International Travel Marketing: Positioning Chilé for North American Travelers
DCI conducted a multi-faceted market research study, utilizing both primary and secondary research techniques. This included a situational analysis of economic, demographic and social trends; Consumer, media and travel trade perception studies; and a competitor marketing analysis.
- Baseline data was produced against which the program success can be measured.
- The situational analysis provided a comparison of U.S. and Canadian audiences allowing for refined messaging based on audience location.
- An analysis of the travel trade provided in-depth data on new product and expansion opportunities.
- Tourism Chile positioned itself effectively against its competitive set by honing in on its consumer audience, key selling propositions and developing key messaging that differentiated it in the marketplace from its competitive set.