Editorial: Hot Fun in the Summertime

I have to admit, it’s hard to believe summer is already here. It seems like the last time I looked at the calendar (and the weather) in the Northeast, we were gearing up for snowfall and frigid temperatures. But as we look to warmer weather and longer days, we’ve turned our attention for this issue to the entertainment industry — and all the opportunities summer weather provides for wide-format print providers.

Consider a few things that fall in our favor.

1. The latest OAAA and Harris Poll research study (March 2022) reveals that consumers plan to take more vacation time this summer than in 2021. Eighty-five percent (85%) of consumers plan to travel this summer, and more will be traveling long distance (over 2K miles round trip) or embarking on international trips compared to last year.

a. 78% are likely to visit another city/town

b. 65% are likely to visit a resort or beach

c. 53% are likely to hike or camp at parks

d. 31% are likely to travel internationally

2. Consumers will engage in more outdoor activities and visit more outdoor venues during the summer months of 2022. Consumers will also return to using paid travel accommodations, with significantly fewer planning to stay with family or friends while on vacation.

a. 48% will take at least two weeks

b. 63% plan to stay at hotels, including 73% of Gen Z

c. 28% plan to use rental properties

d. 26% plan to stay at a resort

e. 21% plan to camp

f. 19% will travel over 2K miles

g. 24% of Suburbanites will travel over 2K miles

To me, at least, this information just about screams “opportunity!” for out-of-home (OOH) and other signage. A recent survey by OAAA and Comscore reported that OOH advertising is one of the most impactful ways to reach today’s consumers. Despite only accounting for 4.1% of total ad spend in 2021, OOH generated a similar or greater share of action than other mediums — including TV, video, radio, and banner ads. In other words, consumers were just as likely or more likely to download an app, visit a website, or make an online purchase after viewing an OOH ad.

This certainly goes in line with the thought that brands need to “go where the people are.” If they’re traveling for summer vacation, are the brands you work with including OOH as part of their marketing mix? For those clients who are destinations — amusement parks, concert venues, casinos, water parks, aquariums, museums — are they promoting themselves as a must-see destination, and are their graphics up-to-snuff to give visitors the experience they are expecting?

Entertainment can encompass a wide range of venues and activities, and every one of them is an opportunity waiting for wide-format printers to bring creativity and innovation. The question now isn’t if your summer plans should include some hot new applications, but which ones will best fit your shop’s unique value proposition.