Visit Sunshine Coast required an audit of its brand and an updated understanding of how its consumers interacted with it.
The objective of research therefore, was not simply to understand and then compare the Sunshine Coast to its competitors, but to find out how the brand was being perceived and how it can be further developed as a preferred holiday destination through communication and improved relevant offerings.
Market research agency Bastion Insights used multiple touch points throughout the process to ensure stakeholder engagement, while also utilising a combination of human-centred research techniques to unwind and uncover the subconscious factors that drive attitudes and behaviour in the travel destination market.
A multi phased approach, utilising mixed methodologies was undertaken for comprehensive understanding.
The findings highlighted unique insights that assisted Visit Sunshine Coast to explore opportunities to differentiate itself in what is sometimes seen as a crowded and undifferentiated market, hindered by complex decision making.
This was used as direct input to further development and re-scoping of the brand and ultimately a new advertising campaign to reposition the Sunshine Coast brand.