Background

The Journey Through Hallowed Ground (JTHG)--a national heritage area running from the haunting battlefield of Gettysburg to Thomas Jefferson's idyllic home, Monticello--is richer in American history and lore than any other swath of land in the United States. The Journey Through Hallowed Ground Partnership, comprised of DMOs, attractions, lodging and historic sites from four states, is the organization in charge of marketing this extraordinary region and is dedicated to raising its national awareness, and increasing the number of people who travel to undergo this unparalleled American experience.

Challenge

While drawing from their collective secondary research and instinct allowed the members of the JTHG Partnership to determine three basic themes for the destination (Land of Beauty, Land of Conflict & Reunification and Land of Leadership), they nevertheless had no clear understanding of the destination's attributes that travelers find most compelling and thus no unified, articulate means of presenting, marketing and communicating The Journey Through Hallowed Ground. They also had little understanding of how to frame themselves within their competitive context, with Washington D.C.-the chief history and heritage travel brand-the voluminous neighbor.

The JTHG Partnership thus retained Destination Analysts to conduct a study of The Journey Through Hallowed Ground travel product and develop an effective research-based messaging strategy which answered the primary question of how to position the JTHG most effectively to the most lucrative audiences. Other key questions the Partnership sought Destination Analysts to address included: What levels of awareness and interest in the JTHG currently exist among domestic leisure travelers? From the traveler's perspective, what are the essential elements (core values) of the JTHG brand that could drive visitation to the area? What competition exists in the marketplace, and how can the JTHG be effectively differentiated from this competition? What messages will most effectively persuade these travelers to visit the JTHG area?

Solution

Destination Analysts implemented a research plan for this project which included three components. First, a series of in-person (and telephone) interviews were conducted amongst key JTHG stakeholders to gather a perspective on the JTHG from those intimately connected with the region and the JTHG development. Second, an online national survey of 600 adult American travelers was conducted to look into the many facets of the JTHG brand and its appeal amongst various segments. Third, to take the learning from the survey even further, one-hour in-depth interviews were conducted amongst 20 traveling consumers, and 20 members of the travel trade and travel media. These studies yielded a competitive analysis, SWOT profile, detailed profile of the JTHG's current brand attributes and the core values on which to base future branding efforts, and messaging strategies and guidelines.

In terms of the project's primary objective of brand development, the research uncovered that, above all, travelers will be inspired to visit the Journey Through Hallowed Ground based on a desire for experiential learning and a development of their emotional understanding of their place in this land and its history. Destination Analysts used the research findings to summarize four principles for positioning the Journey Through Hallowed Ground which would maximize its appeal amongst travelers: 1) Presents the JTHG as a unique and profoundly moving personal experience, 2) Suggest a hands-on connection with our shared national history, 3) Brings together the three thematic concepts, but carefully repositions the Land of Beauty theme away from a generic beauty approach to one where the land and its beauty is tightly bound to the history of the place, and 4) Speaks in an elevated and emotionally powerful language.

In revealing the lack of clarity around the JTHG's complex travel product, the research also had the practical benefit of showing that travelers were underserved by current JTHG informational assets. Destination Analysts was able to identify several travel planning tools that would convert potential travelers, such as suggested itineraries by interest, and interactive maps.  

Results

The research allowed the JTHG Partnership to best focus their marketing efforts, prioritize the travel segments to target, and pursue partnerships that would yield the most value. The Partnership is confident in how to communicate The Journey Through Hallowed Ground experience, and the area continues to grow in awareness and viability as a travel destination.