TOURISM TASMANIA

Beyond transitioning Tourism Tasmania's digital ecosystem from a dated 14-year-old legacy platform to the Optimizely DXP within a tight 5-month timeframe, we also aimed to:

• Enhance digital visitor tools supported by an advanced marketing technology platform
• Simplify the management of multiple websites for seamless operation
• Ensure all designs followed the new branding guidelines by developing a digital design system and component templates so pages can be built and updated in the CMS pre-styled
• Offer a unified and personalised consumer experience through a robust customer data platform (CDP) enabling relevant articles, operators and pages to be surfaced based on the user’s browsing behaviour
• Integrate the Optimizely Experimentation Platform to roll out extensive on-site testing to optimize for conversion
• Apply e-commerce principles across the website to encourage visitors to go beyond the well-trodden track and make decisions with higher travel intent, demonstrating  value to our Operators, improving conversion, and winning back our audience during periods of inactivity
  

Our customer experience strategy revolved around three core principles: explore more, act faster, and deliver delight. Our aim was to encourage travellers to discover less conventional  Tasmanian experiences, in a simple, highly-personalised way. After all, trip planning shouldn't be a hassle, should it?

To materialise this vision, we unveiled a revamped Discover Tasmania website. This enhanced platform assists visitors in planning their Tasmanian holidays by offering personalised recommendations based on both inferred and declared interests.

Tools and content were designed to streamline the trip or itinerary creation process, seamlessly integrating ATDW data (Australian Tourism Data Warehouse) listings. This integration significantly boosted leads for the tourism industry resulting in 37,203 average monthly digital leads from the Tourism Tasmania website, and has allowed operator-specific offers and events to be promoted on-site to strengthen visitation during the Off Season.

To leverage the Local Industry Partner network (consisting of 3,200 partners), we built additional functionality into the Trip Planner feature, allowing industry partners to curate itineraries and share recommendations to visitors within their networks via a QR code scan or email link, thereby increasing usage of the Trip Planner tool, boosting account registrations and promoting regional dispersal.  

We rebuilt the Discover Tasmania website using the Optimizely Digital Experience Platform, allowing us to enhance and customise the user journey in real time. This is supported by Optimizely’s Content Intelligence and Content Recommends platforms. These helped us to understand the performance of Tourism Tasmania’s wealth of content and make recommendations to site visitors based on their learned interests.

We also re-configured and activated the Customer Data Platform. This powerful tool uncovered valuable insights into user preferences and behaviours, enabling us to continuously refine and tailor the customer experience.

Integration between the Customer Data Platform and MailChimp also allows personalised messaging to be triggered and sent to various segments defined in the CDP resulting in more relevant, timely and effective email communication.  
 
Finally, bespoke and comprehensive web reporting was built using the HEART framework on Looker Studio, leveraging data from over 166 individual event tags to combine GA4, Big Query and SEO data from tools such as Advanced Web Rankings to provide a detailed overview of site performance with scope to drill down into opportunities, challenges and successes across Tourism Tasmania’s digital platforms.