Target: Mozaic Destination Recreation. Men + Women, 36-45, $50-74K annually. Single Family. Age of children 13-18. Love authentic experiences whether they’re traveling or exploring their hometown. Price-conscious but are comfortable spending, culturally aware but not snotty. Don’t baby their kids but are affectionate and supportive.

Insight: These people aren’t traveling every month. Destination Recreation value experience over everything so why limit the fun to just those trips?

Key Message: Authentically local.

Partner: Morgan Willett

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