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.
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.
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