New Brunswick increases tourism by matching audiences to activities
Company Size
1,000+
Region
- America
Country
- Canada
Product
- Google Analytics Campaign Tracking
- Google Website Optimizer
- Google Analytics Event Tracking
Tech Stack
- Google Analytics
- Google Website Optimizer
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
The New Brunswick Department of Culture, Tourism and Healthy Living (CTHL) is a government department that promotes tourism in New Brunswick, Canada. They work with their agency, T4G, to inspire potential guests to visit the province. In 2011, they launched a website full of New Brunswick trip ideas to support their summer campaign – “My New Brunswick Finds”. The primary goal was to increase engagement for two target audience segments with activities and experiences that suited their interests. They needed a platform that was agile enough to evaluate what was working and what wasn’t, and a partner who could make changes to strategy and tactics on-the-fly.
The Challenge
The New Brunswick Department of Culture, Tourism and Healthy Living (CTHL) and their agency, T4G, were looking to increase tourism to the province. They launched a website full of New Brunswick trip ideas to support CTHL’s summer campaign – “My New Brunswick Finds”. The primary goal was to increase engagement for two target audience segments with activities and experiences that suited their interests: “No-Hassle Travellers” and “Cultural Explorers/Authentic Experiencers”. CTHL needed support for the seasonal marketing campaign. They wanted to use analytics to evaluate its performance, and also influence decisions for future campaigns. Since the window to attract visitors is both short and competitive, they needed a platform that was agile enough to evaluate what was working and what wasn’t, and a partner who could make changes to strategy and tactics on-the-fly.
The Solution
T4G implemented Google Analytics Campaign Tracking on all marketing links, and closely monitored which sources were sending the most relevant and engaged traffic. This information allows them to make recommendations on how to concentrate marketing dollars for the highest return on investment. Using Event Tracking, T4G tracked how often the “Make an Enquiry” form was used for specific New Brunswick experiences, and set them up as Goals in Google Analytics. They also measured text links, image links, button interactions and exits to third party sites, in order to understand their full impact on the user’s experience. They then set up a Google Website Optimizer test for the campaign landing page. The original version had lots of links to click on; some leading deeper into the site and some taking visitors off the site altogether. The variation page that they tested against it gave visitors only two options, one link for each key audience segment with clear calls to action.
Operational Impact
Quantitative Benefit
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