Climbing High With On The Up (29/04/19)

Climbing High With On The Up

14% of the Primesight Airports audience—career-climbing, middle-class professionals enjoying multiple flights a year

Our ‘On the Up’ segment is an aspirational bunch and one that is essential when highlighting the benefits of airport advertising. They are heavily frequent flyers with over five trips a year, but uniquely these are an even split between business and leisure.

They are a young audience, with over half being under the age of 44, and are currently doing all they morally can (sometimes even immorally) to climb the career ladder. This leaves us with a tech-savvy traveller, highly interested in cars and more likely than any other to pay extra to fly business class. 

With these interests considered, it’s no surprise Primesight has seen large campaigns from Apple, Huawei and Dell within the past 12 months to meet this audience’s demand for gadgets. The same can be said when looking at our most recent Amex campaign, encouraging passengers to take up a credit card to reap the rewards of discounted business class travel. 

Our ‘On The Up’ segment is interested in motors brands such as Mini and cosmetics brands such as L’Oréal, showing that despite their aspirational mindset they aren’t yet at the premium end of the brand spectrum just yet. This is supported by the fact they are still young enough to be heavy users of Snapchat and would be more likely to use Airbnb for their travel purposes than a hotel. 

However, what is key to remember is that this group is frequently in the airport, they feel relaxed when they’re there and are likely to purchase premium goods before they fly.

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Following Steve Bernard’s recent introduction to Primesight, Kinetic & YouGov’s airport segmentation research in Mediatel, Joe Cassidy, Primesight’s airports business director, is running an in-depth look at each of the seven airport segments and the appeal they hold for advertisers.

You can see all seven segments and their detailed profiles on our Airport Audience page.

To read about the High Flyers in detail, you can view the full profile here.