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Sports & Families

Why summer is the best time to reach busy families with recreational sports centre advertising


Summer can traditionally be a slow period for marketing, but it’s a perfect opportunity to recalibrate your advertising strategy and advertise in recreational sports centres to reach busy families.

Here’s how best to use this opportunity.

Focus on your target audience

For Out-Of-Home (OOH) and advertising in recreational sports centres, summer is prime time as you can reach parents and kids in an engaging and fun environment. It’s also a good time to expand your target market to tourists and other demographics.

It doesn’t matter whether it’s baseball, lacrosse, volleyball, athletics, football, or rugby—these fun events are huge magnets for busy families and teenagers who actually take the time to go to recreational indoor and outdoor centres.

And don’t forget the younger audiences. As Google’s Top digital marketing trends and predictions for 2023 shows, “In 2023, do not try to bring Gen Z audiences into your world, but meet them in theirs.”

Recalibrate the message

People do plan to spend more during the summer, specifically for items related to summer activities like summer sports. So tailoring your promotions and messaging to this time of the year—especially if you’re advertising in recreational centres—can yield good results.

This is the time to go big and be noticed.

Consider tailoring your advertising to summer activities like sports events in recreational centres that are relevant and appealing to your target audience.

You can also use the time to recalibrate your message, test new messages or channels, review your advertising strategy for the rest of the year, and focus on creating a positive customer experience.

Use the flexibility of OOH

The summer season offers plenty of flexibility in terms of where and how you can advertise.

Strategic OOH advertising can be leveraged and can for recreational centres, parks, towns, or outdoor centres, using a variety of advertising formats, like billboards, digital displays, experiential marketing, and more.

OOH is very visual, and people notice OOH a lot more now than before the pandemic, so use the season to try out new formats, like banners, posters, signs, and billboards.

Whatever the format, make sure it’s eye-catching, bold, and high quality to grab the attention of parents and their children.

Keep it in the community

OOH is seen as more trustworthy and can complement your local community marketing.

With local promotion in recreational centres, you’re appealing to locals in the places families, teens, and seniors love the most, where they create fun memories of family time and achievements.

Summer is the busiest season for sports events and competitions, so taking advantage of this peak time is crucial. You can raise brand awareness, promote your products and services, and offer special discounts, all the while supporting your community.

Our Top Summer Advertising Tips

  • Plan summer advertising campaigns and research in advance.
  • Go big, be visible.
  • Recalibrate your message and for new target audiences.
  • Test out new messages and channels.
  • Keep it local and leverage the peak period of sports competitions in recreational centres.
  • Integrate summer advertising campaigns in recreational centres to other channels like social media.
  • As AI continues to disrupt people’s expectations and trust, OOH in recreational centres offers a traditional, ‘safe’ space to promote your message.