Tourism and Events Queensland (TEQ) has called on CHE Proximity, Louder and Adobe to help it launch a new digital experience for travellers to explore the best of Queensland as instrastate restrictions start to lift and interstate tourism edges closer.
The newly released website forms a part of a broader strategy to promote Queensland’s experiences, destinations and attractions at a crucial time for the state’s tourism sector.
The project delivers an improved digital experience for residents of Queensland, interstate and international visitors.
TEQ appointed CHE Proximity to deliver the UX, design and development services for the digital experience, following successful pitch last year.
An existing TEQ partner, digital specialist Louder, was tasked to deliver data strategy, tagging and analytics, building on its existing engagement consulting to TEQ for the tourism body's marketing transformation.
TEQ selected Adobe as its technology of choice for its enhanced, multi-channel marketing experience capability across email, addressable media, social and web channels.
CHE Proximity and Louder worked together to define and set-up the personalisation strategy that allows the ecosystem to adapt to different user needs based on interests, demographics, interaction behaviour and place of origin.
“The Queensland.com launch is the first of many major traveller facing experience changes to TEQ's marketing efforts," Louder founding consultant Andrew Hughes says.
"It represents one of many steps that the organisation have gone through to deliver on a progressive customer experience-led marketing approach incorporating a team, technology and data transformation process that intends to present to potential visitors a highly personalised best of Queensland experience.”
CHE Proximity client partner Olivier Laude says the team brought to life the "richness" of experiences available in Queensland on the new digital platform.
“Our research identified visitor aspirations to discover unique suggestions from locals and other 'off the beaten track' recommendations," Laude says.
"We worked hard with the TEQ team to build these experiences into the platform and create an inspiring, and highly functional research tool for anyone interested in visiting the state."
The ecosystem delivers an immersive experience which allows users can explore the various destinations, activities, accommodation, special deals and events on offer.
The component library of the website includes maps, road trips, articles and tips, special deals, personal bookmarks and other search functions.
These have all been researched and tested with travellers to deliver an experience that is designed by users, for users.
The newly released website forms part of a large plan to drive a data-led strategy across every experience touchpoint.
“The new website is a key piece in a broader digital transformation that covers data, technology, people skills and more," TEQ platform, media and partnerships director Julian Croft says.
"Key to the overall program is making smarter use of data that delivers a more engaging, personalised experience that ultimately delivers increased visitation to Queensland."
More than 235,000 Queenslanders are employed in the tourism sector, representing $27 billion in expenditure for the state.
TEQ group executive, global marketing Michael Branagh says the new platform comes at a critical time for the tourism sector.
"The new Queensland.com will play a key role in what will be a broad and far-reaching program to help Queensland’s tourism and events industry rebuild after the impacts of COVID-19," Branagh says.
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