Client problem

Despite its popularity in Cornwall, The Lost Gardens of Heligan needed to assess brand awareness in Southern England and identify key target regions for growth.

Objectives

Measure brand awareness across target regions, analyse geographic and demographic factors influencing visitation, and identify areas for targeted marketing to enhance engagement and visitation.

Approach

Conducted a comprehensive brand tracking survey with 1,500 participants across Cornwall, London, Oxfordshire, and the South East. The survey captured data on brand recognition, visitation frequency, demographics, and geographic proximity. Correlation analyses explored the relationship between awareness, distance, and visitation rates.

Research implications

This brand tracking research highlights the critical role of geographic proximity in awareness and the untapped potential of high- income, low-awareness regions. Insights from this study can inform targeted campaigns to increase visibility in strategic counties like London, Berkshire, and Oxfordshire. For clients, brand tracking provides actionable data to prioritise markets, allocate resources efficiently, and measure brand growth over time.

Findings

Awareness rates:

Highest in Cornwall and Devon (85%) and lowest in London (37%), indicating a strong correlation between proximity and awareness.

Visitation insights:

Only a small percentage of aware respondents had visited, with visitation strongly linked to frequency of travel to Cornwall.

Target opportunities:

High-income regions like London and Berkshire have low awareness but high potential for visitation.