Tourism Richmond - Breaking Boundaries

Tourism Richmond - Breaking Boundaries: Leveraging Custom Segmentation for Optimistic Campaign Outcomes

For too long, valuable visitor insights have remained trapped in research reports, with limited impact on marketing campaigns. This session breaks that cycle by showcasing a real-world case study where Tourism Richmond (TR) successfully bridged the gap between research and results.

In collaboration with Environics Analytics (EA), TR harnessed the power of EA’s leading segmentation system to create custom visitor group profiles based on PRIZM segmentation and became the first Canadian Destination Organization that activated these insights through Demand Side Platform (DSP) integration in every key market. This approach not only allowed the destination to accurately reach their desired audiences, boost awareness, but also facilitated precise tracking and measurement of campaign performance.

Delve into TR’s strategic journey, which utilized mobility data and PRIZM segmentation to pinpoint key visitor groups and gain a deep understanding of their demographics, lifestyles, and consumer behaviours. Learn from their experience in collaborating with data and agency partners to distill complex research into actionable segments, optimizing digital marketing campaigns for maximum efficiency through DSPs, and ultimately boosts the awareness of the destination.

The session highlights the collaborative efforts that shattered the barriers between research and impactful results, underscoring the importance of testing, iterating, and refining content strategies. By sharing the organization's success narrative, which includes surpassing KPIs and achieving optimistic outcomes, this presentation aims to empower marketers to convert research insights into concrete, measurable marketing successes.