1. “Mobilising the Tourism Industry”
A case study from Tourism Victoria
Track 2 – 11:15am
Panellists:
Michael Hauser, eMarketing Manager, Tourism Victoria
Key Takeaways:
1. Integrate mobile into marketing and digital strategy
2. Mobile space is rapidly changing, watch, pilot, learn
3. Prioritise mobile web, apps and mobile technologies
#ATUW

2. 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
#ATUW

3. 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
#ATUW

4. Mobile Strategy - Objectives
Inspiration
Provide access to relevant Melbourne &
Victorian tourism content to mobile users at
each stage of the travel life cycle
Destination
Use mobile technology to increase yield and
improve visitor experience whilst at the
destination
Integration
Ensure mobile projects are consistent, on brand
and integrated into ongoing strategy, campaigns,
activity and promotions.
Innovation
Develop pilot projects to explore new mobile
technologies
Education
Support, educate and encourage Victorian
tourism industry to integrate mobile projects
into strategies #ATUW

5. Why mobile?
By 2014, mobile
internet should
take over
1 in 2
people take action
desktop internet from a local search
usage on mobile
Over 50% of Australian
“Dual-Screening” smartphone users use
60% of tablet/mobile search daily on their
owners watch TV with mobile
their device
Mobile visitation to
visitvictoria doubles 85%
during TVCs Of leisure travellers
use their smartphone
while travelling
#ATUW

6. Why mobile? Growing traffic
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
#ATUW

7. Why mobile? Key destination tool
Dream Plan Book Go Review
Awareness Intent Best value Inform Rate
Consideration Compare Share Share
Brochure
TV
Print
Web
Social
Mobile
#ATUW

8. A short digital history
1999 – First web site 2001 – WAP 2004 – iMode 2009 – m.visitvictoria.com 2011 – New visitvictoria.com
2008 – Insiders Guide App 2010 – iPhone app 2011 – playmelbourne app
2001 – visitvictoria.com launched
#ATUW

9. 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
#ATUW

10. 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
#ATUW

11. Mobile Projects 2009 - 2012
• m.visitvictoria.com Pilot Mobile Site
Initial pilot mobile site, focussed on Melbourne on-ground – Launched 2009
PlayMelbourne Content – Drupal CMS
• Visitvictoria.com Mobile site
Development of custom mobile version of desktop site – Mid 2013
• Layar App
Pilot augmented reality App – Launched 2009
• Wineries iPhone App
Supports the Victorian wineries guide – Launched December 2010
• Wineries Android App
Supports the Victorian wineries guide – Launched September 2011
• Play Melbourne App
Phase 10 Play Melbourne campaign – Launched September 2011
• Daylesford iPhone App
Initial app build as part of Villages campaign – Due for launch
• UK iPhone App
Interactive game and destinational information – In development
#ATUW

12. App v Mobile Website
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 Website
Over 1 million mobile visitors to visitvictoria in 2012
Tourism Victoria will focus mobile strategy on the design, development and build of a comprehensive Mobile
Web version of visitvictoria.com.
#ATUW

13. Dedicated v Responsive
Smartphones “Phablets” Tablets Laptops/Monitors/TV
Stage 1 Stage 2
Dedicated Mobile Version Responsive Website
or
Tablet Version Responsive Website
#ATUW

14. Mobile Site - Objectives
• Mobile version of visitvictoria.com
Standalone custom mobile site supported
by Sitecore CMS
• Target visitor at location
Provide geo-locational content, search
and navigation
• Simplified Navigation & UX
Focus on key content for mobile users
App like experience
• Always link to the full site
Provide links on every page to full website
• Device & Location Aware
Auto redirect mobile users to mobile site
• Region Focus
Regional gateways will provide
consumers with a contextual regional
entry points
#ATUW

15. Mobile Site Design
#ATUW

16. 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
#ATUW

17. Top 3 Tips
• Big Picture
Integrate mobile into marketing & digital
strategy
• Pilot
Watch, test, learn
• Small steps
Prioritise mobile projects according to budget
and audience
#ATUW