Case study

Acquiring and retaining cultural tourism audiences

Joliette Halte Culturelle, launched in 2022, is a collective initiative led by the Musée d’Arts de Joliette, the Centre Culturel Desjardins, the Festival de Lanaudière, and the Festival Mémoires et Racines. It promotes culture in Joliette by showcasing local authenticity and artists from Lanaudière, Québec, and around the world.

Goal

Acquiring and retaining cultural tourism audiences

The Joliette Halte Culturelle teams reached out to us to better understand cultural audience profiles—especially tourists—so they could build shared acquisition and retention strategies across their territory.

Secondary objectives included:

Identifying synergies across multiple cultural institutions to strengthen a city-wide offer.
Building audience loyalty through personalization
Data-informed decision-making for development strategies

Solutions

Pooling data to amplify Joliette’s cultural reach

To address this challenge, the Gradiant team developed:

A process to pool and enrich data
A 360° visitor view for the Joliette area
Actionable dashboards (by organization and overall)

Impact

Joliette Halte Culturelle now has access to a 360° visitor view, enabling shared, personalized marketing actions.

Optimizing marketing efforts in key areas

Identifying cross-acquisition opportunities

Journey and behavior analysis highlights partnership opportunities and cross-promotion between the four organizations.

A granular understanding of behaviors

A segmentation tool that identifies repeat-visit drivers, loyalty, and long-term visitor engagement

Sustaining funder support over time

A new organization joins the initiative

The following year, the Centre d’Amitié autochtone de Lanaudière joined the consortium.

They trust us.

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