South West Water and Bristol Water take water-saving message on the road with motorway service station campaign
How do you remind holidaymakers to save water before they even reach their destination? Put the message directly in their path!
MEERKATworks has helped to plan and buy a new motorway service station advertising campaign for South West Water and Bristol Water, targeting people travelling towards some of the South West’s most popular holiday destinations.
With the UK experiencing a particularly hot summer, encouraging visitors as well as residents to use water carefully is an important part of managing demand. The campaign takes that message beyond people’s homes and places it in front of holidaymakers while they are making their journey.
Reaching holidaymakers at the right point in their journey
Running until early September, the campaign is live across carefully selected motorway service stations on routes towards Somerset, Devon and Cornwall. Rather than relying on a single advertising site, the campaign combines static and digital out-of-home advertising positioned at different points throughout each service station.
That means people can encounter the water-saving message as they drive into the car park, walk towards the main building, visit shops and restaurants or stop to use the facilities. This repeated visibility gives the campaign several opportunities to reach travellers while they are already thinking about the next stage of their journey and the holiday ahead.
Why motorway service station advertising?
For campaigns that need to reach people travelling towards a particular region, motorway service stations offer an opportunity to combine location with audience intent. By selecting sites based on the routes holidaymakers are likely to take, advertising can be concentrated around people who are actively heading towards the areas the campaign needs to reach.
For Bristol Water and South West Water, that means delivering a timely reminder about water usage before visitors arrive at destinations where demand can increase significantly during the summer months. It is a good example of how geo-targeted advertising can help organisations reach an audience based not simply on who they are, but where they are going and what they are doing at that particular moment.
Strategic media planning and buying from MEERKATworks
With more than 20 years’ experience in media planning and buying, MEERKATworks helps clients identify the advertising formats, locations and placements most likely to reach their target audience effectively. From motorway service stations and roadside advertising to rail, airports and other out-of-home environments, every campaign is planned around the audience and the objective rather than a one-size-fits-all media plan.
Planning a location-led or geo-targeted advertising campaign? Talk to MEERKATworks today.