LVA’s new campaign targets 18 to 23 year-olds
Following a significant review of its previous advertising campaign, the LVA has developed a new approach in its latest one which runs from mid-September. While the campaign continues to focus on radio, it has a much heavier weighting towards online as well as an outdoor element once more, in addition to making use of cinema for the first time this year.
“The target demographic had been 25 to 34 year-olds,” explained LVA Chief Executive Donall O’Keeffe, “Now we’re going to move the age profile a bit to 18 to 23 year-olds.
“Our agency is advising us and our own research is telling us that online is a key medium to reach this market with public transport-related outdoor sites also critical in generating visibility.”
As a result the LVA’s new campaign will make use of DART stations etc (which researched well last Spring) and it will continue further down this route this Autumn.
