Visit Baltimore Brand Toolkit Fall 2022 | Page 11

Our Audiences

Through extensive research , we identified the following target audiences , which are instrumental in guiding our selection of media channels and tactics throughout the campaign .
THE PIONEER
( Age 18-40 , no children ): Gen Y and Z members who actively search out the under-the-radar fun in any given city . They create trends . They find locals and connect with them to get a true destination experience .
THE CREATIVE SPIRIT
( Age 25 +): This group spans from single travelers to couples , families and empty nesters who have one thing in common : they are on the hunt for “ authentic ” placebased cultural , culinary and historical experiences .
THE TRADITION MAKER
( Age 40-60 +): This group flocks to urban areas for big events such as festivals , concerts , athletic events , holidays or personal celebrations ( anniversaries , birthdays , graduations , etc .).
THE BIZCATIONER
( Age 28-65 ): Bizcationers go to Baltimore for convention or business meetings . Leisure isn ’ t the primary reason for visiting , but they will take advantage of free time to experience a bit of the city .
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