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. 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.
A Multi-Faceted Expression of Amazing Illinois
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.
Success for Illinois
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.
Content is our Cornerstone
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.
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