The Loudoun County Visitors Association contracted with OCG to conduct an analysis of Loudoun County product to determine the viability of the Wine Traveler and Family travel segments. Product development considerations were a major aspect of the project.
The project consisted of ….
A review of all existing data;
Interviews with key community leaders, board members and marketing partners;
A destination audit of product offerings, including a blind shop of product;
Gathering additional market data from CVB database; and
On-site review of the primary competitive destination.
OCG summarized the analysis findings in a report that became the foundation for recommendations. The analysis included product development, marketing and visitor experience issues. Visitor and non-visitor perceptions were key ingredients; that influenced conclusions and recommendations.
Results of the process have included…
Confirmation of viable markets
A market segment/integrated marketing strategy
Product development strategies
Increased community support
Redeployment of resources
Subsequent to this planning project, OCG has been engaged periodically by the CVB for plan updates and other consulting services.
Contacts:
Cheryl Kilday, President and CEO
Loudoun Convention & Visitors Association
222 Catoctin Circle, SE
Suite 100
Leesburg, Virginia 20175
703-771-2617 kilday@visitloudoun.org
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