To provide you with the best experience, cookies are used on this site.  Learn more

Allow cookies
Saint Helena Marketing Review

About

Summary

This study was commissioned by Enterprise Saint Helena (ESH) to evaluate the effectiveness of the tourism development efforts of St. Helena, based on marketing carried out by St. Helena Tourism from April 2013 until late 2014.

There were two key aims of the research: to determine whether (and to what level) market penetration took place within the United Kingdom market by providing factual evidence and penetration statistics, and based on these findings and stakeholder consultations identify gaps and make recommendations on how tourism marketing efforts could be further strengthened.

Our Approach

An online survey formed the core element of this study and was the main source of primary data; this survey covered a nationally representative sample of the UK population.  Respondents were all long haul travellers (they had travelled on a long haul flight during the last year).  The sample size was 500 respondents, of which 150 were also readers of travel magazines.  In addition to this demographics, travel habits and lifestyles of these travellers were also researched through the survey.

Outcome

Whilst there was considerable recognition of the St. Helena name as a destination, there was significant misunderstanding regarding its geographical location.  Linked with this, it was found that there was very poor understanding of the product St. Helena offered as a destination.  Acorn identified an urgent need to create a brand message so consumers associated St. Helena with a place and a product.

It was recommended that the marketing focus should switch to air visitors as soon as the origin airport of flights on the new airlink was confirmed.  Until then, short-term marketing should focus on conveying two key messages: where St. Helena is in the world, and what it offers to the visitor.  The announcement of the air link should be used as the trigger for an aggressive marketing campaign, directed by the brand strategy.

Directions

Projects Nearby

  1. Due to the imminent opening of the airport in St. Helena and a direct link with South…

  2. In 2017 travel to St Helena by air became possible with the opening of an airport on the…

  3. With the opening of the first ever air link to St. Helena, Acorn was commissioned to…

  1. Study to assess the potential for land and ocean-based tourism on Ascension Island in the…

  2. Design and implementation of a domestic tourism survey in Namibia to assess the scope and…

  3. Study to assess the potential for land and ocean-based tourism on Tristan da Cunha in the…

  4. Development of a project tracking tool for the Millennium Challenge Account team in…

  5. Survey of the UK market, assessing perceptions and potential demand for Namibia, as well…

  6. This project was commissioned to review the national tourism information system and…

  7. Large sample tourism exit survey to provide detailed tourist profile and trip…

  8. Review of Ghana's proposed tourism database that aimed to link regional tourism offices…

  9. Study to further enhance the tourism statistical infrastructure in Botswana following the…

  10. Specialist niche market report that examines Cross-Continental Tourism in sub-Saharan…

  11. Research into the data available and feasibility of developing a natural capital account…

  12. The project was aimed at assisting the Research and Statistics Unit in the Department of…

  13. In 2000, Acorn developed an offline tourism statistics database to assist with measuring…

Previous Next

Saint Helena Marketing Review

Client:

Enterprise St. Helena,

Location:

St. Helena
Enterprise St. Helena

Contact us

3 Woodland Enterprise Centre, Hastings Road,
Flimwell, East Sussex, TN5 7PR, UK

+44 (0) 1580 879970

contact@acorntourism.co.uk