Marketing / Communications
Tools
Marketing: America's Byways Consumer Research
America’s Byways Resource Center, in partnership with the Federal Highway Administration, executed three phases of research in association with the development of a Public Awareness Strategy for America’s Byways®. The components of the research are:
- Stakeholder
- Visitor Profiling
- Positioning
Longwoods International was commissioned to provide the research components and help define the overall approach and messaging strategies.
The focus of this report and key findings relate to the following two consumer research components:
- An Image and Positioning Study
- Personal Vehicular Traveler Analysis - a detailed analysis of the byways’ target market
Based on the Longwoods Travel USA® Personal Vehicular Travel Analysis and Custom Image & Positioning Research studies executed for America’s Byways in 2006 and 2007, Longwoods concludes that the America’s Byways Collection offers an untapped opportunity in terms of stewardship, preservation and economic value for the communities along the byways.
For further information, please contact Michelle Johnson, Director, at America’s Byways Resource Center.
Key Highlights (PDF, .txt)
Personal Vehicular Traveler Analysis
- 2005 (PDF, .txt)
- 2007 (PDF, .txt)
Awareness, Familiarity and Appeal of the America’s Byways® Collection (PDF, .txt)
Product Perception vs. Actual Experience (PDF, .txt)
Motivating Potential Byways Travelers (PDF, .txt)
