Industries | Tourism
Tourism
During the last seven years, Colmar Brunton has conducted several major research projects for some of Australia's largest leisure-focused organisations, including Tourism New South Wales, and the Australian Tourist Commission with the See Australia campaign.
We deliver unique insights into consumer behaviour, competitive markets and potential opportunities.
At Colmar Brunton, we utilise our in depth tourism experience to conduct market research and consulting projects covering:
- Large scale usage & attitude studies
- Consumer segmentations
- Destination & experience mapping
- Drivers for holiday destination contemplation
- Drivers for holiday destination up-take
- Special projects in geo-tourism, S11 effects, bushfires
- Communications development
- Visitor satisfaction
- Consulting with tourism bodies, accommodation and transport providers
In 2000, Colmar Brunton began working on the See Australia campaign, a joint initiative between Federal and State government tourism departments and the tourism industry, to increase the take-up of domestic tourism product by Australians. During this long term partnership, we worked with our client to assist behaviour change by:
- Designing the research objectives, developing an appropriate methodology and implementing our research.
- Conducting qualitative and quantitative research across metropolitan and country areas, effectively using staff from several of our offices.
- Using our videoconferencing facilities for consultant discussions in the analysis of the qualitative research.
- Tracking the advertising campaign developed from our research.
- Assisting the strategic development process, by working with the advertising agency to develop an effective campaign, based on our research findings.
- Quickly analysing the current state of the industry as a whole, to provide a unique understanding of the 'big picture' for our client.
The See Australia campaign has been extraordinarily successful in motivating Australians to take the time to see their own country, as demonstrated by the cut-through of the advertising, and the increased level of domestic tourism spending.
At Colmar Brunton, we believe that this project is an excellent example of how our consultative approach, level of commitment, understanding, drive and the scope of our skills, work for our clients to create outstanding results.