The Power of Regional Transit Advertising - High Velocity, High Impact

Engaging Fiftyfive5, GoTransit conducted a brand study to assess the impact of Bus and Light Rail advertising on the target audience by measuring Recall, Branding, Diagnostics, and Impact.

The study revealed how Regional Transit Advertising can help brands reach and engage with audiences.

The study focused on three major regional cities, Geelong, Newcastle, and the Gold Coast, to understand the efficacy of transit advertising in regional locations. It saw Flight Centre switch on regional transit at scale with a campaign running across 59 markets from July to October 2023. The fieldwork surveyed 786 people aged 18-54 with a core target of 25-39 and travel intention in the next 12 months.

“We’ve always anecdotally thought Go Transit’s inventory in major regional hubs was a great way to engage with valuable regional audiences on scale as many of these areas don’t have a large amount of high impact traditional OOH inventory options when compared to metro markets. It’s great to see this research back up this media selection for our client showing it delivers their messages effectively in these key regional markets,” said Vaughan O’Connor, managing director at Rapid Media.

Regional Transit Advertising as a format is effective in reaching and engaging Flight Centre’s core audience.

The results revealed that Regional Transit Advertising drove positive brand perception uplift and demonstrated a positive impact on consideration. It was uncovered that those exposed to the campaign were more likely to consider using Flight Centre in the future.

• 1 in 3 people recognised the campaign and have increased consideration
• 43% acted after seeing the campaign (with 28% visiting the website)
• 87% Spontaneous brand awareness
• +16%pts increase in future consideration
• +7% increase in audience that booked a holiday during campaign period
• 9 in 10 correctly attribute the campaign to Flight Centre

The fieldwork identified valuable audience and category insights bespoke to Flight Centre, identifying growth opportunities for future regional campaigns.