Understanding your target market

for South Tyrol November 2007

For South Tyrol we wanted to learn more about the potential target market from the UK. We therefore undertook both quantitative and qualitative research projects with one of our research partners.

The results have shown that within the UK, there are two types of traveller that are most interested in South Tyrol, however both groups have varying motivators to travel, and respond completely differently to an array of campaign messages and advertising mediums. With this knowledge, bgb has worked closely with South Tyrol to reshape their marketing plan, resulting in the refining of their channels of consumer and trade spend in the marketplace.