Focus_Studies_VSPC_Creative_Testing_Research.pdf

REVIEW OF FINDINGS

March 11, 2022

ST. PETE/CLEARWATER – CREATIVE TESTING IN-DEPTH INTERVIEWS 2

RESEARCH OVERVIEW & OBJECTIVES

• Overall reactions to the campaign concepts

• Believability, credibility and message clarity

• Awareness and understanding of St. Pete/Clearwater

• Perceptions of St. Pete/Clearwater as a result of engaging with the campaign concepts

• Advertising creative’s ability to motivate leisure travel to

St. Pete/Clearwater

VISIT ST. PETE/CLEARWATER CREATIVE TESTING

RESEARCH METHODOLOGY

• 30 in-depth interviews

• 60-minutes each

• Online video conference

• January 10th – February 2nd, 2022

Above: Screenshots of the interview environment from the moderator’s perspective.

THE PALM BEACHES – CREATIVE TESTING FOCUS GROUPS – MEMO OF KEY FINDINGS 4

IN-DEPTH INTERVIEWS WITH LEISURE TRAVELERS : PARTICIPANT PROFILE

▪ Have taken one or more leisure trips in the past two years that included an overnight stay

▪ Are adults aged 25-65 who represent a mix of Millennials, Gen X and Baby Boomers

▪ Represent a mix of female and male travelers

▪ Have an annual household income of $60,000+

▪ Represent a mix of education levels, marital/partnership status, travelers who have and do not have children under 18, non-

Caucasian and Caucasian travelers and orientations

THE PALM BEACHES – CREATIVE TESTING FOCUS GROUPS – MEMO OF KEY FINDINGS 5

IN-DEPTH INTERVIEWS WITH LEISURE TRAVELERS : PARTICIPANT PROFILE

▪ Are interested in experiences associated with the St. Pete/Clearwater brand, such as visiting the beach, arts & culture, outdoor recreation, restaurants/dining, breweries and shopping

▪ Are interested in visiting St. Pete/Clearwater

▪ Represent a mix of those who have and have not visited St.

Pete/Clearwater in the past 3 years

▪ Reside in the key target markets of Florida, Atlanta, the Northeast (Boston, New York, Philadelphia, Pittsburgh) and the Midwest (Chicago, Cincinnati, Columbus, Indianapolis)

• What Vibrancy Means to Travelers

• Evaluation of “Immerse Yourself”

• Evaluation of “Let’s Shine”

• Audience Analysis

• Overall Assessment & Key Insights

TODAY

VIBRANCY: A KEY TO

UNLOCKING VACATION ASPIRATIONS

VIBRANCY

• Vibrancy is commonly described as “excitement,”

“full of life,” “high energy,” “lots going on,” “lots of color,” “sensory stimulation,” “sense of discovery,” and “festive.”

• Travelers feel most vibrant when they have new experiences.

Above: Examples of vibrancy homework assignment.

“Vibrancy is loud. Not necessarily in sound, but loud energy, high energy, big feelings—it stirs something within you. It makes you want to sing, dance, laugh, smile.”

– Millennial, Female, Recent visitor

Vibrancy is experienced differently in one’s day-to-day life compared to while traveling on vacation.

• Vibrancy in daily life: Little things or life events.

• Vibrancy while on vacation: Opportunities to be carefree and step away from stress and routines.

“The unexpected things that make you smile are your day-to-day vibrancies.”

– Gen X, Female, Past visitor

“On vacations, you chase that feeling that you could not sustain at home.”

– Millennial, Male, Non-visitor

VIBRANCY IN DAILY L I FE AND ON VAC ATION

“On vacations, you get out of your typical routine and engage with the unexpected and different. There is a sense of exploration and not knowing.”

– Gen X, Female, Past visitor

CAMPAIGN CONCEPTS TESTED

VISIT ST. PETE/CLEARWATER CREATIVE TESTING 13

“IMMERSE YOURSELF”

VISIT ST. PETE/CLEARWATER CREATIVE TESTING 14

“LET ’S SHINE”

EVALUATION OF

“IMMERSE YOURSELF”

Travelers expressed positive initial reactions to the

“Immerse Yourself” campaign for showcasing a variety of things to do.

• Outdoor activities (kayak, hammock, scuba) combined with relaxation resonated with participants

• Kayaking through the mangroves was an adventurous, unique experience that generated high levels of interest

• Art was a pleasant surprise: “I was really excited because I love art, so I could mix pleasure with exploring art.”

“ IMMERSE YOURSELF” —F IRST REACTIONS

“There are a lot of things that one can do that are quiet and low-key. You can go to art galleries or relax on the beach by yourself or with others.”

– Baby Boomer, Male, Recent visitor

“This has an exploration and discovery feel to it. Shows what St. Pete/Clearwater has to offer—mangroves, art. You can just stay by the swimming pool to relax and chill, but you can also go out exploring.”

– Baby Boomer, Male, Past visitor

• Travelers felt the overall campaign was engaging and made them feel like St.

Pete/Clearwater would be both relaxing and fun.

• The campaign was praised for the overall direction and tongue-in-cheek humor.

• The campaign serves as a reminder that St.

Pete/Clearwater is a great vacation destination.

“ IMMERSE YOURSELF” —FEEL INGS EL IC ITED

“The humor makes it accessible. It’s a fun play on words.” – Gen X, Male, Recent visitor

“It’s a reminder of all the great things

St. Pete/Clearwater has to offer.”

– Millennial, Female, Recent visitor

“St. Pete/Clearwater’s personality is laid-back, relaxed, a little bit more thoughtful, reflective, more introspective.”

“ IMMERSE YOURSELF” —STRENGTHS OF THE C AMPAIGN CONCEPT

Art

Beach/Water

Diversity

Campaign Quality

Average level of interest in visiting

St. Pete/Clearwater on a 5-point scale:

4.1

“The most successful parts are the water, the family snorkeling, beautiful shots. You can enjoy culture, art, people, have a drink and relax.”

– Baby Boomer, Female, Recent visitor

“ IMMERSE YOURSELF” —OPPORTUNIT IES FOR CONSIDERATION

Show What is Uniquely St. Pete/Clearwater

Provide More Context

Many travelers had difficulty sharing weaknesses of the campaign concept, with “None/nothing negative” or “Having to go back to daily reality” most frequently cited.

“Maybe stress that elsewhere beaches are over-run; here they are pristine.”

– Gen X, Male, Recent visitor

• “Immerse Yourself” boosts interest in visiting St.

Pete/Clearwater by showing a multitude of activities.

• Family values are evident in the campaign, which was especially inspirational for those with children and/or those who typically travel with their families.

• The campaign concept sends a message that a trip to St.

Pete/Clearwater would be relaxing and relieve stress, a common motivator for travel.

“ I M M E R S E YO U R S E L F ” — A B I L I T Y TO I N S P I R E L E I S U R E T R AV E L TO

S T. P E T E / C L E A RWAT E R

“The wording, the coloring, the exploring all make me feel enthusiastic.”

- Gen X, Female, Non-visitor

“Shows me what is really there and encompasses what I look for when I travel—nature, quiet vibes, surroundings to explore, and self-discovery.”

• “Immerse Yourself” conveys a trip that would be exploratory, fun, low-key, and family-oriented.

• Relaxation is seen as a key theme of the campaign.

• The campaign is educational.

• The campaign feels inclusive.

• A sense of self-discovery prevails.

“ IMMERSE YOURSELF” —KEY TAKEAWAYS

“Mirrors my own vibrancy collage. There is nature, engagement, discovery, serenity, and peace.”

- Millennial, Male, Non-visitor

“It’s refreshing to see a different side of St.

Pete/Clearwater. Piqued my curiosity since the outdoors resonates with me. It’s well-rounded with both outdoor and cultural activities.”

– Millennial, Male, Recent visitor

EVALUATION OF

“LET’S SHINE”

• Initial reactions to “Let’s Shine” were positive.

• The campaign resonated with travelers in such a way that they could envision themselves in St. Pete/Clearwater.

“LET ’S SH INE”—F IRST REACTIONS

“”This is for those people who are up for anything, or always need to be on the go.

This ad speaks to them.”

– Gen X, Female, Recent visitor

“It’s perfect. It focused on what I just said I liked, aligning with what

I look for on a trip. It’s lively, colorful, vibrant, and has lots of variety.”

- Millennial, Female, Non-visitor

• The campaign is welcoming and inviting.

• The sense of energy reflected in “Let’s Shine” is intriguing.

• The campaign showcases diverse people.

“LET ’S SH INE”—FEEL INGS EL IC ITED

“St. Pete/Clearwater is alive! It’s vibrant, all kinds of things to do...in the ocean, under the ocean, on the beach, galleries, dining, a complete presentation of options.”

“It’s for the energetic risk-taker. Someone not afraid to try new things and maybe a bit of

‘leap before they think’ attitude. For someone who’s enthusiastic and wants experiences over materialism.”

– Gen X, Female, Recent visitor

“LET ’S SH INE”—STRENGTHS OF THE C AMPAIGN CONCEPT

Average level of interest in visiting

St. Pete/Clearwater on a 5-point scale:

4.2

Beach/Water Diversity in Both People and Activities

Quality of the Campaign

Show What is Uniquely St. Pete/Clearwater

Consider a Focus on Different Types of

Travelers

The majority of travelers generally had trouble identifying weaknesses of the

“Let’s Shine” campaign concept, with a common notion being that

“Everything is good.”

“LET ’S SH INE”—OPPORTUNIT IES FOR CONSIDERATION

“Show me things I can do that I might not know about.”

–Baby Boomer, Male, Past visitor

• The “Let’s Shine” campaign concept attracts travelers to St.

Pete/Clearwater through the active things to do and happy, energetic talent depicted in the ads.

• The use of color and the soundtrack in the video spot are key strengths of the campaign concept.

• “Let’s Shine” resonates with younger travelers.

• “Let’s Shine” inspires potential St. Pete/Clearwater visitors to do more research. “Shows what I would expect to experience.

It is energized, vibrant and dynamic.”

- Baby Boomer, Male, Past visitor

“ L E T ’ S S H I N E ” — A B I L I T Y TO I N S P I R E L E I S U R E T R AV E L TO

S T. P E T E / C L E A RWAT E R

• “Let’s Shine” feels bold, exciting, energized, adventurous, and fun.

• Travelers praised the colors evident in the campaign concept, which are both appealing and communicate vibrancy.

• “Let’s Shine” focuses on shared experiences.

• The campaign communicates relaxation with a bit of indulgence, which was well-received.

“LET ’S SH INE”—KEY TAKEAWAYS

“The vibrant colors really captured and caught my eye right away.”

– Gen X, Male, Past visitor

“St. Pete/Clearwater is like a good friend; when you hang out with them, you know you’re going to have a fun time and you look forward to being with them. Always happy.

Always in a good mood.”

- Millennial, Female, Past visitor

AUDIENCE ANALYSIS

AUDIENCE ANALYS IS : ALL TRAVELERS

Immerse Yourself

43.3%

Let's Shine

56.7%

Overall, more travelers felt that “Let’s Shine” resonated with them compared to

“Immerse Yourself.”

CAMPAIGN THAT MOST RESONATED

WITH TRAVELERS

Question: Which campaign most resonated with you? Which campaign connected with you most?

AUDIENCE ANALYS IS : PAST VISITORS vs . NON -VISITORS

Past visitation appears to have little impact on campaign resonance.

Immerse Yourself

43.5%

Let's Shine

56.5%

Immerse Yourself

42.9%

Let's Shine

57.1%

Sample:

23 = Visited SPC 7 = Never Visited SPC

“Let’s Shine feels more unique to St. Pete/Clearwater and shows what I would expect to experience there. More energized, more vibrant, more dynamic.”

– Baby Boomer, Male

“Let’s Shine shows active things do to.”

– Millennial, Female

PAST VISITORS NON-VISITORS

AUDIENCE ANALYS IS : GENDER

While male travelers were evenly split on preference between the two campaigns, females generally preferred “Let’s Shine” over

“Immerse Yourself.”

Sample:

14 = Male 16 = Female

“Let’s Shine shows a wonderful environment for people who love outdoor activities and being on the water.”

–Millennial, Male, Recent visitor “Let’s Shine is about reconnecting with people through shared experiences.”

- Gen X, Female, Non-visitor

Immerse Yourself

50.0%

Let's Shine

50.0%

MALE

Immerse Yourself

37.5%

Let's Shine

62.5%

FEMALE

“With Immerse Yourself, you don’t have to commit 100% energy to EVERYTHING; you can tone it down and still have fun.” – Millennial, Male, Non-visitor

AUDIENCE ANALYS IS : GENERATION

Gen Xers were more likely to say that “Immerse Yourself” resonated with them.

“Let’s Shine. I directly correlate vibrancy with energy and colors. This one had bright colors that drew you in.”

– Female, Recent visitor

Immerse Yourself

60.0%

Let's Shine

40.0%

MILLENNIAL

Immerse Yourself

35.7%

Let's Shine

64.3%

GEN X

Immerse Yourself

33.0%

Let's Shine

66.7%

BABY BOOMER

“Immerse Yourself. The wording and coloring. Exploration, enthusiasm, new places, and very positive feelings.

Sums it all up for vibrancy.”

– Female, Past visitor

“Let’s Shine because of the music and energy with a relaxed feel.”

– Male, Past visitor

Sample:

14 = Millennial 10 = Gen X 6 = Baby Boomer

AUDIENCE ANALYS IS : FAMILY STATUS

The majority of travelers without children feel that “Let’s Shine” most connects with them, particularly those who are single.

“Let’s Shine. Colors are vibrant and warm; it’s about getting out and soaking in the sun. Very inviting.”

– Gen X, Male, Non-visitor

“Let’s Shine. I can go here and know I won’t be bored.”

– Gen X, Male, Non-visitor

“Immerse Yourself. Showcases being happy and coming together as a family.

You’re exploring and learning.”

– Millennial, Male, Recent visitor

Immerse Yourself

14.3%

Let's Shine

85.7%

SINGLE – NO CHILDREN

Immerse Yourself

60.0%

Let's Shine

40.0%

MARRIED – NO CHILDREN

Immerse Yourself

37.5%

Let's Shine

62.5%

HAS CHILDREN

UNDER 18

Sample:

7 = Single 8 = Married 15 = Kids at Home

“Immerse Yourself. Better job as a parent for exposing kids to activities and still learn at the same time.”

AUDIENCE ANALYS IS : REGION

Those living in-state and in nearby Georgia similarly favor “Let’s Shine.”

“Let’s Shine. Everything is an outlet for stress. It screams

‘come take care of yourself.’”

– Millennial, Female, Recent

Visitor, Georgia

“Immerse Yourself. I get a calm feeling of freedom. There is curiosity, discovery, and experience.” – Gen X, Male, Non-visitor, NYC

Immerse Yourself

30.0%

Let's Shine

70.0%

FLORIDA/GEORGIA COLDER CLIMATES

Immerse Yourself

50.0%

Let's Shine

50.0%

Sample:

10 = Florida (6)/Georgia (4) 20 = Colder Climates

“Let’s Shine. Appreciation for the arts, immersive experiences, outdoors, food, fun at the table.” – Millennial, Female, Recent Visitor, Florida

“Let’s Shine. Sense of adventure, color scheme, sunshine, exploration.” –

Millennial, Female, Recent visitor, Massachusetts

OVERALL ASSESSMENT

• After evaluating the campaign concepts, travelers typically praised both “Immerse Yourself” and “Let’s

Shine.” However, differences appeared in descriptions of the campaigns.

• Travelers appreciated the happiness, fun, exploration and the chance to “take care of yourself” that was apparent in both campaign concepts.

OVERALL ASSESSMENT OF THE C AMPA IGN CONCEPTS

Images courtesy of instagram.com/vspc.

“Be free, experience your life to the fullest before you go back to work— this is how the campaigns made me feel.”

– Millennial, Female, Past visitor

Changes in perceptions of St. Pete/Clearwater after viewing the campaigns fall into three primary groups: definitely changed and will visit/visit again (24%), piqued interest/will research/will consider a visit (52%), and no change (24%).

• Definitely Changed: The campaigns changed minds from old perceptions.

• Piqued Interest: The campaigns provide new information.

• No Change: There was no change in perception primarily amongst those who have visited St. Pete/Clearwater frequently and already felt familiar with the area.

CHANGES IN PERCEPT IONS OF ST. PETE /CLEARWATER

“This opens the door for considering St.

Pete/Clearwater. Thought we’d go to

Hawaii, but this makes me re-think it.”

“When I was growing up, it was mostly retirees and families;

now there are more younger people. It’s come a long way.”

– Gen X, Female, Past visitor

• The campaign most successful in increasing interest in St.

Pete/Clearwater skews toward “Let’s Shine” (57%) but many also prefer “Immerse Yourself” (43%).

• Let’s Shine: Travelers frequently praised the vibrant colors and the video spot’s catchy soundtrack, which captured their attention.

• Immerse Yourself: This campaign was most inspirational for those with families and those who are captivated by calmness and relaxation.

INSP IRATIONAL AB IL ITY

“Shine is definitely vibrant and exciting and

Immerse felt more realized. But they both covered a variety of different things you can do there.“

– Gen X, Male, Past visitor

“The water and the nature and the exploration is what really show me, and make me feel, vibrancy. The different colors in ‘Let’s

Shine’ align with my definition of vibrancy.”

– Millennial, Female, Past visitor

SUMMARY OF KEY TAKEAWAYS

KEY TAKEAWAYS

• “Let’s Shine” was well-received for communicating excitement and vibrancy, while “Immerse Yourself” was well-received for relaxation.

• The theme of friendship was evident in

“Let’s Shine,” while “Immerse Yourself” was considered more family-oriented.

KEY TAKEAWAYS

• “Let’s Shine” resonated more with travelers and generated slightly higher interest in

St. Pete/Clearwater.

• However, “Immerse Yourself” was particularly inspirational for those with children and those who prefer relaxation.

• Consider conveying what is unique to St.

Pete/Clearwater, providing more context about the destination and featuring different types of travelers.