BOSTON-Trinity Communications is part of a team selected by the Massachusetts Office of Travel & Tourism to develop a strategic plan to better position the state within the travel industry.
Economics Research Associates, Washington, D.C., won the assignment after a review. Boston-based Trinity and Mary Means & Associates, a consulting firm in Columbus, Md., are subcontractors.
The firms will make forays into the field, conducting interviews and information-gathering sessions with tourism and hospitality professionals statewide. Trinity may recommend ways to integrate the data into marketing efforts.
The 14-month research project is budgeted between $100,000-275,000.
The assignment includes no paid advertising and will have no immediate impact on the state's $3.5 million tourism account, handled by Holland Mark Martin Edmund, Boston, said MOTT representative Karen Gray. However, data acquired by Trinity may be used by Holland Mark in formulating future campaigns, Gray said.
Holland Mark's latest ads for the tourism office broke this spring and use the tagline, "Take a real vacation" [Adweek, March 19].
The state welcomes about 28 million total visitors each year, fueling an industry estimated at $17 billion, Gray said. However, visitor numbers have been flat for the past five years, and MOTT believes the research project will help fuel growth, she said.