Download case study

This research demonstrates how Tube advertising can inspire people to consider a holiday destination that they previously had not considered

Back to case studies

Innovation Norway 16 Sheets

Innovation Norway launched a London Underground 16 Sheet campaign in January 2007. The objective was to raise awareness of Norway as a holiday destination.

Some of the key findings were:

  • Spontaneous mention of Norway as a holiday destination was only 1% before the campaign. After the campaign 13% of frequent Tube users spontaneously mentioned Norway 
  • Significantly a massive 30% of those who saw the Tube ad spontaneously mentioned Norway as a holiday destination. This shows a direct link between seeing the ad and thinking of Norway as a holiday destination 
  • Ad recall was very good with over a third of frequent Tube users having seen the campaign
  • The advertising clearly had an effect as 34% of adults claimed they felt inspired to consider Norway as a holiday destination after seeing the campaign


      Download the case study for more stats

    Formats used