las vegas, nv - lamar advertising/media/c4da7879dc8342fdae73709e598dbd82.pdf · las vegas, nv...
TRANSCRIPT
AIRPORTMEDIA GUIDE
| LAS VEGAS | lamar.com
OUR HISTORY
AIRPORT ADVERTISING
AIRPORT PROFILE
TRAVELER PROFILE
MARKET PROFILE
COMPETITIVE MEDIA ANALYSIS
MAPS
PRODUCT OFFERINGS
ADVERTISING COMPANY
LAS VEGAS
A simple flip of the coin in Pensacola, Florida, landed Charles W. Lamar Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss, and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company. Over the course of the next century, Mr. Lamar and his descendants built Lamar Advertising from a small sign company on the Gulf Coast into one of the largest providers of Out-of-Home advertising in the nation.
Through generations of commitment, integrity, and innovation, Lamar has changed the nation’s landscape while still maintaining the character of a family business.
OUR HISTORY| LAS VEGAS
| LAS VEGAS | lamar.com
Whether you are trying to raise awareness about your brand, product, or service, or you’d like to encourage point-of-sale, airport advertising meets your needs.
Airport advertising stands out from other media options because of its high visibility. Advertisers have the opportunity to target an engaged audience as they journey through the airport, from security lines to baggage claim.
Airport ads work exceptionally well for branding campaigns. Use airport advertising to paint a vivid, captivating picture of your brand. Achieve high campaign awareness and ad recall by bringing your message to the airport where the engaged audience awaits.
Branding campaigns give consumers top of mind awareness of your brand. Invest in airport advertising to spread the word about your product or service.
Advertisers say that when they use airport in their media mix, the buy feels much “bigger” than the actual spend.
AIRPORT ADVERTISING
Airport advertising delivers your message to a saturated audience of affluent, educated, tech-savvy business and leisure travelers in a “high dwell environment.”
| LAS VEGAS | lamar.com
| LAS VEGAS
AIRPORT PROFILEMcCARRAN INTERNATIONAL AIRPORT
AVERAGE ANNUAL PASSENGERS:
42 MILLION
TRAFFIC AND IMPRESSIONS42+ million Total Annual Passengers (6.8 Million International)
3.5 Million Monthly Passengers
AIRPORT TRAFFIC
TERMINAL TRAFFICTerminal 1: 80%Terminal 3: 20%
TERMINAL TRAFFIC - BAGGAGE CLAIMTerminal 1: 75%Terminal 3: 25%
BAGGAGE CLAIM - PASSENGERSSouth Baggage Claim: 42%North Baggage Claim: 33%Terminal 3 Baggage Claim: 25%
RANKED 9TH IN THE NATION
| LAS VEGAS | lamar.com
| LAS VEGAS
The 8th fastest growing airport, McCarran International Airport is also among the top ten largest airports in the U.S. McCarran Int’l handles over 400 flights and more than 117,000 passengers traveling through the terminals each day. That’s more than 42 million passengers every year! McCarran Int’l has two terminals with 65 aircraft gates. 30 airlines fly to more than 100 domestic and 27 international destinations, including every major media market and population base in the U.S., Mexico and Canada.
AIRLINES:Aeromexico | Air Canada | Alaska | Allegiant
American | British Airways | Condor | Copa | Delta
Edelweiss | Frontier | Hawaiian | Interjet JetBlue
Korean Air | Omni | Southwest | Spirit Airlines
Sun Country | Sunwing | Thomas Cook | United
US Airways | Virgin America | Virgin Atlantic
VivaAerobus | Volaris | WestJet
INT’L NON-STOP DESTINATIONS:Paris | Amsterdam | Frankfurt | Manchester
Mexico City | Quebec | Vancouver | Montreal
Panama City | Seoul | London
KEY DOMESTIC NON-STOPS:Los Angeles | San Francisco | Denver | Dallas
Seattle | Phoenix | Atlanta | Chicago |
New York City | Minneapolis | Salt Lake City
Houston | Minneapolis
TRAVELER PROFILEMcCARRAN INTERNATIONAL AIRPORT
75% of frequent flyerssay they both notice airport advertising and take the time to read the message.
Frequent flyers are 56% more likely than all Americans to be first to try or buy new products or services.
73% of business frequent flyers spend up to 2 hours in connecting airports during layovers.
| LAS VEGAS | lamar.com
| LAS VEGAS
FREQUENT FLYER
FAST FACTS:HHI $100,000+Frequent Fliers: 126% more likely
Air Travelers: 60% more likely, overall
College DegreeFrequent Fliers: 62% more likely
Air Travelers: 39% more likely, overall
Post Graduate DegreeFrequent Fliers: 142% more likely
Air Travelers: 68% more likely, overall
Spend Less Time Watching TVFrequent Fliers: 35% less likely to be a heavy TV viewer
Air Travelers: 21% less likely, overall
Spend More Time on the InternetFrequent Fliers: 54% more likely to be a heavy internet user
Air Travelers: 23% more likely, overall
90 MILLION ADULTS HAVE TAKEN AT LEAST 1 DOMESTIC FLIGHT IN THE PAST YEARFrequent Fliers4+ trips per year (6 trips/year avg)
Air TravelersAvg 3 trips/yr
MARKET PROFILELAS VEGAS, NV
50.1% MALE 49.9% FEMALE
18-24 y/o 9.21% 45-54 y/o 13.4% 25-34 y/o 14.4% 55-64 y/o 11.5%35-44 y/o 14.1% 65 & older 13.5%
12% ARE AFRICAN AMERICAN; 30% ARE HISPANIC
30% OF HOUSEHOLDS EARN > $75,000/YEAR
51% OWN THEIR RESIDENCE WHILE 40% RENT
2,065,600P O P U L A T I O N : 24% OF RESIDENTS ARE COLLEGE GRADUATES
SOURCES: SCARBOROUGH USA+ 2015 (Release 1), US Census
| LAS VEGAS | lamar.com
AREA EVENTS & ATTRACTIONS:Lake Mead Cruises | Richard Petty Driving Experience | Gold & Silver Pawn Show
Wild West Horseback Adventures | American Muscle Car Challenge | San Gennaro Feast
Black Canyon River Adventure Tour | Aliante Golf Club | Angel Park Golf Club | Texas Revue
Arroyo Golf Club at Red Rock | Badlands Golf Club | Bali Hai Golf Club | World Series of Poker
Monster Jam World Finals | Fremont Street Mardi Gras | City of Light Jazz Festival
Groovefest American Music Festival | Blue Sky Int’l Film Festival | U.S. Open of Super Cross
Las Vegas Odyssey | Las Vegas Marathon
Luxor | Monte Carlo Hotel & Casino | Excalibur | MGM Grand | Venetian | Circus Circus
Treasure Island | Bellagio | Aria at CityCenter | Mirage | Flamingo | The Cosmopolitan of Las Vegas
Mandalay Bay | Planet Hollywood | Bally’s | Paris Las Vegas | New York-New York | South Point
Rio | Stratosphere | Golden Nugget | Harrah’s | Palazzo | Wynn Las Vegas
CASINOS:
53% of area homes subscribe to cable. 49% of these households use a DVR.41% of residents are heavy radio listeners. 27% use an online music service.35% of people in the area read a daily newspaper.
COMPETITIVE MEDIA:
College of Southern Nevada | University of Nevada School of Medicine | Touro University Las Vegas
University of Nevada, Las Vegas | Nevada State College | Desert Research Institute
The International Academy of Design & Technology | Le Cordon Bleu College of Culinary Arts
HIGHER EDUCATION
COMPETITIVE MEDIA PRESENCEIN THE LAS VEGAS MARKET
RADIO
65+LOCAL RADIO STATIONS ARE AVAILABLE TOLAS VEGAS AREA LISTENERS.
27% of Las Vegas residents use an online music service.
Your target listener must tune in to the exact station your commercial is on and be actively listening at the time your ad plays. Your airport ad is in the sight line of all fliers in yuor area or traveling from out of town.
NEWSPAPER
71%OF LAS VEGAS AREA RESIDENTS SAY THEY DID NOT READ A NEWSPAPER THIS WEEK.
Among area newspaper readers, 32% are retired, 75% did not graduate from college, and 78% do not have children in their home.
Newspaper readership is steadily declining in favor of up-to-the-minute news sources. Many papers have reduced publishing to a couple times per week. Airport ads reach your target as long as people are flying.
TELEVISION
47%OF LAS VEGAS HOMES DO NOT SUBSCRIBE TO CABLE TELEVISION.
Of the remaining 53% of households that do get cable, 49% have a DVR, enabling them to skip commercials.
Like radio, your target must be tuned in at the right time, on the right channel, be paying attention, and not choose to fast-forward through your message. Airport ads cannot be turned off. Effective designs are hard to ignore.
AIRPORT ADVERTISINGIS A CONSTANT MEDIA
COMPANION. Airport ads deliver consistent
impressions as trends shift in other forms of advertising.
Airport advertising can compliment, reinforce, and
extend the reach of other ad types in your campaign as
part of a media mix strategy.
| LAS VEGAS | lamar.com
SOURCE: SCARBOROUGH USA+ 2015 (Release 1)
DOMESTIC DESTINATIONS MAP
MAPMcCARRAN INTERNATIONAL AIRPORT
| LAS VEGAS | lamar.com
| LAS VEGAS
Atlanta
Baltimore
Orange County
Anchorage
BellinghamSeattle/Tacoma
Portland
Appleton
Austin
Bentonville/Fayetteville
BillingsBismarck
Boise
Bozeman
Casper
Cedar RapidsChicago
Colorado Springs
Des Moines
DuluthEugeneFargo
Fresno
Grand ForksGrand Forks
Grand Is.
Grand Jtn.
Grand Rapids
Great Falls
Honolulu
Idaho Falls
Kalispell
Laredo
McAllen
Medford
MinotMissoula
Monterey
Moline
Pasco
Peoria
Pheonix
Plattsburgh
Rapid CityRapid City
Reno/Tahoe
Santa Maria
Shreveport
Sioux Falls
Springfield/Branson
South Bend
Stockton
Wichita
Dallas/Ft Worth
Los Angeles
Miami
New York
Cincinnati
Detroit
Minneapolis/St Paul
Orlando
Salt Lake City
Denver
Boston
MemphisLong Beach
Albany
Albuquerque Amarillo
Birmingham
Buffalo
Burbank
Pt Colombus
El Paso
Flint
Ft Lauderdale
Hartford/Springfield
Houston
Indianapolis
Kansas City
Little Rock
Louisville
Lubbock
Midland/Odessa
Milwaukee
Nashville
New Orleans
Oakland
Oklahoma
Omaha
Ontario
PhiladelphiaPittsburgh
Raleigh/Durham
Sacramento
St Louis
San Antonio
San Diego
San Francisco
San Jose
Spokane
Tampa
Tucson
Tulsa
Cleveland
Jacksonville
Norfolk/Virginia Beach
Providence
Lansing Newark
Washington D.C.
Palm Springs
Charlotte
LAS VEGAS