The story behind the new destination portal of Istrian tourism

Posted On Nov 18 2020 by

first_imgToday, cooperation with various influencers is becoming increasingly important in the digital strategy, and the Tourist Board of Istria was the first to implement such a story, through the #ShareIstria project, which has been bringing influencers to its destination for four years. The website includes many service providers in tourism, and by clicking on one of the products, the website provides a handful of information all the way to the final information, which is direct contact with the provider. However, as new service providers are constantly appearing, and all those service providers that are not currently on the web, the Istria Tourist Board invites everyone to contact them and send information about the product or service in order to fit their offer into the new website. Specialized pages of the Tourist Board of Istria The main focus is no longer on b2b information, but exclusively on the user / tourists and the sale of experiences and stories. And as it is imperative today to follow new digital trends, the Tourist Board of the Istrian County has made a redesign of the website since 2019, which has undergone a total turnaround in the approach to the promotion of Istria as our main tourist destination. As I have already written about new website, now I bring a little more detail of how the whole project was conceived. Thus, in 2018, the website was visited by 1.251.852 (2% more than in the previous year) uniqe users, with a total of 1.929.724 sessions and 6.411.742 page views. The results of the campaign are more than excellent. Thus, over 3.81 billion impressions were generated, and an average of 43 million content impressions with the hashtag #ShareIstria on a daily basis during the campaign. The campaign had a reach of 384 million users (the year before 254 million), and the reach of content with the hashtag #ShareIstria on a daily basis during the campaign was 4.4 million. As I mentioned above, the new website is dedicated to the guest, so according to the development guidelines, the content on the page must arouse emotions in the visitor with the key goal of creating a desire to visit, and the primary focus of the page is on “storytelling”. in the charm of Istria. Also, the focus of the content is primarily visual, but shown through a structured “funnel” of visitors, and elements of a personalized approach are provided. The #ShareIstria project in 2019 introduces some innovations Thus, the #ShareIstria campaign in the 2018 edition brought 28 influencers to Istria, and included 8 weeks during which guests discovered Istria and its contents. Each author had the opportunity to publish posts about Istria on their social media profiles for a total of 21 days from arrival at the destination. But apart from reach, one of the most important factors is interaction. Thus, 3.8 million likes were achieved, and an average of 30.500 likes were created on the content with the hashtag #ShareIstria on a daily basis during the campaign, while the best interaction on a daily basis was 225.000 likes in one day.center_img As Denis Ivošević, director of the Istria Tourist Board, points out, the new digital platform unites all destinations in Istria and all products and experiences in Istria, not only through the web but also through the entire platform of social networks and channels (Instagram, Facebook, Twitter, YouTube channel, etc.) , and shows the offer of all tourist boards in Istria. “The website is designed and engineered in such a way that the user can access the information or get inspired both from top to bottom and vice versa. What does that mean? This means that if someone is looking for something in Rovinj, automatically through search engines comes to the destination page of Rovinj which is part of the destination of ancient Istria or vice versa, the user may be interested in Istria in general, so the user through interest filters ‘descends’ to Rovinj or gourmet information product. This is exactly what the digital strategy was intended to achieve. “ Ivošević points out and adds that the trend of increasing the number of users who access the destination portal from mobile devices continues. In the case of the mentioned website, 62% of users access it via mobile phones. “Users want to get the requested information quickly and efficiently, and precisely because of this fact, this new destination portal is designed to be ‘user friendly’ (faster, more intuitive and easier to access information) just for the growing number of users accessing from mobile devices.. ” Ivošević emphasizes. Web page www.istra.hr has long been positioned as the main online destination platform for Istrian tourism. And concrete figures speak for themselves. One of the novelties of the new website is definitely the category MyIstria, which serves as a travel planner. Thus, each article has the possibility to be marked and dragged into a kind of basket, thus obtaining a personalized planner. Also, there is a kind of aggregator that through the initial two options (Sport or leisure) leads further to different subcategories or style of discovering Istria. “Travel planner allows users to independently create a program (itinerary), save it and share it with friends, family… For some time now, the ‘chat’ option has been in function, through which the web user can communicate with agents in real time. contact center. In addition to the telephone, this is an additional option through which users can obtain information of interest from agents at any time. ” Ivošević points out. As they point out from the Tourist Board of Istria, the new destination portal is a centralized “online place of Istria”, ie a regional portal from which visually and content-wise harmonized local pages branch off. At the level of Istria, the site has the primary task of inspiring visitors to come to Istria (through strong and visually attractive media content – photo / video), while at the local level the primary task is information. The strategic goals of the new online platform are to position Istra.hr as a central place for inspiring users in the phase of daydreaming and deciding on choosing a vacation in Istria, and to position the site as an informative guide for users within the destination. Also, the goal is to provide a simple upsell of special offers and arrangements through the “affiliate” program and to ensure the standardization of content quality at the regional and local community level. As in previous years, the operational editing of the destination web portal and social networks is done by IRTA (Istrian Development Tourist Agency) on behalf of the Istria County Tourist Board, which leads and financed the development of a new destination portal based on the new Digital Strategy. For the new Share Istria campaign, Ivošević is also announcing some news, such as bringing in celebrity influencers. “For the new edition, we will bring to the destination successful and popular bloggers, photographers and travel writers, better known as travel influencers, with a simple goal: to promote Istria worldwide with the best tourism ambassadors of today. This year we will try to bring a few celebrity influencers who we will try to integrate into the daily life of our partners vin .winery, oilmen hoteliers, hunters, guides so that they experience the daily life of our people, to experience how much effort and knowledge and skills it takes to make one super product, which they promote with a photo and a mini text. In this way, we want to give added value to our producers, and influencers, to feel first-hand the effort and sacrifice invested to produce top quality. Given the complexity of the project, we will shorten the duration of the project depending on how many celebrity influencers we manage to hire”Ivošević pointed out. RELATED NEWS: “As the new destination portal was released online only on January 01.01, it will take a few more months for it to be optimized in all its parts. It is necessary to say that the creation of such a wide digital platform is an extremely complex job.”Ivošević concludes. Denis Ivošević, TZ Istra: The new website is designed and conceived in such a way that the user can access information or get inspired from top to bottom and vice versa.last_img read more


Competition powwow

Posted On Jan 12 2020 by

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