Tourism Tasmania to Build Out Personalised Digital Experiences for Visitors with Optimizely

Sydney, NSW — February 23, 2022 – Optimizely today announced that Tourism Tasmania, the Tasmanian government’s destination marketing organization will be leveraging Optimizely's solution to transform their digital experiences across all their channels and touchpoints.

Tourism Tasmania drives visitors to Tasmania through their destination brand platform and marketing program—connecting travelers emotionally and culturally with Tasmania. The agency also has a leadership role in the T21 Visitor Economy Strategy to build a sustainable visitor economy that delivers social, environmental, and economic value for all Tasmanians.

As connecting with potential visitors via digital touchpoints is a key part of Tourism Tasmania’s strategy, the organization is undertaking an ambitious digital transformation project over the next two to three years.

“We intend to enhance our capability to deliver innovative, personalised, and data-driven digital experiences that connect our various channels and touchpoints. Our aim is to provide the right message to the right customer at the right time,” said Emma Terry, Chief Marketing Officer at Tourism Tasmania.

Personalisation at scale requires the effective use of all available data and Optimizely’s solution enables that. The platform brings together siloed data and creates a central repository that can empower better use of content and effectively create hyper-personalised experiences through AI and machine learning, that convert in the long run.

“We wanted cohesion across all our channels and touchpoints. Regardless of the entry point, users should be able to continue their journey through the Discover Tasmania website and not feel like they are starting from scratch,” commented Emma. “The ability to provide users with experiences relevant to their wants and needs is crucial.”

With Optimizely’s technology, Tourism Tasmania can now offer a digital experience like no other.

“We were impressed by how Optimizely was able to provide ease of use, omnichannel and 1:1 personalisation at scale. We are excited to partner with Orchard to ensure the digital experiences provided by our multiple websites—across both desktop and mobile – support our marketing campaigns with effective and actionable data made readily available and accessible through the Optimizely platform.” said Emma.

“We are glad to see organizations—both private and government alike—embracing personalisation and continuing to be more data-driven in their approaches. We are proud to have Tourism Tasmania aboard and are excited to see the new heights a combination of excellent personalisation, content management, and centralised data will take them and the state,” said Paul North, Senior Vice President APJ at Optimizely.

About Tourism Tasmania

Tourism Tasmania is a Government State Authority that is focused on managing the Tasmanian destination brand and generating demand for leisure visitors to the state. It is the Tasmanian Government’s lead agency in the T21 visitor economy partnership by actively managing and contributing tourism expertise to strategy and policy development for the benefit of all Tasmanians.