EQ Up Close: Case Study Series - New Brunswick
Campaign
Awareness
and ROI
Global
Tourism
Watch
Travel
Intention
and
Conversion
Surveys
EQ
Online
Retail
behaviour
PRIZM
Social
Media
behaviour
2
EQ is at the centre of and connected with each research program to provide multiple layers of consumer insights that inform TNB's business and marketing decisions.
One example of layering in research with EQ is the use of PRIZM data. The Department has used PRIZM micromarketing tools to geographically locate and quantify
the best prospective travel markets for campaign execution. The details provided insight into the key areas, by postal code, where there was a higher propensity of
their target EQ types, thus informing how best to leverage paid media. In 2011 the Department developed an engagement benchmark through specific channels to
measure future growth and success.
3. Alignment - Building collaboration through common language and understanding
The focus on EQ types and specifically those which New Brunswick has identified as their primary targets - Cultural Explorers, Authentic Experiencers and
No-Hassle Travellers - has provided a focus and consistency to how the Department does business.
"We all started from the same point. What is the research telling us, what are our segments, and what are our segments looking for? From
there, [it's: what are] the products that are being developed, through the Experience Collection², how we load the information and display it
on our website and social channels, to the messages we use in our campaigns, and how we qualify journalists and media outlets. Because
we're all starting from the same point, which is [knowing] our EQ Segments."
--
- Emilie Comeau-Sinclair, Manager, Product Innovation
Experience Collection is the consumer facing name for New Brunswick's Inner Journeys Program - a branded packaging and experiential product development program.
© 2012 Canadian Tourism Commission
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