Mobile marketing: Vienna Tourist Board case study - Andrea Kostner

Mobile Strategy of the Vienna Tourist Board

Digital Tourism Conference – DST 2014

13th October 2014 Andrea Kostner

Team Manager Content Management Digital & Future Media Strategy

Vienna Tourist Board

Today‘s Content

Social Media Strategy

Vienna Tourist Board Facts & Figures

Vienna Tourist Board

Vienna Tourist Board – Facts

2013 Budget: € 24.6 million

Vienna Tourist Board

Vienna – Facts

Vienna Tourist Board

Vienna Tourist Board

vienna.info - Facts

Mobile Strategy VTB EINFÜNGEN: SCREEN

vienna.info

Social Media Strategy

Mobile Strategy – Non App Policy

Mobile Strategey – Targets

Vienna Tourist Board

Actions

Vienna Tourist Board

Social Media Strategy

m.vienna.info

Vienna Tourist Board

Optimised Design & Customised Content

Vienna Tourist Board

Optimised Design & Customised Content

Vienna Tourist Board

Customised information for mobile users

Vienna Tourist Board

Location & Social Media Integration

Vienna Tourist Board

Text-only Version

Vienna Tourist Board

Feature: myVienna travel plan

Vienna Tourist Board

Feature: Around me function

Vienna Tourist Board

Feature: Public transport

Vienna Tourist Board

Feature: Hybrid App

Vienna Tourist Board

Feature: Mobile prize raffles

Vienna Tourist Board

Feature: Newsletter

Social Media Strategy

Statistics

Vienna Tourist Board

Statistics website

Statistics mobile website

Vienna Tourist Board

Share of mobile accesses

Vienna Tourist Board

Vienna Tourist Board

Statistics Newsletter

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

An

zah

l

Kampagnenname

Öffnungen auf mob. Geräten

Öffnungen insgesamt

Social Media Strategy

Next step: Responsive design

Mobile Strategy VTB EINFÜNGEN: SCREEN

vienna.info

Vienna Tourist Board

www.vienna.info Re-design & responsive website

Requirements:

Highlights Digital- Marketing

Highlights Digital- Marketing

Highlights Digital- Marketing

Highlights Digital- Marketing

Highlights Digital- Marketing

Vienna Tourist Board

www.vienna.info Re-design & responsive website

Social Media Strategy

Digital Campaigns

Digital Marketing 2013/14

Vienna Tourist Board

Digital Marketing Strategy

Vienna Tourist Board

Digital Marketing Strategy

Vienna Tourist Board

Integrated campaigns

Vienna Tourist Board

Vienna Tourist Board

Campaign example: Now or Never 2014

Campaign example: Now or Never 2014

Vienna Tourist Board

Marketingcafé 15.09.2011

Marketingcafé 15.09.2011

Campaign example: Now or Never 2014

Vienna Tourist Board

Now or Never 2014 – Teaser video

Vienna Tourist Board

Campaign example: Now or Never 2014

Vienna Tourist Board

Campaign example: Connected Garden / Arabia

Vienna Tourist Board

Campaign example: Connected Garden / Arabia

Vienna Tourist Board

Marketingcafé 15.09.2011

Marketingcafé 15.09.2011

Campaign example: Connected Garden / Arabia

Vienna Tourist Board

Social Media Strategy

Thank you for your attention! Questions? Please ask… [email protected]