What is Helix Personas?
Helix Personas is a segmentation that divides traveller’s into 54 distinct mindsets (Personas) and 6 over arching Communities.
How is Helix Personas used in the NVS?
Each respondent in the NVS has been coded to a Persona and Community so it is possible to profile visitors to an area or participated in a certain activity by Helix Personas.
What is available on each Persona?
Behind each Persona is detailed information on their:
- Attitudes
- Activities
- Values
- Media activity (digital and traditional)
- Product/service consumption
- Home locations
- Messaging tone and style
100
Leading Lifestyles
Successful, independent and self-reliant, Leading Lifestyles work hard for their success. They are big spenders and enjoy sophisticated, cultured living to the max.
200
Metrotechs
Dynamic and culturally diverse, Metrotechs are socially aware, hard-working and ambitious experience seekers who enjoy the best that city life has to offer.
300
Aspirationals
Driven by dreams of a big future, Aspirationals are highly ambitious, status conscious and committed to creating a successful future for themselves and their family.
400
Hearth and Home
Hearth and Home represent the core of middle Australia, with life revolving around family and home, which they see as an expression of their achievements.
500
Doing Fine
Modest but contented, Doing Fine value simple pleasures, making life simpler, earning respect, creating tangible improvements and meeting basic needs.
600
Fair Go
Struggling to make ends meet and feeling like they get a raw deal out of life, Fair Go face a raft of daunting challenges, given the limited opportunities available to them.
Getting Started with Helix Personas
Once you have identified the Helix Personas to target from the NVS there are a range of tools that help you effectively target and reach them.
Helix Personas Portal
1
Understand Helix Personas
- Deeply understand the behaviours, attitudes and values of the Persona.
- Understand what drives their purchasing decisions.
- Understand what motivates them and the issues most deeply care about.
2
Understand media channels
- Use the language that appeals to the target audience.
- Create messaging in the tone and style that will resonate with the audience and most effectively promote your location, attraction and event.
3
Communications that resonate
- Use the media channels that your audience engages with.
- Effectively and efficiently allocate advertising expenditure to the channels you target audience uses.
$15K per annum
Helix MAPPING
4
Locate TARGET Personas
- Find your target location throughout Australia by Meshblock, SA1 and Postcode.
- Precisely target out of home and location-based marketing programs to those areas that contain the highest proportions of your target audiences.
$15K per annum
Helix Pixel
5
Monitor Campaign Performance
- Once digital campaigns are running use the Helix Personas Pixel to monitor daily traffic to your website pages promoting the campaign.
- Analysis web site visitors by Helix Personas and home location.
$15K per annum
Maximizing Impact with Visitor Personas
Visitor personas represent the various types of tourists who visit regions across Australia. These personas are crafted based on a mixture of real data and market research insights, embodying the diverse interests, behaviors, demographics, and motivations of tourists.
Utilise visitor Personas like ‘307 Experience Seekers’ or craft targeted marketing that resonates, significantly improving the efficiency of your campaigns and attracting the right visitors to your region.
Tailor experiences to match Persona expectations, such as creating family friendly itineraries for ‘503 Fun First’ enhancing satisfaction and elevating their journey in your area.
By focusing on ‘207 Seasoned Lifestylers’, tourism regions promote the various attractions and activities these group of tourists prefer.
HOW CAN ROY MORGAN HELP
Our market research services delve deep into the National Visitor Survey, employing cutting-edge analytics to decode the behaviors, preferences, and trends of tourists across Australia. We transform raw data into actionable insights, enabling you to understand the evolving dynamics of the tourism market and identify opportunities for growth and innovation in your region.
Total Control with our Self Service Tools
The Helix Personas Portal provides comprehensive profiles that encapsulate the motivations, preferences, and behaviors of key tourist segments. It assists with the creation of marketing communications and also decisions around which media to use.
Consultation and Strategy
Our services provide regions with personalised marketing strategies, expert advice on using visitor personas for better campaigns, and support for sustainable tourism growth, helping create a welcoming destination for tourists across Australia.
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