Borderless Access Brand Tracking and Equity Case Study

Business Problem

A major travel and tourism company sought Borderless Access’ partnering in driving awareness and growth for a leisure tourism destination among international affluent target segments. It meant taking an overarching look at the brand health and the on-ground perceptions to devise an effective brand strategy for the desired business outcome.

What and how did we do it

Utilizing Borderless Access panels across target markets, we engaged with personas and look-alikes of the target segments through online surveys
We established a weekly tracker to meticulously monitor key performance indicators (KPIs) to gauge brand perceptions in a frequent and close manner.
We initiated an awareness assessment drive by showcasing destination clips and gaining insights from diverse perspectives

Key Insights

We found awareness among the target audience about the destination, however, a strong brand connect was something to be optimized. We found stronger familiarity among women, potentially owing to the woman-focused campaign the client had conducted last year.
We identified that building connect with events / festivals that give out a buzz and marketing push to the relevant audience could be a potential element in giving a facelift

Client Impact :

Our solutions got the travel and tourism major a global and local media-mix identification to drive familiarity of the destination and therefore see higher ROIs. The new positioning and proposition development helped the client in driving strong footfalls across local and global markets.