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URL: http://www.discoverirelandbrochure.com
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Key Industries:
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Entertainment & Leisure
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Government / Social / Political
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Travel
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Key Sectors:
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Analytics
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Behavioural Targeting
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Content Management
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Design & Build
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User Generated Content
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Tourism Ireland
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Brief
Design Agency Burrows was briefed to test and assess the use of digital technologies and how they can improve the delivery of travel brochure information to potential Ireland tourists.
Strategy
Insight delivered from the client team revealed that with such a variety of things to see and do throughout Ireland, each and every person the country as their next holiday destination has a different view of what will make their perfect trip.
To cater for the range of wants and needs, Tourism Ireland suffered the same as a majority of other Tourism offices - a brochure the size of a phone directory that’s high in cost and weight, but low in delivering relevant content to the reader quickly.
Working with the client team, Burrows' strategy focused on putting the power of brochure publishing in the individual’s hands enabling them to “create their own brochure” online.
As a test initiative, the team also sought to put in place key quantitative and qualitative measurement and feedback initiatives, the results of which would determine whether further development of such a project is worth pursuing.
Execution
The core deliverable was an innovative microsite. Launched just before Christmas 2009, this site directs each prospective tourist through a number of potential travel, accommodation and holiday interest options. Once complete, a customised online brochure is delivered for download, responding to the user’s preferences by listing the best and most relevant choices Ireland can offer to match their ideal holiday.
After receipt of the personalised brochure, users were sent a link to a follow up questionnaire that collected feedback on usability, content and design of the experience in general. On top of this, we asked users whether they would be willing to pay for a hard copy of their brochure and what amount they’d be willing to spend on such a product.
On top of this, Burrows' partners Mindshare hosted consumer forums to gauge qualitative data on the usability and relevance of the initiative.
Results
A total of 3,500 customised brochures were created from the test audiences which was above expectations. Average time spent on the site was 3 minutes 23 seconds.
Qualitative feedback from the post-exposure forums by Mindshare demonstrated that the concept of a customized microsite was valued in terms of empowering the user to filter content, making the information more relevant and saving the users valuable research time.
• “This is more tailored. Like a good suit.”
• “It personalises your holiday and gives you a good guide where to start.”
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