Case Study
Regione Puglia: Digital visitor experience
Our omni-channel digital marketing solution supporting the communication campaign "Puglia a love story", aimed at promoting the tourist destination Puglia Summer 2021.
Where: Italy
Where: Italy
Challenge
The client's objective was to convert the brand awareness objectives of the communication campaign "Puglia a love story", rolled out over the main broadcast TV channels and national newspapers, into lead generation on the digital ecosystem represented by the services offered by viaggiareinpuglia.it web channels and WeAreInPuglia institutional social media channels.
Approach
In addition to the digital channels, the challenge was also to incorporate physical contact points into the customer experience strategy: taking advantage of the distribution of promotional materials in the main tourist areas.
Using service and ecosystem design approaches, we co-designed with the client the customer journey and a data strategy that would activate and implement digital marketing strategies for engagement and loyalty.
Digital Ecosystem
Solution
Digital Ecosystem
We designed a digital marketing and customer experience solution that would transform the emotional interest generated by the multimedia communication campaign in all the physical and digital contact points, into user engagement on which to build the omni-channel profiled and personalised relationship strategy.
In this way we were able to attract, engage and retain the user, integrating the information assets from the regional Destination Management system with the Newsletter Marketing tool. We also created a customer DB with ongoing input from the profiling knowledge base using data analytics and multi-channel customer experience KPIs.
Results
Omni-channel customer experience planning (physical/digital)
Digital Monitoring service to analyse and report digital analytics and KPIs
Impacts
Technologies
AI & Data
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