mobile marketing: vienna tourist board case study - andrea kostner
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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… andrea.kostner@vienna.info
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