Travel companies have been urged to use radio advertising as part of their integrated marketing campaigns, particularly when times are tough.
Global Radio sales director John Legg, speaking at the Institute of Travel and Tourism conference, said the travel sector needed maximum exposure and stressed the fact that 90% of adults listen to the radio.
Radio advertisements helped listeners conjure up a ‘perfect sensory image’ rather than being presented with a picture, for example as part of a television advertisement. He said: “Radio sounds generate more than just a posted image.”
Legg claimed radio advertising worked better as part of a fully integrated marketing campaign and was a cost-effective means of advertising.
Hoseasons chief executive Richard Carrick said the flexibility of radio allowed companies to change advertisements at short notice.
He added: “One of the biggest issues we all face is coming to terms with how consumers consume. All of us are in great need of more data on how people are choosing particular media when they are buying holidays.
“We are experimenting in radio with online and classified advertising. There are no longer any peaks or troughs in travel advertising.”
- Video, podcasts and more news from ITT 2008 at travelweekly.co.uk/itt2008