Festival Season to Holiday Bookings: Summer Advertising Trends
As the days get longer and the weather gets warmer, there’s a noticeable shift happening across Britain’s advertising landscape. Walk past any major billboard site and you’ll spot the telltale signs that summer campaign season is in full swing.
It’s fascinating how predictable yet effective this seasonal transition is. Come May and June, those winter adverts for comfort food and cosy nights in start disappearing, replaced by vibrant campaigns that practically scream “get outside and spend money!”
Here are 3 trends to note for your summer advertising calendar:
1) The festival frenzy
First up in the summer advertising calendar? Festival season. From Glastonbury to Wireless, the UK’s festival circuit generates serious advertising pounds. You’ll see everything from mobile network providers promising “reliable coverage in muddy fields” to fashion brands targeting the “festival chic” crowd.
What’s clever about festival advertising is how brands tap into that sense of anticipation. Those billboards aren’t just selling products – they’re selling the dream of summer freedom. Suddenly, everyone needs the perfect wellies, the most Instagrammable camping gear, and that portable phone charger.
2) Holiday fever
Festivals are just the warm-up act. The real heavyweight advertising push comes with holiday season. UK billboard sites become dominated by travel companies, airlines, and holiday resorts all begging for our attention (and our wallets).
The messaging shifts dramatically too. Winter adverts focus on escaping the cold and grey, but summer holiday campaigns are all about enhancement, making good times even better. Think sun-soaked beaches, crystal-clear pools, and families having the time of their lives.
3) The staycation revolution
One of the biggest changes in recent years has been the rise of staycation advertising. British holiday destinations have upped their billboard game considerably, competing directly with overseas getaways. This trend reflects changing attitudes – many Brits are rediscovering home-grown holidays, and the advertising industry has responded accordingly.
It’s all about clever timing…
What strikes us most about summer billboard advertising is the timing. These campaigns don’t wait for summer to arrive – they create the anticipation. Those holiday adverts start appearing when we’re still wrapped up in coats, planting seeds for decisions we’ll make months later.
It’s marketing psychology at its most effective, turning everyday commutes into mini escape fantasies that eventually translate into bookings and purchases.
Next time you’re stuck in traffic, take a look around, as those billboards might be planning your next adventure. Before you know it, those sunny escapes will be replaced by autumn fashion and Christmas shopping – but for now, summer dreams are big business.
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