Drive (D)OOH campaign success with consumer insights

Campaign's Challenge

In 2023, Cityscape HK strategically expanded its Digital Network to Macau to bolster its business capabilities. With both cities being accessible within just an hour, Cityscape launched a cross-border package targeting Mainland tourists visiting Hong Kong Island and Macau. 

The JCDecaux business teams at Cityscape wished to gain valuable insights on the potential of the tourism economy in both cities.

Campaign's Strategy 

Following the deployment of a new DOOH network in Macau and Hong Kong (100 screens), JCDecaux conducted a survey with Attest, a renowned panelist. 

The panel was composed of 200 Mainland tourists aged 18 to 54 who have traveled to Hong Kong or Macau and stayed overnight in the past three months. The objective was to collect valuable insights on the travelers' travel habits, mobility patterns, and consumer behaviors. 

Mainland tourists were polled on the different districts visited during their stay and the types of products and services used. 

Campaign's Results

The study revealed that a majority of tourists traveled to both Hong Kong and Macau in one trip, highlighting the relevance of the interconnected digital framework in both cities. In Hong Kong, most tourists preferred accommodations on Hong Kong Island, where over 80% of JCDecaux Hong Kong's digital frames are located. Similarly, in Macau, an overwhelming majority of tourists opted for stays in Macau Peninsula, Cotai, and Taipa, areas with full JCDecaux digital frame coverage. 

This underlined a strong alignment between tourist accommodation locations and the presence of JCDecaux digital inventory. 
The study also highlighted that shopping and sightseeing were the primary activities for over 70% of tourists, whereas JCDecaux frames are strategically positioned near shopping centers and tourist attractions.