Destination Marketing Web Strategy
- Author: Nicky
- Filed under: Internet Marketing
Sep 15,2009
Today I attended a TTNQ function to explore the newly created digital strategy blueprint for the marketing of Far North Queensland through online channels. The comments were generally positive, and the mood at the function was one of satisfaction and warmth.
Strategy Overview
TTNQ have strongly adopted the recommendations of the Kleinhardt Research Report, and have dramatically changed their online strategy.
1. They’re rolling out a new main website to live at cairnsgreatbarrierreef.org.au to replace tropicalaustralia.com.au.
2. There will be many mini-sites to tackle niche topics such as Cairns attractions (cairnsattractions.org.au) and Port Douglas tours (portdouglastours.org.au).
3. Tourism products will be invited to host video on the TTNQ website, and this video can be embedded on their own website. The new website will be very video-centric.
4. TTNQ will operate 6 webcams around FNQ and invite members to purchase at a discount their webcam system, thereby having a product branded webcam on the TTNQ site.
5. Social media network marketing including Facebook and Twitter presences will be outsourced to social networking specialist firm, Mudo Media.
6. Travel product content will be updated by operators through a username and password, and initially propogated by the DCM Res database. No more ATDW content.
7. News feed of local travel-related news will appear on website from Cairns.com.au.
8. Commission-based bookings will no longer be taken by the site. Direct links to operator websites will be provided.
9. There is no current funding to support a PPC or Google AdWords campaign.
What are your thoughts on this strategy, and how can it be improved.
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One Response for "Destination Marketing Web Strategy"
Interesting reading, but the report was a bit too comprehensive to dig into.
Though I know nothing about your destination, and nothing about your products, I also work in the travel industry (Norway), and we face many of the same challenges.
2. Who will maintain all these sites? Won’t this create extra work and be less cost-effective?
5. Why doesn’t the companies take care of this themselves? They know their product – and their customer.. All they probably need is some input on how and why, and coordination from the DMO..?
9. Our research shows that our PPC-campaigns score really high (ROI), what could be more important than this?
Kind Regards
Hans Martin
Web Developer
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