Tourism NT, the tourism authority for the Northern Territory, wanted to know what content it should deliver at each stage in the customer journey to drive more travellers to Tourism NT. Australian Traveller dug into the data and looked for interactions across its websites, social media, email, and advertising campaigns that led to travellers visiting the Tourism NT website. Then Australian Traveller started looking deeper: who were the audiences? What type of content were they looking at? Australian Traveller tested content, visuals, and campaigns to optimise leads.
The insights helped Tourism NT generate more than $1 million in direct travel bookings from more than 33,000 leads in one year.
“When we first met Quentin, we knew his vision was bold, but we had the perfect mix to pull it off,” says Harold Janson, chief personalisation officer at Helium. “His wealth of experience, his passion, his choice of tools, and our knowledge of digital insights and audiences. We’re delighted that through this solution we are helping local and international travellers discover great experiences.”
“Using Adobe Analytics and Adobe Audience Manager has helped transform our digital business,” says Long. “We’ve developed a reputation for our ability to deliver campaigns for our business customers, backed by detailed reporting that helps them perform even better. As we continue to grow our digital magazine footprint, our digital services built on Adobe will play a role in the Australia Traveller journey.”