Exploring the effectiveness of a media campaign
Examples of our Work - Leisure and Tourism Market Research
Background
Our client, a North of England Tourist Board responsible for tourism in a highly popular area of natural beauty, wanted to understand the role of advertising and promotional material in influencing choice of this region as a holiday destination. In addition, they wished to assess reactions to the new proprosed Marketing campaign and obtain feedback to assist indeveloping the artwork for the campaign.
Objectives
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To understand the role of advertising and promotional material in influencing the choice of holiday destination.
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To identify the type of advertising and promotional material which has most impact.
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To assess the impact of a proposed new Marketing campaign for the region.
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To assist in developing the artwork for the campaign.
Methodology
Five focus groups were held in different parts of the country with respondents selected to represent the views of five different groups of target customers who had been very clearly identified in prior research. Focus groups were carefully structured taking into account the differing demographic characteristics of respondents so that within the overall mix of each focus group they would still feel there were enough similarities with each other to able to contribute to the discussion.
Outcome
A summary report with verbatim comments was presented to the client. The findings of the research gave this client a full understanding of attitudes towards advertising and promotional material for the region and allowed them to adjust details of their new campaign to achieve maximum appeal.
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