SITUATION

Travel was greatly impacted by the pandemic. Hotels saw their occupancy plument and conventions and conferences across the world were cancelled or moved online. As the destination marketing organization for Tacoma and Pierce County, Travel Tacoma needed to better understand how the shifts in travel for business or recreation were going to impact thier community.

SOLUTION

I worked with Travel Tacoma to analyze website traffic and compare it to pre-existing personas that had been developed some time ago. I was able to determine some significant trends that informed their ongoing marketing plans, especially as travel constantly changed during the pandemic.

RESULT

Travel Tacoma took these insights and applied them to specific marketing campaigns to a new target audience.