helloworld’s prompted brand awareness continues to grow amongst travelling Australians with the latest research confirming a further significant boost to 34%, up from the November 2014 result of 26% and the May 2014 result of 10%.
“The helloworld brand launched to Australian consumers in February 2014 and our focus is on building a powerhouse brand,” Helloworld CEO Elizabeth Gaines said. “The ongoing significant increases in awareness amongst consumers looking to travel is strong reinforcement of our approach and we will continue to strategically deploy marketing funds to drive this growth.”
The results reflect the findings of the Roy Morgan Travel Agent Monitor reported at an industry conference in Sydney yesterday. The Roy Morgan results were based on responses from Australians aged 14+ over a 12 month period from March 2014 to March 2015. Given the Roy Morgan study began just one month after the launch of thehelloworld brand, awareness at the start of the study was negligible and this will skew the aggregate result. Both studies show an overall consistent increase in awareness for the brand.
Ms Gaines said Helloworld has a regular tracking study in place which measures the awareness, health and effectiveness of its brand.
“Most importantly, our research is with 1200 pre-qualified respondents who intend to travel within the next 12 months, who are the key decision makers in the travel process, and who are 25 years or older,” Ms Gaines said.
“The results of this survey highlight the significant and continual growth in brand awareness since launch ofhelloworld to Australian travellers in February 2014 and we are very pleased with the result.”