Purpose:
Visit Pensacola desired research that would determine what distinguishes Pensacola, Pensacola Beach, and Perdido Key from other beach destinations in the minds of consumers. The goal of this study was to identify emotional determinants that Pensacola, Pensacola Beach, and Perdido Key “owns” in the hearts and minds of consumers. Once identified, these unique emotional elements will become the underpinning of Visit Pensacola’s marketing strategy.
Research Methods:
This study incorporated two phases, the first consisting of eight focus groups that were conducted in four major visitor markets. Focus groups explored emotions associated with the destination with some testing of brand assets (creative, logo, tagline, etc.). Phase two was implemented using results found in phase one. An internet survey of 450 potential and past visitors to the Pensacola area was completed to test words and phrases (identified in the focus groups) that Pensacola, Pensacola Beach, and Perdido Key “owns” vs. competitive markets.
Results:
Results of this study revealed four key elements of the unique emotional positioning for Pensacola, Pensacola Beach, and Perdido Key, which became the underpinning of future marketing initiatives. Through this study, Visit Pensacola gained insights into the unique emotional positioning elements that differentiate them from similar destinations by focusing on unique emotions associated only with them. It allowed them to craft messages in a way that authentically reaches, connects, and resonates with potential visitors to the area. For a short video on this study, please click on the following link: https://www.youtube.com/watch?v=9vUuh_-Jyz4
