ipm / Cathay Pacific

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Outdoor ad campaign research

In 2011 we were commissioned to conduct research to gauge awareness and perceptions of an outdoor advertising campaign on behalf of Cathay Pacific. The campaign ran across a wide variety of platforms ranging from advertising appearing on digital screens outside of Canary Wharf and inside a number of rail and Underground stations, posters at rail and Underground stations, outdoor billboards, and advertising on taxis.

Across two waves, 600 online interviews were conducted – 300 pre and 300 post – with respondents who lived in London and travel overseas for business purposes over three times per year. The research found that the outdoor advertising was successful in promoting a clear message and being impactful and eye-catching.