Brand Positioning and Advertising Strategies for Asian American Vacationers

Urgent pain point: The client's advertising images risked not resonating with Asian American families — threatening to slow growth of premium branded vacation experiences among a priority segment.

As a global leisure and entertainment organization (confidential), the team faced real pressure to build business with Asian American families while ensuring that a major ad campaign reflected authentic, high-appeal imagery and family moments.

The immediate trigger for research was clear: validate which visuals and creative directions would appeal strongly to this demographic before the campaign launched.

Differentiator: We segmented participants by prior direct brand experience—running separate online focus groups for families with, or without, personal experience with the client's brand. Respondents discussed their priorities and pain points when planning family vacations, and reacted to alternative brand positioning concepts and advertising images.

1. First we defined two target segments: families with / without prior direct experience with the client's brand.
2. Next we conducted a series of online focus groups across both segments, using qualitative discussion to elicit attitudes, behaviors, and perceptions.
3. Then we synthesized the qualitative insights to compare themes between experienced and non‑experienced families and identify implications for brand strategy.
4. Our involvement vs. the client’s: Our client designed the discussion guide and provided the stimulus materials. We conducted the online focus groups and interpreted participant responses.

Outcome: Insights into Asian American parents enabled the development of niche-specific advertising executions.

1. What was done: Elicited target consumer preferences when planning family vacations and elicited responses to alternative brand positioning and advertising images to inform targeted creative and media approaches.
2. Business impact: Enabled more impactful messaging and better campaign performance.