DFAIT Creative Concept Testing for the Travel.gc.ca Website

Submitted to: Department of Foreign Affair and International Trade
October 31, 2012 by TNS
POR-010-12
Contract Number: 08170-120093-001-CY
Contract Award Date: 08-09-2012
Fieldwork Dates: 10-10-2012 – 10-11-2012

Ce rapport est également disponible en français

Certificate of Political Neutrality

I hereby certify as Senior Officer of TNS Canadian Facts that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.

Norman Baillie-David, CMRP
Vice President
Director of Public Opinion Research
TNS Canadian Facts

Contents

1. Executive Summary
2. Sommaire de Gestion
3. Objectives, Approach & Methodology
4. Detailed Findings
5. Recommendations

Executive Summary

Research Objectives

• To measure the effectiveness of creative artwork and campaign messages.
• To determine the level to which the creative artwork and campaign messages resonates with the intended target audience.
• To test the language for clarity, credibility, and overall impact. It is important that participants are able to clearly understand the information provided in the materials.
• To understand what participants perceive to be the main message(s) communicated by the materials.
• To test the materials content for effectiveness as calls to action.
• To gather suggestions for potential changes to make the content more effective at reaching the target audience.

Approach

• A total of eight (8) online focus groups; four each in English and French.
• Groups were conducted over a two day period; October 10-11, 2012. On each day, English and French groups were conducted concurrently at 4:30 and 6:30pm

• Four population segments were targeted:
• Canadians 24-54, skewed towards women
• Multicultural communities, defined as those who have family residing outside of Canada
• Snowbirds – those 50 years plus who spend at least 3 months of the winter south of the border
• Youth, 18-24 years who are independent travelers, i.e. travel outside of Canada without their parents, either alone or with their peers
• One group in each official language was conducted with each segment.
• All participants must be Canadian citizens and have an interest in travelling outside of Canada within the next seven years.
• All participants were recruited from TNS’ Online Panel and were provided an incentive of $50.

Political Neutrality Certification

I hereby certify as Senior Officer of TNS Canadian Facts that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.

Norman Baillie-David, CMRP
Vice President, Director of Public Opinion Research

Total Study Cost

The total cost of this study, excluding HST, amounted to $44,137.95.

Recommendations

Suitcase would be the recommended concept to proceed with if DFAIT is required to select one for advertising for the new Travel.gc.ca website.

• The creative and vibrant visuals were seen as a pleasant change from the Government’s usual “business-like” approach to advertising.

• The slogan “Travelling abroad? Travel Safe. Travel.gc.ca” was seen as simple, clear, and to the point.
• The concept and executions clearly communicate it is a Government of Canada ad, as long as the watermark/logo is included. This leads to a high degree of trust.
• An online and mobile advertising approach would be most effective;
  • Airport ads would attract minimal interest.
• Suggestions for improvements include:
  • Leveraging the positive aspects of the other two concepts, specifically providing more comprehensive travel information (as opposed to focusing only on safety).
  • Improving the implementation of web takeover ads so that it blends in more seamlessly with the host website (minimizing clutter and disjointedness).

DFAIT will use the results to improve the creative concepts so that the Travel.gc.ca website resonates with the target audience in the intended manner.

Sommaire de gestion

Objectifs de la recherche

• Mesurer l’efficacité des éléments créatifs et des messages de la campagne.
• Déterminer le degré de résonance des éléments créatifs et des messages de la campagne auprès de l’auditoire cible.
• Vérifier le niveau de langage du point de vue clarté, crédibilité et impact dans l’ensemble. Il est important que les participants puissent comprendre clairement l’information transmise dans le matériel publicitaire.
• Comprendre ce que les participants perçoivent comme étant le ou les messages principaux transmis dans le matériel publicitaire.
• Vérifier le contenu du matériel publicitaire quant à son efficacité à inciter les gens à agir.
• Recueillir des suggestions de changements potentiels qui rendraient le contenu plus efficace et qui permettraient de mieux atteindre l’auditoire cible.

Approche

• Un total de huit (8) groupes de discussion en ligne : quatre en français et quatre en anglais.
• Les groupes se sont déroulés sur une période de deux jours, soit les 10 et 11 octobre 2012. Chaque jour, les groupes français et anglais ont été menés simultanément à 16 h 30 et à 18 h 30

• Quatre segments de la population ont été ciblés :
• Des Canadiens de 24 à 54 ans, en mettant l’accent sur les femmes
• Les communautés multiculturelles, définies comme étant celles qui ont de la parenté vivant à l’extérieur du Canada
• Les touristes hivernants (Snowbirds) – ceux de 50 ans et plus qui passent au moins 3 mois de l’hiver au sud de la frontière
• Des jeunes adultes de 18 à 24 ans qui sont des voyageurs indépendants, c.-à-d. qu’ils voyagent à l’extérieur du Canada sans leurs parents, soit seuls ou avec d’autres jeunes adultes
• Un groupe dans chacune des langues officielles a été mené auprès de chaque segment.
• Tous les participants devaient être des citoyens canadiens et être intéressés à voyager à l’extérieur du Canada au cours des sept prochaines années.
• Tous les participants ont été recrutés par l’entremise du Panel en ligne de TNS et ont reçu une récompense de 50 $.

Certificat de neutralité politique

À titre de cadre supérieur chez TNS Canadian Facts, je certifie par la présente que les livrables respectent entièrement les exigences de neutralité politique du gouvernement du Canada élaborées dans la Politique de communication du gouvernement du Canada et de la Procédure de planification et d’attribution de marchés de services de recherche sur l’opinion publique. Plus spécifiquement, les livrables ne contiennent aucune information sur les intentions de vote électoral, les préférences quant aux partis politiques, les positions des partis ou les évaluations de rendement d’un parti politique ou de ses chefs.

Norman Baillie-David, CMRP
Vice-président, Directeur de la recherche sur l’opinion publique

Valeur du contrat

Le coût total de cette étude, incluant le TVH, s’élevait à 44 137,95 $.

Recommandations

• Valise serait le concept que le MAECI recommanderait s’il devait sélectionner un concept pour annoncer le nouveau site Web Voyage.gc.ca.
  • Les visuels créatifs et dynamiques ont été vus comme représentant un agréable changement par rapport à l’approche habituellement « très sérieuse » du gouvernement en matière de publicité.
• Le slogan « Voyagez-vous à l’étranger? Voyagez en toute sécurité. Voyage.gc.ca » a été perçu comme étant simple, clair, et droit au but.
• Le concept et les exécutions communiquent clairement qu’il s’agit d’une publicité du gouvernement du Canada pourvu que le filigrane/logo soit inclus, ce qui entraîne un haut niveau de confiance.
• Une approche publicitaire en ligne et sur mobile serait des plus efficaces :
  • Les publicités dans les aéroports susciteraient un intérêt minimal
• Les suggestions d’améliorations sont les suivantes :
  • Exploiter les aspects positifs des deux autres concepts, en fournissant spécifiquement plus d’information détaillée sur les voyages (par opposition à mettre l’accent seulement sur la sécurité).
  • Améliorer l’implantation des publicités sur le Web de façon à ce qu’elles s’intègrent avec plus de fluidité sur le site d’origine (minimisant ainsi l’encombrement et l’incohérence).

Le MAECI utilisera les résultats pour améliorer les concepts créatifs de manière à ce que le site Voyage.gc.ca rejoigne le public cible de la manière prévue.

Objectives, Approach, Methodology
Research Objectives

• To measure the effectiveness of creative artwork and campaign messages.
• To determine the level to which the creative artwork and campaign messages resonates with the intended target audience.
• To test the language for clarity, credibility, and overall impact. It is important that participants are able to clearly understand the information provided in the materials.
• To understand what participants perceive to be the main message(s) communicated by the materials.
• To test the materials content for effectiveness as calls to action.
• To gather suggestions for potential changes to make the content more effective at reaching the target audience.

Approach

• A total of eight (8) online focus groups; four each in English and French.
• Four population segments were targeted:
  • Canadians 24-54, skewed towards women
  • Multicultural communities, defined as those who have family residing outside of Canada
  • Snowbirds – those 50 years plus who spend at least 3 months of the winter south of the border
  • Youth, 18-24 years who are independent travelers, i.e. travel outside of Canada without their parents, either alone or with their peers
• One group in each official language was conducted with each segment.
• All participants must be Canadian citizens and have an interest in travelling outside of Canada within the next seven years.
• All participants were recruited from TNS’ Online Panel and were provided an incentive of $50.

Methodology

• All eight focus groups were conducted over a two day period; October 10-11, 2012. On each day, English and French groups were conducted concurrently at 4:30 and 6:30pm.
• A total of 42 Canadians participated in the eight groups, ranging from 3 to 8 participants in a group.*

*Please note that the target of six to eight participants was not achieved in five of the eight groups as the fieldwork dates were moved up by over one week resulting in the recruitment period being shortened by eight days.

Interpretive Note: Although qualitative research (e.g. in depth interviews, focus groups) is highly valuable for providing insight into the needs, attitudes and opinions of an organization’s target audience, customers and prospects, the results cannot be deemed to accurately reflect the views of any wider group of individuals than those who participated.

Travelling Tendencies

• The majority of respondents claim to travel for pleasure or to visit family, although some also travel for business purposes.
• Travel destinations varied considerably. Examples of locations included Canada (provinces outside their residence), the United States, Mexico, Cuba, Dominican Republic, Columbia, England, and other countries in Europe.
• Typical information that people look for when travelling are:
  • Accommodations
  • Prices on flights/accommodations/ car rentals
  • Attractions in destination
  • Currency and exchange rate
  • Weather conditions
  • Some mentioned travel advisories or warnings

Quotes

“hotel reservation, flights, car rentals, where to go, what to see” – Multicultural, English

“How safe the destination is, Price, What there is to do down there.” – 25-54 yrs, English

“I make most of my travel decisions based on price, ease of getting to the destination, and it must be a place I haven't been before” – 25-54 yrs, English

Travel Information

• Typically, most people get their travel information off the internet by simply using Google. However, specific mentions of websites used included:
  • CAA
  • Hotels.com
  • Expedia.ca
  • One person mentioned using DFAIT
• In general, most people do not currently use the Government of Canada as a source of travel information, but mentioned that they would be open to the idea of it.
• Most people claimed that it is very easy to find travel information using the aforementioned methods for searching.
• People tend to trust the information they find on these websites, but also rely on recommendations from family or friends.

Quotes

“The internet is pretty good - sites like DFAIT help a lot with foreign locations and discount sites help with finding deals.” – 25-54 yrs, English

“I didn't travel to any destination that raised my concern, therefore I didn't check with Gov of Canada web site.” – Multicultural, English

“On the internet, I usually find all the info I need. For accommodations, we can rely on Hotels.com, Expedia and others.” – Snowbird, English

The Concepts
Creative Materials

• There were three concepts evaluated; Checkmark, Icon, and Suitcase.
• For each concept, three executions were tested: an animated banner ad, print/online ad, and a “website takeover” ad.
• The concepts were shown together for initial impressions, then each shown independently in sequential order.

1. Checkmark
2. Icon
3. Suitcase

First Impressions of the Creative Concepts

• All three concepts were liked by some participants and disliked by others. However, overall, the Suitcase concept received the most positive reaction from participants.
• The Checkmark concept was the most polarizing as the 25-54 year old segment generally disliked it (confusing, distracting) while some in the youth segment were more positive (creative, different).
• Many considered the Icon concept “boring”, although the simplicity of the concept appealed to some.

Quotes

“I like the first (Checkmark) image it's very different and creative” – Youth, English

“The first image (Checkmark) is very confusing. It took awhile to determine it was a Maple Leaf - the colors are also pretty bad. The second (Icon) is better but boring and unattractive. What object is the plane flying around?” – 25-54 yrs, English

“The suitcase immediately catches my eye because it says ‘Canada’ and ‘travel’…” – Multicultural, English

Three Executions of the Checkmark Concept

1. Animated banner in “Flash”
2. Horizontal and Vertical Print & Online Image
3. Web takeover

Strengths of the Checkmark Concept

• Interesting and simple concept.
• Creative and use of different colours (all groups except 25-54 yrs).
• The “skyline” was appealing; some felt it was too ambiguous - should use recognizable Canadian architecture.
• “Drawing” power at the airport is mixed; snowbirds and youth would be likely to look, 25-54 yr olds and multicultural would be less likely (it’s too late once at the airport).
• Provides a lot of useful information.
• Tagline is easily recognizable.
• Message is easy to comprehend.
• Easily identified as a Government of Canada ad due to the watermark and logo.
• Trustworthy because it is from the Government of Canada.

Quotes

“The colors, Love the eye catching color and symbols” – Youth, English

“I really like that one. I would go without hesitation to this site” – Snowbird, English

« Les couleurs, la continuité des crochets c'est beau» – Youth, French

“Like it - tells you in simple terms that this is a ‘one stop shop’ for all the info you'll need for trip prep” – Multicultural, English

“I actually think it's more fun than what I would expect from the Government of Canada” – Youth, English

Weaknesses of the Checkmark Concept

• Too visually distracting, unappealing / too many colours in the checkmarks; not consistent with Canada (particularly the 25-54 yr segment).
• Some participants (25-54 yrs and Multicultural) thought the images were unprofessional.
• Many participants in the 25-54 yr segment felt like they would not stop to read this concept, or take action.
• Website takeover was viewed negatively by most participants (all groups except Snowbirds) – too cluttered and confusing.

Quotes

“Not in this format (to look at it in the airport), the checked logos distract from the message” – Multicultural, English

« Je mettrais la feuille d'érable officielle plus grosse et je laisserais tomber la feuille stylisée de plusieurs couleurs» – Snowbird, English

"I think it is too visually overwhelming personally. I like the checkmarks but its a bit hard to concentrate on the writing when the leaf is so bright and so much going on in it" – Youth, English

“I rarely take action on ads, and as just mentioned get peeved that my tax dollars are being wasted. If this is an online resource, spend the money on making sure the website pops up on the first 1/3 of the search results” – 25-54 yrs, English

Three Executions of the Icon Concept

1. Animated banner in “Flash”
2. Horizontal and Vertical Print & Online Image
3. Web takeover

Strengths of the Icon Concept

• The simplistic look and colour scheme of this concept (particularly for the Snowbirds group).
• It’s informative.
• The icons were viewed positively by some, others commented it was too “cartoony” (Youth).
• The Youth segment singled out the App as a positive.
• Website takeover was viewed slightly more positively than the other concepts.
• Many would look at the web takeover ad while in the airport.
• Tagline is clear.
• Message is easy to understand (all English groups).
• The concept is more in line with expectations for Government of Canada ads (except for Youth).
• Easily identifiable as a Government of Canada ad due to the watermark/logo.
• Information is trustworthy since it is from the Government of Canada.

Quotes

«j'aime l'information mais le design est simpliste» – 25-54 years, French

"A bit boring but much cleaner and easier to follow" – 25-54 yrs, English

"No it looks more like Expedia or some other travel site. I think it's the cartoonyness as I've mentioned before" – Youth, English

“Everything you need to know for travelling is on one website. and yes that message comes through clearly to me”– Multicultural, English

«le gouvernement est clairement identifié, les informations sont offertes sur des sujets variés, l'information disponible pour les frontières peut aider des personnes» – Snowbirds, French

Weaknesses of the Icon Concept

• The animated banner ad was confusing to some (too fast) and would not attract many looks.
• The colour scheme was viewed negatively by most participants (except for Snowbirds).
• Nothing about this concept seems “Canadian”.
• Website takeover was viewed negatively by most participants (all groups except Snowbirds) – too cluttered and confusing.
• The tagline was less clear for some of the French participants (particularly 25-54 yrs and Youth groups).

Quotes

“Much clearer than the last (Checkmark). Boring colors though. The grey backdrop is pretty dull” – 25-54 yrs, English

“I felt like this ad was all business and no pleasure. The gravel colored banner is not very interesting“ – Youth, English

«plusieurs autres application aussi on un logo semblable on peut se tromper» – 25-54 years, French

“The colouring is the one thing I do not like. It is too drab” – Multicultural, English

Three Executions of the Suitcase Concept

1. Animated banner in “Flash”
2. Horizontal and Vertical Print & Online Image
3. Web takeover

Strengths of the Suitcase Concept

• Considered the most creative and visually appealing of the concepts.
• The animated banner was well-received.
• The print ads were viewed positively as it was colourful and creative.
• The ads are not what would be expected from the Government of Canada; however, this is a positive.
• Identifiable as a Government of Canada ad due to the watermark/logo but not as obvious as the other two concepts.
• Information is trustworthy as it is from the Government of Canada.
• Tagline was well-received (“short and sweet”); the message of safety was clear to all.
• Many would be drawn to this ad if they see it at the airport and also to visit the website.

Quotes

“I like the moving suitcase and the sound of an airport. It makes you think about travelling. The only negative is as said before - appears to be only for safety.“ – 25-54 yrs, English

“I like this one the best, fun and easy to understand and to the point“ – Youth, English

«Plus visuel, plus animé, meilleur contraste de couleurs, pas trop d'informations écrites» – Snowbird, French

“The ad design draws you in so I would stop to look and, out of curiosity, would probably check out the site” – Multicultural, English

Weaknesses of the Suitcase Concept

• Many felt this concept could be more informative, as it actually had the least information about the website.
• The focus is on safety only.
• The website takeover was viewed negatively (disjointed, confusing); the Government of Canada was not easily identifiable as the sponsor of the ad on the website takeover.

Quotes

“The tag line only focuses on ‘safe’, and doesn’t include many of the other important factors that the ‘icon’ one alluded to.“ – 25-54 yrs, English

“I REALLY don't think this website takeover does the ad concept justice“ – Youth, English

“I think design wise it is very nicely done, but it needs more information on what exactly I can find on this site“ – Multicultural, English

Comparative Analysis Of The Concepts
The Best Liked Concept

• All three concepts had their merits; however, on balance the Suitcase concept was the most popular and best liked. Visual appeal was the Suitcase’s biggest asset, while the only real criticism was that it only focuses on safety and ignores other important aspects of travel.
• Both the Checkmark and Icon concepts were liked by some and disliked by others.
  • The most positive aspect of the Checkmark concept was the comprehensive list of important information, and the biggest issue is the visual (cluttered, confusing)
  • The lack of visual appeal is also the biggest issue with the Icon concept. Similarly, comprehensive travel information was its biggest appeal.

Quotes

“Suitcase because only of its colour. As far as clarity of information goes, the checkmark one was best“ – Multicultural, English

“Mine was suitcase because it was fun looking and drove the point of traveling which this website is all about“ – Youth, English

« le 3eme il est plus explicite sans qu'on ait à visiter on peut s'imaginer ce dont il est question» – Snowbird, French

“Third one (Suitcase) stands out better because of the Maple Leaf“ – 25-54 years, English

The Concepts on Mobile

1. Checkmark
2. Icon
3. Suitcase

The Mobile App is Popular

• The Checkmark and Suitcase mobile app icons were equally popular, and a few also liked the Icon concept (the image of the plane relates to travel).
• Most (except for Snowbirds) indicated they would download the App.
• The expectation is that the App would offer the same information available on the website.

Quotes

“The second one (Icon) doesn’t look like it relates to Canada“ – 25-54 yrs, English

“Love the (checkmark) maple leaf one best for that, suitcase just behind that“ – Youth, English

“I would not download the app because I use my phone for phone calls only“ – Snowbirds, English

«le plus clair est le 2e...mais mon oeil est plus attiré vers le 3e symbole» – Youth, French

“I would hope to be able to get country specific information as well as specifics on safety/security and country information/guidelines“ – 25-54 yrs, English

Recommendations
Moving Forward…

• Suitcase would be the recommended concept to proceed with if DFAIT is required to select one for advertising for the new Travel.gc.ca website.
  • The creative and vibrant visuals were seen as a pleasant change from the Government’s usual “business-like” approach to advertising.
• The slogan “Travelling abroad? Travel Safe. Travel.gc.ca” was seen as simple, clear, and to the point.
• The concept and executions clearly communicate it is a Government of Canada ad, as long as the watermark/logo is included. This leads to a high degree of trust.
• An online and mobile advertising approach would be most effective;
  • Airport ads would attract minimal interest.
• Suggestions for improvements include:
  • Leveraging the positive aspects of the other two concepts, specifically providing more comprehensive travel information (as opposed to focusing only on safety).
  • Improving the implementation of web takeover ads so that it blends in more seamlessly with the host website (minimizing clutter and disjointedness).