Over 11 million people visited the Gold Coast in 2012.
Two key trends were highlighted; multi-screen usage was on the rise, digital platforms were being used heavily for in-market and out-of-market usage.
Gold Coast Tourism embarked on a mobile first strategy to meet the demands of the 21st century traveller.
The goal was to support, inspire, and help the traveller plan and finally experience the hidden gems on the Gold Coast. A world wide review of best in class approaches identified opportunities to connect social media, value offers from retailers, GPS mapping for improved city navigation and augmented reality for a true mobile tourism experience.
The primary audience was the Gold Coast Drive market – SEQ or NSW residents who are within 1 – 3 hrs drive.
Secondary to this audience was the interstate visitor, the international tour group and then the Meetings & Incentives market
The Gold Coast Traveller App contains over 2,000 photos of the Gold Coast, 900 listings from tourism operators, approx. 3,600 tour operator images, 150 member youtube videos, and approx. 100 holiday deals shown every month to cater to the out-of-market and in-market consumer.
Blirt identified four key advantages which customers believed the brand gave them:
- Drive interest in tourism assets on the Gold Coast beyond just theme parks and beaches
- Through increased interest; extend stays or frequency of purchasing to drive value to tourism organisations on the Gold Coast.
Gold Coast Tourism Traveller App
Using GPS technology we linked user images to map locations & tourism member attractions. This delivered a simple way for others to discover more.
Show & Save Offers
Listing data is driven via the Australian Tourism Data Warehouse which allows tourism member updating of images, details or attraction descriptions. Tourism operators can have updated information in the hands of app users within a 12 hour period. Listings cover local attractions and events, accommodation, dining, hotspots, beaches, tours, public transport and flight information.
Find My Friends
Locate My Vehicle
Other features include push notification, ticket purchasing & visitor centre customer support.