It’s fair to say that Torquay’s economy has endured some tough times of late, particularly since the popular Pontins holiday centre was sold off.
However, Torquay retains immense nostalgic appeal as a popular holiday destination in the UK, while many of the landmarks that made it such a thriving hotspot remain in place today.
But how viable is Torquay as a lucrative advertising hub, and does out-of-home (OOH) media provide the best possible value to brands?
Why Advertise on Billboards in Torquay?
In addition to the closure of Pontins (which was arguably the main employer in the region prior to the 21st century), Torquay has also been affected by the relocation of brands such as Sutton Seeds and Beverage Brands.
As a result of this, Torquay is even more reliant on tourism to drive its local economy, both in terms of revenues and employment opportunities for residents. Fortunately, the town is still home to a number of iconic attractions, including Kents Cavern (which is Britain’s most important Stone Age site).
Torquay’s seafront, which runs between the Rock Wall and the Marina, is also home to the Victorian Pavilion. Here, you’ll find the bulk of the town’s arcades and eateries, with a large number of locals employed by these entities.
Advertisers should also be aware that Torquay boasts excellent transport links to neighbouring cities, especially by road. The town is connected to the UK motorway network by the A380, for example, which joins up with the M5 at Exeter at the outskirts of Torquay.
This provides opportunities for commuting to work in Exeter and similar entities, while enabling brands to target this growing audience through billboards and outdoor ads.
The Population and Demographics in Torquay
Torquay has an estimated population of 65,245 according to the latest census data, with the wider urban area of Torbay home to a total of 134,500 residents.
Interestingly, 26.5% of the residents within the area are aged 65 or older, with this noticeably higher than the average rate in England (18.1%).
This has also elevated the city’s mean age of nearly 45, which is considerably higher than the national average.
This represents good and bad news for advertisers, as while they can target a demographic with potentially more disposable income (amongst residents who have retired to the coast), they arguably have access to a smaller workforce through outdoor mediums.
Still, Torquay has pockets of communities that are relatively affluent, creating key opportunities for advertisers who are able to target specific locations with viable products or services.
From a further demographics perspective, Torquay also boasts a higher percentage of residents born in England (94% vs. 86.2%) than the national average, meaning that English is the dominant spoken language here.
This means that advertisers can create single-minded and cost-effective outdoor ad campaigns, without having to compromise on the reach of their messaging.
Why Outdoor Advertising in Torquay is Beneficial
While the seaside town of Torquay hasn’t fared as badly as some of its contemporaries in the digital age, it hasn’t experienced the same growth or regeneration as others.
However, it’s relatively affluent permanent residents and continued reliance on summer tourism continues to create opportunities for local advertisers, particularly those who utilise outdoor mediums.
Billboards can be particularly effective in the region, especially as the majority of target customers spend a great deal of time out of the home.