46% of the panel surveyed recognised that Abu Dhabi Tourism Authority was the principle sponsor of the GQ Travel Supplement and 41% of the respondents said that the Abu Dhabi adverts directly made them more interested in the destination and prompted them to find out more about the emirate.
Further positive feedback on the style and tone of the Abu Dhabi advertising was received, with a phenomenal 79% of respondents stating that Abu Dhabi’s advertising pages were stylish and a further 74% agreeing that the images stood out well in the magazine.
The survey also gauged the reader’s responses to the GQ Travel supplement as a whole with 87% of people surveyed agreeing that the supplement is interesting and 62% of respondents saying that they will keep the supplement and refer back to it in the future. Overall, on a scale of 1 to 5, 64% of GQ readers quizzed gave the supplement a score of 4-5 out of 5 where 5 is excellent, proving that GQ readers have a genuine interest in travel and a healthy desire to discover new places and try new experiences.
The survey also further highlighted how the demographic of GQ readers fits perfectly with the Abu Dhabi target market. Indeed, the average respondent in the survey is 40 years old, owns their own home and has an average household annual income of £72,150 – an ideal fit with the demographic of UK travellers to Abu Dhabi.
Ali Al Hosani, ADTA Marketing Director comments:
“This insightful research has further highlighted the level of awareness that Abu Dhabi’s sponsorship of the first GQ Travel supplement has generated within the UK market. We are delighted to have received such positive feedback and we look forward to working closely with GQ to further highlight what Abu Dhabi has to offer UK visitors over the coming years.” He added: The GQ supplement would enhance the ADTA plans to position Abu Dhabi as a competitive regional tourist destination.
Tuesday, June 5- 2007 @ 14:14 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.