| In 1998, the Vermont Department of Tourism and Marketing (VDTM) conducted a comprehensive branding study to assess the perceptions and attitudes that exist about Vermont in the marketplace.
Conclusions:
Visitors from metro New York City want to get away from the city, but they have lots of choices. Vermont's appeal is a special combination of:
- Beautiful scenery
- A peaceful experience
- Outdoor fun
- Great amenities
For visitors living outside the New York metro area, just "getting away" is important, but not as much as it is to people living in the city itself. Vermont's beautiful, natural, outdoor experience registers very high with this segment. But once again, it's the combination of these attributes with Vermont's sophisticated amenities (inns, B&Bs) that has the largest impact.
The result of these elements is the consumer expectation that you will not just feel good in Vermont, but that you will find a profound sense of well-being here. Vermont's connection to potential visitors is a deeply emotional one that transcends specific elements of the travel experience (inns, restaurants, attractions.)
Download a copy of the report in Adobe Acrobat (PDF) format (436K) now.
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