Case Study
Destination Marketing Committee: Market Strategy
Challenge
The client called upon StrategyOne to assess its target audiences’ sentiment regarding their destination advertisement campaign in order to gauge the effectiveness of the marketing strategy implemented. The client also aimed to apply our findings to future campaigns generated.
Research
StrategyOne conducted an online, dial-testing survey of 1,000 adults 25 years of age and older, living in large cities that are within close proximity to the destination, including New York and Washington, DC.
Insight
Survey results indicated very positive responses, in terms of likelihood to visit and ad recall; however, research also concluded that unrelated high media coverage likely played a significant factor in both survey metrics.
Action
StrategyOne analyzed feedback on consumer impressions of marketing ads in order to give the client a core advertisement structure for future campaigns, and recommended that future advertisement campaigns are altered in order to further segment and strategically target selected demographics.
Strategy
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