EQ Up Close: Case Study Series - New Brunswick

Internal and external alignment Alignment was another key reason for choosing EQ. It was clear EQ would create an opportunity to build stronger connections with the CTC and industry partners. Having one clear view of primary EQ types across the organization would also improve alignment and processes amongst staff. The short-term goal was to get everyone on the same page as to whom the Department should be targeting and what product it should be offering to those potential visitors. Benefits The benefits of becoming an EQ licensee have been significant within Tourism New Brunswick: 1. Marketing - Consumer insights shape targeted campaigns and drive visitor engagement Within Marketing there were two clear benefits for using EQ. The first was the ability to develop a rich, layered set of insights about travellers' values, motivations and how to engage these travellers. The second was the ability to leverage commercial and proprietary market data through EQ's PRIZM link to make these EQ insights effectively and efficiently actionable. The insights allowed The Department to develop a brand narrative that would resonate with people interested in the travel experiences of New Brunswick. Having greater understanding into the reasons and motivations behind travellers who have a higher propensity to enjoy the New Brunswick experience allowed the department to develop a compelling creative execution. The new creative resonated not only in EQ specific focus groups, but more importantly delivered increased engagements across key channels, such as the consumer website. 2. Research Platform - EQ is the backbone for consumer research EQ, as the primary segmentation tool, aligned the Department's research activities to provide a rich understanding of their market. This research includes CTC segmentation and ad tracking studies, lifestyle marketing databases (BBM, PMB, Delvinia, and others), online panel research (including campaign awareness and return-on-investment studies), visitor inquirer data, and proprietary surveys. As illustrated by the diagram below, EQ connects with multiple data sets and provides a 360° view of New Brunswick's best customers. 4 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#explorerquotient New Brunswick Department of Tourism and Parks Kings Landing Historical Settlement, Lower Prince William ONew Brunswick Departme Tourism and Pa

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