Understanding who our customers are and what they want in an Alberta vacation experiences is fundamental to our marketing success. The goal is to connect our brand and marketing campaigns to these customers, at work, at home and at play.
FINDING OUR BEST AUDIENCE
Environics Research Group, one of Canada's leading marketing and social research firms, worked with the Canadian Tourism Commission to develop the Explorer Quotient™ (EQ). EQ builds a link between travellers' social values and their travel behaviours and preferences. As we move from selling products to experiences, we are also moving to a more in-depth, psychographic method of defining our target audiences based on EQ profiles.
After extensive research, we identified Free Spirits as our primary target market. This segment is receptive to marketing/advertising messages, significantly more likely to visit many locations in a single trip, and most likely to tell others about their travel experiences, both online and offline. Our secondary target market is Cultural Explorers because, like our primary target, they are always planning for their next trip and are likely to travel with friends and family.
Free Spirits come in all ages, shapes and sizes. They are youthful adventures that come from all over the world. And of course, they even come from Alberta. Free Spirits live to travel. Travel satisfies their natural and insatiable need for the exciting. They desire the best of everything and want to be with others who feel the same way. They have a lot of energy. They travel for the thrill and the emotional charge of doing things. And they love to share and brag about their experiences.
Cultural Explorers want to immerse themselves in the culture, people and settings of the places they visit. They enjoy the history, but also look to experience the modern culture. Prior to every trip, they research their destination to better understand it. And once they're there, they prefer to let things unfold spontaneously. They want their trips to go beyond just seeing the tourist sites so they strive to leave the beaten path and explore out of the way places. Like our primary target markets, Cultural Explorers are also excited about their next trip and the adventures that await.