Western Canadians.
Demographic: Millenials with children.
Psychographic: Free Spirits. 48% are families. Social events, festivals, enjoy active participation. In one trip they spend more than the average Canadian.
While closed border order is in effect, the main target market of this route is the Western Canadian. We are focusing on Millennials with young children and above the Canadian average income. According to the Explorer Quotient Profile of Destination Canada, this route is created for the Free Spirits as 48% of them are families who love to attend actively in social events and festivals, as well as to experience unique arts and cultures.