Our Target Markets
Today’s travelers have an abundance of choice in selecting a destination. Using research to understand what motivates people to choose a place like Newfoundland and Labrador over thousands of others is key in differentiating from other destinations and ultimately in helping convert travelers.
To define the biggest opportunity group of visitors, Newfoundland and Labrador Tourism uses research from data sources including the Visitor Exit Survey, Statistics Canada, and passenger statistics reported by airline and automobile sources. This analysis informs a strategic market profile for Newfoundland and Labrador, resulting in a target audience clearly differentiated by a ‘traveler’ mind set. These experienced travelers seek unusual, authentic experiences and covet genuine human connection.
To further inform the marketing campaign planning process, Newfoundland and Labrador Tourism digs through additional statistics and data to garner a better understanding of the motivations of travelers and the driving forces that influence visitation.
Newfoundland and Labrador cannot afford to be all things to all people, in all markets. We focus our resources against the target audiences and markets that offer the best opportunity, and the yield highest ROI.
The priority target market is the non-resident Touring and Explorer market comprised of Authentic Experiencers and Rejuvenators.
They are a broad leisure market seeking sightseeing and soft adventure experiences – from nature viewing to cultural experiences to hiking, birding, and whale watching.
Demographically, research reveals them to be singles and couples in the pre- and post-full nest stage of the family life cycle (i.e., they have no children living at home). Not surprisingly, they tend to skew 45+ years of age. They also tend to be well-educated and literate, with a higher than average proportion who are university educated and higher than average household incomes.
Psychographically, they see themselves as increasingly sophisticated and experienced travelers, seeking more unusual places and experiences ‘off the beaten track’. They are looking for an antidote to the stress and plastic composition of urban life and modern times. They’re interested in discovering and experiencing the unspoiled natural environment and rich authentic local culture. They are curious people, more interested in unexpected and intriguing experiences than repeat trips to conventional ‘tourist’ destinations.
More than 81% of visitors are Canadian, and specifically from Ontario (50%), followed by the Maritimes, Alberta and British Columbia. 13% of our visitors are from the United States, primarily the New England (18%) and Mid-Atlantic (17%) States, while 9% are from international markets, primarily the United Kingdom and Germany.
Our Brand Positioning
At its core, travel is driven by a deep emotional motivation to experience new people, culture, and places; and consumer research supports the growing demand for unique, unconventional, and high-quality traveler experiences.
Newfoundland and Labrador stands for ‘creativity’ as ‘creativity’ is true to the DNA of this place – it defines who we are, what we do, and the place around us.
We express it in everything we do and say. It differentiates Newfoundland and Labrador and has become our strongest unique selling point (USP).
‘Creativity’ as the brand positioning is expressed and supported by three pillars:
People
The very real character of our people, their attitude, and way of life. Real genuine people – warm, friendly, welcoming, uncomplicated, witty, humorous, and fun loving. All the more powerfully felt because of the historical undercurrent of an unrelenting and unforgiving environment, mastered only through a fierce independence, steeped in self-reliance, quiet pride, and creative ingenuity.
Culture
Our history, heritage, music, art, language architecture, folklore, traditions, values, and the vitality of colour and texture in everything we touch. It links our past with our present, and expresses our spiritual and creative and intellectual qualities.
Natural Environment
This place of fierce beauty that lives by the sea. A rugged land with 20,000 miles of coastline, of coves, guts and bays and rich icons of whales and wildlife and icebergs.
Our Brand Personality
The Newfoundland and Labrador Tourism brand personality personifies and brings to life – visually and in attitude and language – the creativity of our people and our culture.
The Newfoundland and Labrador brand personality is the natural and spontaneous expression of who we are:
- Natural and uncomplicated.
- Warm and friendly.
- Genuine and authentic.
- Quietly and proudly independent.
- Spontaneous, rather than practiced or self-conscious.
- Witty and funny, with a natural spontaneity.
- Creative – not only in art and culture, but in our natural ingenuity and inventiveness.
Our Brand Promise
Our tourism brand promise is that a visit to Newfoundland and Labrador is a chance to discover a wonderful, naturally exotic, and unexpectedly different place, off the beaten track. Perhaps more importantly, a visit to here is an opportunity for visitors to discover something inside themselves.
Find yourself here.
Our Brand Themes
Rooted in our ‘creativity’ pillars and our brand USPs and icons, travel motivators and key experiences, our key themes are:
Creative, Colourful People and Culture
Including unique place names; unique time zone; colourful character of our people – creativity, wit and humour; architecture; music; language and dialects; colour; storytelling; art; vernacular art; folklore; musicians, writers, and artists; food; festivals and events; etc.
Natural Environment
Unique geology like the Tablelands, Torngat Mountains National Park, Gros Morne National Park and Mistaken Point Ecological Reserve; tuckamore, barrens and mountains, one of the four corners of the Earth; most easterly point in North America; 29,000 kilometers of coastline; whales; icebergs; hiking and walking; seabird capital of North America; wildlife; unique plants and berries; etc.
History and Heritage
Unique English, Irish, French, and Indigenous heritage; Dictionary of Newfoundland English; home to the oldest European settlement in North America, the oldest “city” in North America; 4 UNESCO World Heritage Sites; historical experiences such as Red Bay National Historic Site, Battle Harbour National Historic District, L’Anse aux Meadows National Historic Site, Signal Hill National Historic Site, The Rooms, etc.