THE CLIENT
THE BRIEF
Market Research and Strategy
The Situation
Tourism Red Deer reached out to Tenato in 2023 to help their tourism marketing team uncover events that might be well positioned to be hosted in Red Deer, and find good ways to attract them. The strategy was to “encompass various crucial elements, such as developing impactful marketing materials to utilize with event producers, a new tagline to show Red Deer is ready to host, conducting in-depth research to pinpoint the most promising events for showcasing our region, and crafting a well-defined plan for our initial steps toward realizing our vision.”
The Solution
Tourism Red Deer did not yet have a full inventory of its event spaces, so they asked Tenato to begin there, visiting and documenting all its major venues, hotels, and attractions. We then conducted market research, interviewing event hosts (those who stage sports tournaments, trade shows, and arts festivals) to assess how they saw Red Deer, determine which ones were best suited. This revealed that many event planners were excited to hear from a host city, and were certainly open to pitches to attract their events.We used this to design a highly competitive host-city service offering to pitch the event hosts, build creative messaging, and create fun energetic marketing to attract events.
The Results
Tenato’s market research and plan helped Tourism Red Deer understand the best events to attract and how to reach them. We also defined how to partner with other local civic groups to attract these events. Tourism Red Deer was very excited with their new direction, and organized a team to actively pursue their best-fit events, and is implementing it on an ongoing basis.