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Discover Halifax
Discover Halifax shares latest research highlights from key markets Between July and October 2021, Discover Halifax conducted research in five key markets to learn more about people's intent to travel in 2022 and their perceptions of Halifax as a destination.
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he world has changed a lot over the last two years. And the way people make decisions has shifted, too. As a result, a traveller's decision journey looks different than it did before the COVID-19 pandemic. As the non-profit destination marketing organization for the Halifax Regional Municipality, Discover Halifax works to understand the ideal Halifax visitor, what they are looking for, where they are travelling from, and why they want to visit Halifax. Throughout the summer and fall of 2021, Discover Halifax conducted research to learn more about people's intent to travel in 2022 and their perceptions of Halifax as a destination. The research, in partnership with Leger Research, focused on five key markets: the Greater Toronto Area (GTA), urban Alberta (Calgary and Edmonton), 24
Newfoundland, New Brunswick, and Prince Edward Island (PEI).
Gaining insight from Reconnections The research conducted in the GTA and urban Alberta coincided with Discover Halifax's Reconnections marketing campaign. The campaign, which was the most significant marketing campaign investment in the company's history, marked the first time Discover Halifax did mass advertising in these markets. Targeting new markets presented an opportunity to set benchmarks and measure if the perceptions of Halifax changed throughout the campaign. The awareness phase of Reconnections aimed to get on the consideration set for domestic travel for summer 2021 and into 2022. To gather
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as many learnings as possible from the campaign, Discover Halifax conducted research (pre-and post-campaign) focusing on intent, perceptions, and travel motivations. The results show that interest from the GTA and urban Alberta markets had a positive increase: • an 8 per cent increase in people in the GTA and urban Alberta markets who have added Halifax to their destination-of-choice lists • a 5 per cent increase in people who intend to travel to Halifax • a 5-point increase in Halifax's reputation score
Atlantic Canadian travellers The insight obtained from the GTA and urban Alberta studies inspired similar research in New Brunswick,
