CAYMAN ISLANDS DEPARTMENT OF TOURISM
The Cayman Islands Department of Tourism (CIDT) appointed S2 to conduct research to gain feedback on consumer views, attitudes and perceptions on advertising and promotional material for the Cayman Islands. CIDT’s objective was to raise awareness and change current perceptions of The Cayman Islands, promoting the destination as a viable Caribbean choice. To help inform branding, creative direction and messaging they required consumer insight into what appeals most to their target audience/s, what advertising visuals resonate most with these audiences and ultimately which marketing communications inspire customers to book the Cayman Islands as a desirable holiday destination.
S2 conducted extensive online research with long haul travellers to identify and measure response across a number of creative concepts and visuals promoting the Cayman Islands as a holiday destination. Visual stimuli and questions were framed to explore the characteristics and settings which resonated most with various target audiences, along with measuring brand appeal and factors which influence holiday destination decisions. A range of creative routes were explored across both advertising and videos.
The online consumer research provided quantifiable results on favoured attributes for a holiday advertisement. It also provided feedback and rankings for specific future campaigns. Consumer feedback of CIDT’s ideal target audience will be invaluable for steering future creative direction, providing strategy with a higher propensity to resonate with long haul travellers. We look forward on working on future projects with CIDT.