Auckland Unlimited
The challenge:
Over the years Auckland Unlimited had amassed a significant volume of research on visitation to the region. Due to the scale of the organisation, many of these insights weren’t able to be widely and effectively shared across functions. With COVID-related disruptions to the Auckland tourism sector, Auckland Unlimited wanted to understand the historical make-up of visitors in order to plan for how to reengage them once travellers started returning.
Our approach:
We started off by reviewing the existing body of research commissioned by Auckland Unlimited. From here we developed a segmentation framework which clustered visitors by purpose of travel (holiday, visiting friends and relatives, business, education) and origin (local, domestic, short-haul, long-haul). Where there were gaps in the Auckland Unlimited research we used additional sources such as Tourism NZ, Education NZ and industry body publications. We ended up identifying 22 segments along with a number of key attributes such as demographic profile, motivations, behaviours, frequent attractions and value.
The output:
In order to ensure that this research was widely shared across the organisation, the decision was made to display the output as a large-scale poster. Each segment was developed into a caricature that over-emphasised its unique characteristics in order to effectively convey the various personas. This had the dual benefit of drawing the audience in and being an engaging output to interact with as opposed to the standard set of presentation slides. We also added QR codes to the poster which takes the audience to a digital copy of the research that informed the segments and so the poster effectively became the index for research across the organisation.
