Background
The Pennsylvania Tourism Office (PA Tourism) and its creative agency set out to identify new opportunities to boost travel to and within the state. Having partnered with Campos in the past on consumer research, the state understood the importance of aligning its brand strategy and tourism initiatives with the latest consumer research. Campos was selected as the research partner for this effort through a competitive RFP process.
Execution
We began with an extensive competitive audit, profiling the tourism brands and marketing strategies of 11 states that Pennsylvania competes with for travelers’ dollars (plus PA itself). Our objective third-party view provided fresh insight into how PA might differentiate itself.
Next, we designed and fielded a market segmentation study. Using demographic, behavioral, and attitudinal data points, we used the data to segment the market into several distinct segments of travelers. We profiled all segments and then made recommendations for which to focus on to grow travel to and within the Commonwealth.
Finally, we conducted virtual focus groups with members of the target segments. In these groups, we delved deeper into their travel habits and preferences to explore how the state could better attract people like them. PA Tourism and its agency gained a nuanced, up-to-date understanding of its target audiences—who they are, what they value, and what drives their travel decisions—providing a strong foundation for effective marketing and engagement.
Results
PA Tourism and its agency used Campos’s research to guide marketing and creative development, including, most significantly, launching a new tourism brand founded on our research: Pennsylvania, the Great American Getaway. Contact us to learn how we can help build your brand.