The UK is the world’s second-largest market for electronic cigarette and vaporizer products. Although the UK considered banning vaping in 2010, it has since grown to become one of the most vape friendly markets in the world. The British people and government have studied and accepted vaping more enthusiastically than any other nation. E-cigs are more than twice as popular in the UK than in any other European country. Estimates are that a staggering 2.8 million adults in Britain are vapers and the figure is rising.
Ecigarette and vaporizer marketing is key to success and bus advertising has earned its place as one of Britain’s essential platforms for business and consumer alike. Nowadays if you live or travel to London, you cannot miss the e-cigarette devices and e-liquid promoted on the sides of buses, at bus stops and more.
Bus Statistics from the UK indicates that over half of the population are regular bus users, with nearly one in three taking a bus at least weekly. Bus advertising is the most seen outdoor advertising medium, with 61% of consumers saying they had seen bus adverts in the last seven days (Source: TGI)
On the other hand, e-cigarette and vape brands often find it a struggle to advertise due to the nature of their business and the related vape advertising restrictions.
Although ecig brands are restricted from advertising on the internet (including social media platforms), on-demand TV, email or in newspapers & magazines (with the exception of trade press), they are allowed to advertise on buses according to the ASA (Advertising Standards Authority Ltd).
The instant appeal of eye catching bus advertising to pedestrians, motorists, and shoppers travelling the local roads has encouraged many brands invest heavily in bus and bus stop campaigns.
This Spring 2019 Vape advertising in the U.K. reaches new heights with VApril, a month-long educational event that encourages smokers to make the switch to vaping. VApril was launched on April 1stas the world’s largest annual vaping awareness and education campaign organized by The UK Vaping Industry Association (UKVIA) since 2018.
Innokin, a member of UKVIA, and one of the most popular e-Cig brands in the UK market, unveiled bus advertisements in London, Birmingham and Manchester on April 8th. Innokin is also a sponsor of Vape Jam, advertising on bus stops in London. “We are creating synergy with Vapril to encourage smokers switching”, said an Innokin executive. “With a bus campaign for the Endura T18.II we are able to promote a fantastic product and reach new customers in key cities across the U.K.”
