Boomerang Media & Covid-19
We’re so pleased to announce that most of our venues are now open & welcoming consumers back once again. Out-of-home leisure audiences are returning confidently in compelling numbers & we are pleased to see both national & local advertisers resuming campaigns across our portfolio of media assets. See below for the latest network information and details of our COVID-19 guarantee.
The return of audiences to leisure destinations
Whilst we are encouraged to see out-of-home leisure audiences return in ever-increasing numbers, we understand that advertisers need to feel confident about investing their media budgets.
As such, Boomerang Media have put in place a ‘three-fold COVID-19 guarantee’ to protect your media investment –
1. Flexible T&C’s
For any new campaigns booked & due to run between now & the end of August ‘20, we are offering either deferment or cancellation without penalty up until 14 days prior to in-charge; for any new business booked & due to run between September ’20 & December ’20, we are willing to defer or cancel activity without penalty up to 28 days prior to in-charge.
2. Audience guaranteed value
Our partner chains & landlords are supplying us with robust footfall data on a weekly basis; until we see a full ‘normalisation’ of audiences, we will offer advertisers additional campaign value to make up for any shortfall in audience numbers vs. the pre-lockdown ‘norm’.
3. Second wave protection
In the event of any of our venues having to close because of a second outbreak of COVD-19, all campaigns in those sites will be paused, with outstanding value ‘banked’ & protected for future use.
As our venues start to open, we are offering some exceptional value during the summer and early Autumn period for customers to take advantage of. During August and September we are running a 2 for 1 promotion allowing customers to get twice as much value from their campaigns. This will allow brands the fantastic opportunity to reach people in environments which they feel upbeat, motivated & good about themselves.
With respects to our networks, the latest information is as follows –
UK shopping centres re-opened on the 15th June & retail audiences have steadily returned since that point, with malls currently experiencing about 70% of their usual footfall. That number is expected to increase further as the hospitality sector comes fully back online across the summer. Research from retail landlord Savills shows that 88% of shoppers have found the ‘post-lockdown’ retail experience positive (mindset), with 83% of customers spending up to 90 minutes in their shopping centre on each visit (dwell-time). In addition, almost a third of all customers spent more than they were expecting, with the average basket size increasing (consumption). The UK Governments ‘Eat Out to Help Out’ discount scheme in.
August should help to increase & further ‘normalise’ shopper numbers & behaviour. All our 100+ shopping centres are open, with 300+ digital screens live & online.
Health Clubs, Gyms & Leisure Centres:
The health & fitness sector were given the ‘green light’ to reopen on 25th July across England. The vast majority of venues re-opened then & initial feedback from our partner chains (inc. Pure Gym, David Lloyd, Nuffield Health, Anytime Fitness, Places Gym & Everyone Active) has been very positive, with classes fully booked out & members acting responsibly in-club. Reopening surveys have been very positive, with 90% of members saying they plan to return to their club, whilst membership loss has been minimal with fees frozen during lock-down. Leisure Centres will see a phased reopening during August. As of w/c 27th July, over 400 gyms (that’s 80%+ of our gym portfolio) are open, with 700 x D6’s live.
Our Cinema partner VUE will re-open their UK estate throughout the month of August, with sites ‘phased’ on a weekly basis. The film slate for the remainder of the year looks very strong, with blockbuster releases Tenet (28th August), Wonder Women 1984 & Black Widow (October), Bond/No Time To Die (November), Peter Rabbit 2 & Top Gun (December) all scheduled. According to research by Metrix Labs, Cinema was the third most missed out-of-home leisure activity during lock-down (52% of adults ‘missed it’), only marginally behind ‘visiting family/friends’ & ‘eating out’. ODEON re-opened part of their estate on the 4th July playing ‘classic content’ & admissions have performed better than initially expected.
Schools & 6th Forms:
It is a high priority for the UK Government to re-open schools, so pupils across England are set for “mandatory return” to class during September. Children will likely be restricted to “class or year sized bubbles”, with appropriate social distancing measure in place. Please contact us for details of advertising opportunities across our portfolio of 4,500+ schools.
Encouragingly, the UK Government gave the go ahead for trampoline parks & climbing walls/centres to reopen on the 27th July meaning about 35% of our digital 6-sheet estate is now open & live. Indoor soft playcentres are still awaiting news of when they can return to business, although the industry has already agreed upon & proposed significant social distancing & hygiene measures. With schools reopening in September, we expect playcentres to follow suit.
If you’re interested in advertising in any of our networks, please get in touch for more details on the promotion and pricing.