Travel Alberta and EQ : increasing focus and alignment to drive return on investment. : Iu87-1/3-2012E-PDF

"In 2009, Travel Alberta (TA) invested in an Explorer Quotient or EQ license. In three short years, the organization has adopted EQ and introduced a vibrant new brand - changes that are ambitious and exhilarating. Together these elements have fundamentally changed the direction of the agency and Alberta's potential for success as an authentic and exciting tourism destination. As result of its investment in EQ, TA has seen three key results: 1) Improved alignment with its stakeholders and the CTC, (2) Improved organizational and marketing efficiency and (3) Validation of its brand and marketing decisions"--Case summary, page 2.

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