Audience Segmentation

The Ask

The Jackson Hole Travel and Tourism Board’s goal is to be top of mind for Sustainable Destinations. Their ideal tourist is who we deemed as “The Eco-Conscious Experience Chaser.” This audience craves adventure, seeks personal development and relishes in the finer things of life. More importantly, they are, or believe themselves to be, environmental cautious. To define this audience, I utilized MRI Simmons to force three segments who would make up our target population. From there, I developed the ideal persona.

Findings

By leading our media strategy with these three segments, we ended up expanding our target base. Specifically, we discovered that this new audience exhibits a higher affinity towards sustainability-related statements and inquiries.

Through balancing our messaging to resonate with both mainstream and niche audiences, we aim to foster a culture of sustainable travel at Jackson Hole, with hope for enduring impact in the years ahead.