Tahiti Tourism sought to create a rich desktop experience that delivered targeted messages, content and booking opportunities directly to their potential visitors. High level goals included being able to maintain a top-of-mind status with visitors, develop an ongoing interaction with the customer and trigger purchasing/booking behaviors.
Objectives:
Tahiti Tourism sought to create a rich desktop experience that delivered targeted messages, content and booking opportunities directly to their potential visitors. High level goals included being able to maintain a top-of-mind status with visitors, develop an ongoing interaction with the customer and trigger purchasing/booking behaviors.
Approach:
OTOlabs designed and developed branded desktop application (BDA) and widget which enabled Tahiti Tourism to have an extended relationship with their visitors. The Tahiti Communicator is an easy-to-use desktop application and widget which keeps the user connected to the Tahitian Islands. The Tahiti Communicator desktop application consists of several content channels for the user to experience and interact with including weather, media, offers, and calendar information. Key features of the application include desktop alerts, interfaces to web services, webcams, surveys, and targeting capabilities.
Desktop Application Features:
• Local weather and conditions
• Updating photos, video and audio
• Calendar information with user-selected filtering
• Special offers and messages
• One-click loading wallpapers, screensavers
• Send to a Friend:
• Alerts for new relevant offers, messages, calendar events, and content
• Integration with places-to-stay finding and booking interface
• Built-in map helps the user browse through Tahiti attractions.
• The user can access various webcams through the communicator.
• Tahiti Tourism can push surveys to users of the application based on targeting mechanism.
• Vacation countdown timer: The user can enter their vacation dates, and the application will provide a fun countdown time, with integrated relevant messages.
Widget Features:
• A multi-platform widget was released to display local weather conditions, special offers and messages, vacation countdown timer, upcoming events, and the picture of the day
Results:
The Tahiti Tourism Communicator has been enthusiastically received with an audience of over 10,000 monthly users:
• 70 percent of PC desktop application down-loaders of the application have kept it for more than one day
• 87 percent of PC desktop application users have kept the application for more than one week
• The application is interacted with 13 times a week, on average
• 90 percent of Mac dashboard installers have kept the widget for more than one day
Destination marketers benefit by maintaining an ongoing emotional connection with their visitors. By enabling visitors and potential visitors to put the Tahiti experience right on their desktop a persistent experience is enabled. This gives Tahiti Tourism an advantage over destinations relying on websites, to which visitors infrequently return.
