IE | Case Study | Tourism Victoria - Geographical Targeting
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Tourism Victoria – Geographical Targeting

Tourism Victoria, the State Government’s leading tourism agency provides information to travellers across their entire visit in the state. Through a multi-channel experience, users gain a holistic view of Victoria.

600,000 VISITS & 2 MILLION VIEWS PER MONTH

150 VISITS & 500 VIEWS PER SECOND

500% INCREASE TO SERVER RESPONSE TIME

The ‘Visit Victoria’ experience engaged IE Agency to create a customer-first mobile experience.

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Purpose

IE was engaged to develop a mobile site that serves relevant content, based receiving geographical information, to a users’ current location. This geo-targeting of information on the Sitecore platform was integrated to provide a uniquely tailored experience for each individual user. Goals were:

  • For a user to seamlessly plan their trip to Victoria from any global location, prior to travelling
  • To constant update and provide local information whilst the user is travelling around Victoria.
  • To provide access to attractions, mobile only deals and accommodation information.

The Journey

IE Agency undertook a collaborative planning phase with Tourism Victoria. The process included interactive clickable wire-frames. This ensured a thorough understanding of the user’s needs, whilst also meeting business requirements.

Best practice was applied; giving Visit Victoria an optimised outcome that lightly integrated the Digital Marketing System (DMS) at the development level for future use.

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Solution

Tourism Victoria now provides a curated travel service through mobile devices. Excellent results were:

  • Tourism Victoria has a Sitecore mobile site where content authors can specifically target information to different markets or platforms.
  • The site geo-targets information to a users physical location. This changes and is re-served when they move to a new region in Victoria.
  • The massive increase in response time through Sitecore.