Engineering: leader della Digital Transformation

Engineering Innovation in

Smart Government

aret.png

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.

Approach & Solution

Puglia-una-storia-damore-480x480.jpg

Approach

The ARET - Agenzia Regionale del Turismo Puglia Promozione'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.

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.

Solution

We designed a digital marketing and customer experience solution that would transform the emotional interest generated by the multimedia communication campaign (the campaign ad was awarded for being the best of those put forward by the Italian regions) 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.

The solution included the design and implementation of:
  • Emotive and immersive custom landing page optimised for mobile and desktop
  • Customer Journey for user engagement & marketing
  • Implementation of a CRM Customer DB to collect leads generated by the communication campaign.

The following were adopted:
  • Salesforce Marketing Cloud to activate the engagement journey through Newsletter & Campaign Marketing tools
  • Digital analytics tools (Google Digital Analytics, Google Tag Manager, Hot Jar) to monitor attraction, engagement and conversion of journeys on physical and digital touchpoints.

Results

Ecosystem approach to innovation

Omni-channel customer experience planning (physical/digital)

Digital Monitoring service to analyse and report digital analytics and KPIs

Project value

Innovation
Visibility
Process performance

Project Team

Public Administration
Engineering Software Labs
Engineering Interactive