Case Study:
The Greater Region

Development of a cross-border target group model in the tourism sector

Challenge

Developing a cross-border target group model for the Greater Region (consisting of Saarland, Rhineland-Palatinate, Lorraine, Luxembourg, East Belgium and Wallonia = 6 regions in 4 countries with 3 languages), with essential aspects of travel and use of digital media
Purpose: digital marketing of the Greater Region + development of tourism offerings

Solution

Customer-specific segmentation based on market dimensions (travel + digital) and lifestyles (Sinus-Meta-Milieus)

Representative online survey in 6 countries (catchment area of the Greater Region) on aspects relevant to tourism

Further research:

Focus groups with real target group representatives for in-depth analyses
Communication package (topics, address, touchpoints, ...)
Individual workshops + working materials

Result

Identification of core and potential target groups

The target group study is the basis for a wide range of activities:

Development of the website, digital channels and digital services
Development of a content strategy and production of tourism content
Workshops and on-site consultations for tourism partners
Digital learning content

Article “When digital explorers go on holiday” (in German)

What the client says

The study provides action-guiding insights into a strategically crucial target group, according to which we and our eight tourism partners will strongly orient our marketing and tourism offerings in the future.

Birgit Grauvogel, Managing Director Tourismus-Zentrale Saarland