The Journey Through Hallowed Ground Messaging Research Project
The Journey Through Hallowed Ground (JTHG) Partnership commissioned Destination Analysts to conduct a study of its travel product and develop an effective research-based messaging strategy for building its brand as a worldclass destination. The findings presented in this report are intended to assist the Partnership in refining and focusing it marketing message to three main groups: leisure travelers, the travel trade and travel media.
This report begins with a competitive analysis of The Journey Through Hallowed Ground. This analysis describes the current competitive situation faced by the JTHG, setting the stage for a discussion of the study’s messaging recommendations which form the bulk of this report. In the study’s appendices, information developed in a national traveler survey conducted for this project is included for reference.