SAILING THROUGH THE ARTS
Target Market
While closed border order is in effect, the main target market of the “Sailing through the arts” route is the residents in Western Canada, such as BC and Alberta travellers. From the demographical aspect, we are focusing on Millennials with young children and above the Canadian average income, as this route focuses on highly interactive outdoor art performances with a variety of cultural experiences for the whole family members. According to the Explorer Quotient Profile of Destination Canada, we created this route for the Free Spirits who are seeking for fun and exciting activities that they can interact and share that moment with others. We chose each route point not just because it is a highly recommended place to visit in the area, but more than that each stop will bring different emotions and experiences for the visitor, from enjoying the unique cultures in the Between The Lakes Pow Wow, to being amazed by visual and sound effects in the Caravan Farm Theatre performances. Moreover, through the performances and festivals, the route is also believed to satisfy the Free Spirits’ needs, as 48% of them are families who love to attend actively in social events, as well as to experience unique arts and cultures.