Tourism Tasmania

Industry: Tourism
Tourism Tasmania

Digital Strategy & Implementation

About the Client

The online world has increasingly become the most important resource for recreational travelers. Tourism Tasmania’s incumbent website, while providing the basic nuts and bolts travel information, wasn’t providing users an experience that represents what a holiday in Tasmania is actually like – unexpected and full of depth. 

Challenge, Approach & Solution

Tourism Tasmania required an online marketing strategy to improve engagement with potential travelers, build relationships and facilitate their visit to Tasmania.

Zuni has developed the overarching digital strategy across all digital and data channels to push users through a conversion funnel – from awareness through to conversion and ultimately advocacy. This work lead to an implementation plan including the re-organization of internal resources, external suppliers and technology solutions. The scope of the plan includes websites, mobile, social media, email and data – all directly integrated together to form a cohesive communications and interaction platform.

Digital Strategy & Implementation


Zuni delivered:

  • Overarching digital strategy including:
     o  Web and mobile strategy
     o  Social media strategy
     o  Data and DM strategy
  • Technology requirements
  • Resourcing requirements – internal and external
  • Implementation plans including:
     o  quick wins from existing work and resource
     o  long term roadmap for on-going delivery of digital assets based on agile project management methodologies
  • Training and mentorship of internal staff
  • Project management of internal processes and outputs


  • Clear plan for digital delivery resulting in new site launch in 2014 
  • Plan for organizational change to support on-going content publication
  • Thorough understanding of target markets and content consump7on
  • Clear understanding of key business objectives and relevant KPIs
  • Clear understandings of each digital channels role in facilitating conversion across TT’s target sectors and how these integrate with off line channels

After a lengthy tender process, Tourism Tasmania appointed Zuni to help us develop our digital strategy, focused around the website. They did an excellent job of both developing the strategy based on strong customer insights, as well as managing the various stakeholders through the process. They are now working with us to support the implementation of the plan through our internal team and current providers,adding strategic support and expertise to the project.
Their understanding of the digital space, how customers use it, and how to make this work for an organisationis very strong, and their ability to create consensus amongst a stakeholder group made the project process extremely smooth.

If you’re interested in speaking to Zuni about this case study and how we could help your business, please get in touch

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