Brand Tracking

Regional Tourism Commission

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Challenge

  • International brand research was increasing in costs
  • Research from each market was being received at different times in the year
  • Commission wanted to track brand drivers internationally in more real-time

Solution

  • Developed digital listening approach to track discussions about brand drivers
  • Analyzed how changes in digital media aligned to changes in research results
  • Establish near real-time feed of digital media for brand dashboard

Results

  • Expanded the frequency of insights across its key markets
  • Identified gaps in returns for participants and policy issues
  • Helped the Commission to understand brand differentiators across markets