraat, located in high footfall areas and in close proximity to the CK store were specially adapted to dispense ‘wrapped’ posters for the fans to take home.
The campaign took place in Amsterdam on x2 of the CLP’s located in central high footfall areas frequented by the Calvin Klein audience, and in very close proximity to the CK store. The CLP’s were adapted so that posters of Justin Bieber (the face of the campaign) were distributed from the bottom of the site already rolled up, for fans to take home.
[youtube width=”300px” height=”200px”]Ka9G0iudCAQ[/youtube]