July 26, 2010
MONTPELIER, Vt. – A new branding research study focusing on how Vermont is perceived as a vacation destination by visitors and non-visitors will be presented by state officials at community meetings across the state in August and September.
Vermont’s Chief Marketing Officer Christine Werneke, in conjunction with the Department of Tourism and Marketing and the Vermont Ski Areas Association, recently completed the research project to study perceptions about Vermont and how they affect decision making for choosing a vacation destination.
“This is the first time the state has conducted a quantitative brand study looking at Vermont’s brand from the perspective of not just visitors but non-visitors as well,” Werneke said. “The goal is to better understand Vermont’s unique strengths and where we see significant opportunity for market growth.”
The Vermont brand is well established and its message has been consistent from the beginning. In 1891, Vermont became the first state to promote itself. The Publicity Bureau, established in the Secretary of State’s office, used state funds to promote Vermont as an escape from the city.
Werneke said the study, performed by Resource Systems Group, Inc. of White River Junction, shows some areas for market growth, including converting summer-only and winter-only visitors into four-season visitors.
The study also notes the differences between the New York metro, Massachusetts, Canadian metro, and in-state markets in terms of what types of vacation experiences they seek, she said.
“The New York metro market wants luxury getaways, while the Massachusetts market is seeking more affordable, outdoor-oriented vacations,” Werneke said.
Meetings to present the branding research report will be held at the Grand Isle Lake House in Grand Isle on Aug. 3 at 5 p.m.; the Middlebury Volunteer Ambulance Association in Middlebury on Aug. 10 at 3:30 p.m.; the Calvin Coolidge State Historic Site’s Education Center in Plymouth Notch on Aug. 11 at 5:30 p.m.; Mount Snow Resort in West Dover on Aug. 12 at 10 a.m.; the Ye Old England Inn in Stowe on Aug. 18 at 1 p.m.
Presentations are tentatively planned for the week of Sept. 6 in Newport and St. Johnsbury.
Source: Agency of Commerce and Community Development
Last Updated at: July 26, 2010 10:09:12