£43million spent on radio by travel sector

11 Mar

This week is English Tourism Week, the visitor economy is worth £106bn a year to England and the sector is the third largest employer supporting 2.6 million jobs.

Across the UK the Travel and Transport sector spent £43 million on radio in 2015 (source: Nielsen) – that’s a massive 24.9% increase year on year. It’s a sector that loves radio – whether it’s spot advertising, sponsorship or promotions, you’ll find transport and travel companies snapping up opportunities both locally and nationally as soon as they become available.

Radio is an amazingly powerful medium for travel clients. With the right approach to targeting, a well-written script, plus a massive range of sound effects, music and a variety of accented voices to choose from, we can use the magic of radio to transport the listener anywhere in the world.

Radio listeners’ favourite destinations often change. Right now, Egypt and Turkey are currently not seen as the safest places to visit whereas Italy and the United States are proving to be more popular destinations in 2016 (source: Travelzoo). Lonely Planet’s top suggestions for travel this year are Botswana, Kotor (Montenegro), Transylvania and… Manchester!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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