Optimizing communication – Advert testing

The client was a ski area covering several ski resorts who, through this project, wanted a better understanding of its reputation and to assess its communications, in particular a TV advert (recall, relevance and attractiveness).
Two on-line surveys were set up. The first targeted a representative sample of the French population of 1000 individuals over 18 years old and was used to determine the area's reputation and image. It was conducted just before the test broadcast period.
After the test had been broadcast a second survey was launched to another representative sample of the French population of 1000 individuals over 18 years old, plus a sample of 3000 French skiers and a sample of customers and prospects from the ski area (people who had stayed at one of the resorts or who knew about them).
The ski area was thus able to objectively measure the true impact of its campaign and, also, to evaluate the advert and other communications elements with the three populations (the French, skiers in general and people who like the area's resorts) in terms of image, recall and motivation to go skiing and visit the ski area.