Enhance Global Travel Marketing

A leading tourism organization sought to measure effectiveness of its global advertising and optimize its marketing strategy. Building on an existing 10+ year tracking study, the organization required an ongoing research initiative to assess brand awareness, ad recall, and consumer intent across international markets.

APPROACH

To kick off the research, an in-depth onboarding session allowed for a thorough review of previous research facilitating a collaborative discussion to refine and enhance the updated tracker. A comprehensive tracking study was implemented, initially covering four key markets in North America, Europe, and Latin America. Over time, the study expanded to ten markets across these regions, broadening the scope of insights into brand awareness, advertising recall, and the impact of marketing efforts on traveler perceptions and intent.

RESULTS

The study has provided valuable insights into market performance, audience engagement, and campaign effectiveness. Through a structured analysis, the organization can assess how its advertising influences consumer behavior, refining its strategies for higher return on investment. By tracking key metrics such as awareness shifts, intent lift, and influenced audiences, the research plays a critical role in guiding future media planning and creative development, ultimately enhancing the overall impact of its global marketing efforts.