Leveraging OOH media to boost tourism marketing

By Felicia Nwosu

Tourism, no doubt, remains one of the most important industries in the world, with a total market worth of about 11.1 trillion US dollars, especially with the large number of companies and brands dealing with tourism-related services. Nigeria’s tourism industry is growing in leaps and bounds, having being catalyzed by the disruptive changes brought about by technology.

Today, practitioners in tourism marketing are leveraging technology and other new marketing tools to build their image on the global markets. They have realized that outdoor advertising is the essential ad medium because of its ability to reach travelers at all stages of the customer journey efficiently and effectively. It has become a viable marketing tool for countries promoting travel services. This also helps to boost gross domestic products through outdoor advertising.

Brand managers have also realized the need to leverage Out-of-Home (OOH) media platforms such as roadside billboards, bus shelters, mass transit ads as well as several sophisticated mobile location analytics to help global and travel brands drive business.

In the world of tourism, tech innovation has ushered in a new golden age of travel, transforming the tourism industry and disrupting various business models and activities associated with it. The impact of the digital era has increased the growing number of travelers using the internet to research destinations, plan itineraries and book accommodation. This has introduced a paradigm shift where it is crucial for brands to be present and stand out at various locations to leverage outdoor advertising to boost visibility and become a top-of-mind as consumers move around.

Nigeria’s tourism industry offers countless opportunities to drive engagement and reach target audiences. No doubt, the impact of the pandemic also stimulated the surge in appetite for digital content consumption with the availability of data analytics and geo-location data. These new technologies have put the world in the hands of consumers who currently transverse every business on-the-go with their mobile phones, making it more difficult for brands to know the exact location to meet with them for more effective marketing.

As the tourism industry continues to evolve as a cornerstone for economic and social development with value-added service strategy, OOH advertising has become an indispensable tool for brands to drive success in improving efficiency and enhancing customer experience while staying ahead of the curve.

With intense competition among brands, various businesses can now vie for the attention of travelers to make memorable impressions. Today’s OOH media offers a lot of creative opportunities in showcasing brands at diverse locations and destinations using interactive displays, 3D elements, or even incorporating augmented reality to create a unique and memorable experience for consumers.

Experts in the industry affirmed that opportunities abound at various airports’ especially with the assurance that practitioners have the backing of the government as Nigeria’s airport advertising ecosystem is controlled by the Advertising Regulatory Council of Nigeria (ARCON) and the Federal Airports Authority of Nigeria (FAAN).

While FAAN basically takes responsibility for the facility and advertising opportunity at the airport, ARCON regulates the communication leg of the facility to ensure practitioners adhere to rules of advertising. The goal is to grow the Nigerian advertising space, although documentation remains one of the challenges inhibiting the professionals from taking advantage of various opportunities that accrue from government space.

For OOH professionals, location is everything. There is a need for them to leverage all these locations known for high-traffic areas such as airports, hotels, recreational centres, train stations, and other popular tourist attractions as lucrative options for business ideas. They must begin to understand that tourism is a gateway to boosting economic growth, as it provides a perfect opportunity to deliver eye-catching, attention-grabbing advertising services when maximally utilised.

In promoting tourism, advertising service providers must take necessary steps to ensure the provision of undiluted quality service through round-the-clock availability of brand messages, cost effective investment, state-of-the-art medium of communication, use of cutting-edge technology, and right use of data to enable their clients enjoy countless opportunities in reaching and captivating their audiences.


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