CASE STUDIES

DUBAI TOURISM MARKET STUDY

THE OPPORTUNITY

Dubai Tourism needed to develop a thoughtful and effective marketing strategy in order to reach its goal of 20 million visitors in time for Expo 2020, from a base of 10 million visitors in 2012.

THE METHOD

A  quantitative annual tracking study across 4 continents.

WHAT MAKES IT WORK

To achieve its aggressive goal of 20 million visitors Dubai Tourism planners needed to target specific segments of tourists reaching well beyond the mainstream visitor seeking luxury shopping, first class oceanside resorts and a truly futuristic city. The tracking study pinpointed the best target opportunities.

``SUPER NATURAL BRITISH COLUMBIA`` RE-DEFINED

THE OPPORTUNITY

To revitalize the DBC brand image through clear and compelling personality differentiators driven by British Columbia’s travel need-state satisfiers.

THE METHOD

A mix of qualitative and quantitative research with Canadian and overseas travellers to Canada to understand key motivators, competitors, and unique brand assets.

WHAT MAKES IT WORK

Insignia identified personality characteristics that reflect and complement BC’s one of a kind physical and emotional assets in a synergistic way to what travellers want.  This has been the foundation for DBC’s brand image since 2016.

COVID-19 DRIVEN INTEREST ASSESSMENT OF CANADA’S DOMESTIC MARKET FOR INDIGENOUS TOURISM AND CULTURAL EXPERIENCES

THE OPPORTUNITY

To leverage shifting attitudes toward tourism driven by COVID-19 and, within that, behavioural shifts that support and showcase the unique experiences that Indigenous Tourism Association of Canada (ITAC) and its members provide domestically.

THE METHOD

Canada wide in-depth online focus groups across 6 centres, with respondents who plan to take an overnight leisure trip within Canada in the next 12 months.

The targets consist of families and non-family, Millennials, and mature travellers.

WHAT MAKES IT WORK

Insignia identified specific need-states driven by COVID-19. Many of these need-states are directly addressed by Indigenous tourism and cultural experiences. This reinforces the importance of Indigenous product to stimulate not just their growth but overall domestic tourism growth.

MEETING CONVENTION & INCENTIVE TRAVEL (MC&IT)

THE OPPORTUNITY

To develop a comprehensive strategy to build MC&IT travel to and within Canada—targeting the right markets, types of planners, effectively positioning Canadian venues, driving bookings

THE METHOD

A mix of one on one interviews across multiple markets, plus a full market quantitative study to verify learning.

WHAT MAKES IT WORK

Insignia identified the importance of being very focused in choosing target planners but also in positioning Canada.

Canada is not high on most planners priority list. To move up the Path to Purchase, both micro targeting and a focused differentiating positioning is required. USP is to emphasize Canada’s magical combination of world class outdoors in very close proximity to first class urban venues.

IN TIMES OF CRISIS

In times of crisis (e.g. COVID-19 Pandemic) meetings and incentive travel planners are searching for unique solutions. They are shifting planning priorities, and scrutinizing venue requirements. A whole new model is emerging and will have staying power. Savvy destinations will need to be up to date in COVID-19 related constraints and invent new opportunities.

RECENT CASE STUDIES

Insignia is partnered with the Royal Ontario Museum, providing strategic direction on marketing and communications for its upcoming Exhibitions. Blue Whale emerged as one of the most successful recent exhibitions that surpassed attendance projections. Additional recent work includes: Vikings, and Iris van Herpen’s Transforming Fashion.

Insignia hired by Hershey to develop a unique positioning and creative approach to support a big idea brand positioning – “Mildly Twisted.”  The research fine tuned the positioning, identified the strongest communications and “the key elements” to ensure campaign success across all channels.

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Insignia worked with Destination British Columbia to add more personality to its positioning and emerge with a new and refreshed creative approach. A revised “Supernatural BC” emerged.

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Insignia is a trusted insights partner to PepsiCo Canada, having worked on over 100 branding and creative testing projects. Insignia provided strategic direction on creative communications for flagship brands including Diet Pepsi, Mountain Dew, 7-Up, Gatorade, and Sobe.

Insignia is a trusted insights partner to Campbell Company of Canada on a number of its businesses including the Red and White Masterbrand, Goldfish, and Pepperidge Farms. We have undertaken a number of brand positioning projects. Recently, in 2020 Insignia developed a new Campbell’s Masterbrand positioning, from concept development, refined the creative communications approach down to the executions.

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We have been helping our clients interpret and leverage the insights garnered from best-practice research to develop better market strategies, increase market share and grow revenue.

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