Discovering which messaging resonates the most across key audiences
In close collaboration with Flight Centre, we interviewed New Zealanders who had travelled internationally in the past 2 years, or who were planning to travel internationally in the coming 2 years.
Twelve different creatives showcasing a fun and excitable side of the brand were tested, in order understand which idea resonated most with different audience groups.
Each respondent answered a series of questions providing qualitative feedback and selecting their favourite creative.
By continuously checking in with their audience, the client was able to launch new, high-impact brand messaging.
They learned how each creative resonated with various audiences based on gender, age groups, and lifestage.
They were able to narrow down which ideas were best to go to market with, and eliminate those that didn’t resonate.
With bespoke research, Flight Centre were able to target and personalise their campaign ideas across various media channels with various audiences in mind.
69% of respondents could instantly relate to the message and felt ‘excited to travel again’.
“I would 110% recommend Pureprofile and have done so already. Their ability to understand our needs and turn them around in a fast and cost effective way was outstanding and I will not hesitate to use Pureprofile and the team again.”
Jodie Burnard, General Manager Marketing NZ
“I would 110% recommend Pureprofile and have done so already. Their ability to understand our needs and turn them around in a fast and cost effective way was outstanding and I will not hesitate to use Pureprofile and the team again.”
Jodie Burnard, General Manager Marketing Nz – Leisure & Corporate Flight Centre Nz
Market, opinion & social research
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