EQ Up Close: Case Study Series - New Brunswick

Future plans with EQ Moving forward, TNB will continue to work with operators and industry partners to make EQ actionable at an operator level. Great strides have been made; however, as stated by Emilie Comeau-Sinclair, it requires bringing EQ back to the table, and ensuring it remains at the centre of what they do. "We have an opportunity to evolve and grow our product offering, based on EQ and that is our focus." From a marketing perspective, TNB will continue to measure and tweak its campaigns based on what it has learned thus far. Focus will be placed on maximizing learning from social channels and ensuring a consistently integrated campaign is developed, executed, monitored and measured. Acknowledgments This case study was developed through the cooperation and participation of the following individuals. Our heartfelt thank you to each for taking the time to pass on their thoughts and learnings: Kim Matthews, Director of Marketing, Tourism New Brunswick David Rioux, Senior Research Analyst, Strategic Planning and Policy, Tourism New Brunswick Melanie Britton, Manager, Trade, Tourism New Brunswick Emilie Comeau-Sinclair, Manager Product Innovation, Tourism New Brunswick Margaret Mackenzie, Manager Media and Public Relations, Tourism New Brunswick Linda Gaston, Executive Director, Atlantic Salmon Museum and President, Miramichi River Tourism Association Case researcher and author: Kathryn Tector, a consultant at T4G Limited MRTA New Brunswick Nouveau T4G Miramichi River Tourism Association 4.2 m © 2012 Canadian Tourism Commission 13 15t New Brunswick Departm Tourism

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