California Division of Tourism

About This Project

The California Division of Tourism (DOT) retained Pulse Group professionals to conduct several studies in the United States, Canada and Japan in order to measure the effectiveness of various tourism advertising and promotional campaigns. During the course of our work we conducted approximately 3,000 telephone interviews in a pre- and post-test research program, which measured various respondent groups advertising awareness, interest in visiting the State of California, advertising recall and identified actions taken after seeing/hearing the advertising or promotional campaign. Using the results of our work, DOT refined and re-targeted its tourism advertising and promotional efforts.