Spring Break Advertising Reaches 32% of College Students

Nearly one-third (32%) of college students heads to the beach, ski slopes or other vacation spots during spring break, according to a study by Youth Trends. And, despite the recession, spending is expected to be up this year. The study shows spring breakers plan to spend an average of $572 this year, up from $514 last year.

Product sampling in hotels via companies like Brand Connections, Alloy Media + Marketing, or Campus Solutions offers an effective way of reaching students on break. Marketers can provide in-room sampling or goodie bags that are given to students when they check in. Marketers can also post signs in lobbies, wrap elevators with their messages, or feature their logos around swimming pools. Bic, for example, is running an elevator wrap this year featuring a man, a woman, and a do-not-disturb sign, writes Media Life.

To boost the effectiveness of such advertising, marketers should begin a campaign in the months leading up to spring break, and follow up after students have returned to school, the companies say.

Price for such campaigns vary. In-room sampling from Brand Connections can cost anywhere from 12 cents to 20 cents per sample, with around 2 million being distributed. Campaigns via Alloy Media + Marketing can run between $10,000 to $20,000.