Tourism New Brunswick (TNB) needed one bilingual, integrated campaign that generated referrals and bookings for the province’s tourism operators and attracted new visitors.
The Take a Trip East of Ordinary campaign achieved outstanding results including a 20% year-over-year increase in website traffic and more than double the year-over-year conversions – with no increase in media spend from 2015 to 2016.
– Kim Matthews, Director of Marketing, New Brunswick Tourism, Heritage and Culture
Building on the success of the previous year’s summer campaign concept, T4G Kick and Tourism New Brunswick set out to change the mindset of travellers who had traditionally bypassed the province en route to other destinations.
T4G Kick designed seven road trip experiences around target travellers’ interests to raise awareness and inspire exploration, with the goal of increasing economic growth in the province’s tourism sector.
New Brunswick, with all its natural beauty and unique attractions, still faced the challenge of convincing travelers in Ontario and Quebec markets to explore New Brunswick’s extraordinary charm. This had to be achieved with the same year-on-year media spend from 2015 to 2016.
Focus group testing revealed that travellers did not believe there was enough to do in New Brunswick to warrant a vacation to the province. Explorer Quotient (EQ) research provided important insights into travel preferences. We used this information to create seven road trips designed to appeal to our target markets.
TNB’s 2015 summer campaign, East of Ordinary, became Take a Trip East of Ordinary. Road trip experiences came to life in a bilingual, integrated effort that covered the entire customer journey on channels including; TV, out of home, online, social media, content distribution, and search engine marketing.
TNB was the first to:
T4G Kick’s digital storytelling team and members of TNB travelled these road trips themselves, sharing their experiences live and curating content along the way to further inspire visitors.
We showed travellers that there was more than enough in New Brunswick to fill their entire vacation, and they responded: