Access the UK’s Premium Retail Environments
EAT ST R EET @ WE ST FIE LD
W E S T F I E L D LO N D O N / F U L L M OT I O N D IG ITA L
As sure as turkey sandwiches on boxing day, this December will be a ferociously competitive month as retailers and brands compete for a spending spree expected to exceed £70 Billion The chase for the consumers hard earned cash will be stiffly fought as an austere economic climate, aggressive online retailers and consumer demand for discount will put pressure on all brands’ bottom line. Coupled with an aggressive advertising market in December, Christmas 2012 will be ultra competitive. Maximising audience, location, impact, relevance and mindset is key. 3
Why Outdoor at Christmas? The Outdoor Christmas Conundrum In December, the discrepancy between where money is spent and where advertising is seen is huge.
83%
of retail sales in December are on the High Street (OOH)*
7.2%
of total retail advertising spend was OOH**
The Last Window of Influence “In the last 30 minutes, where did you last see advertising?� *** 88%
Outdoor TV Internet Press
*
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10% 8% 6%
Those having seen Outdoor advertising in the last 30 minutes agreed they are more likely to buy the product advertised (Index 112) ***
British Retail Consortium, Jan 2012 / ** NMR, Dec 2011 / *** OMC, Last Window of Influence, 2011 / **** Eye OOH / ***** Kinetic
Why Ocean Outdoor? Ocean have the only large format digital network located in immediate proximity to the UK’s most prestigious retailers in London, Manchester, Liverpool and Birmingham
Make your Christmas advertising campaign an Ocean Campaign 1.
Guaranteed number 1 locations.
2.
The best quality screens on the market.
3.
Unleash Ocean’s dynamic copy change – different copy for different Christmas offers.
4.
Target day of week or individual day part, talk to different shoppers on different days throughout December and January.
5.
Serve copy by age & gender – exclusively at Westfield London’s Eat Street.
6.
Digital Screens elicit response rates 20% higher than static posters, giving a brand the edge this Christmas.****
7.
Dynamically link your campaign to real time EPOS data.
8.
Create an OOH conversation. Integrate your message with mobile and social media platforms. Ocean’s technology and creative team can help.
9.
Consumers “like” Digital out of home in a retail environment, it adds to the shopping experience and creates greater brand salience.*****
10. Watch your campaign play out live on Ocean’s web cams.
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London / Westfield London
E AT S T R E E T @ WES TFIEL D
Europe’s Premier Shopping Mall Located in affluent West London, Westfield London remains London’s premier luxury shopping mall with over 300 retailers under one roof. Home to The Village, an exclusive shopping enclave boasting over 40 sought-after brands such as Louis Vuitton, Burberry, Mulberry, Prada, Jimmy Choo, Tiffany, De Beers and many more.
Ocean has 7 digital and 2 large format sites covering every major pedestrian and vehicular entrance and exit to the centre. Key facts
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•
42% of Londoners visited a Westfield Mall last Christmas.
•
December 2011 saw 3.3M customers. 730,000 of those during Christmas week.
•
Largest average shopping basket of any mall in Europe, increasing 45% in December to £130.
•
68% of visitors are ABC1.
•
54% come from the most affluent Personicx groups.
•
Home to 65 restaurants and a state of the art 14 screen cinema.
H O L L AN D PAR K RO U N DA BO U T
FULL MOT ION DIG ITAL
DIG ITAL
WESTFIELD POINT
T H E D I GI - B R I D GE
D I G ITA L
DIG ITA L
7
London / Canary Wharf
THE S CR EEN @ CA N A RY W H A RF
F U L L M OT I O N D I GI TAL
Europe’s largest banking centre with an unrivalled demographic The Canary Wharf complex in London’s financial district is a premium retail destination in its own right with over 100 retail brands including Bang & Olufsen, Alfred Dunhill, Montblanc, Hackett & Tiffany. Key facts
8
•
Europe’s highest earning postcode – 49% earn over £100K.
•
Cash rich, time poor and 72% male – the traditional last minute Christmas Shopper – perfect for last minute influences.
London / Commuter Routes High volume traffic in and out of London’s retail mecca Linking Heathrow and London City Airports to Central London, Ocean’s commuter sites also target highspending international audiences to both the West End & Westfield London. Perfect for reaching the upmarket business demographic. THE T WO TOWER S W E ST
A 4 / DIG ITA L
T H E T W O TO W E R S E AS T
T H E S I LV E R S C R E E N
C AN ARY W H AR F / D I G ITA L
M 4 / DIG ITA L
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Manchester ART I ST ’S I MP RE SSI O N
Covering Central Manchester’s Retail Hot Spots Manchester is the UK’s second most popular location for retailers outside of London, with stores and restaurants ranging from highstreet to high-end. Ocean’s newest full motion digital site, Media Wall @ The Printworks, is located directly opposite Harvey Nichols & Selfridges and next to the newly opened National Football Museum.
M E D I A WAL L @ T H E P RIN TWO RK S
Key facts •
Unique city centre locations – including 2 full motion screens.
•
72% of shoppers in Manchester arrive by foot or public transport.
•
Home to the Manchester Arndale shopping centre, housing over 240 retailers and welcoming over 40 million visitors last year.
•
Retailers in Manchester out performed most other UK city retailers in December 2011.
AX I S @ T H E H AÇ I E N DA 10
T H E P O R T L AN D S T R E E T B AN N E R
FULL MOT ION DIG ITA L
T H E P O R T L AN D TO W E R
D UAL B AN N ER
D I G ITA L
FULL MOT ION DIG ITA L 11
Birmingham THE S CR EEN @ NE W ST RE E T
F U L L M OT I O N D I GI TAL
NO.1 SNOW HILL
Ocean’s premium locations stand out in the UK’s second largest city The Screen @ New Street is Birmingham’s best Full Motion digital advertising site. Located in prime retail estate opposite the entrances of both The Bull Ring & The Pavilions shopping centres. The Bull Ring is the second most visited retail destination outside of London. No1 Snowhill is the most prominent banner adjacent to Birmingham’s Financial & Legal areas, premium location matched by a premium audience.
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Liverpool L I VERPOOL MEDIA WA LL
F U L L M OT I O N D I G ITA L
BANNER
The Liverpool Media Wall dominates the entrance to the city centre from Lime Street Station •
Christmas footfall increased 34% in 2011 to 8.2 million visitors to the city centre.
•
Top 3 weekend break destination after London and Edinburgh.
•
Aggressive Christmas marketing campaign planned for 2012, footfall expected to increase on 2011 figure.
•
Liverpool One, the most exclusive shopping mall in the North West. 32% of Liverpool One’s retail offering is not available anywhere else in the North West. Harvey Nichols opening shortly.
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Christmas & New Year Offers Last Minute Shopper Digital Domination
December & January Sales 25th December – 1st January inclusive There is no question about the post Christmas retail surge: consumers have either delayed gift purchase, are spending money received as a gift or are seeking out value in the sales.
21st, 22nd, 23rd and 24th December In 2011 the last 4 days before Christmas were frantic for retailers and shoppers alike. On Christmas Eve alone over £8 Billion was spent in the last minute rush. This Christmas, Ocean have put together a short term tactical offer that guarantees ONE advertiser access to one face on all 16 of Ocean’s digital screens during the critical 4 days before Christmas day. This guarantees your brand an audience of over 14,000,000 during the last 4 days of the BIG spending pre Christmas retail extravaganza. Ocean’s digital network is centred around premium city centre locations and the arterial routes of London, Manchester, Birmingham and Liverpool.
The period between Boxing Day and New Year’s day is therefore a significant period for shoppers. Concentrate your message at Premium Retail;
1
All 7 of Westfield’s Digital screens targeting 9 million affluent consumers. Planning Rate £109,000
Offer £60,000 2
Planning Rate £158,000
Offer Rate £100,000
City Centre Full Motion package – London, Liverpool, Birmingham & Manchester. Circa 5 million shoppers in key metropolitan cities. Planning Rate £56,000
Offer £32,000
Contact Iain Chapman, Sales Director iain.chapman@oceanoutdoor.com / +44 (0)20 7484 0584 www.oceanoutdoor.com 14
www.oceanoutdoor.com