The Travel Test

This study demonstrates how advertising on bbc.com and lonelyplanet.com can positively affect travel brands.

 

The same travel advertisement ran across bbc.com, yahoo.com, cnn.com, nytimes.com and tripadvisor.com to see if the environment influenced perceptions of the advertised destination. Two destinations were tested: a conventional destination (Germany) and a destination considered off-the-beaten-track (Hangzhou).


 

Key results

  • The results were very positive for both bbc.com and lonelyplanet.com with the destinations rated as more upmarket and desirable if people had seen it on either website.
  • Users of bbc.com and lonelyplanet.com were more likely to visit either destination after seeing the ad on the respective sites, than those viewing the same ad elswhere.

 

 

Find out how BBC Advertising can help travel brands reach their target audience

 


Source: The Travel Test, CINT March 2012, France, India and USA. HHI €20,000+. n=1,908 

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