Cyprus Tourism Organisation UK Advertising Tracking

1

Cyprus Tourism OrganisationUK Advertising Tracking

Summary Report May 2011

Heawood Research LimitedPortside House, Lower Mersey Street, Ellesmere Port, CH65 2AL

Tel 01625 582829 Fax 01625 590073 E-mail [email protected]

Project 687

2

CTO has developed an advertising campaign for 2011 with the following objectives:

• To stimulate demand for Cyprus as a holiday destination amongst B, C1, C2 adults aged 20+ years

• To position Cyprus on the tourist map as a quality destination in which Cyprus touches the heart

• The campaign will run throughout 2011 and consist of TV, Press and Outdoor with total expenditure amounting £1.66m:

• TV £600,000 (Buying target 620 GRPs)• Press £700,000• Outdoor £363,000

• This research fieldwork has been undertaken after the first 3 months of the campaign

• TV 70% utilised (440 GRPs)• Press 53% utilised (42 insertions)• Outdoor 22% utilised (1088 placements)

• Some comparisons have been made with the last previous survey we undertook in 2007.

Background

3Advertising ScheduleTV advertising had concluded 8 weeks prior to research commencing.

Without any reminders, incremental awareness typically will have halved after 8 weeks.

ACTIVITY JAN FEB MARCH APRIL

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

3/1 10/1 17/1 24/1 31/1 7/2 14/2 21/2 28/2 7/3 14/3 21/3 28/3 4/4 11/4 18/4 25/4

POSTERS

London

Manchester

Birmingham

Glasgow

TV

Five Digital

ITV Digital

C4 Digital

SKY

PRESS

RESEARCH

Fieldwork

440 GRP’s (70%)

1088 placements (22%)

42 insertions (53%)

4

• To measure advertising recall and to assess the effectiveness of the advertising (awareness level as a factor of the GRP’s delivered) amongst the target audience of B, C1 & C2 adults aged 20+ years.

• To measure overall opinion of the campaign defined as ‘liking’ and ‘enjoyment’.

• To measure the imagery associated with Cyprus and to assess the extent of any changes due to the advertising.

• To measure the change in the levels of spontaneous awareness of Cyprus as a holiday destination achieved by the advertising.

Research Objectives

5

• 713 street / in-home interviews were carried out amongst AB, C1 & C2 adults aged 20+ (See Appendix for Sample Profile)

• The interviews were conducted in 4 regions:

• London• Birmingham• Manchester• Glasgow

• Fieldwork took place between 4th – 15th April 2011.

Methodology

6

• Overall, unprompted advertising recall is low for all destinations. However, Cyprus achieved the highest advertising recall of destinations surveyed with 14% of respondents claiming to have seen some advertising for Cyprus, followed by Spain at 11%.

• Unprompted TV ad awareness is 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 27%. But, only 42% of these respondents correctly attributed the advertising to Cyprus.

• Just under 20% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 44% correctly attributed the advertising. Only one respondent could recall the slogan ‘In your heart.’

• As there are no children depicted in the advertising some have assumed that Cyprus is not a destination for families. The inclusion of the young woman in the bikini emerging from the sea (‘Aphrodite’) and the heart device has led some to see Cyprus as a romantic destination for couples.

• The ad is well liked and the total enjoyment rating of 74% is well above our 31% norm.

• Cyprus’ relative image strengths are beautiful beaches, anytime holidays and luxury accommodation. Its main weakness is a perception of being expensive.

• The ‘Cyprus branding’ within the advertising would benefit from strengthening. Misattribution is currently relatively high. The heart device has yet to associate itself with uniquely with Cyprus: the perception is of ‘romance’ and ‘couples’.

• We cannot measure a true advertising efficiency index at this stage as a benchmark was not established prior to the campaign starting

Executive Summary

7

Association as Holiday Destination

8

2%

2%

4%

4%

4%

4%

8%

8%

9%

34%

0% 10% 20% 30% 40% 50% 60% 70%

Total

Spain

USA

Greece

France

Turkey

Cyprus

Portugal

Italy

Egypt

India

Consistent with earlier surveys, Spain has a commanding ‘top of mind’ awareness lead over all other

destinations. Turkey has moved up to 5th place from 10th. Cyprus is ranked 6th up from 7th in 2007.

Top 10 Holiday Destinations: Spontaneous Awareness – 1st Mentioned

(25%)

(12%)

(6%)

(11%)

(2%)

(3%)

(4%)

(5%)

(3%)

(1%)

Base: 713 All respondents2007 is shown in ( )

9

8%

15%

20%

24%

27%

27%

32%

35%

38%

68%

0% 10% 20% 30% 40% 50% 60% 70%

Total

Spain

Greece

USA

France

Italy

Portugal

Turkey

Cyprus

Egypt

Malta

20% of respondents mentioned Cyprus up from 13% in 2007.

Top 10 Holiday Destinations: Spontaneous Awareness – Total Mentions

(61%)

(27%)

(37%)

(41%)

(30%)

(19%)

(13%)

(13%)

(9%)

(5%)Base: 713 All respondents2007 is shown in ( )

10

Holidays Spent & Planned

11

20%

2%

3%

3%

4%

5%

6%

6%

7%

19%

23%

0% 10% 20% 30% 40%

Total

Spain

UK

France

Greece

USA

Turkey

Portugal

Italy

Cyprus

Egypt

Undecided

Spain and Turkey have increased in popularity. Long haul USA has fallen. Cyprus shows a marginal increase on 2007.19% of respondents plan to stay within the UK and a further 20% remain undecided.

Top 10 Holiday Destinations Planned ‘This Year’

Base: 713 All respondents2007 is shown in ( ) In 2007 UK was recorded as ‘No Foreign Holiday’

(19%)

*(33%)

(9%)

(5%)

(8%)

(3%)

(4%)

(6%)

(2%)

(2%)

12

2%

4%

4%

5%

6%

8%

8%

9%

24%

25%

0% 10% 20% 30%

Total

Spain

UK

USA

Greece

France

Turkey

Portugal

Italy

Cyprus

Egypt

Cyprus attracted 4% of UK holiday-makers last year in 2010, a 1.3 percentage points increase on the previous actual recorded for 2006. Spain, Turkey and Greece all achieved greater increases.

Despite the recession, more Briton holidayed abroad in 2010 than in 2006.

Top 10 Holiday Destinations ‘Last Year’ (2010 vs 2006)

Base: 712 (All Respondents) In 2007 UK was recorded as ‘No Foreign Holiday’

0.6%

1.3%

-1.3%

1%

4.7%

-2.0%

3.3%

0.7%

-5.7%

4.9%

-7.0% 0.0% 7.0%

Points change

13

4%3%

4%

3%

4%

6%

3%

4%

1%

3%

8%

3%

5%4%

4%3%

0%

2%

4%

6%

8%

10%

Total

20-29 yrs

30-39 yrs

40-49 yrs

50-59 yrs

60+ yrs

With children

Without children

London

Birmingham

Manchester

Glasgow

Seen ANY Cyprus advertising

AB C1 C2

% Holidaying in Cyprus 2010

+1 pt

Older respondents (60+), those without children and respondents living in Manchester were more likely to choose Cyprus as their holiday destination last year.

14

2%

2%

3%

3%

3%

3%

4%

7%

9%

13%

47%

0% 10% 20% 30% 40% 50%

Total

Spain

USA

UK

France

Turkey

Greece

Italy

Portugal

Thailand

Cyprus

Undecided

Just over half of respondents are already considering specific destinations for next year.

Of these, 2% plan to visit Cyprus.

Top 10 Holiday Destinations ‘Next Year’ (2012)

Base: 713 (All Respondents)

15

20%

23%

31%

34%

39%

41%

49%

55%

60%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

Spain

France

Greece

USA

Italy

Portugal

Cyprus

Turkey

Egypt

Malta

Overall, Spain followed by France and Greece are the most visited. A third of AB, C1 & C2 respondents have now visited Cyprus at some time. In 2007, we recorded 27% as having ever visited Cyprus.

Top 10 Holiday Destinations Ever Visited


16

34%

23%

31%35% 35%

44%

33% 35%31%

27%

48%

28%

44%

32%

24%

0%

20%

40%

60%

% Ever Visited Cyprus

A third of Britons have visited Cyprus, older respondents, those without children, AB’s and Mancunians being the most likely.

Base: 712 (All respondents)

17

3% 2% 1% 1% 1% 1% 0% 0% 1% 0%

24% 22%17% 16% 16% 12% 9% 9% 4% 2%

62%61%

66% 66% 66%

50% 53%47%

39%38%

11% 15% 15% 17% 18%

38% 38%44%

56% 60%

0%

20%

40%

60%

80%

100%

Spain Italy Greece Portugal Cyprus Turkey Malta Egypt Croatia Bulgaria

A destination you wouldnot consider

One of manydestinations you wouldconsider

One of only 2 or 3destinations you wouldconsider

The only destination youwould consider

Consideration Set: Interest in Visiting Specific Destinations

Amongst its nearest ‘competitors’, Cyprus vies closely with Greece and Portugal for ‘consideration’and is ahead of Turkey, Malta Egypt and Croatia.

Base: All Respondents

18

28%26% 25%

20%

15%12% 12%

8% 8%

34%

0%

10%

20%

30%

40%

50%

Bulgaria Malta Egypt Croatia Turkey Spain Portugal Cyprus Greece Italy

Destinations respondents would not consider visiting again (‘A destination you would not consider’: ‘destination ever visited’)

Cyprus has one of the lowest incidences (similar to Portugal) of post-visit rejection. Only Greece and Italy have a lower rate ( 8%).

Base: Respondents who selected ‘ever visited’ at Q6 and indicated a destination would not consider at Q7

19

Image of Holiday Destinations

20Relative Strengths: Beautiful beaches, Any time of year holidays, Luxury accommodation

Relative Weaknesses: Reasonably priced

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Spain

Greece

Cyprus

Portugal

Turkey

Italy

Egypt

Malta

Croatia

Bulgaria

Attributes ranked on strength of association with Cyprus

Overall Image Profile

21

Advertising Evaluation

22

14% 11% 11% 10% 8% 8% 7% 7% 6% 4%

86% 89% 89% 90% 92% 92% 93% 93% 94% 96%

0%

20%

40%

60%

80%

100%

Cyprus

Turkey

Spain

Egypt

Greece

Malta

Croatia

Portugal

ItalyBulgaria

Not seen

Advertisingaware

Unprompted Advertising Awareness: Seen Any Advertising

Cyprus out-performs all its competitors in advertising recall. At the end of the 2007 season Cyprus as awareness was 23%.


23

Seen Cyprus TV only

Seen Cyprus Press only

Seen Cyprus Press & TV

TV only 64%

Press only 14%

Press & TV 8%

TV 71%

Press 22%

Posters 3%Seen Cyprus Posters only

Posters only 3%

Base: 103 Seen ANY Cyprus Advertising

(excluded radio, internet & direct mail from the chart)

Approximately three quarters of those respondents who recalled seeing any advertising claimed it was on TV,

with about two thirds claiming to have seen only TV. 22% saw press advertising of whom 2/3 saw only press advertising. Another 3% claimed to have seen posters.

Advertising Recall (Unprompted)% Total seen ANY Cyprus Advertising: All

households

24

Advertising: TV

25

1%3% 3% 4% 4% 4%

6% 6% 7%

10%

0%

5%

10%

15%

20%

Bulgaria Portugal Italy Croatia Malta Greece Egypt Spain Turkey Cyprus

Claimed recall of TV advertising by holiday destination (unprompted by stimulus)

Cyprus achieved the highest TV advertising awareness of all destinations. Recall was highest in London.


10%13%

8%11% 10%

0%

5%

10%

15%

20%

Total London Birmingham Manchester Glasgow

Claimed recall of Cyprus TV Advertising (unprompted by stimulus)

By Region

26

Phase 1n=92 (12.9%)

Reference to:

Beaches 27%

Weather (Sunny / Year round sunshine) 14%

Holiday Companies (Thomson / Jet2.com / Cyprus Airlines TV ads) 8%

Sea / Swimming 7%

Culture / History 5%

Various locations / snapshots 3%

Orange ball / The sun (logo) 2%

Mountains 2%

Day to night / From dawn to dusk 2%

Romantic 2%

Scenery 2%

"Young bikini clad lady in sea and sand“ 1%

Other 24%

Recall (unprompted)“Can you describe the last (TV) advert you saw for Cyprus?”

27

10% 11%

16%

0%

20%

40%

60%

80%

100%

Unpr

ompte

d

Prom

ted b

y de-

bran

ded s

tills

Claimed recall of Cyprus Advertising prompted by TV stills (De-branded: Country name obliterated)

Over a quarter of respondents claimed to recall having seen Cyprus TV advertising after being shown the stills with the word Cyprus removed from the end scene,

but 58% of the total either misattributed the advertising to another country or didn’t know.


Misattributed

Correctly attributed to Cyprus

27%

28

28%

2%

1%

1%

1%

2%

2%

4%

4%

7%

9%

42%

0% 10% 20% 30% 40% 50% 60%

Can't recall

Other

Bulgaria

Croatia

Portugal

Malta

Italy

Spain

Turkey

Egypt

Greece

Cyprus

Base: 195 Those claiming recall after see the TV stills

A strongly branded ad usually has a device or idea which is unique to the brand. The ad was perceived by many to be generic for the eastern Mediterranean, Greece, Egypt or Turkey.

Cyprus TV Advertising prompted recall: destinations claimed being advertised

(De-branded: Country name obliterated)

29

Advertising: Press

30

1% 1% 1% 1% 1% 1% 1% 1% 2% 2%

0%

5%

10%

15%

20%

Bulgaria Egypt Croatia Cyprus Greece Italy Malta Spain Portugal Turkey

Claimed recall of colour magazine advertising by holiday destination

(unprompted by stimulus)

Recall of Magazine advertising is at a very low level for all destinations. Despite benefiting from a similar budget almost as much as TV, its saliency is much lower.

Base: 713 All Respondents

1% 1% 1% 1% 2%

0%

5%

10%

15%

20%


Claimed recall of Cyprus Colour Magazine Advertising (unprompted by stimulus) By Region

31

Prompted claimed recall of Cyprus Magazine advertising (De-branded: Country name obliterated)


Just under a fifth of the sample claimed to recall the magazine advertising when prompted... …but only 44% of these correctly attributed the advertising to Cyprus.

1%8%

11%

0%

20%

40%

60%

80%

100%

Unpr

ompte

d

Prom

ted b

y de-

bran

ded s

tills

Misattributed

Correctly attributed to Cyprus

19%

32

28%

2%

2%

3%

4%

4%

5%

8%

44%

0% 10% 20% 30% 40% 50% 60%

Can't recall

Other

Croatia

Spain

Turkey

Egypt

Malta

Greece

Cyprus

Base: 135 Those claiming recall after seeing the magazine ads

Cyprus Magazine advertising prompted recall: destinations claimed being advertised

(De-branded: Country name obliterated)

The fact that Greece and Malta were also mentioned implies difficulty distinguishing advertising for Cyprus from other Mediterranean destinations.

33

Advertising: Other

34

1% 1% 1% 2% 2% 2% 2% 3% 3% 3%

0%

5%

10%

15%

20%

Bulgaria Croatia Malta Egypt Italy Portugal Turkey Cyprus Greece Spain

Claimed recall of newspaper advertising by holiday destination

Awareness of newspaper advertising is low for all destinations Claimed recall of advertising for Cyprus is twice the average in Glasgow.


3% 2% 1% 1%

6%

0%

5%

10%

15%

20%


Claimed Recall of Cyprus Newspaper Advertising (unprompted by stimulus) By Region

35

0.4% 1.1% 0.6%

0%

5%

10%

15%

20%


Claimed Recall of Cyprus Outdoor Poster Advertising (unprompted by stimulus) By Region

Recall of Outdoor & Direct Mail advertising for Cyprus by region


0.1% 0.6%

0%

5%

10%

15%

20%


Claimed Recall of Cyprus Direct Mail Advertising (unprompted by stimulus) By Region

36

0.4% 0.6% 0.6% 0.6%0%

5%

10%

15%

20%



Claimed Recall of Cyprus Internet Advertising (unprompted by stimulus)

0.1% 0.6%

0%

5%

10%

15%

20%


Claimed Recall of Cyprus Radio Advertising(unprompted by stimulus)

Recall of Internet & Radio Advertising & Direct Mail for Cyprus by region

37

Advertising: Attributes(Having been shown the ‘branded’ ads)

38

43%

26% 24% 23% 20% 22% 19% 17% 17% 14% 12%2%

45%

14% 16%

2%9% 7%

15% 12% 12% 12%14%

32%

38%

0% 1% 1% 4% 3% 2% 5% 5% 6% 9%

35%

29%

41%38%

25%35%

26% 26%

9%

49%

51%50%

45%39%

28%

21%

6%

18%13%

16%

22%

39%

24%22%

24%

30%

16%17%

2%4%

0%

20%

40%

60%

80%

100%

Disagreestrongly

Disagree slightly

Neither agreenor disagree

Agree slightly

Agree strongly

The Advertising……

The ad successfully conveyed a sense of ‘peacefulness and relaxation’. It was thought to be very enjoyable ahead of our ‘total enjoyment’ norm (74% vs 31%) and also relevant, ahead of our ‘top box’ norm (23% vs 19%).

The campaign was not rated particularly strongly on ‘distinctiveness’.


39

23%17%

28% 31%

12%7%

20%28%

36%29%

19%

45% 50%

49%

18%22%

19%

28%

3% 5% 3% 3% 1% 3% 3% 2% 2% 3%0% 1% 1% 0% 0%

26%

55%

51%

51%

52%43%

49%

44%

51%48%

38%

23%25%

33%

19%26%

30%

18%

3%4%1%1%

0%

20%

40%

60%

80%

100%

Dislike verymuch

Dislike

Neither like nordislike

Like

Like very much

Overall Opinion of the Advertising (Press &TV)

The advertising is well liked: appeal increases from south to north, Scots being the most enthusiastic and Londoners the least. Those who have visited Cyprus before are more positive than those who haven’t.


40

Phase 1n=22 (3%)

Why do you dislike the campaign?(Only a tiny minority disliked the campaign.)

Dislikes

Artificial / False (14%)“Looks too artificial. Too packaged, holiday

resort”.“Doesn't ring true - not like I remember

Cyprus”.

Nothing unique (18%)“There's nothing that says 'Cyprus' - nothing

unique”.“Nothing special - just same old sun, sand, sea.

Not representative of Cyprus.”

Boring / Dull / Not fun / Too quiet (54%)“It looks boring. Not fun. Not a family place”

“Looks too quiet. I know people who love Cyprus as good night life, yet doesn't come across”.

“Quite bland, nothing jumps out at you”.“A bit dull, didn't catch my imagination”.

Don’t like beach holidays (14%)“It's not my type of holiday. I don't like beach

holidays.”“It is not my type of place to go on holiday.

Don't usually go on beach holidays.”

41

How impactful did you find this advertising campaign?Score: 0-10

2% 2% 3% 3%5%

17%

11%

18%

13%

21%

6%

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 9 10

% Respondents

ImpactAlthough the campaign was liked, most felt that its impact could be strengthened…..


Weak to Moderate Strong

42

27%

15%10% 8% 6% 6% 3% 2%

24%

0%

20%

40%

60%

80%

100%

Relaxing /Tranquil /

Peaceful / Idyllic

Beautifulscenery,

photography

Diversity /Variety

(something foreveryone)

Colourful / Brightcolours

Weather Upmarket Beaches Culture Other

What, in your opinion makes the advertising so impactful?

The relaxing, tranquil feel of the advertising was the most impactful aspect of the advertising.

Base: 181 All respondents who scored the Campaign 9 or 10 and provided a valid response (25% of total sample)

43

16% 15% 14%7% 6% 5%

38%

0%

20%

40%

60%

80%

100%

More family oriented/ Show children in the

advert

Show Cypriot culture/ History / Way of life

/ Food / Places ofinterest

Cyprus 'branding' Prices / Value formoney / Hotels

Modern / Activities /Appeal to Youth

Show night-life Other

How would the advertising have to be improved to increase its impact?

… but Cyprus is perceived mainly as a destination for couples and older people: not for families. This issue could be addressed by including children. It is also suggested that Cypriot culture could be

included as a way of strengthening the distinctiveness (branding) of the campaign.

Base: 346 All respondents who scored the Campaign 0-8 and provided a valid response (49% of total sample)

44

Advertising: Call to Action?

45

52%

0%

1%

2%

3%

3%

14%

34%

0% 20% 40% 60%

Total

Thought about having a holiday in Cyprus

Discussed holiday in Cyprus with friends/ family members

Spoken to someone who has previously visited Cyprus

Researched Cyprus locations/ activities/ costs online

Booked a holiday to Cyprus

Read/ bought a Cyprus travel guide

Spoken to travel agent about holiday options in Cyprus

None of these

Action since seeing the advertising for Cyprus

Of those who claimed to have seen either the TV or Press advertising almost half had engaged to some degree, with a quarter taking positive action.

Base: 96 All who claimed to have seen Cyprus TV & / or Press Advertising

46

“Have you done anything else as a result of seeing the advertising for Cyprus?”: Other

“Re-read Lawrence Durrell's 'Bitter Lemons”'

“It's lodged in my mind, so it will get recalled at some point”

“Looked at some brochures”

“Thought about booking a holiday this year”

“Looked at possible dates to go this year.”

“Just thinking about it for another year.”

“Thought about going back to Cyprus.”

“Looked at prices for Cyprus.”

“Not this year but want to go next year. “

“Looked on internet but not booked yet .”

“Gone on internet to compare prices with other holiday places.”

Base: 11 Respondents

47

Post Visit Opinion

48The Net Recommendation Rating is based on likelihood to recommend to friends and family.

Respondents are grouped into three: Advocates (scoring 9 & 10), Neutrals (8 & 9) and the remainder,Critics (0-6). The resultant NRR can be easily tracked over time.

49

How likely are you to recommend Cyprus to your friends?Recommendation Score: 0-10

1% 1% 1% 2%7% 7%

10%

20%

30%

22%

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 9 10

% Respondents

RecommendationOver half of respondents (52%) who have visited previously would highly recommend Cyprus to their

friends (score 9-10). Just under a third (30%), while not severely critical were ‘passive’ (scoring 7-8).

Base: 230 All Respondents who have visited Cyprus

Critics19%

Advocates52%

Neutrals

NRR: 52 - 19 = 33

50

25%

17%13%

6% 6%

34%

0%

20%

40%

60%

80%

100%

Friendly people /hospitality

Weather Beautiful Island /Scenery /

Destination

Good for familes /family oriented

Beaches Other

Why would you recommend Cyprus to your friends?(Those scoring 9 or 10)

The key reason for recommending Cyprus is the friendly local people and the hospitality shown while on holiday. The weather and the beauty of Cyprus are also important recommendation points.

Base: 118 All respondents who visited Cyprus, provided a recommendation score of 9 or 10 (17% of total sample)

51

20%

6% 4% 2% 2% 2%

32% 32%

0%

20%

40%

60%

80%

100%

Too expensive(price of

flights, pricesin Cyprus)

More familyoriented / more

activities forchildren

Prefer otherdestinations

More night-life Flight time Internaltransport /

state of roads

Other Nothing - noimprovement

What would have to be different or improved to get a higher recommendation from you?(Those scoring 0-8)

The negative responses are fragmented. However, the main reason for not providing a higher score is the price of flights and prices in Cyprus. This is a barrier for a sizeable minority.

Base: 85 All respondents who visited Cyprus, provided a recommendation score of 0-8 (17% of total sample)

52

• Cyprus has the highest advertising recall of competitor destinations surveyed with 14% of respondents, followed by Spain at 11%. Overall, unprompted advertising recall for all destinations is low.

• Unprompted TV ad awareness is 10%. When prompted with stills of the TV ad (obliterating reference to Cyprus) awareness increases to 27%. But, only 42% of these respondents correctly attributed the advertising to Cyprus.

• Just under 20% claimed recall of the magazine advertising when prompted by the ads (reference to Cyprus obliterated) of whom 44% correctly attributed the advertising. Only one respondent could recall the slogan ‘In your heart.’

• As there are no children depicted in the advertising some have assumed that Cyprus is not a destination for families. The inclusion of the young woman in the bikini emerging from the sea (‘Aphrodite’) and the heart device has led some to see Cyprus as a romantic destination for couples.

• Cyprus’ relative image strengths are beautiful beaches, anytime holidays and luxury accommodation. Its main weakness is a perception of being expensive.

• The ad was well liked with a high total ‘liking’ score of 72%. The total ‘enjoyment’ rating was 74% which compares very well with our norm of 31%.

• The advertising would benefit from strengthening the Cyprus branding. Misattribution is currently relatively

high: the heart device has yet to associate itself as a unique integral part of Cyprus campaign branding.

Conclusions

53

Appendix

54

33%

67%

0%

20%

40%

60%

80%

100%

Male Female

n=All Respondents

Sample Structure: Gender & Age

Gender

19%

21%

22%

18%

20%

0% 20% 40% 60%

20-29yrs

30-39 yrs

40-49 yrs

50-59 yrs

60+ yrs

Age of Respondent

55

72%

8%

2%

16%

2%

0% 20% 40% 60% 80%

Full-time

Part-time

Seekingwork

Retired

None ofthese

Work Status Social Class

n= All Respondents

29%

49%

22%

0%

20%

40%

60%

80%

100%

AB C1 C2

Sample Structure: Work & SEG

56

Greater London

Birmingham

Greater Manchester

Glasgow

Sample Structure: Geography

57

Stimulus Materials

58

De-branded TV Stills

59

De-branded Press Ads

60

Portside HouseLower Mersey Street

Ellesmere PortCH65 2AL

Tel: 0151 356 9444 Fax: 0151 356 5004

Contact: Peter KnowlesE-mail: [email protected]

Tel: 01625 582829 Fax: 01625 590073

Documents

Cyprus Tourism Organisation UK Advertising Tracking