EQ Up Close: Case Study Series - New Brunswick
CRUISIN' WITH
THE WHALES
New Brunswick is famous for untouched wilderness, making it
perfect place to answer the call of the wild. For bind, moose,
bear and whole-watchers plus nature lovers of every age, the
wild spaces are waiting Start by heading out to sea to find
whales, seals, dolphins, and birds in a spectacular show of
marine Me
There's plenty of 'wow' factor in the Bay of funds gully voted Canada's
Top Natural Wonder Watch in fascination as the World's Highest Tiden
reach the height of a four-storey building and then recede for your walk
on the ocean floor, venture off the highway where myriad safe trails shelter
unmatched natural treasures. Take a self guided tour of the incredible
Tundy se each one both wondrous and one-of-a-kind This is an experience
unlike any other isn't it the awe-inspiring one you've been longing for?
100 BILLION TONNES OF
Fundy
-CAUTIO
TURN TAIRS
BEFORE EQ
AFTER EQ
Comparing 'before' and 'after' treatments of New Brunswick in TNB's Touring Guide: pages produced 'after EQ' reveal a more targeted approach that is designed to
appeal primarily to Authentic Experiencers (AE) and Cultural Explorers (CE). The revised messaging and photography is aimed at AE/CES who, as EQ research indicates,
are known for their connection with nature and its significance to the region.
Fall in Love
with what comes naturally.
Web banner targeted toward AE/CE.
Fall in Love
with ideas to get away, together
Web banner targeted toward NHT.
Show Me
Show Me
Brunswick
ADA
Brunswick
Tourism New Brunswick's 2012 fall campaign was developed expressly for specific EQ types. Each message was designed to appeal to either AE/CE, or NHT, and the
campaign's creative concepts were also reflected on TNB's consumer website. The AE/CE banner was about connecting with nature, where the NHT banner was about
connecting with another individual.
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This case study is intended to illustrate the power of EQ, the CTC's award-winning market segmentation research, in a real-world application.
For other EQ case studies, or to learn more about how to apply EQ to your business, visit: https://www.destinationcanada.com/en/tools #explorerquotientView entire presentation