EQ Up Close: Case Study Series - New Brunswick
EQ in action
During the past three years New Brunswick has put EQ in action. In 2010 the team needed to determine how to increase the number of new travellers coming to the
province. Working with Environics Analytics and the CTC, TNB looked at inquiry data to determine who was currently interested in New Brunswick. The province learned
the inquirers were loyal groups of Gentle Explorers and Virtual Travellers seeking familiar settings and visiting friends and family. To meet the department's objectives, the
team needed to expand the types of travellers attracted to the province. Through analysis they determined what experiences and product in the province would appeal
strongly to three other EQ types of higher yield: Authentic Experiencers, Cultural Explorers and No-Hassle Travellers. They set a course to develop a program of activities
that would appeal to these new markets, in order to increase new, higher-yield visits from new travellers interested in the province, rather than relying on the existing
customer base.
As illustrated in the diagram below, EQ informs activities within numerous areas at TNB: Marketing, Customer Engagement, Sales and Partnership, Product
Development and Research. Focus throughout the Department is placed on understanding what motivates the primary EQ types, and most importantly on why they
should choose New Brunswick as a travel destination.
The development of a cross-functional EQ committee resulted in the dissemination and understanding of Tourism New Brunswick's best customers. The Department is
proud that there is not one 'keeper' of EQ, but that it is owned and understood by the majority of staff.
Marketing
Research
Content
The collective effort has resulted in a more efficient team working on behalf of
New Brunswick. The look, tone and presentation of the province as a tourism
destination are more consistent, and are specific to either No-Hassle Travellers
(NHT) or to Cultural Explorers (CE) and Authentic Experiencers (AE).
Travel
Trade
Travel
Media
Social
Media
EQ
Call
Center
Visitor
Centers
Product
Develop-
ment
Touring
Guide
"We know that everyone within tourism understands it [EQ], and
can name our primary types. When we go out and we talk to
our industry, we're all speaking the same language, so industry
is hearing a consistent message time and time again from the
Department. This builds credibility and agreement from industry
and partners."
Emilie Comeau-Sinclair, Manager Product Innovation,
Tourism New Brunswick
Today, EQ research is informing TNB's activities in each of the above areas.
© 2012 Canadian Tourism Commission
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