VIRGINIA TOURISM CORPORATION | LOVE IS FOR VIRGINIA
Virginia is for lovers, but which ones?
In an industry more saturated and competitive than ever, we sought to help Virginia Tourism connect with their ideal audience. In just four months, the proof is in the proverbial pudding with a 1.75× increase in return on investment.
1.75× INCREASE
In return on investment.
We set out to achieve three main objectives:
- Identify micro-audience segments within Virginia’s enriched traveler population, focusing on their travel motivations, spending habits, demographics, sentiments, and behaviors so that we could speak to them on a deeply personal level
- Determine the main co-occurrences between these micro-audience segments’ hobbies and their activities on vacation to identify possible combinations for regional itineraries within Virginia and creative development for promoting the destination
- Discover any latent psychographic or demographic factors that could explain the findings from Virginia’s previous research objectives
Our quantitative approach to data collection provided a flexible and comprehensive dataset for analysis.
AI assisted data
For greater efficiency and deeper insights.
- Audience research, K-Means clustering, and segmentation algorithms, aided by AI, unearthed micro-audiences and optimal target segments.
- A market basket analysis gave insight into the hobbies and vacation activities of interest for these individuals.
- A media campaign that capitalized on these audience segments.
Our work uncovered new “micro” segments for Virginia that allowed for more nuanced messaging while our market basket analysis delivered a wealth of knowledge about how various areas of the state stack up against competitor, and even in-state, bookings.
5 Distinct Audiences
For deeply personalized messaging.
- 5 distinct audience profiles backed by research
- Regional product offering mapped to audience needs
- Refined creative and media strategies
Just four months into the campaign, we are delivering returns on investment to Virginia Tourism that are 1.75× stronger than that of their previous agency.
