Case Study

$224 billion is tied up in unused vacation time across the private sector. If US Travel could reach those with the greatest amount of unused PTO and persuade them to use more time off, it could trigger a cascade of societal and economic benefits.

The US Travel Association launched Project: Time Off, a research-driven initiative to prove the personal, business, societal, and economic benefits that taking earned time off can deliver.

To optimize its communication strategy, US Travel wanted to identify the priority audience to target and the most persuasive messaging.

Using segmentation analysis we identified clusters of consumers that had both significant untapped PTO and an openness to using more of their PTO.

Next, we uncovered what messages were mostly likely to motivate change, both among consumers and employers.