Space Coast Florida Branding Awareness

Space Coast Florida Branding Awareness

by | Jul 22, 2021

Purpose:

The purpose of this study was to assess the return on investment for the Space Coast Office of Tourism’s advertising campaign in six different markets. This research was essential to the Space Coast Office of Tourism because it could identify the strengths and weaknesses of their advertisements. Once these were identified, the Space Coast Office of Tourism enhanced their marketing strategies to reach a larger audience and influence more people to visit.

Methods:

The duration of the advertising campaign was two months. In phase 1 of the study, data was collected through 1,200 online surveys. Of these online surveys, 728 individuals claimed they were likely to visit the area, and these people were contacted in phase 2 of the study to gather information on the advertisements impact and calculate return on investment.

Results:

Research revealed how many potential visitors were influenced by the Space Coast Office of Tourism advertising and if the advertisement campaign made a significant impact. The Space Coast Office of Tourism discovered what media sources were most popular with visitors and their primary motivation to visit. These insights allowed the Space Coast Office of Tourism to target visitors more effectively and alter their marketing strategies to increase the number of people to the area.

Other Case Studies

Branding a Florida Beach Area

Branding a Florida Beach Area

When Visit Sarasota County looked to refresh the brand of their destination, they hired Downs & St. Germain to conduct the research. Focus groups were conducted in five markets, four major visitor markets and in Sarasota County. The groups provided feedback on...

The Beaches of Fort Myers and Sanibel Economic Impact Study

The Beaches of Fort Myers and Sanibel Economic Impact Study

Purpose: The Beaches of Fort Myers and Sanibel desired research that would determine economic impact of visitors to Lee County, including total visitor spending and total economic impact, spending per travel party (categorized and total), spending per travel party for...

Maine Office of Tourism Visitor Tracking

Maine Office of Tourism Visitor Tracking

Purpose: Maine desired research that would develop a comprehensive profile of visitors to Maine, including trip booking timeline, trip booking resources, primary trip purposes, visitor origin markets, demographic visitor profile, travel party composition and...

Experience Pensacola Unique Emotional Positioning

Experience Pensacola Unique Emotional Positioning

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,...

Tampa Bay Community Relations Study

Tampa Bay Community Relations Study

Purpose: The purpose of this study, conducted for Tampa Bay Partnership, was to analyze residents’ concerns, perceptions, and employment ramifications regarding COVID-19. Tampa Bay Partnership compared responses over time and to other municipalities/organizations to...

2018 MLB Florida Spring Training

2018 MLB Florida Spring Training

Purpose: This study was conducted to determine the economic impact of MLB Spring Training in Florida and the MLB Spring Training team operating, facilities, and concessions expenditures. The study calculated the overall economic impact, the number of jobs supported,...

Branding Louisiana

Branding Louisiana

Purpose: Research was conducted for the Louisiana Office of Tourism to explore potential visitors’ perceptions, emotions, and feelings of the area. In order to create the most effective marketing materials, reactions to logo formats and images were also analyzed. This...

Preventing another Katrina

Preventing another Katrina

When the Florida Department of Community Affairs in conjunction with FEMA and the eleven regional planning councils in Florida commissioned the world’s largest project on hurricane preparedness, they hired Downs & St. Germain Research to conduct 18,800 telephone...

When hundreds of billions of dollars are riding (flying) on it

When hundreds of billions of dollars are riding (flying) on it

The Boeing Company in conjunction with United Airlines hired Downs & St. Germain Research to conduct preliminary research on a 20-year, hundreds of billion dollar decision. Whether to: 1) make new airplanes that will fly faster 2) make planes that will stay in the...

Why can’t I fly where and when I want on my award ticket?

Why can’t I fly where and when I want on my award ticket?

Delta Air Lines was concerned about its most loyal customers, its Medallion Members. So it hired Downs & St. Germain Research to conduct 500 telephone surveys a month to chart Medallion Members’ experiences with award travel. We recommended strategies and tactics...