Consultant service: Touriscope developed a strategy to enter the maritime provinces market, starting with a study of the perception of Gaspésie by target customers, then defined the markets and products with the greatest potential. An evolving implementation plan has been submitted, including recommendations for a marketing campaign.
CONTEXTE
Gaspesie has a long tradition of welcoming tourists. This is not surprising since the territory is endowed with a vibrant culture and an exceptional nature combining sea, mountains and rivers. Tourisme Gaspésie, the destination management organization, is nevertheless working to rejuvenate the territory's brand image by various means. While Quebecers are answering the call, neighboring maritime provinces are more difficult to attract since they mostly spend their vacations in Atlantic Canada, a vast region that offers a similar offer.
APPROCHE
Touriscope thus developed a strategy for entering the maritime provinces market, starting with a study of the perception of Gaspésie by target customers, then defined the specific markets and products with the greatest potential for attraction. In order to enable the client to achieve its goals, an evolving implementation plan has been submitted.
This approach made it possible to identify quad biking, motorcycling and snowmobiling as attractive activities for residents of these provinces. In a second step, a survey was conducted among fans of these sports. This led to the formulation of recommendations for the development of a marketing campaign.
RESULTS
The two-stage approach allowed the development of Tourisme Gaspesie's strategic knowledge, in particular thanks to the updated portrait of the profile and behavior of new targeted clientele. By identifying more clearly the growth potential of the destination in specific markets, actions can be taken to increase its competitiveness.
CREDITS
Photo: Spencer Davis on Unsplash