Creative Test to Influence Travelers

A destination marketing organization (DMO) and its agency sought to redefine and test elements of a metro area’s brand architecture and identity and then test creative to validate its alignment with the area’s target identity.

Approach

W5 conducted two round of creative testing via custom quantitative online surveys with visitors and potential travelers from key markets. The first survey with 1,600 residents of select markets in the US, Mexico, and Canada,  assessed current perceptions of the area, travel motivations and needs, and attribution of messaging developed by the agency to the area. The second survey with 1,000 residents of select markets focused on the evaluation of creative in a wide range of formats (e.g., OOH, Banner, print, social media, video, carousel, etc.).

Results

Research insights provided deep analysis of travelers’ emotional and functional needs and how those needs translate to drivers of travel to the area. It also provided clear direction on the most effective messaging themes and creative elements and strategies. The two-phase research approach provided valuable phase-over-phase learnings that shaped the DMO’s and agency’s brand strategy.