ACAT 2018 US Consumer Study – Summary Report [Atlantic Canada Agreement on Tourism, ACAT]

2018 US Consumer Survey - FINAL Summary Report

In 2018, ACAT will invest in a direct-to-consumer advertising campaign in the Mid-Atlantic
(New York, New Jersey and Pennsylvania) and New England (Maine, Massachusetts, New
Hampshire, Connecticut, Vermont, and Rhode Island) regions of the United States. This
campaign will position the four Atlantic Provinces as preferred leisure travel destinations
among identified Explorer Quotient segments.

• In light of this, ACAT set out to conduct consumer research within these markets using a
targeted approach and segments to understand traveller characteristics and interests, travel
behaviour and destination experiences, activities, as well as assess destination and brand
awareness and other marketing and brand related components.