About

Summary

Chesterfield Borough Council and Destination Chesterfield needed a consultant to identify key audiences and marketing tools to support the research stage of a new project to develop and encourage short breaks in the town, and put Chesterfield on the map as a place to stay. 

Our Approach

Acorn Tourism conducted extensive primary and secondary research to meet the needs of this project. An online panel survey was conducted amongst visitors and non-visitors to Chesterfield to assess awareness and perceptions of Chesterfield as a destination and place to visit. Demographic data was also gathered. A competitive analysis of popular destinations in the Peak District was also conducted to establish where Chesterfield sits within the local tourism environment in terms of size, accommodation, visitor attractions, connectivity, visitor numbers and so on. 

This research enable Acorn to analyse key market segments of current visitors to Chesterfield and which segments were mostly likely to want to visit Chesterfield in the future, and the activities they were most likely to take part in. This provided important information to the client in order to inform both marketing to attract them and developing the most suitable products to appeal to them.

Outcome

Acorn Tourism was able to clearly pinpoint the key audiences for short breaks to Chesterfield, identifying three priority segments and the most appropriate marketing techniques to reach them. Recommendations in terms of product development were also offered.