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Tourism drives 8% of Queensland's GDP, but their outdated website hindered showcasing the region's appeal. Poor content editing, limited premium assets, and weak search performance failed to engage diverse traveller mindsets valued by the region.
CHEP were engaged to re-imagine the platform, the content, information architecture, technical infrastructure and personalization capability to deliver a more modern and premium visitor experience.
The programme design involved:
Primary and secondary visitor research to better segment and define traveler need states across the dreaming, planning and booking experiences.
UX / CX & Digital design work to map out the persona journeys and content needs states.
Technical build of a new digital CMS, DAM integration, personalization capability and analytics deployment.
Performance optimization for SEO and accessibility
Better sell the value of the region through a focus on richer content that better inspired travelers to pick Queensland in their dreaming and planning states.
More personalised content journeys for different High Value Traveler types, families and independent travellers.
A faster and more highly performant technical architecture to load richer content faster and improve search performance, improve onsite search capabilities and customer experience.
A new personalisation and analytics framework that better surfaced the right content to the right visitor at the right time.
Enablement for the TEQ development team to take over management of the platform run-state and personalization tools.
Through delivering these updates our team were able to deliver significant capability, experience and performance updates for the team.
