Page 36 - Tax Free Catalogue Covers Research Report
P. 36
2 in 5 travellers consider the “Product” themed cover with the perfume bottles (2a) to most closely correspond with the contents of a tax-free catalogue. This was higher than for any other product cover, driven by females
36
Catalogue Cover Considered Best Fit to Contents – Total Level
➢ Although the “Product 2a” cover is considered to best correspond with the contents of the magazine, it is one of the lowest performing covers in terms of encouraging travellers to pick up, open or read through the catalogue
➢ The “Vacation” themed covers are in second and third place, with both covers also performing well for the extent to which they would encourage travellers to pick up, open and read the magazines
42%
% Considered Cover Best Fit To Contents
Product 2a
Vacation 1b
Close Up 5a
17%
Vacation 1a
12%
8%
7% Product 2b
5% Close Up 5b
4% Fashion 4a
3% Fashion 4b
3%
Beach Babe 3a Beach Babe 3b
Worst fit to contents
1%
Best fit to contents
Q12. We would now like you to review the full range of magazine covers and pick the one you think best corresponds with the content of the magazine, i.e. tax free items available to pre-order
Base: Total sample (416)
