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CTM. Successfully
targeting the sports enthusiast.
Today's sports and recreational industry is a $60 billion
annual phenomenon. Spurred on by young, active, affluent consumers,
it's also an industry that will only keep growing.
This demographic group believes in the motto Work hard, play
harder'. Over half of them are drawn to outdoor experiences
on their vacations, making adventure travel a fast growing
tourism segment. 55 million of these outdoor aficionados take
their children along, often extending vacations to at least
a week or even longer, and taking more than one vacation each
year.
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Sports enthusiasts are not
only able to take frequent vacations, they couldn't imagine
not taking them, which makes them the prime target in this
ever-expanding market. So how, then, do you reach them?
CTM's Ski, Sport and Outdoor Program
CTM pinpoints this upscale traveler with display stands at
the point of purchase in close to 1,000 retail stores, including
some of the largest and fastest growing chains in the U.S.
and Canada.
More to the point, a recent national opinion survey revealed
that resort brochures, of the sort featured in CTM display
stands, are the most influential advertising medium in this
industry. Moreover, resort brochures are over 50% more influential
than radio and print advertising. Brochures are, in fact,
the number one source of input used to plan today's vacations,
with an impressive 65% of those who see a display stand actually
picking up a brochure.
All of which merely underlines the fact that CTM is the right
medium, for the right audience, with the right results. |
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