School holidays in Zimbabwe are highly anticipated period for students and families alike. It's a time when students take a break from their studies, and families often plan trips and engage in recreational activities in their rural homes.
For advertisers, school holidays present a unique opportunity to connect with a captive audience outside of the traditional educational environment. Out-of-home (OOH) advertising, with its ability to reach people in public spaces, becomes particularly relevant during these holiday periods.
In this article, we explore the correlation between school holidays and OOH advertising and how advertisers can take advantage of this connection to maximize their campaign impact.
Increased Outdoor Activities
1) Increased Outdoor Activities
During school holidays, families and individuals tend to spend more time outdoors, engaging in various activities. Shopping centers, tourist destinations, and transportation hubs witness increased footfall during these periods. This surge in outdoor engagement provides advertisers with an ideal opportunity to capture the attention of a larger and more diverse audience through OOH advertising.
2) Travel and Tourisim Opportunities
School holidays often coincide with peak travel seasons. Families plan holiday trips, visit relatives in the rural areas, or explore new destinations. Airports, Bus Stations, and highways become hubs of activity as people embark on their journeys across the country. OOH advertising strategically placed in these transportation corridors can effectively reach travelers, providing opportunities for destination marketing, hotel promotions, and travel-related services.
Captive Audience in Shopping Centres, Malls and Entertainment Venues3) Shopping Centres and Leisure Venues
3) Capitive Audience in Shopping Centres
Shopping Centres, Malls and entertainment venues experience higher foot traffic during school holidays as families seek indoor activities and retail therapy. OOH advertising around these locations can engage a captive audience and influence their purchasing decisions. Brands can capitalize on this captive audience by showcasing their products, running special offers, or creating interactive experiences that resonate with the holiday spirit.
4) Targeting Parents
During school holidays, parents take on the responsibility of keeping children engaged and entertained. OOH advertising can effectively target this audience segment by highlighting family-friendly attractions, educational programs, and entertainment options. Messages that resonate with parents' desires to provide enriching experiences for their children can create a strong connection and influence their decision-making.
Extended Exposure Periods
5) Extended Exposure Times
Unlike traditional print or broadcast media, OOH advertising has the advantage of extended exposure periods. Advertisements remain visible throughout the day, consistently reaching people in their daily routines, whether they are commuting, shopping, or exploring recreational spaces. This extended exposure during school holidays allows advertisers to reinforce brand messaging and increase the likelihood of message retention.
School holidays present a significant opportunity for advertisers to connect with captive audiences outside the school setting. Out-of-home advertising serves as a powerful tool to engage people during their leisure time, reaching them in public spaces, transportation networks, and entertainment venues. By strategically aligning their campaigns with school holidays, advertisers can leverage the increased outdoor activities, travel opportunities, and extended exposure periods to maximize their impact and effectively communicate their brand messages to a receptive audience.
Victoria Falls, Hwange and Kariba are some of the most visited tourist destinations during the school holiday. We have several out-of-home advertising opportunities available there and also across the rest of Zimbabwe.
Call our sales representatives on +263 719 226 637 so we can help you take advantage of the captive audience during the school holidays.