Tourism Ad Concept/Copy Studies

  • Before you launch a campaign, wouldn’t it be nice to know how your target will react to it?
  • Trying to choose between ad concepts or copy/tag lines, but not sure which will best reach your visitor and potential visitor?
  • Wouldn’t you like to have research back up your concepts and messages before you launch a campaign?

InfoSearch Tourism Ad Concept Studies provide a simple, comprehensive way to pre-test area advertising concepts with any market. The Ad Concept Study provides both quantitative and qualitative knowledge – for example, you can learn which of two outdoor board messages best grabs the attention of locals versus tourists, and why each grabs their attention.

Using the online methodology, Ad Concept Studies can test various types of tourism advertising – outdoor board, print, online, radio, television, tag lines, positioning statements, and so forth – without having to rely on audience recall. Advertising concepts are included within the online survey - respondents can view the advertising concept as they are being asked about it.

Below are samples of the quantitative objectives an Ad Concept Study for tourism can answer:

Which ad concept/copy/tag line/position statement is …?

  • Best at initially grabbing or attracting attention?
  • Most believable?
  • Best at motivating respondents to visit?
  • Best at differentiating from you other competitors?
  • Best at grabbing the audience’s attention?
  • Most memorable?
  • Has the most positive impact?


  • Ask questions about specific advertising while the visitor or potential visitor is viewing the ad, so they don’t have to rely on recall.
  • Determine statistically-significant differences between advertising concepts through SPSS.
  • Contact a specific or multiple market or subgroup of visitors and potential visitors.


  • Understand which ad concept best reaches and resonates with your visitors and potential visitors.
  • Understand what visitors or potential visitors liked and disliked about other ad concepts as well.

Questions Asked. Answers Found.