Over the last number of months, the ACAT team has been working diligently to bring to market an innovative and compelling 2018 direct-to-consumer media campaign. The goal is to enhance awareness of Atlantic Canada’s diverse tourism product in the US Mid-Atlantic and New England States and drive visitation and revenue for the four Atlantic Provinces (New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island). This is achieved through the delivery of a highly targeted direct-to-consumer campaign.
Who are we targeting?
ACAT’s customized research has identified three priority customer segments: Older Authentic Experiencers, Younger Authentic Experiencers and Cultural Explorers. These are the segments of the population, in our target markets, who are likely to visit Atlantic Canada. All of our efforts will be focused on these three groups.
How are we reaching our priority segments?
In 2017, we launched our first 100% digital direct-to-consumer campaign in the US and in 2018 we continue to focus all efforts on digital. Research indicates consumers are online at each stage of the decision making journey and are using various hardware to research and book their travel. A fully digital campaign allows us to be a more interactive and engaging; which is more measurable, can be optimized in real time and is cost effective.
The campaign elevates the profile of the four provinces, with our priority segments, using technology to prospect for high intent consumers and to align our content with the content our priority segments are looking at in both the inspiration and planning phases of decision making.
When are we in-market?
The campaign launched in February and will run until the end of May 2018.
This new program will bring high quality social media influencers to each province in Atlantic Canada, beginning in June and July. The social media influencer will create custom content they will share with followers on their social media platforms.
We are also amplifying our social media reach with the inclusion of YouTube, Instagram and custom created content with the Boston Globe and Time Inc. The content is available on various platforms including desktop, tablet and mobile.
Finally, we have enriched our programmatic buy through the addition of premium sites at a very attractive price point. Ads will be placed on sites such as the New York Times, Boston Globe, Boston Herald and Travel and Leisure.
All of the efforts outlined above are focused on driving visitation and revenue for our region.