EQ Up Close: Case Study Series - New Brunswick
Tourism New Brunswick's marketing responsibility is to build consumers' awareness of, and engagement with, the province. Based on shrinking marketing budgets,
it is important to take advantage of the connection with partners to leverage collective efforts and available funding. As David Rioux describes:
"The CTC is looking for the best prospects in international markets to bring people to Canada. ACTP [Atlantic Canadian Tourism Partnership]
is using PRIZM to target prospective travellers who consider Atlantic Canada appealing, and to select the most efficient and effective
marketing media for these travellers. New Brunswick uses EQ and PRIZM in our travel markets to do the best we can with the resources we
have to gain incremental visits to the province by higher-yield guests. By providing marketing and tourism product development insights and
toolkits to regional tourism marketing organizations and to tourism sector partners, [we enable them to] serve their best prospective guests
with value-added experiences... leading to enhanced advocacy for the province by these well-hosted guests. This alignment is critical, and
it all follows from a coordinated implementation of the CTC's model."
EQ
CTC
Atlantic Canadian
Partnerships
Provincial
Marketing Efforts
Regional
Marketing
Efforts
NB Industry
Traveller/
Guest
TNB works with its partners to align and leverage opportunities based on its EQ learnings.
This alignment provides a common and easily understood language to describe New Brunswick's best customers. Stronger insights provide stronger leads, and will
increase engagement with the right EQ types, demonstrated by the increased goal conversion of prospective travellers on TNB's consumer website.
This case study is intended to illustrate the power of EQ, the CTC's award-winning market segmentation research, in a real-world application.
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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