This study demonstrates how advertising on bbc.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).
- The results were very positive for bbc.com with the destinations rated as more upmarket and desirable if people had seen it on the website.
- Users of bbc.com were more likely to visit either destination after seeing the ad on the respective site, than those viewing the same ad elsewhere.
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