USA
176 N RacineCANADA (ON)
88 Queens Quay WestCANADA (BC)
701 West Georgia Suite 1500NEW ZEALAND
79 Lichfield StreetAre You up for Amazing?
Not so long ago, travel purchase decisions followed a linear process. Travelers arrived in their destination after extensive planning, with accommodation and transport booked and activities scheduled. These days, mobile has changed everything.
These days, mobile has changed everything. Travelers use their phone to plan on the fly, sharing their adventures on social media as they go. We set out to build a website for the Illinois Office of Tourism to engage this new generation of digital travelers.
Enjoyillinois.com is a captivating digital magazine, packed with stories and inspiration to help you plan your trip to Illinois.
The site invites you to immerse yourself in the spectacular destination, explore hundreds of articles and videos, plan your Illinois adventures with trip itineraries, meet local makers and artists, and discover the real Illinois with local experts.
76% increase
80% increase
80% increase
Our primary goal for enjoyillinois.com is to increase the number and length of overnight stays in Illinois. However, we believe a destination’s popularity and success is simply a side effect of offering travelers an amazing experience. So, while we continually work to meet the Illinois Office of Tourism’s business goals, our big goal is to use enjoyillinois.com to learn more about the experiences travelers to Illinois crave.
At the heart of enjoyillinois.com is a personalized content strategy. We used visitor research and digital statistics to build personas for Illinois visitors. Then we used these personas to create content pillars for the site. Within each pillar we group stories crafted to appeal to these personas.
We’ve integrated this personalized content strategy with a CRM that captures visitor interactions with the site. This helps us further personalize the Enjoy Illinois experience for our visitors. We want to serve travelers the right content at the right time, inspiring them to choose Illinois.
We use a tool called ADARA to link our online efforts to revenue generated by travel to Illinois, and these analytics show that our inspiring content directly increases travel to Illinois.
User-Generated Content (UGC), social media content created by visitors is a powerful inspirational tool for destinations. We found that for the most part destinations used UGC to create pretty feeds of Instagram images on their homepages.
So far so charming. But we thought, what if we got a bit smarter and used social content as actionable inspiration.
We worked with UGC specialist Crowdriff to source high quality Illinois images, creating streams of social imagery aligned to our core content pillars. Each image is matched to a call to action, directing the user to related content about attractions and activities in Illinois.
Social media further inspired us to create Pinterest style itineraries to help visitors plan their trip to Illinois. Visitors use My Favorites to heart content, create itineraries, save, and share.
447% increase
43% increase
95% increase
We’re proud that our traveler inspiration driven strategy is working, with enjoyillinois.com delivering increase in engagement, intent to travel and travel revenue for the state of Illinois. Take a video tour of enjoyillinois.com
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