The Journey worked with our associates in the UK and South Africa to throroughly assess the image and expecations that various target market segments have of St Helena as a tourism destination. We provided our client, Enterprise St Helena, with specific guidelines regarding the brand image that could best be promoted to Early and Middle Adopter market segments
Our market research involved a variety of methodologies, including in-depth interviews with the travel trade, quantitative consumer surveys and focus group discussions with potential consumer types. The results highlighted the need to phase marketing and brand image so as to cover the more adventurous and exploratory Early Adopter segments during the early period after the airport opening and to expand to the more mature Middle Adopter segments as services on the Island develop. Various guidelines were also provided for adapting St Helena's marketing slogan and visual image, for these to convey the island's selling proposition and USPs stronger, to be more appealing to target audiences
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