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Through Sapient, CTTC’s interactive agency of record, CTTC aims to inspire travelers to choose California and deepen their overall California experience by delivering information and essential travel tools where travelers may be, whenever they want to travel and however it is most useful. CTTC also promotes California’s depth and breadth of experience, thereby increasing the frequency of visits. To inform CTTC’s long-term interactive vision, Sapient examined existing CTTC interactive strategies to date, reviewed relevant research generated by CTTC and third-party vendors, conducted domestic and international site evaluations, developed Web personas, and reviewed interactive travel trends and analyst perspectives. Primarily, Sapient will be engaged with MeringCarson to support the brand advertising program and to leverage programs initiated in 2008–2009 that focused on building CTTC’s technology infrastructure and implementing Web site enhancements.
CTTC’s three key strategies in the interactive arena are to help consumers do more (depth of experience), do different things (breadth of experiences) and do them more often (frequency of visits). Sapient has determined that we can initially impact three key stages of the traveler lifecycle, and developed initiatives to influence consumers at each stage. The Personalized California Experience, in which CTTC creates personalized reasons for visitors to choose California as a destination, will consist of new home page design, as well as global design improvements and elevation of Deals content. The Strategic Information Exchange, in which CTTC facilitates the flow of information to the traveler to influence opportunities to travel, will happen through expanded use of photography, programs that drive content to travelers when making travel decisions, and interactive activities like California quizzes. Only in California Content, which provides a unique California perspective for consumers, will consist in part of mobile device applications and a multi-dimensional program including viral and social marketing and components to differentiate the California experience.
On the international interactive front, CTTC has created a comprehensive strategy for all its Web properties, involving localized globalization, especially in secondary markets. Part of the plan for 2009–2010 includes rolling out Web sites with greater depth of content across multiple languages including Spanish, French and Italian. In markets where we have in-country representation, CTTC will be creating deep localized sites. Additionally, CTTC will strive to ensure the domestic site is welcome to international visitors, and that we have a way to address prospective visitors in their native languages.
Other ongoing efforts include search engine marketing and organic search, display advertising, newsletters and database management, and reporting and tracking. Performance will be measured in terms of time spent on site, site traffic to key content areas and to partner sites, and abandonment rates. Sapient’s unique tracking and reporting tool, BridgeTrack, allows numerous reporting capabilities and provides key data to better understand users.
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