Understanding the Behaviour of Our US Customers

In January 2018, the Atlantic Canada Agreement on Tourism (ACAT) launched an innovative direct to consumer advertising campaign in the New England and Mid-Atlantic regions of the US. The focus is on differentiating each of the four Atlantic Provinces from other travel destinations and using the best media to reach our targeted potential traveller at the most appropriate time.

We identify our best prospects through the use of sophisticated market segmentation research. This reach was conducted by a highly skilled company, Environics Analytics. Environics Analytics specialize in helping destinations understand the behaviour of their customers and prospects. Their industry-leading PRIZM5 segmentation system analyzes customers and identifies the most profitable segments based on demographics, lifestyles and social values.

US TargetsThis information has allowed ACAT to identify and target three best performing, custom lifestyle segments.

Those segments are Older Authentic Experiencers, Younger Authentic Experiencers and Cultural Explorers.

Cultural Explorer, Internet, Mobile & Social Media Highlights

Cultural Explorer, Internet, Mobile & Social Media Highlights

Personas for each of the segments identify their demographic profile, geographic distribution, media habits and more. To learn more about targeting these US segments, visit our research page.