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Panellists:Michael Hauser, eMarketing Manager, Tourism Victoria

Key Takeaways:1. Integrate mobile into marketing and digital strategy2. Mobile space is rapidly changing, watch, pilot, learn 3. Prioritise mobile web, apps and mobile technologies

“Mobilising the Tourism Industry”A case study from Tourism Victoria

Track 2 – 11:15am

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Tourism Victoria• Victorian Government’s lead tourism

agency aims to:– Market the destination globally– Increase visitation to Melbourne & Victoria– Increase length of stay– Increase dispersal throughout Victoria– Support the tourism industry

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Digital Marketing Strategy 2011-2014• Maximise the potential of the

visitvictoria.com website technology platform, as a key portal for Tourism Victoria, Victorian tourism industry and community

• Develop the social media strategy • Develop a strong website and social media

capability in China• Develop and promote mobile phone and

tablet applications/websites• Expand video content and online video

distribution• Encourage the Victorian tourism industry to

increase the use of digital technology for marketing and booking

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InspirationProvide access to relevant Melbourne & Victorian tourism content to mobile users at each stage of the travel life cycleDestinationUse mobile technology to increase yield and improve visitor experience whilst at the destinationIntegrationEnsure mobile projects are consistent, on brand and integrated into ongoing strategy, campaigns, activity and promotions. InnovationDevelop pilot projects to explore new mobile technologiesEducationSupport, educate and encourage Victorian tourism industry to integrate mobile projects into strategies

Mobile Strategy - Objectives

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Why mobile?

By 2014, mobile

internet should take

over desktop internet

usage

people take actionfrom a local search on mobile

1 in 2

Of leisure travellers use their smartphone while travelling

85%

60% of tablet/mobile

owners watch TV with their device

“Dual-Screening”

Mobile visitation to visitvictoria doubles

during TVCs

Over 50% of Australian smartphone users use search daily on their mobile

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Mobile visits to visitvictoria 2010-2012• 2010 238,030 visitors (3.5% of traffic) • 2011 651,850 visitors (10.2% of traffic)• 2012 (to 30 Sept) 920,000 visitors (20.5% of traffic)

• Sept 2012 25% of traffic

Why mobile? Growing traffic

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GoInformShare

DreamAwareness

Consideration

Why mobile? Key destination tool

PlanIntent

BookBest valueCompare

ReviewRate

Share

Print

TV

Brochure

Web

Social

Mobile

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A short digital history

1999 – First web site

2001 – visitvictoria.com launched

2001 – WAP

2008 – Insiders Guide App

2009 – m.visitvictoria.com

2010 – iPhone app 2011 – playmelbourne app

2011 – New visitvictoria.com 2004 – iMode

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Pilot - 2009 Insiders Guide M Site

• 26,000 visits, 114,000 page views• Local: ¾ of visitors to mobile site are in

Melbourne• Popular content: Whats on, restaurants, bars,

around me• Location awareness, key feature

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Pilot - 2009 Insiders Mobile Site• What worked:

– Local/Around Me functionality is key– Curated local content– Simple UX– Mobile adwords

• What was missing:– prominent search– links to Full Site– Device detection

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Mobile Projects 2009 - 2012• m.visitvictoria.com Pilot Mobile Site

Initial pilot mobile site, focussed on Melbourne on-ground – Launched 2009PlayMelbourne Content – Drupal CMS

• Visitvictoria.com Mobile siteDevelopment of custom mobile version of desktop site – Mid 2013

• Layar AppPilot augmented reality App – Launched 2009

• Wineries iPhone AppSupports the Victorian wineries guide – Launched December 2010

• Wineries Android AppSupports the Victorian wineries guide – Launched September 2011

• Play Melbourne AppPhase 10 Play Melbourne campaign – Launched September 2011

• Daylesford iPhone App Initial app build as part of Villages campaign – Due for launch

• UK iPhone AppInteractive game and destinational information – In development

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Mobile Apps Mobile Website

Speed Fast Dependant on connection

Features Can integrate camera & phone features Less features – location based GPS

Connection Can operate offline (limited) Requires mobile signal

Reach Low User numbers High user numbers

Engagement Higher interaction and time spent Lower interaction and time spent

Access Must be installed first Via Browser

Interface Interactive & Unique UX features Static web based navigation

OS Multiple Mobile OS = Multiple Versions Single version across all OS

Costs Lower initial cost, Costly ongoing updates Higher initial build cost, lower ongoing costs

Content Requires specific copy & content feeds Integrated with existing web content

Greater reach and return on investment from a Mobile WebsiteOver 1 million mobile visitors to visitvictoria in 2012Tourism Victoria will focus mobile strategy on the design, development and build of a comprehensive Mobile Web version of visitvictoria.com.

App v Mobile Website

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Smartphones “Phablets” Tablets Laptops/Monitors/TV

Dedicated Mobile Version Responsive Website

Responsive WebsiteTablet Version

Dedicated v Responsive

or

Stage 1 Stage 2

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• Mobile version of visitvictoria.comStandalone custom mobile site supported by Sitecore CMS

• Target visitor at locationProvide geo-locational content, search and navigation

• Simplified Navigation & UXFocus on key content for mobile usersApp like experience

• Always link to the full siteProvide links on every page to full website

• Device & Location AwareAuto redirect mobile users to mobile site

• Region FocusRegional gateways will provide consumers with a contextual regional entry points

Mobile Site - Objectives

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Mobile Site Design

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Mobile – Next Steps

• Mobile Site launch mid 2013• Review Tablet options & Desktop

Site design• Support & leverage Mobile App

Projects & partnerships• Integrate mobile across all

elements of marketing• Educate industry & stakeholders

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Top 3 Tips• Big Picture

Integrate mobile into marketing & digital strategy

• PilotWatch, test, learn

• Small stepsPrioritise mobile projects according to budget and audience