agenda reaching the international business traveller worldwide heathrow express – the facts...
TRANSCRIPT
Agenda
• Reaching the international business traveller worldwide
• Heathrow Express – The facts
• Passenger mindsets
• An exclusive audience
• The service
• The opportunity
Reaching the International Business Traveller Worldwide
The International Business Traveller
• 68% are business passengers: (36% UK/32% Foreign)
• 30% of HEX passengers fly First or Business class
• 10% of UK HEX passengers are C-suite
Passenger Numbers / Frequency• 4.8 million PAX per annum
• 69% of HEX passengers use HEX twice or more
• 15% of HEX passengers use HEX 21+ times a year
A Business Audience Like No Other…
• ABC1 96%
• AB 61%
• High Business profile - 68%
• Average HH Income £87,045 p.a.
- index of 297 v. UK average
Sources: Airport Express Alliance May 2009
Heathrow Express – The Facts
SOURCS: TGI 2010 Q3 BASE ALL ADULTS 15+
More upmarketthan Press ABC1 Profile
ALL ADULTS 56%
HEATHROW EXPRESS 96%
FINANCIAL TIMES 88%
GUARDIAN 85%
INDEPENDENT 84%
THE TIMES 83%
TELEGRAPH 81%
NEW SCIENTIST 81%
NAT GEO 73%
More ABC1 than other News Providers+ Business TV
SOURCE: BARB & TGI 2010 Q3
ABC1 Profile
HEATHROW EXPRESS 96%
SKY NEWS 69%
CHANNEL 4 NEWS 62%
CNN 59%
BLOOMBERG 57%
CNBC 47%
ITV NEWS 38%
Passenger Mindsets
Sources: AER I
A Captive Audience
• Relaxed mindset
• Seeking Entertainment
• Open to distraction
• Alert/attentive
Targeting the Crème de la Crème
Sources: CAA 2009; Airport Express Alliance May 2009*
A Business Audience
• Target the key decision makers
• 7% earn more than £230,000 a year
• 10% of HEX passengers are C Suite
• 30% of HEX passengers go on to fly
first or business class*
An International Leisure Audience
• High net worth individuals
• 52% are international passengers
• Passengers arriving in to London
looking for up-to-date local information
• Seeking out retail and tourist
attractions
Sources: Airport Express Alliance May 2009
The Service
The Journey
For 15 minutes - The chance to reach one of the most exclusive audiences through a world class tailored television offering
SKY News Delivering the news you want to watch
• SKY and JCDecaux Airport partnership
• SKY- News channel of the year 2010
• Up to the minute regular updates
• Domestic and international news
• International weather report
A Quality Medium
• HD Screens – New Technology
• Audio plus visual
• 36 Screens (per train) available
• Refurbishments planned
throughout 2010/11
What's on offer?
A Unique Opportunity
• Providing a business service
• Sponsorship opportunities
• Flexibility in spot length placement
• Engaging - Informative & relevant
• A monthly selling period
Spot Advertising
• Raise profile of your brand
• Reach a desirable and affluent audience
• Reach an international audience
• Association with a business service
PRICING £50,000 per month
• AB Male London Rate Card
• 1 x 30” advert / journey
• Up to 90” per break available
• Time length factors apply
• 10% premium for solus in break,
category exclusivity & position
Spot Advertising
Sponsorship
• Media first on HEX TV
• Sponsor news, weather & business bulletins
• Association with a global business network
• Increase impact of your brand
PRICING £40,000 per content
• 10” bumper in & out (20” total)
• Weather, Business & Sport TBC
• 10% premium for category
exclusivity
Sponsorship
Summary
• Part of JCD International portfolio
• High business profile
• Less Wastage
• Passengers in the right mindset
• Target business & International leisure audience
• Opportunity – Spot Advertising
• A media first Sponsorship Opportunity
Thank you