OK, commuter?Site Admin
Following the success of Team GB’s cyclists at the 2008 Olympics in Beijing – and subsequently at the home games in 2012 – it was predicted that cycling would take off in the UK and increasing numbers of us would soon opt to pedal to our places of work, freewheeling happily along roomy, motorist-free cycle lanes while the masses continued to battle with the everyday carnage of public transport and bad drivers in scenes akin to those in the recent Mad Max reboot.
While this is a somewhat unrealistic and romantic (but not wholly unappealing) vision, it seems that, in reality, we’re not quite ready to join our Scandinavian and Dutch cousins in a pedal-powered, bicycle-based utopia. These countries routinely boast areas where one third of all journeys are made on a bicycle, but fewer than one in ten areas in England & Wales report bike commuting rates of 5% or more. Bicycle commuting numbers have stayed more or less static over the last 10 years.
Poor infrastructure and intimidating road conditions are probably the key factors, but we live in a country where over 11 million people commute from one local authority area to another on a daily basis. As many seek to escape rising property prices in urban centres, commuting is on the increase and this represents an opportunity for the savvy marketeer to reach a significant and highly captive audience.
Over 90% of the UK population live within 5 minutes of a bus route. 150,000 commuters enter the London tube network every hour. 1.59 billion rail journeys were made in the UK last year – the highest officially recorded number since monitoring began in 2002. Rail and bus travellers are often either waiting for their chosen mode of transport or sitting or standing in one place for upwards of an hour, depending on the journey. This is the perfect time to reach them with a well thought-out and compelling message.
The range of solutions available means that there is something to suit most budgets. We live in an age of seemingly limitless – and increasingly sophisticated – ways of advertising to this transient audience. A fully liveried taxi campaign can get your brand in front of millions of city-centre workers and dwellers. High impact station floor vinyls, platform banners, backlit HD posters and digital outdoor panels are available to reach those travelling by rail. Bought smartly, bus rears, supersides and interior carriage cards can target very specific areas of cities or commuter routes. Metro still has the ability to reach huge numbers of our workforce in print and online. Digitally, mobile and paid social campaigns can geo-target users to specific commuter routes on 3G and 4G devices during rush hour, and landscape-dominating, large format digital ‘cityscreen’ outdoor panels can be used to target motorists at key arterial routes in and out of our major cities.
At Space & Time Media we like to think we can plan and buy smarter, helping you reach your target audience in the most cost-effective way possible. We have great relationships with all the major UK outdoor contractors and with Q4 just beginning our planning and buying teams throughout the UK have highlighted some excellent short and long term opportunities. So if you want to build some smarter commuter targeting into your integrated marketing campaign, contact one of our regional offices today.
Space and Time Media – smarter media solutions for a connected world.