For Tourism Toronto, going mobile meant understanding how to transition from a largely at-home customer experience to understanding how to best drive engagement for consumers who may be at home, in transit, or on the go across the city. This kind of transition goes well beyond technology. In this case, we had to work with the organization to expand content and extend sponsorship opportunities to cover new use cases.
Lack of mobile tech in a mobile world
Understanding customer goals when they’re at home and planning a trip, on the road to the destination, and at the destination, whether for work, family, or other leisure time, meant that we could outline new use cases. This clear sense of understanding led to a focused mobile product strategy that uncovered new content and engagement opportunities. With the move to mobile technologies, just-in-time location based event and destination details, user-generated content, and trip planning and mapping all became increasingly compelling for even the average, non-technical user.
Enhancing on-the-go experiences in the city
We worked with Tourism Toronto to deliver a new, award-winning, on-the-go experience which provided more comprehensive city-focused content to visitors, helped visitors explore the city like never before, extended ongoing marketing campaigns to increase social sharing of photos and videos highlight great city destinations, and provided new revenue opportunities for sponsors by providing new location-based benefits.
- Increased consumer engagement with sponsors;
- Increased social channel engagement across ongoing marketing campaigns;
- Increased “time-on-site” for each visitor to the organization’s digital properties with the addition of this stickier channel;
- Improved customer satisfaction scores from city visitors.