This unique study surveys over 500 meeting planners and conducts thorough interviews to leverage and explore advertising tactics most successful at reaching and converting meeting planners at various points of decision — including identifying the messaging and creative that are most effective in inspiring planners to bring their meetings/events to your destination.
We offer this as a cooperative research program to destinations, CVBs, DMOs, and cities in order to improve current campaigns and outreach efforts. Co-op participants have the opportunity to test up to two (2) meetings-related creative assets (social posts, commercials, print ads, etc.) in a qualitative environment where planners will critique and provide feedback on the imagery, message, and appeal of the advertisement to drive action. Also available is a custom highlight reel of video clips from meeting planners discussing the destination/DMO and its advertising creative.
Destinations who purchase as part of the co-op will receive:
- A comprehensive report of findings, including the results of key brand metrics for all participating destinations tested as part of the study.
- Custom destination analysis for individual results, including a profile of planners who are likely to source your destination in the future.
- Specific feedback from meeting planners on marketing and advertising tactics regarding how to effectively attract and engage them.
By understanding how meeting planners perceive and evaluate the individual destination, travel brands can identify strengths and weaknesses, and enhance their positioning and offerings to attract the right meetings.
