KEYWORD DESCRIPTORS

EMPTY NESTERS EXPENDABLE INCOME SOCIAL IMAGE CONSCIOUS

INTERESTS & HOBBIES

PILATES JONI MITCHELL VOGUE LIVING APEROL SPRITZ WEEKEND DINNER PARTIES

MARKET FINDS WALKING THE DOG BEACH DAYS SPA TREATMENTS HER BIRTHDAY

Between her job, friends and daughter, Helen’s a busy 50-year old woman (although she looks much closer to 40). She takes a lot of pride in her appearance and her apartment, which she considers the best

advocate for her interior design business. Her kitchen table is usually littered with magazines and coffee table books, as she refuses to throw anything away, convinced she may need it one day. Although Helen

has been divorced for a few years now, on her daughter’s advice she’s ‘getting back out there’ and has

recently joined an online dating website. She’s been on a few dates, but nothing serious. She’s not keen on

rushing into anything too quickly anyway.

ROUTES

The High Flyer

DEPOT ROUTE

Melbourne Bus 907

Adelaide Glenelg Tram

Perth Bus 102

Sydney Bus 400, 380, M20

HELEN PERSONALITY

HOW THEY COMMUTE:

47.5 % DRIVING

29 % BUS/TRAM

23 % TRAIN

18 % WALKING

37% 29% 45% 42%

I try to look stylish all times. Try to buy organic.

Intend to study to help career.

I prefer the finer things in life.

Source: Nielsen CMV S02, 2015, Australian Census 2011 ABS Data.

WHO ELSE CAN YOU REACH WITH TRANSIT ?

CREATIVE