DIGITALCUSTOMER

EXPERIENCE

Nature-basedVisitors have grown

Overnight visitors (up 15% YOY)

2.1 million*

6.6 million*5.3 million*

To and within Victoria engaged in at least one nature-based

activity (up 8% YOY)

by 36.1%since December 2014

Overnight Visitors(up 8% YOY)

Day trip visitors(up 3% YOY)

*Year ending December 2017 YOY = Year on year

5.3 million*Domestic

Domestic

International

Domestic

Before During After

The Parks Victoria Journey

Decide/Book

Inspire

Visit/Navigate

Inform NurtureEngage

Imagine

Assist/Enable

Consider

Service

Depart

Ask

Share

Reward

1. AWARENESS 2. DISCOVER 3. EXPERIENCE 5. ADVOCATE4. RE-ENGAGE

Anticipate

Excite

Reflect

Delight

The Customer

Feel Think Act

Plan Refine

A PLACE OF INSPIRATION

Sarah is searching on Google for a great place to go hiking on the weekend. At the top of her results is a link to the ‘Top 10 hikes this Summer’. She clicks through to the Parks Victoria website and views an inspiring 360 degree video of the hike. Sarah also reads the positive Trip Advisor recommendation.

Sarah downloads the Parks Victoria App that will enhance her hiking experience (as she may not have wifi or phone reception). Sarah downloads the app in readiness of their fun day out.

Content shared beyond Parks Victoria channels

BRANDPOSITIONING

Best practice

Moderate

Poor

CUSTOMERSEGMENTATION

Socialisers

ExplorersAdventurers

Nature Escapers

CONTENTMARKETING

Choosing the most interesting and captivating stories to tell will have

greater impact in inspiring visitation, and be a better use of Parks Victoria

resources.

CHANNELMANAGEMENT

DigitalContent

Website

Social media

Info Centres

Mobile app

Planning a park visit

PERSONALISEDEXPERIENCE

BETTER MOBILEEXPERIENCE

Experience of a park visit

VR ExperienceMobile App

Interactive Park NotesWeChat

Building data intelligence

Visitor Experience Framework (VEF)

• A single source of truth for capturing park data• Accelerating park data capture• Data in real-time• Verification of park data and data sharing

Re-engaging visitors

#Summerparks Share your favourite park experience

SHARE WITH FRIENDS AND PARKS VICTORIA

Sarah is more than happy to share in the #Summerparks campaign. Her photography is so good we use it to enrich our website.

Better support partners

STAKEHOLDERPORTAL

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STREAMLINEDCOMMUNICATION

QUESTIONS?