- 77% of Melbourne residents plan to take a holiday in the next 12 months, with most taking holidays over the Christmas/New Year period and staying close to home or taking short day trips by car. - The majority will travel within 3 hours of Melbourne, with popular coastal destinations like the Mornington Peninsula, Torquay, and Lorne. - This presents opportunities for Melbourne advertisers to reach customers who will be traveling locally, and for businesses close to Melbourne to attract day-trippers through radio advertising. Advertisers are reminded that messaging should align with people's relaxed summer moods.

1. Going on a
Summer
Holiday
A look at the drive holiday market for
Melbourne and opportunities for local
advertisers.

2. In a nutshell….

3. Aaaah, summer holidays. After a long and busy year there’s nothing better than
winding down and relaxing. Whilst some people will be jetting off this summer, many
will be hanging around home and only going on a few day trips close by.
This presents a unique opportunity for
advertisers to communicate with their
customers who have chosen to stay put this
holiday season.

4. Melbourne people love their holidays and most enjoy them across Summer
77%
of Melbourne people
will go on holidays in
the next 12 months.
17% are unsure whether they will get
a holiday, while just 7% say they will
not have a holiday
Source : SCAR Travel Holiday Survey, September 2013, “Most people get to take some time off during the year to take a holiday. This might mean relaxing at home, a short trip to see relatives or even a round the world expedition. Whatever
holidays might mean to you, we'd like to know are you planning on taking a holiday in the next 12 months?” VIC n=843 & ‘And when do you think you might get to have your holiday/s?(if you're unsure, just select when it would most likely take
place)’ VIC n=787

5. They’ll take their Summer holidays at the end of December and the
beginning of January
They’ll be taking their time off in the week before and
after Christmas and the first few weeks of January.
What will they be doing on their holidays?
Source : SCAR Travel Holiday Survey, September 2013, ‘So looks like you'll be taking a break over the Christmas/New Year period. When do you think you'll take your break?” n=379

6. Most people will keep home as their base these holidays
Almost half of Melbourne
people will hang around
home these summer
holidays – with 35% of
them taking longer car
trips in their state as
well.
Where will their day trips take them?
Source : SCAR Travel Holiday Survey, September 2013, “And which of the following best describes the type or types of holiday you'll be having at Christmas time?” n=379

7. The majority of people will travel within 3 hours of Melbourne
It comes as little surprise that most
people will travel within a few hours
from Melbourne when they go on
their day trips. Coastal areas will be
the most frequented spots – with the
Mornington Peninsula, Torquay and
Lorne the most popular.
Then there are the people who will
stay at home in Melbourne – and
quite possibly head to the beach.
And we can safely assume that the
majority of these people will be
doing their day tripping in the car.
And why is that important?
Source : SCAR Travel Holiday Survey, September 2013, “And where are you planning on going in VIC ?” n=62

8. Because 81% of
Melbourne radio listeners
listen to the radio in the CAR!
Source : NMR Radio Advisor, Survey #7 2013, Mon-Sun 0530-2400, All People 10+ Melbourne

9. This is great news for advertisers.
Plenty of Melbourne people will be spending their summer holidays at home and just day tripping
to coastal areas to relax and soak up the sun. The great news for advertisers is that they’ll only
be travelling a few hours from Melbourne.
This presents opportunities for both Melbourne advertisers and businesses in ‘drive’ tourism
destinations.

10. Advertisers in Melbourne – listen up!
Keep advertising on your Melbourne radio station because your customers are still listening –
they’re still home. They’re only going on short day trips within range of their favourite radio
station/s. And if they’re travelling to the coast in the car, they’ll be listening to the radio longer –
and that means listening to ads longer!

11. Advertisers close to Melbourne – listen up!
Coastal tourist outlets can benefit
from advertising on Melbourne radio
stations because people will be
looking for things to do in their
holidays.
They’ll be planning short trips close
to home and will be keen to find out
about activities, events and things
to do at their destination.

12. Something to consider though……

13. Summer changes people’s mood – so you’ll need to change your
advertising message to suit.
The reality is, people are generally in a
very different mood over the summer
holidays compared with the rest of the
year.
So different messages might be needed
to really connect with customers.
Tapping into the six key themes of
summer will help your advertising
message resonate – and get people
moving in your direction this summer!
*The 6 key themes of summer sum up what people do and feel over this season and is related to the post Christmas summer period. Source: Developed from SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the PostChristmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

14. The fact is, people are more relaxed and spontaneous over summer
1.
2.
3.
“January is the only time I get to
do what I want to do”
During summer, people are looking to do things for
themselves! Those things that have long been on
their ‘to-do list’ but haven’t had the down-time
needed to do them - like read a book or go on a
holiday. Businesses that can help these people with
their ‘me time’ will have success during this season.
“After Christmas everyone’s
diary frees up. Time to live in the
moment, be spontaneous! With
the luxury of longer days I could
be at the beach one minute, the
pub the next”
During summer, people don’t have many plans so
they can spontaneously go for a drive or hit the
beach. This means that businesses that can help
people tap into their spontaneity or resonate with
this theme have the potential to be successful over
this season.
“January is all about fresh starts.
Time to reassess and set goals
to ensure that we start the new
year off the right way”
As always, a new year gives people the chance to
start fresh – with new year’s resolutions!
Therefore business that can help people achieve
their ‘new self’ or a fresh start are going to be
successful during this time.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

15. They want to enjoy the summer vibe with family and friends
4.
5.
6.
“In January, it’s critical I catch up
on ‘lost’ family time. Spending
quality time with the kids and my
partner, away from other
distractions. Working as a unit
again.”
When the summer holidays roll around people’s
calendars free up and many want to spend quality
time with their family. So businesses that can help
people connect with their family will surely capitalise
in this time.
“We all have time off so it’s a
great chance to get together
with good friends, catch up on
the goss and be carefree again.
The way things should always
be.”
Over summer many people free up and get a
chance to ‘catch up’ with old friends and of course
the gossip. So businesses that can help facilitate
this or campaigns that can resonate this
aspirational theme will be successful during this
time.
“January is truly when summer starts
– sun, fresh air, BBQs, beach and
great company. There’s a positive
vibe, everyone’s moods are uplifted,
everyone’s relaxed and happier.
There’s less obligations, low stress”
When people go on their summer holidays they
can take time-out for themselves and get reenergised. So businesses that can help people
relax and enjoy the great weather summer has to
offer, will surely benefit from this time.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?

16. So pack your bags….
Summer is fast approaching and Melbourne people are planning on
taking a well deserved break over Christmas and New Year. Whilst many
will jet off to holiday and visit family and friends, about 1 in 3 will hang
around home and just go on short day trips.
This presents an excellent opportunity for both Melbourne advertisers and
advertisers within the drive tourism market. Melbourne advertisers can
keep the frequency of their campaigns going across summer because
many holidayers will be travelling to destinations where they can still hear
their favourite radio station.
Advertisers in coastal areas close to Melbourne can spark an idea with
Melbourne people and encourage them to visit their destination.
But remember – people’s mood changes over summer so it’s important to
change your advertising message so it will resonate with Melbourne
holidayers.

17. How the research was conducted
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online panel
nationally.
The panel is obtained from our radio networks database under the labels of
‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these stations.
The database contains about 217,000 members.
The is split between the Today VIP database and the Triple M database.
Members of the Today VIP Database were asked to take part in the study.
Summer Holiday Travel Study – September 2013
All members of this community were invited to complete the survey, and 1,581
did so. Additionally, 798 external respondents were recruited to complete the
survey. Members of this database have no knowledge of Southern Cross
Austereo’s involvement and aren’t necessarily listeners to either network.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-weighted sample, but are reflective of the Southern
Cross Austereo audience. SCA brands reach approximately 40% of the 10+
population and approximately 46% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be reasonable to
consider these results to be a fair if not fully balanced representation of the
opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed
towards being ‘early adopters’ for technology, ‘trend setters’ in general and
likely to be a good early indication of brand leaders, trend setters and early
adopters in general.
These research surveys conducted by Austereo are done so to provide a
general understanding of the opinions, interests and attitudes of the
metropolitan marketplaces only.