Special Projects Ad Effectiveness Studies for Destinations

Ad Effectiveness Studies for Destinations

A Phocuswright Special Project

Ad Effectiveness Studies for Destinations


Understand the interest in traveling to your destination. Phocuswright surveys consumers to explore the impact of your creative, the reach, targeting, recency and context across media to determine if your campaigns are hitting the mark with target audiences.

Approach and methodology:

Build and field surveys to conduct among travelers from key markets to:

  • Phocuswright develops and fields the survey to travelers in key markets as identified by the client
  • Measure the effectiveness of the advertising
  • Measure ad recall
  • Measure ad awareness (by medium, by market)
  • Analyze ad ROI
  • Evaluate consumer perceptions of the travel destination relative to competitive set destinations

Economic impact and advertising ROI will be determined by leveraging destination-specific data provided by the client.

Benefits for the destination:

  • Measure ROI of the campaign based on the Destination’s goals
  • Measure potential incremental visitors to the destination (during the campaign periods and shortly thereafter)
  • Provide a rich understanding of the traveler's mindset including intent, inhibitors and attitude toward the destination


Phocuswright analysts will provide findings and analysis in a presentation deck and as tabulated data.

*Pricing varies depending on the number of markets, depth of study and outputs.

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