Engineering Innovation in
Smart Government
Our omnichannel Digital Marketing solution that supported the "Puglia a love story" communication campaign, aimed at promoting Puglia Summer 2021 as a tourist destination.
Approach & Solution
Approach
The objective of ARET (Agenzia Regionale del Turismo Puglia Promozione) 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 ecosystem of digital services offered by viaggiareinpuglia.it web channels and WeAreInPuglia institutional social media channels.
In addition to the digital channels, the challenge was also to integrate 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 to activate and implement digital marketing strategies for engagement and loyalty.
In addition to the digital channels, the challenge was also to integrate 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 to activate and implement digital marketing strategies for engagement and loyalty.
Solution
We designed a digital marketing and customer experience solution to transform into user engagement the emotional interest generated by the multimedia communication campaign (the campaign ad was awarded for being the best among those provided by Italian regions) in all the physical and digital contact points. We would then build the omni-channel profiled and personalised relationship strategy on that user engagement.
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:
The following were adopted:
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