Our North American Tourism Markets
We market and advertise tourism products to both the travel trade and consumers primarily in these geographic markets in North America:
New England Region, USA (Population 14,618,806)
Eastern Canada: Ontario, Quebec and the Atlantic Provinces, Canada (Population 23,229,969)
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 more than 14 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. Median household incomes (2013) in New England ranged from $71,322 in New Hampshire to $50,121 in Maine. All the New England states except Maine had mean household incomes above the US mean $51,939, and three (New Hampshire, Connecticut and Massachusetts) are among the top-10 US states for household income. New Hampshire had the highest mean household income of any US state in 2013. Also, three New England states (New Hampshire, Vermont and Connecticut) are among the 10 US states with lowest poverty rates.
- And New England's economic recovery is outpacing the rest of the USA - fewer than 15% of homeowners in New England have negative equity in their homes, vs. the national average of more than 22%.
- 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 and over 66% of searches resulting in visits to travel sites. 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: US$2.33/gallon (regular) on average in New England (14 September 2015) vs. CA$3.89/gallon in Montreal.
- Outlet and other shopping centers located throughout New England
- The Canadian government has recently raised the duty-free limit for merchandise taken back to Canada to $800 per person per trip.
- 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 Maine 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 AdWords 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 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 Maine 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 8.7 million people, and offers air services of approximately 75 airlines to over 155 domestic and international destinations worldwide.
- Today's sponsored search products permit 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.