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Tourism Vancouver Island Destination Advertising Evaluation
BC and Alberta Market: Post Campaign Research Flight #1
(Wave 1 of 2): Topline Report
July, 2016
2
For more information, contact:
David Thexton President +1 416 481-6963 ext.231 [email protected]
Lune Yee Vice President +1 416 481-6963 ext.234 [email protected]
Insignia Marketing Research Inc.
www.insigniaresearch.com
The findings reported herein are provided on a confidential basis to Tourism Vancouver Island. Tourism Vancouver Island is free to use the findings in whatever manner it chooses, including releasing them to their travel and tourism industry stakeholders and partners and/or media. Insignia Marketing Research Inc. subscribes to the standards of the World Association of Opinion and Marketing Research Professionals (ESOMAR). ESOMAR sets minimum disclosure standards for studies that are released to the public or the media. The purpose is to maintain the integrity of market research by avoiding misleading interpretations. If you are considering the dissemination of the findings, please consult with us regarding the form and content of publication. ESOMAR standards require us to correct any misinterpretation. July, 2016
1. Background
2. Research Objectives
3. Methodology
4. Detailed Findings 1. Past Travel to Vancouver Island 2. Future Travel to Vancouver Island 3. Perceptions of Vancouver Island 4. Advertising Awareness 5. Campaign Impacts
Table of Contents 3
4 Background
The Campaign
• Tourism Vancouver Island has been running an advertising campaign in Alberta and British Columbia called “FindYourElement.ca”.
• The campaign attempts to engage prospective visitors by drawing them into the FindYourElement.ca website where the prospects can build their elements (activities) and learn more about each activity.
• Supportive media includes TV and online.
Tourism Vancouver Island engaged Insignia Marketing Research Inc. to conduct an independent assessment of its 2016 campaign in the Alberta and BC market. The results in this Wave 1 report aim to provide Tourism Vancouver Island with insight into the overall effectiveness of the program as well as strategic advice for improving and better leveraging future campaigns. An assessment of the return on investment will be provided in the Wave 2 report.
5
Background, cont’d
• The Tourism Vancouver Island’s FindYourElement advertising campaign run in two flights:
• Flight #1: from April 18 to June 12, 2016
• Flight #2: from August 22 to October 16, 2016
• The campaign elements in both flights included:
TV advertising on Global TV and US spill networks such as A&E, TLC,
CNN, AMC
Social media via Facebook, Google
Online (Google display, Google search, Google remarketing,
Facebook display)
6
Research Objectives
• The overall objective of this research is to measure the effectiveness of the campaign and to provide Tourism Vancouver Island with suggestions on how to improve the campaign moving forward, as well as to provide benchmark data for future waves.
• The research provides answers to the following questions:
• Has the campaign had a positive impact on the market in terms of generating both short term travel and future travel intent?
• Which media have been most effective?
• Which elements of the campaign have been most effective?
• What is the extent to which the campaign has moved prospects down the Path to Purchase?
• What is the ROI of the campaign?
• How can the campaign improve moving forward?
• The research is being conducted in 4 waves.
FindYourElement.ca Fight#1 Campaign
Flight #1 Research: Post-wave Ad Recall
Summer Travel Season
Flight#1 Research: Conversion
FindYourElement.ca Flight#2 Campaign
Flight#2 Research: Post-wave Ad Recall
Fall Travel Season
Flight#2 Research: Conversion
7
Methodology
• This report focusses on the post-wave research of the flight#1 campaign.
• The post-wave survey was conducted via a national online panel operated by Research Now immediately after the campaign ended, from June 13 to 24, 2016.
• Respondents met the following criteria:
• Age 45+
• With household income $75k+
• Residents of Alberta and British Columbia.
• All have taken a leisure trip in the past 12 months. A leisure trip was defined as “out of town trips of one or more nights for the purpose of visiting friends and/or relatives, for pleasure, vacation or holiday, or for personal reasons such as travel to attend sporting events or weddings, and trips where you combine business with a pleasure trip.”
• A total of n=1,001 interviews were conducted.
• Sample quotas by age, gender and geographical location were set to align with the population in Alberta and BC, incidence of travellers was then captured.
• Data weighting: to analyze the total market (all three origin regions) Alberta, BC Mainland and Vancouver Island were weighted to reflect true population distribution of the target markets.
8
Key Findings
Impact of The 2016 Vancouver Island Spring Campaign
• Vancouver Island’s Spring campaign which ran throughout B.C. and Alberta has been very successful. It was recalled by 39% of the target audience—defined as higher income travellers age 45+.
• This level was achieved in all 3 target markets--Alberta (35%), B.C. Mainland (43%) and on the island (39%).
• Further, the campaign influenced 15% to advance down the Path to Purchase (toward committing to a trip).
• These are excellent results for a relatively low budget campaign ($100 k).
• These results will be supported by the ROI measurement (due in October)
Reasons For Success
• The campaign speaks directly to the needs and expectations of the audience:
• Emotional Drivers—relax and unwind, connect with the natural environment, the lifestyle and culture and return home uplifted and inspired.
• Experiential Drivers—surrounded by beautiful natural scenery, observing exquisite gardens, whale watching, hiking, and just relaxing in nature.
• As a very sensory experience, not surprising the broadcast ads provided the greatest return on investment (based on recall) because of their ability to project the mood and imagery of the island. 23% 20%
6% 6% 5%
Broadcast - Geoff
Broadcast - Brianna
Online Ad – TVI Contest
Facebook Ad
Online Ad – TVI Display
9
Key Findings
Considerations Moving Forward
• Video (broadcast or digital) may be the best format to project the emotions of the Island experience.
• Although moderately active pursuits (like kayaking and surfing) may help to project connecting with nature, older travellers respond better to more passive experiences (e.g. trail/beach hiking, garden viewing, whale watching, etc.).
• The vast majority of older/ high income travellers have been to the Island before (93%). Hence, we are dealing with the task of encouraging repeat visits rather than first time experiences—i.e. focusing on reasons to come back.
• The average duration on the Island is 4 to 5 nights. Hence, the trip projected can imply multiple experiences and/or time to get off the beaten path.
• The preferred season to vacation on the Island is May to August, but Island residents favour May and June, while B.C. Mainland and Alberta prospects favour the summer months. This suggests that there may be an opportunity to convince Alberta and Mainland B.C. residents that Spring weather is usually excellent and they should consider that (shoulder) season.
• Future budget allocation should take into consideration the relative size of the current market by region:
• Alberta—34%
• B.C. Mainland—48%
• Vancouver Island—18%
Alberta BC Mainland Vancouver Island
a. Total Travellers age 45+ with income $75K+* 1.4m 1.1m 0.23m
b. Visited Vancouver Island in past 12 months 15% 27% 49%
c. Current Market Size (a x b) 0.21m 0.30m 0.11m
d. Current visitor allocation 34% 48% 18%
*Source: StatsCan, survey incidence.
10
A Note on Significant Testing
• Unless otherwise indicated, throughout the report the following symbols are used to indicate significant difference from the Total at a 90% confidence level: = higher = lower
11 Regional Demographic Differences
11
The following table profiles the target markets by origin region. (The target market is defined as age 45+. household incomes $75k+, have taken a leisure trip in the past 12 months.) Note that: • Vancouver Island residents skew
significantly older, with 4 in 10 retired
• Alberta residents skew a good deal younger with higher incomes
Total Alberta BC Mainland Vancouver Island (1001)
% (400)
% (401)
% (200)
% Age
45-54 37 41 35 35
55-64 37 41 37 30
65+ 25 19 29 36 Gender Male 50 50 50 50 Female 50 50 50 50 Household Income
$75K-$99K 35 30 38 42
$100K+ 65 70 62 58 Education
Less than university 53 56 50 54
University or higher 47 44 49 47 Employment
Working (full-time or part-time) 60 61 61 54
Homemaker 3 5 2 1
Retired 34 30 35 42
Unemployed 2 3 1 -
Other 1 1 * 3 Marital Status
Married or living with someone 85 82 88 89 Single/divorced/separated/widow/widower 14 17 12 11 Household Composition
Adults only 80 77 80 87
With kids <18 20 23 20 14
Number of out-of-town trips taken in past 12 months 4.1 3.9 4.2 4.2
*Less than 0.5%
PAST TRAVEL TO VANCOUVER ISLAND
13
B.C is a very popular destination attracting 56% of target market vacationers in the past 12 months. Albertans are equally likely to vacation in B.C as within Alberta. So, all three regions are significant sources of visitors.
74
56
35
15
10
5
4
3
2
2
1
1
*
1
67
44
Canada (Net)
British Columbia
Alberta
Ontario
Saskatchewan
Manitoba
Quebec
Nova Scotia
Newfoundland & Labrador
New Brunswick
Prince Edward Island
Yukon
Northwest Territories
Other
US (Net)
Other (Net) Base: All respondents (n=1001) * Less than 0.5%
Q.3a During the past 12 months, which of the following countries or destinations did you visit for leisure and stay at least one night, if any? Please select as many as apply.
Q.3b Which of the following provinces/territories did you visit during the past 12 months? Please select as many as apply.
Destinations Visited in the Past 12 Months
Region (%)
Alberta BC
Mainland Vancouver
Island
(400) (401) (200)
Canada (Net) 78 71 78
British Columbia 47 61 69
Alberta 53 24 21
Ontario 15 13 21
Saskatchewan 16 6 6
Manitoba 6 5 2
Quebec 5 3 4
Nova Scotia 3 4 1
Newfoundland & Labrador 3 1 2
New Brunswick 2 1 2
Prince Edward Island 1 2 1
Yukon 1 1 1
Northwest Territories * * 1
Other 1 1 1
US (Net) 61 72 66
Other (Net) 38 48 48
Destinations Visited in the Past 12 Months
14 B.C. Destinations Visited in the Past 12 Months
Base: All respondents (n=1001) Q.3c On those trips to British Columbia in the past 12 months, which regions or cities in British Columbia did you visit? Please select as many as apply
B.C. Destinations Visited in the Past 12 Months – Total Travellers
Vancouver Island attracted almost half of all B.C. destined vacationers in the past 12 months (24% among the 56% visiting B.C.). From Alberta, 15% of the travelling market visited the Island, from the B.C. Mainland 27% and from the Island itself 49%.
56
24
18
15
13
13
12
11
10
10
10
8
5
5
3
2
British Columbia (Net)
Vancouver
Kelowna
Victoria
Vancouver Island
Vancouver, Coast and Mountains
Thompson Okanagan
Kootenay Rockies
Kamloops
Whistler
South Okanagan
Richmond
Gulf Islands
Northern BC
Cariboo Chilcotin Coast
Other
Net Vancouver Island: 24%
Total Alberta BC Mainland Vancouver
Island (1001)
% (400)
% (401)
% (200)
%
B.C. Destinations Visited in the Past 12 Months
British Columbia (Net) 56 47 61 69
Vancouver 24 19 24 41
Kelowna 18 15 22 14
Victoria 15 11 18 22
Vancouver Island 13 8 11 35
Vancouver, Coast and Mountains 13 6 19 13
Thompson Okanagan 12 9 16 7
Kootenay Rockies 11 13 10 5
Kamloops 10 7 13 6
Whistler 10 4 15 8
South Okanagan 10 5 15 5
Richmond 8 3 10 12
Gulf Islands 5 1 6 10
Northern BC 5 3 5 6
Cariboo Chilcotin Coast 3 1 5 4
Other 2 2 2 1
Vancouver Island (Net) 24 15 27 49
15
35
12
22
24
Visited within past 12 months
1-2 years ago
2-5 years ago
Over 5 years
Past Travel to Vancouver Island
Base: All respondents (n=1001) Q.16a. Have you ever previously visited Vancouver Island on a leisure trip? Q.16b. When did you last visit Vancouver Island on a leisure trip?
Past Travel to Vancouver Island
The vast majority from Alberta and the B.C. Mainland have visited Vancouver Island before. That means that virtually all will have some familiarity with the Island. From a marketing perspective, then, we are dealing primarily with attracting repeat visitors as opposed to first timers.
Ever visited--93%
Region (%)
Alberta BC Mainland Vancouver
Island
(400) (401) (200)
Ever visited Vancouver Island 87 96 99
When Visited?
Within past 12 months 18 38 84
1-2 years ago 9 18 4
2-5 years ago 26 22 6
Over 5 years 35 19 5
16 Details on Last Trip to Vancouver Island – Month Visited
Base: Among those who visited Vancouver Island within past 5 years (n=708) Q.17a Thinking about the most recent trip you took to Vancouver Island for leisure during the past 5 years, in which month did you take that trip?
Among Those Who Took a Trip to Vancouver Island in the Past 5 Years
The preferred season to vacation on the Island is May to August, but Island residents favour May and June, while B.C. Mainland and Alberta prospects favour the summer months. This suggests that there may be an opportunity to convince Alberta and Mainland B.C. residents that Spring weather is usually excellent and they should consider that (shoulder) season.
5 2 6 6 2 3
1 3 2 2 2 3 5 6 5 4
10 8
11 11
16 18
16 13
17 20 16 12
10 7 10 15
14 12
14 20
9 12 9
6 5 6 6 1 2 2 2 3 3 2 3 2
Total Alberta (n=210) BC Mainland (n=311) Vancouver Island (n=187)
January
February
March
April
May
June
July
August
September
October
November
December
Don't know
Total (n=708)
Alberta (n=210)
BC Mainland (n=311)
Vancouver Island (n=187)
57% 57%
56% 60%
Month Visited Vancouver Island
17 Details on Last Trip to Vancouver Island – Number of Nights in Vancouver Island
Base: Among those who visited Vancouver Island within past 5 years (n=708) Q.17b How many nights did you spend away from home? Q.17c How many nights did you spend in Vancouver Island ? .
For those who vacationed on the Island in the recent past, most nights away from home were spent on Vancouver Island. In other words, the Island was the primary trip destination, not a stopover on a mainland focused journey. This means the Island can be positioned as a stand alone destination.
16 26
10 17
17
26
13
14
37
31
43 28
29
15
34 40
1 2 1 2
None
1 to 2 nights
3 to 4 nights
5 to 6 nights
7 nights or more
# of Nights Spent in Vancouver Island
Total # of nights away from home: 5.2 7.1 3.9 5.7
Avg. # of nights in Vancouver Island: 4.2 5.1 3.6 4.8
Among Those Who Took a Trip to Vancouver Island in the Past 5 Years
Total (n=708)
Alberta (n=210)
BC Mainland (n=311)
Vancouver Island (n=187)
18 Details on Last Trip to Vancouver Island – Regions Spent at Least One Night
Base: Among those who visited Vancouver Island within past 5 years (n=708) Q.17d What other regions did you spend at least one night on that trip, if any? Please select as many as apply. * Less than 0.5%.
54 20
9 8
7 6 5 5 5 5
4 3 3 3 2 1 1 1 1 1
5
Only in Vancouver Island Vancouver
Kelowna Kamloops
Washington State Whistler
Vancouver, Coast and Mountains The Alberta Rockies
Calgary and area Thompson Okanagan
South Okanagan Richmond
Other Canadian provinces/territories Edmonton and area
Kootenay Rockies Southern Alberta
Cariboo Chilcotin Coast Northern BC
Northern Alberta Central Alberta
Other
Regions spent at least one night
Alberta residents heading to the Island often had a stopover in Vancouver (39%), but not anywhere else on the mainland in great numbers. B.C. Mainland and Island residents all focused their time on Vancouver Island.
Among Those Who Took a Trip to Vancouver Island in the Past 5 Years
Among Those Who Took a Trip to Vancouver Island in the Past 5 Years
Alberta BC Mainland Vancouver Island
(210) (311) (187)
Only in Vancouver Island 39 59 66
Vancouver 30 15 16
Kelowna 14 8 3
Kamloops 16 4 2
Washington State 4 8 6
Whistler 5 9 2
Vancouver, Coast and Mountains 7 4 6
The Alberta Rockies 10 4 2
Calgary and area 6 4 5
Thompson Okanagan 8 4 2
South Okanagan 4 4 3
Richmond 4 4 2
Other Canadian provinces/territories 2 3 4
Edmonton and area 3 2 2
Kootenay Rockies 6 1 1
Southern Alberta 2 1 1
Cariboo Chilcotin Coast 1 2 1
Northern BC 1 1 1
Northern Alberta 1 1 1
Central Alberta 1 * -
Other 5 5 3
FUTURE TRAVEL TO VANCOUVER ISLAND
20 Destinations Likely to Visit in the Next 12 Months
Base: All respondents (n=1001) * Less than 0.5%
Q.4a. Which of the following countries or destinations would you be very likely to visit in the next 12 months for leisure and will stay for at least one night, if any? Please select as many as apply.
Q.4b Which of the following provinces/territories would you be very likely to visit in the next 12 months? Please select as many as apply.
Top 10 Destinations Very Likely to Visit in the Next 12 Months
64
51
33
19
10
8
6
6
5
4
4
2
1
*
1
70
51
Canada (Net)
British Columbia
Alberta
Ontario
Saskatchewan
Quebec
Nova Scotia
Manitoba
Prince Edward Island
New Brunswick
Newfoundland and Labrador
Yukon
Northwest Territories
Nunavut
Other
US (Net)
Other (Net)
B.C. is the single most popular destination for next 12 month leisure travel (among residents of all three regions).
Region (%)
Alberta BC Mainland Vancouver
Island
(400) (401) (200)
Canada (Net) 69 59 64
British Columbia 53 49 53
Alberta 44 24 26
Ontario 20 18 23
Saskatchewan 15 6 6
Quebec 8 8 9
Nova Scotia 7 6 5
Manitoba 7 5 3
Prince Edward Island 5 4 3
New Brunswick 5 4 3
Newfoundland & Labrador 4 4 4
Yukon 1 2 3
Northwest Territories * 2 3
Nunavut - - 1
Other 1 1 1
US (Net) 65 74 73
Other (Net) 47 55 50
21 B.C. Destinations Likely to Visit in the Next 12 Months
Base: All respondents (n=1001)
Q.4c. Where in British Columbia would you be likely to visit on this trip? Please select as many as apply.
B.C. Destinations Very Likely to Visit in the Next 12 Months – Total Travellers
51
22
19
15
15
13
13
13
13
12
9
7
6
4
4
1
British Columbia (Net)
Vancouver
Kelowna
Vancouver Island
Victoria
Vancouver, Coast and Mountains
Thompson Okanagan
Kootenay Rockies
South Okanagan
Whistler
Kamloops
Gulf Islands
Richmond
Northern BC
Cariboo Chilcotin Coast
Other
Half of those who selected B.C. for their next 12 month leisure trip pinpointed Vancouver Island as their specific destination (24% among the 51% choosing B.C.—previous chart). Even among Alberta residents, Vancouver Island was identified as the preferred destination to 21% among the 53% mentioning B.C.
Net Vancouver Island: 24%
Total Alberta BC Mainland Vancouver
Island (1001)
% (400)
% (401)
% (200)
%
B.C. Destinations Very Likely to Visit in the Next 12 Months
British Columbia (Net) 51 53 49 53
Vancouver 22 22 19 33
Kelowna 18 20 19 13
Vancouver Island 15 13 14 25
Victoria 15 14 15 17
Vancouver, Coast and Mountains 13 11 15 15
Thompson Okanagan 13 12 16 9
Kootenay Rockies 12 15 10 11
South Okanagan 13 10 15 8
Whistler 12 5 18 9
Kamloops 9 7 11 6
Gulf Islands 7 3 8 18
Richmond 6 2 8 8
Northern BC 4 3 5 8
Cariboo Chilcotin Coast 4 2 5 6
Other 1 1 1 1
Vancouver Island (Net) 24 21 25 36
Vancouver Island’s Position on the Path To Purchase
Base: Data percentage on all respondents (n=1001)
15b. Thinking about a future leisure trip to Vancouver Island, please select the one box which best describes how far along you are in planning/booking that trip.
On the path-to-purchase, 49% of target travellers are seriously considering a trip to Vancouver Island, with 26% having started to create their own concept of a trip. The primary goal should be to move those at either the Dream or Seriously Consider stages to actively start planning a visit. This clearly supports the strategy of driving prospective visitors to the Vancouver Island website.
Step 1:
Aware only
Step 2:
On Future Trip/Dream List
Step 3:
On “Seriously Considering”
List
Step 4:
Creating a “Vacation
Movie”
Step 5:
Detailed itinerary planning
Step 6:
Finalizing trip arrangements
Step 7:
Purchase
17% 34% 23% 8% 7% 5% 6%
49%
20% 40% 22% 6% 6% 4% 3%
16% 31% 24% 10% 7% 6% 6%
9% 29% 19% 9% 12% 6% 16%
Alberta BC Mainland Van Island
40% 53% 62%
23
Demographic Profile of Prospects
The profile of those who are actively considering an Island vacation (at Step 3 to 7 on the Path to Purchase) puts the 3 regions into perspective—The B.C. Mainland is key, followed by Alberta, then Vancouver Island residents themselves.
Demographically, among the target audience, 1 in 3 are retired (and, therefore will likely be open to travelling in shoulder seasons and probably looking for deals).
* Travellers who are at least considering a trip to Vancouver Island in the next 12 months on the Vancouver Island’s Path to Purchase Position (step 3 to 7).
Total Potential Visitors*
(1001) %
(496) %
Region
Alberta 41 34
BC Mainland 48 52
Vancouver Island 11 14 Age
45-54 37 38
55-64 37 39
65+ 25 23 Gender
Male 50 52 Female 50 48
Household Income
$75K-$99K 35 36
$100K+ 65 64 Education
Less than university 53 52
University or higher 47 48 Employment
Working (full-time or part-time) 60 63
Homemaker 3 3
Retired 34 32
Unemployed 2 2
Other 1 1 Marital Status
Married or living with someone 85 87 Single/divorced/separated/widow/widower 14 13
Household Composition
Adults only 80 78
With kids <18 20 22
Alberta 34%
52%
14%
BC Mainland
Vancouver Island
PERCEPTION OF VANCOUVER ISLAND
25 Experience Drivers for Vancouver Island
The following chart links the perceived strengths of the Vancouver Island product (Experience Drivers) with the 2016 campaign themes.
The campaign themes that resonate the strongest are:
1. General Nature (both beautiful nature and relaxing environment)
2. Gardens (beautiful gardens)
3. Accommodation (good variety)
4. Wildlife (mainly whale watching)
5. Outdoor activities (mainly hiking, activities in protected areas)
6. Sip & Savour (more good dining than winery focused)
Vancouver Island residents have a much greater appreciation for the variety of activities—notably hiking, fishing, whale watching, garden viewing and golf.
Alberta residents are particularly interested in gardens (likely Butchart gardens).
26
Experience Drivers for Vancouver Island
Base: All respondents (n=1001) Q.18a Please select the words and phrases listed below that, in your opinion, describe Vancouver Island extremely well. Please select all that apply. * Travellers who are at least considering a trip to Vancouver Island in the next 12 months on the Vancouver Island’s Path to Purchase Position (step 3 to 7).
Alberta BC Mainland Vancouver
Island
(400) %
(401) %
(200) %
81 79 87
68 64 72
50 52 67
11 13 30
42 40 65
46 44 59
29 26 57
6 9 32
34 37 61
27 32 58
13 23 35
71 61 69
55 55 66
44 45 59
23 18 45
39 36 37
30 39 46
26 24 46
30 27 46
19 19 39
48 39 49
32 28 40
27 29 43
Campaign Theme
81
67
53
14
44
46
31
10
38
33
20
66
56
46
23
37
36
27
30
21
44
31
30
Has beautiful natural scenery
Provides a relaxing atmosphere
Has good whale watching opportunity
Has good bear watching opportunity
Has excellent hiking
Has lots of protected areas
Is great for golfing
Has excellent skiing/snow boarding
Is great for fishing
Has great opportunity for kayaking
Is great for water surfing
Has beautiful gardens
Has a good variety of accommodations
Has excellent dining opportunities
Is great for wineries and wine tour
Has interesting local culture
Has good art gallery or museum
Has interesting festivals and/or cultural events
Has opportunities to experience aboriginal culture
Is great for spa visits
Is a unique experience
Ideal for travellers without kids
Has a great variety of activities for families with kids
General Nature
Wildlife
Outdoor Activities
Marine Activities
Garden
Accommodation
Culture/events
First Nation
Spa
Other
Sip & Savour
27
Emotional Drivers for Vancouver Island
Base: All respondents (n=1000) Q.18b Below is another list of phrases that can describe the feelings and attitudes when traveling in a destination. Please select the words and phrases listed below that,
in your opinion, describe Vancouver Island extremely well. Please select all that apply. .
Alberta BC Mainland Vancouver
Island
(400) %
(401) %
(200) %
61 56 66
57 51 66
54 47 65
52 50 59
53 45 61
43 33 52
31 27 42
28 24 46
28 21 36
29 19 19
21 14 25
13 15 33
15 13 19
6 8 3
59
55
52
52
50
39
30
28
25
23
18
16
14
7
Is a place where I can fully relax and unwind
Is very connected to the natural environment
Is a place where the natural environment has influenced the lifestyle and culture
Has an attitude that is laid back and easy going
Has nature that uplifts and inspires me
Has an earthy quality that feels very real
Is a place where I can live in the moment
Reminds me of what really matters in life
Is a place where I can truly feel alive
Always wanted to visit
Is a place where I feel youthful and energized
Gives me a sense of belonging
Puts me in a creative frame of mind
None of the above
The emotional drivers that resonate best are: • Relaxing and unwinding • Connecting with nature • Experiencing a lifestyle
closely connected with nature
• Uplifting and inspiring takeaway from the environment and lifestyle.
• Islanders themselves have the best appreciation of these benefits, but Mainland B.C, and Alberta residents do as well.
ADVERTISING AWARENESS
29
Unaided Recall of Specific Destination Vacation Advertising
Unaided awareness of vacation advertising for Vancouver Island is very strong—second only to Whistler in B.C and in third place behind Banff/Lake Louise and Calgary in Alberta.
Base: All respondents (n=1001) Q.5. Have you seen or heard any advertising for the following places as a vacation destination in the past 2 months, that is, since April, 2016? Select all that apply.
Specific Destination Advertising Awareness
31
26
24
21
20
20
19
17
9
8
37
Whistler
Vancouver Island
Banff/Lake Louise
Calgary
Victoria
Kelowna
Vancouver
Yukon
Northwest Territories
Kamloops
None of the above
Alberta BC
Mainland Vancouver
Island (400)
% (401)
% (200)
%
15 43 36
22 27 33
36 15 16
33 13 14
16 22 30
17 24 18
15 22 22
15 20 15
9 9 8
6 12 6
39 35 38
30
Tourism Vancouver Island Campaign – Proven Ad Recall
Based on showing ads from the Spring campaign, aided recall of the Vancouver island campaign is very healthy—at 39%.
Moreover, it is close to 4 in 10 in all 3 regions.
Base: All respondents (n=1001) Q.6-10 We would now like to show you some advertising for vacation destinations that may or may not have appeared in your area. One-by-one we will ask whether or not you recall seeing or hearing the ads in the past 2 months, that is, since April, 2016. Q.11 Have you seen any similar ads on travel to Vancouver Island in the past 2 months?
Recall Seeing at Least One of the Vancouver Island Ads
39%
2016 (Flight #1)
Insignia Norms
(short haul)*
36%
Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Recall Vancouver Island Ads
35 43 39
* Normative data are for destinations smaller than countries—i.e., states, provinces, cities
31
Vancouver Island Campaign Ads Recall
• The broadcast ads, Brianna and Geoff, dominate the executions recalled in all 3 geographical markets. These, then, were the engines of the Spring campaign.
• Based on Insignia’s benchmark data, digital is usually less impactful than TV, but the difference is not as great as with the Vancouver Island campaign (see chart insert below). There are three factors that could be at play here to suppress the digital recall—the Vancouver Island budget for digital was quite low, the digital creative may not be as impactful as it could be and/or the TV was unusually powerful.
Base: All respondents (n=1001) *Destinations where campaign included both TV and digital.
Region
Alberta 19 19 4 6 5
Mainland BC 26 23 7 7 5
Vancouver Island
20 15 8 3 4
23% 20%
6% 6% 5%
Broadcast - Geoff
Broadcast - Brianna
Online Ad – TVI Contest
Facebook Ad
Online Ad – TVI Display
Average Recall
Vancouver Island
Insignia Norms*
TV 22% 19%
Digital 6% 10%
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Campaign Aided Ad Recall
Base: All respondents (n=1001) Q.6 Do you remember seeing or hearing this commercial in the past 2 months?
1. TV Broadcast – Brianna 30S • This is the most memorable ad, just ahead of Geoff.
• It clearly speaks to the emotions and experience drivers that the market wants and expects from the island—a relaxing, unwinding, getting close to nature kind of place where people can experience the lifestyle and culture and leave inspired and uplifted.
Yes 23%
No 74%
Don't know
3% Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Yes 19 26 20
No 78 71 77
Don’t know
3 3 4
Recall Ad
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Campaign Aided Ad Recall
Base: All respondents (n=1001) Q.7 Do you remember seeing or hearing this commercial in the past 2 months?
2. TV Broadcast – Geoff 30S • This execution is also very well recalled although a little less memorable among Island residents than the Brianna spot.
• Keep in mind that 4 in 10 in the Island audience are retired and may not relate to the moderate activities here compared to the more mood focused Brianna spot.
Yes 20%
No 76%
Don't know
4% Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Yes 19 23 15
No 78 73 81
Don’t know
3 4 4
Recall Ad
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Campaign Aided Ad Recall
Base: All respondents (n=1001) *Caution: small base size (n=59) Q.8a Do you remember seeing this ad or other similar ads on Facebook in the past 2 months? Q.8b [IF YES AT Q.8A] Did you enter the contest?
3. Facebook Ad • When asked whether they recall seeing this Facebook ad, 6% recall seeing it recently.
• Among Facebook users (69%), recall is slightly higher—8%.
• The ad was only half as well remembered in Alberta than in the 2 B.C. markets. An hypothesis is that contests of this type are most effective among audiences more familiar with the product—i.e. in B.C.
Yes 6%
No 92%
Don't know
2%
Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Yes 4 7 8
No 94 91 90
Don’t know
2 3 3
Yes 28%
No 72%
Recall Ad Among those Recall Ad*
Enter Contest
35
Campaign Aided Ad Recall
Base: All respondents (n=1001) *Caution: small base size (n=54) Q.10a Do you remember seeing this online advertisement in the past 2 months?
Q.10b [IF YES] Where have you seen this online advertisement? Please select as many as apply?
4. Digital Ad – TVI Display • This digital ad is also recalled by 6%. It was least memorable among Islanders (only 3%).
• Clearly, the “Formula” theme or the images depicted didn’t connect as well as might be hoped.
Yes 6%
No 92%
Don't know
2%
Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Yes 6 7 3
No 93 90 97
Don’t know
1 4 1
Recall Ad Among those Recall Ad*
Media Where Ad Seen
37
26
15
4
2
21
20
YouTube
Other
Don't know
%
36
Campaign Aided Ad Recall
Base: All respondents (n=1001) *Caution: small base size (n=46) Q.9a Do you remember seeing this online advertisement in the past 2 months?
Q.9b [IF YES] Where have you seen this online advertisement? Please select as many as apply?
5. Digital Ad – TVI Contest • This “Contest” ad had directionally lower recall than the “Display” approach among mainland audiences.
• One possibility is that the spa experience featured is only a niche activity of interest, as noted earlier.
Yes 5%
No 93%
Don't know
2%
Alberta BC Mainland Vancouver
Island (400)
% (401)
% (200)
%
Yes 5 5 4
No 93 93 96
Don’t know
2 3 1
Recall Ad Among those Recall Ad*
Media Where Ad Seen
42
32
15
3
12
21
YouTube
Other
Don't know
%
37
Total Recall Vancouver Island Campaign
(1001) %
(387) %
Region
Alberta 41 37
BC Mainland 48 52
Vancouver Island 11 11 Age
45-54 37 31
55-64 37 39
65+ 25 30 Gender
Male 50 51 Female 50 50
Household Income
$75K-$99K 35 38
$100K+ 65 62 Education
Less than university 53 58
University or higher 47 42 Employment
Working (full-time or part-time) 60 56
Homemaker 3 2
Retired 34 38
Unemployed 2 3
Other 1 1 Marital Status
Married or living with someone 85 88 Single/divorced/separated/widow/widower 14 12
Household Composition
Adults only 80 81
With kids <18 20 19
Demographic Profile
Demographically, the campaign has resonated particularly well with older travellers.
Otherwise, those reached are representative of the target audience.
CAMPAIGN IMPACTS
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Trip Planned to Vancouver Island Prior to Seeing Campaign
Three out of four who recall the campaign are true prospects--either considering a trip or not actively planning.
Base: Among those who recall at least one Vancouver Island campaign ad (n=387) Q.12 Thinking back a few months to before you saw or heard the advertising we just discussed, had you planned to take a leisure trip of one or more nights to Vancouver Island? At that time, were you definitely planning a trip to Vancouver Island, considering it or not planning a trip to Vancouver Island?
Prior to seeing the ads were you:
28
43
30
Definitely planning a trip to Vancouver
Island
Considering a trip to Vancouver Island
Not planning a trip to Vancouver Island
Among Those Who Recall At Least One Campaign Ad
Insignia Norms
(short haul)*
21%
43%
36%
* Normative data are for destinations smaller than countries—i.e., states, provinces, cities
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Likelihood of Visiting Vancouver Island After Seeing Campaign
Among those reached by the campaign, well over half (58%) are more likely to visit as a result of exposure.
The much more likely to visit (top box) is above Insignia’s normative data—an excellent result.
Base: Among those who recall at least one Vancouver Island campaign ad (n=387) Q.13 After seeing or hearing the ad(s) for travel to Vancouver Island, did your likelihood of visiting Vancouver Island in the next 12 months change? Would you say that the ad(s) made you... ?
The ad(s) made you:
19
39
3
39
Much more likely to visit Vancouver Island
Somewhat more likely to visit Vancouver Island
Much/somewhat less likely to visit Vancouver Island
The advertising had no influence on my likelihood of visiting Vancouver Island
Among Those Who Recall At Least One Campaign Ad Insignia Norms
(short haul)*
14%
39%
4%
43%
* Normative data are for destinations smaller than countries—i.e., states, provinces, cities
Campaign Effectiveness for Moving Travellers Along the Path to Purchase
The 2016 Spring campaign has been very successful at driving forward the key target through the Path to Purchase—those at the Dream and Seriously Consider stages in particular (red bars below illustrate movement related to the campaign).
However, the campaign has also moved a sizeable group at more advanced stages of planning.
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Percent Among Those Who Recall Vancouver Island’s Find Your Element Campaign and are Interested to Visit Vancouver Island in the Next 12 Months (n=348)
27%
20%
12% 8% 9% 8%
6%
5%
1%
2% 1%
Dream Consider Movie Itinerary Arrange Purchase
Moved ahead
Did not move ahead
15% advanced down the Path to Purchase
Path to Purchase Movement from Pre- to Post-Campaign
1%
2%
1%
5%
2% 3%
1%
1% 1%
Insignia Norms
(short haul)*
21% advanced down the path
to purchase
* Normative data are for destinations smaller than countries—i.e., states, provinces, cities
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Insignia is a boutique market research firm focused on delivering best practice Research, Knowledge, and Strategy. For over twenty years, Insignia has been at the forefront of the
market research industry – helping our clients interpret and leverage the insights garnered from best-practice travel and tourism research to develop better market
strategies, increase market share, and grow revenue.
www.InsigniaResearch.com
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