Mobile marketing: Vienna Tourist Board case study - Andrea Kostner

•

1 like•729 views

Mobilni marketing na primeru Dunajske turistične organizacije (Andrea Kostner, Vienna Tourist Board) na 12.Motivacijskem srečanju za skrbnike portala Slovenia.info.

Travel

Mobile Strategy of the Vienna Tourist Board
Digital Tourism Conference – DST 2014
13th October 2014 Andrea Kostner
Team Manager Content Management
Digital & Future Media Strategy

Vienna Tourist Board
Today‘s Content





Social Media Strategy
Vienna Tourist Board
Facts & Figures

Vienna Tourist Board
Vienna Tourist Board – Facts




2013 Budget: € 24.6 million




Vienna Tourist Board

Vienna – Facts




Vienna Tourist Board

Vienna Tourist Board
vienna.info - Facts






Mobile Strategy VTB
EINFÜNGEN: SCREEN vienna.info

Social Media Strategy
Mobile Strategy – Non App Policy

Mobile Strategey – Targets



Vienna Tourist Board

Vienna Tourist Board
Optimised Design & Customised Content



Vienna Tourist Board
Customised information for mobile users




Vienna Tourist Board
Location & Social Media Integration



Vienna Tourist Board
Text-only Version





Vienna Tourist Board
Feature: myVienna travel plan




Vienna Tourist Board
Feature: Around me function





Vienna Tourist Board
Feature: Public transport




Vienna Tourist Board
Feature: Hybrid App





Vienna Tourist Board
Feature: Mobile prize raffles

Vienna Tourist Board
Feature: Newsletter



Vienna Tourist Board
Statistics website

 

Statistics mobile website

 
Vienna Tourist Board

Share of mobile accesses




Vienna Tourist Board

Vienna Tourist Board
Statistics Newsletter


0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
Anzahl
Kampagnenname
Öffnungen auf mob. Geräten
Öffnungen insgesamt

Social Media Strategy
Next step: Responsive design

Vienna Tourist Board
www.vienna.info Re-design & responsive website Requirements:







Vienna Tourist Board
www.vienna.info Re-design & responsive website

Digital Marketing 2013/14



Vienna Tourist Board

Digital Marketing Strategy




Vienna Tourist Board

Integrated campaigns



Vienna Tourist Board

Vienna Tourist Board
Campaign example: Now or Never 2014

Campaign example: Now or Never 2014






Vienna Tourist Board

Now or Never 2014 – Teaser video
Vienna Tourist Board

Campaign example: Connected Garden / Arabia
Vienna Tourist Board

Social Media Strategy
Thank you for your attention!
Questions?
Please ask…
andrea.kostner@vienna.info

Mobile marketing: Vienna Tourist Board case study - Andrea Kostner

High Fidelity is a marketing and strategy consulting firm that specializes in digital advertising, social media campaigns, website development, and other online and traditional advertising solutions. They have expertise in online advertising networks and work with clients across Europe, including national tourism boards and large automotive companies. High Fidelity also designs concept stores and large LED displays in major cities.

MonMaps: Let your friends see the city through your eyes

Francesco Bonadiman

MonMaps is for people enthusiastic about travelling: it is an enriched experience in passing local knowledge, such as favourite points of interest, recommended tours or hidden treasures. As we like to say, MonMaps “lets your friends see the city through your eyes”, thanks to eye-catching maps made by you, with your customised content, styles and themes. Get creative and share your Must-See places with the people you care about.

Amplification: Content Marketing That Works

Kissmetrics on SlideShare

1. The document is a presentation by Justin Jackson on content marketing strategies. It discusses researching audiences, writing content tailored to their needs and pains, and promoting content through influencers and social networks. 2. Key points include researching audience pain points, organizing findings, writing viral content focused on specific problems, and coordinating content promotion through influencers and communities. 3. Content promotion requires building relationships with influencers, adding value to online communities, timing posts for maximum visibility, and engaging with early commenters.

GOSA - South Australian Tourism Commission Digital Strategy Presentation for ...

Luke M. Revill

Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 20...

Indiana Office of Tourism Development

Digital Strategy for Tourism Destinations- The case study of Ancient Olympia,...

Themistocles Papadimopoulos

Here are the key points about tourism destination resources: - Tourism resources are the basic raw materials that make a destination attractive to visitors. They include both natural and human-created attractions. - Natural resources include climate, beaches, mountains, forests, wildlife, etc. These are gifts of nature that draw people to an area. - Cultural resources are human-made attractions like historical sites, museums, festivals, performing arts, cuisine, handicrafts, etc. They represent the culture and heritage of a place. - Man-made resources are infrastructure and facilities created for tourism like transportation, accommodations, restaurants, shops, conference centers, recreational facilities, etc. They support the tourism product. - Intang

Content amplification strategy

Kishore Choudhury

13 Content Amplification Strategies to effectively promote your content

Social Beat

Why content promotion is essential Good content can go a long way in effectively building brand recall and trust with a brand’s target audience. This has made content marketing a key ingredient in every business’ digital marketing strategy. With all marketers the world over dishing out content to reach, inform, engage, educate and connect to their target audience to build their brand, the amount of content produced on a daily basis has grown exponentially. Sure, the internet population has grown as well, but content creation and publishing is growing at a rate much faster than the growth in internet connectivity. In fact, as per a recent AOL and Nielsen report, over 27,000,000 pieces of content are shared everyday! Even if we assume that only 1% of this content is great content, that’s a really huge number of great content pieces being published everyday! In such a scenario, it is critical to ensure that content cuts through the clutter and reaches the audience it has been created for. Content amplification strategies Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. A word of caution here though – content amplification works best for content that has been ideated and created keeping in mind the interests and needs of the target audience. So, here are 13 content amplification strategies you can use to effectively promote your content. If there are any content distribution channels which you have tried that could be added to the list, do let us know in the comments below.

This document discusses audience data and targeting solutions for digital advertising clients. It provides an overview of nugg.ad's predictive behavioral targeting and audience analytics products. Nugg.ad uses machine learning to analyze billions of data points from various sources and create anonymous user profiles with over 70 data points on factors like demographics, interests and behaviors. These profiles and segments can be used for ad targeting across devices and programs. The document also outlines a partnership between nugg.ad and AT Internet to provide audience analytics data within AT Internet's web analytics tools, allowing users to analyze visitors by attributes like gender, age and income to better understand their audiences.

Milano Tourism Strategic Plan

MTM IULM

Within the Destination Management module, a research project was carried out on the image of Milan as perceived by 1,200 tourists then present and hundreds of potential tourists in order to draw up guidelines for tourism growth strategy in the city, under the guidance of destination management academics and experts. The findings of the project, sponsored by the Milan Town Council, were discussed with the local institutions and a number of large tourism firms working in the city. This is the strategic plan for the city of Milan that the students of the Master in Tourism Management IV developed.

Online Marketing Challenges 2015

International Federation for Information Technologies in Travel and Tourism (IFITT)

Credential Ocentrum 2015

Ocentrum Indonesia

Dragon Trail Interactive Company Introduction 2019

Dragon Trail Interactive

Tripinview at Open Coffee Athens LXXII Tourism

Open Coffee Greece

TripInView is an innovative website that presents aerial photos and videos of coastlines in popular beach and sun destinations worldwide. It captures meter-by-meter footage from a low-flying helicopter along with photos and geographic data. This provides a unique synchronized view of over 600,000 ultra-high-definition photos and 18,000 minutes of video spanning 30,000 km of Mediterranean coastline across 7 countries. TripInView generates revenue through advertisements, commissions from travel bookings, destination sponsorships, and licensing its visual content and data to tourism companies.

Making Spain a Smart Destination

International Federation for Information Technologies in Travel and Tourism (IFITT)

This document discusses making destinations in Spain smarter through the use of technology. It outlines Spain's strong tourism industry rankings and spending. The goals are to improve competitiveness, residents' quality of life, and tourists' experiences. This will be done by creating a methodology and standards for smart destinations. An intelligence system will collect data from various sources to provide business intelligence on topics like online reputation, economic impact, tourism activity, etc. This aims to provide valid, reliable tourism data at various levels to help the public and private sectors make more efficient, competitive decisions.

Smart tourism destinations:The pillars of their intelligence

Javier Blanco

Judith Schultze - Presentation_Open Mobility App_ Aggregation of mobility ser...

FIWARE

The development of Smart Cities is becoming increasingly important in the creation of intelligent ecosystems. The primary objective of Smart Cities is to enhance the quality of life of citizens while also engaging companies to work towards achieving mission zero. However, the question arises as to how this can be achieved. How can technology, urban needs, and mission zero objectives be effectively interconnected in a city setting? Learn more about Smart City ecosystems powered by FIWARE, Smart City solutions and technologies to improve citizens life and at the end fulfilling mission zero together by the power of technology. Be part of a discussion for future cities powered by FIWARE.

IT&Travel Amadeus - to shape the future of travel!

Olga Grytsenko

Amadeus is a global technology company dedicated to the travel industry. It has over 11,000 employees worldwide and provides solutions that help travel agencies, airlines, hotels, and other travel providers improve their business performance. Amadeus' solutions connect different parts of the travel industry and facilitate journeys for hundreds of millions of travelers each year. The document discusses key technology trends in travel including personalization using customer data, the growth of online and mobile booking, the rise of social media, and travel providers taking a more engaged, door-to-door approach to customer service.

2015 06-11 it&travel - amadeus - to shape the future of travel v1

Andrey Gorbachevskyy

Amadeus is a global technology company dedicated to the travel industry. It has over 11,000 employees worldwide and provides solutions that help travel agencies, airlines, hotels, and other travel providers improve their business performance. Amadeus' solutions connect different parts of the travel industry and facilitate journeys for hundreds of millions of travelers each year. The document discusses key technology trends in travel including personalization using customer data, the growth of online and mobile booking, the rise of social media, and the shift to engaged, door-to-door customer service across multiple channels.

iBeacons for retail and malls (eng)

Viacheslav Dorofeev

We are using ibeacons for showing the content at the mobile application depending on users' locations inside a store or mall We want to merge an offline-shopping with a smartphone in a common behavioral template. Our mobile app shows content depending on the user's location and such content should be (we suppose) a supplement of shelves (discounts, markdown, stocks, promo, additional assortment) + emotional content (jokes, pictures). Targeting by location adds the game element in the shopping process, and the content provides customer value and emotions. For example, if user be near the household chemicals at store he/she will have to see info relevant only to the near placed goods - washing powders, detergents, towels, etc. And content will have to change if user change the location, of course Also our software allows to make zones based on ibeacons inside the malls/shops, manage the content, collect user info and their tracking inside a mall/shop, has integrated loyalty program (we can easy transform it to the online shop) and callbacks support.

China Edge Introduction 2015

China Edge

China Edge is a UK-based company that provides services to help luxury brands target and engage wealthy Chinese consumers. It offers China briefings, a China toolkit, China-ready training programs, and a China kick-start program. The company was formed by China and luxury specialists to bring a new perspective focused on the global Chinese consumer rather than just China. It provides end-to-end support including strategic planning, digital campaigns, staff training, and additional services like event management and partnerships to help brands profit from the Chinese luxury market.

12.07.2012 T8 Connected Cities, Daniela Krautsack (Cows in Jackets) & Joanna ...

Werbeplanung.at Summit

The document discusses how connected cities and consumers are changing the relationship between brands and municipalities. As more people live in urban areas and use mobile devices, brands are finding new ways to engage with citizens and contribute to cities. Some of the opportunities discussed include improving infrastructure, celebrating neighborhoods, providing useful apps and services, developing future city concepts, enhancing the urban experience, and letting citizens help shape their city. The document argues that brands should contribute value to communities rather than just focus on promotion, and that open data and platforms can improve cities.

Digital Trends - Changes in the Automotive Industry

CINTEOLab

Xanh Credentials 2018

intortus

This document provides an overview of Xanh Marketing, a creative agency in Vietnam. In 3 sentences: Xanh Marketing is an IMC agency that specializes in storytelling, communications, digital marketing, and branding projects for clients across various industries. They have expertise in strategic planning, creative direction, production, and social media management. The document showcases some of Xanh's client work and campaigns across different sectors such as agriculture, finance, retail, and food & beverage.

Digital Marketing for Finance Industry in Central and Eastern Europe

Marta Klepka

What are the main digital marketing trends that are coming to Central and Eastern Europe? Why internet marketing is a chance for the financial sector, is it different to others in terms of digital opportunities? Find out more in this presentation and Q&A with Marta Klepka, Digital Director of Publicis Groupe agencies in CEE http://emea.blog.performics.com/2014/07/03/digital-trends-insights-cee-region-qa-marta-klepka/

Media mining for smarter tourism

MODUL Technology GmbH

I address the rapid increase in non-textual content being shared online around tourism destinations and how this necesitates new media technologies for tourism stakeholders such as DMOs. Current platforms for "tourism intelligence" (providing actionable insights to tourism marketers based on online analysis of the discussions and content around their destinations) rely on text; to add images and videos at scale we would need accurate machine annotation. My talk will provide initial insights into this field of study and hopefully encourage a greater consideration of how to handle multimedia in future tourism research.

Usmeritev večje digitalizacije aktivnosti SPIRIT Slovenija, Sektorja za turiz...

Mobile marketing: Vienna Tourist Board case study - Andrea Kostner

Recommended

Recommended

More Related Content

Similar to Mobile marketing: Vienna Tourist Board case study - Andrea Kostner

Similar to Mobile marketing: Vienna Tourist Board case study - Andrea Kostner (20)

More from Slovenian Tourist Board

More from Slovenian Tourist Board (20)

Recently uploaded

Recently uploaded (19)

Mobile marketing: Vienna Tourist Board case study - Andrea Kostner