Reaching into China with Online Tourism and Destination Marketing
Company Size
1,000+
Region
- Asia
Country
- Australia
- China
Product
- CDNetworks
Tech Stack
- Content Delivery Network (CDN)
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Networks & Connectivity - Network Management & Analysis Software
Applicable Functions
- Sales & Marketing
Use Cases
- Traffic Monitoring
Services
- Cloud Planning, Design & Implementation Services
About The Customer
Tourism Victoria is the Victorian Government’s lead tourism agency. It provides a foundation for economic growth through its ‘Visit Melbourne’ website, which appears in nine languages. The website serves millions of visitors per month with dynamic and engaging content and promotions. The organization's flagship website, VisitMelbourne.com, is seeing considerable traffic increases as the organization expands into strategic growth markets. Among the most important of these markets are China and the millions of Chinese speakers around the world. This represents a massive audience of tourists who hold a positive view of Australia.
The Challenge
Tourism Victoria, the Victorian Government’s lead tourism agency, was looking to expand its reach into strategic growth markets, particularly China and the millions of Chinese speakers around the world. They planned a two-phase, multi-million dollar online and off-line promotional campaign in China. However, they recognized that site performance and availability issues could arise within mainland China due to the country's variable Internet infrastructure and network peering. Additionally, the cost to host visitmelbourne.com in multiple datacentres in each target market would have been prohibitively expensive. Moreover, Australia’s geographic isolation from the rest of the world can add 100-200 milliseconds of latency between origin servers in Australia and international visitors.
The Solution
Tourism Victoria’s technology team realized they needed a Content Delivery Network (CDN) to serve their high-traffic site and rich media content to users in China and the rest of the world. They established seven core criteria for CDN selection, which included extensive infrastructure within mainland China, a global network of PoPs to serve the multitude of nations targeted by visitmelbourne.com, infrastructure within Australia to serve the domestic market and minimize latency between Australia and the rest of the world, strong performance and availability in objective test results, configurability, control and reporting, affordable data charges, and responsive SLA backed support. After evaluating multiple CDNs against these criteria, Tourism Victoria selected CDNetworks for their ability to meet all seven core requirements.
Operational Impact
Quantitative Benefit
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