The Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) is the official tourism sales and marketing organisation for the Orlando and Orange County region. The Orlando CVB works with a variety of business partners and industries, including the travel trade, meeting planners and the media to promote visitation to the region.
The Orlando CVB wishes to understand the decision-making processes that consumers make in deciding to holiday in Orlando and how the advertising informs and affects their decision.
tree London, part of the Research Division of Chime Communications plc, has been commissioned to run a number of focus groups across Great Britain where Orlando’s existing and potential heartland have been identified. The research will engage with three types of audiences in each area, exploring their general travel behaviour, their perceptions of the brands and associated advertising material, their emotional and rational needs, how these are addressed by advertising and what they take out of the various advertising channels.
Daryl Cronk, Orlando CVB Director of Research said: “As we look to build our marketing campaign for the UK market, it is important that we understand what drives consumer decision making. Through this research we will gain valuable information to better understand what drives consumers and how effective our current marketing is”.
Matthew Bayfield, tree Managing Director said: “Orlando is facing a tough time as a UK holiday destination. Working with the Orlando CVB is a great opportunity to find out how Orlando can use insight to rise to the challenge”.
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Notes to editors:
Tree
Wouldn’t it be wonderful if you could see right through people? You know, decipher all their comments. Read between their lines. Find out what they really mean.
For instance, ask anyone shopping in a supermarket if they support animal welfare policies and you won’t find any dissenters. It’s exactly what you would expect from a famously animal loving nation. A country where the RSPCC was set up as an offshoot of the RSPCA. Now take a look in their shopping basket. They love animals. And can eat a battery farmed whole one.
At tree we use a unique combination of innovative market research and data analysis to get around these contradictions. To reveal exactly what consumers are thinking and doing. It’s a skill that enables the people who market some of the UK’s biggest brands to be more effective.
For more information please contact:
Becky Orpin
PA to Matthew Bayfield and Steve Mattey
tree
T: 020 7861 2854
E: info@treelondon.com
