WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2014 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Miles and Georgia Department of Economic Development

For: ExploreGeorgia.org

Award: Best Travel Mobile Website

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About the Entry

GOAL: The ultimate objective of any destination website is to increase travelers’ preference for visitation to that destination, generating more and longer trips. To measure our success on delivering toward this goal, we identified metrics for traffic, engagement and key signals of intent to travel (SITs) that are based on past conversion studies and which we have determined are strong indicators of a website visitors’ likelihood to engage in travel to the destination. Overall traffic to mobile users increased two-fold, and we maintained engagement metrics while offering a lot more options relating to experiential content.

AUDIENCE: Active females 24-54 years of age, domestic, both in-state and out of state. Especially important are a subset of working moms who place high importance on balance between quality family time and social/personal time, tend to use a variety of online and offline sources when planning a trip, use the Internet more than the average traveler and use it for planning activities in-destination as well as before travel, typically have specific “types” of trips in mind when planning travel (e.g. beach trip, active trip, city trip, etc.) and stay loyal to destinations that provide positive, unique, stress-free family time.

 

Award Credits

Contributors:

Account Director:	Melissa Worden
Digital Strategist:	Lara Ortiz
Interactive Producer/Project Manager:	Doug Reid
Art Director:	Tom Bartsch
Lead Developer:	Serdar Sanri
Developer:	Wes Bryant