APN launches Sydney Airport traveller study

Outdoor advertising company APN has released a study on Sydney International Airport travellers.  

The announcement:

Sydney, February 22 2011: Travellers at Sydney International Airport are high value consumers who are receptive to advertising messages and highly likely to switch products and brands, according to research from Australia’s leading outdoor advertising company, APN Outdoor.

The second study in APN Outdoor’s commuter insight program, ‘Australia on the Move’, was conducted by Nielsen and comprised of interviews with airport passengers (n=400) in various precincts within Sydney Airport’s T1 International Terminal.

With strong representation in business and leisure travel, the key findings of the study were:

•Over 1 million travellers pass through Sydney International Airport each month;

•International business travellers make short trips with 60% returning under 5 days;

•90% of international leisure travellers are actively seeking information and buying products before boarding their flight;

•Outbound passengers are in the terminal for over 2 hours on average.

Paul McBeth, General Manager – Marketing, APN Outdoor said:

“Each month, almost 600,000 outbound passengers wait for over 2 hours in the T1 terminal giving advertisers access to a captive audience who are actively seeking information and making brand purchases. Business airport travellers in particular have a higher propensity to switch products and brands in the automotive, technology, travel and finance categories.

Sydney’s new T1 terminal digital network comprises 180 screens which delivers immediacy and creative flexibility for advertisers. With the majority of travellers returning under 2 weeks, brands can purchase inbound and outbound advertising packages with more confidence”.

APN Outdoor is currently meeting all agency partners to share the full results of the Australia on the Move – Airport Commuter Study. APN Outdoor’s ‘Australia on the Move’ commuter insight program is dedicated to understanding the mind and mood of the Australian commuter across various regions within Australia.

Source: APN Outdoor press release


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