ACAT1902 - ACAT Direct-to-consumer Advertising Assessment Options Review

The Tourism Industry Association of Prince Edward Island (TIAPEI), in its capacity as Recipient to the Atlantic Canada Agreement on Tourism (ACAT) is accepting proposals from a vendor with extensive experience in digital marketing and assessing digital marketing performance of its annual direct-to-consumer advertising campaign.  ACAT would like to understand options related to campaign optimization, and overall campaign evaluation.  More specifically, the objectives of this project include:

• Identify the approaches and/or measures available to assess direct-to-consumer digital destination marketing advertising campaigns;
• For each option:
  • Provide a description of the approach and outcomes;
  • Identify the extent to which other destination marketing organizations have adopted the approach or measure;
  • Assess the costs for ACAT to adopt the approach or measure;
  • Evaluate how relevant the approach or measure is to the ACAT campaign; and
• Understand how other destination marketing organizations are assessing the performance of their direct-to-consumer digital advertising activities.