The Ask:
The Jackson Hole Travel and Tourism Board had expressed its ambition to lead in the realm of Sustainable Destinations. Without being too soft or demanding, it is a hard line to cross. Their goal is to attract a specific type of tourist: who we deemed as “the eco-conscious experience chaser.” This audience craves adventure, personal development and the finer things in 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 eventually make up our audience.
Findings:
By leading our media strategy with these three segments, we ended up expanding our target base. Importantly, we discovered that this new audience exhibits a higher affinity towards sustainability-related statements and inquiries.
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.
