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Published On: September 27, 1999

In order to fine tune its long-term marketing program, the Sonoma County Tourism Bureau needed to better understand its competitive set.

SMG conducted an extensive market study of ten competitive destinations. To provide a complete snapshot of each destination, SMG compiled information about the primary visitor attractions as well as the destination marketing organization (DMO), lodging supply and data including ADR and RevPAR, convention and meeting supply, primary marketing programs, fulfillment pieces and branding strategies. A thorough website review of each destination was also completed including search engine rankings and online visitor relationship programs such as e-newsletters.

To obtain the data, SMG researched the DMO websites and printed fulfillment pieces such as travel planners and convention and meeting collateral pieces.

The Sonoma County Tourism Bureau is using the 168 page study to help formulate new marketing strategies in order to further differentiate its offerings in the mind of the consumer.