We market and advertise tourism products to both the travel trade and consumers primarily in these geographic markets in North America:
Why the New England market is critically important to you:
- The New England region of six states (Maine, Vermont, New Hampshire, Massachusetts, Connecticut and Rhode Island) in the Northeastern United States has a land area of approximately 72,000 square miles (187,000 square kilometres) and a population of around 15 million. Its population density of 222 persons/square mile(86/square kilometre) exceeds that of 40 of the 50 US States, and is nearly three times as great as the US average population density. All of New England is within the US Eastern time zone. High population density and common time zone are advantageous for media reach, particularly geotargeting and dayparting of online advertising.
- The shift which the US is experiencing from a primarily manufacturing economy to a primarily service economy has benefited New England, because of its highly educated population and strong research and development, education and health-care bases. All the New England states except Maine have mean household incomes above the US mean, and three (New Hampshire, Connecticut and Massachusetts) are among the top-10 US states for household income.
- New Englanders, with their high household incomes, tend to be tolerant of high travel costs. And travel is by far the most prevalent type of product bought online by New Englanders. Of all US regions, only in the Pacific Northwest states of Washington and Oregon - located 2500 air miles west of Boston and 5800 air miles west of London - is the average Internet penetration greater than that of New England.
- Boston's Logan International Airport is the primary airline gateway to New England, and offers nonstop service to and from 76 domestic and 41 international destinations.
- All parts of New England and eastern Canada are connected by modern highway networks that make each local market area of every state and province potentially the #1 drive market for every regional destination.
- New Englanders are heavy users of Internet search for both researching and buying products and services. Eighty percent of all Internet traffic begins at a search engine, and nearly three out of four travel buyers consult search engines before making a travel purchase, compared to only four in ten who visit the Web site of a specific national or regional tourist office or destination promotion board.
- Sponsored (paid) search marketing has become the most popular online advertising format in the US, accounting for over 40% of all online advertising spending. In a survey of US marketers, paid search was the most highly rated online marketing tactic, chosen as "most effective" by 52% of respondents, with conversion rates of 2.8% to 6.3% depending on marketing goal.
- Today's sponsored search products permit geographic targeting of potential New England tourists by state, Designated Market Area (DMA) or city. You can use this link to see information on numbers of New England homes and persons reachable by geotargeting by state, DMA or city.
Why eastern Canada is an attractive tourism market:
- Most Canadians come to New England by car, and gasoline is significantly cheaper here.
- Canadians like to shop in the USA. Outlet and other shopping centers are located throughout New England, and Canadians can each take home with them $800 worth of US-bought merchandise per trip duty free.
- And, as always, Canadians like to go to ocean beaches, and coastal New England is the closest destination where they can do that.
We know from the large body of Google Analytics data we've collected that the key Canadian provinces for New England tourism are Quebec, Ontario, New Brunswick and Nova Scotia.
Happily, in addition to targeting by provinces and cities, Google has recently made it possible to display Google Ads advertising in Canada geotargeted by what the Canadian postal service calls "Forward Sortation Areas (FSAs)" - comparable to the first 3 digits of our Zip codes. And, even better, it's possible to cross-reference the FSAs to Canadian census data on numerous attributes including primary language and household income.
For max effectiveness, ads and Web pages targeting eastern Canada need to be presented in both English and Canadian French. (Advertising in French is especially critical for Quebec, where by law all business has to be conducted in French.) Ten of the top 20 Canadian cities from which searches for New England tourism product originate are in Quebec, including #1 Montreal, which has a population of 1.6 million people.
- Montreal-Pierre Elliott Trudeau International Airport serves primarily Quebec, eastern Ontario and the Atlantic Provinces of Canada, along with the northern region of Vermont, USA. More than 40 airlines offer non-stop services from Montreal-Pierre Elliott Trudeau to more than 130 domestic, international and seasonal destinations worldwide.
- Toronto Pearson International Airport in Ontario serves an urban agglomeration inhabited by approximately 9 million people, and offers air services of approximately 75 airlines to over 155 domestic and international destinations worldwide.
- Google Ads permits geographic targeting of potential tourists in Eastern Canada by province, city or postal code. Follow this link to see information on numbers of Eastern Canadian persons reachable by geotargeting.