Tourism Saskatchewan
Seeing the Sights of Digital Transformation
Meet Tourism Saskatchewan
Tourism Saskatchewan is a Treasury Board Crown Corporation that promotes Saskatchewan as a tourism destination through marketing and the development of sustainable and culturally diverse tourism experiences.
While Tourism Saskatchewan focuses mainly on promoting the province to visitors, they also provide education and training, support and other resources to the five industries that make up the Saskatchewan tourism sector: Accommodation, food and beverage, travel services, transportation, and recreation and entertainment.
Operators of those industries can receive business support, training, resources and tools on the Tourism Saskatchewan industry website, all of which are designed to train, upskill and support industry operators to push the Saskatchewan Tourism industry forward.
Displaying User Journeys the Right Way
Tourism Saskatchewan needed a better way to show the right information to different types of visitors on the site. The customer journeys on their site needed to account for several audiences, from adventure lovers to hunters and anglers. Previously, their online content struggled to efficiently manage and tailor their digital presence for various visitor personas. What Tourism Saskatchewan needed was a smart solution to dynamically present relevant content to different types of visitors, without overwhelming their internal teams. The goal was not only recover from the loss of business from the pandemic but drive more traffic and interest to potential Saskatchewan visitors.
The Solution
A Content-Driven Approach to Boost Saskatchewan's Tourism
Fishtank developed a targeted content strategy for Tourism Saskatchewan to aid in the recovery from the pandemic. It focused on detailed market research and the creation of specific audience personas. This approach enabled the crafting of personalized journeys and content recommendations for each segment, ensuring that businesses, adventurers, and other stakeholders received the relevant information and support they needed.
By delivering tailored content, the strategy aims to effectively engage with diverse audiences, fostering a stronger, more resilient tourism industry in Saskatchewan.
Personalized Journeys at the Heart of Tourism Saskatchewan Experiences
As Tourism Saskatchewan embarked on this digital transformation, we leveraged Sitecore and Coveo's cutting-edge technology to transform their consumer website into a personalized travel guide. Our team implemented a "choose your own adventure" approach to empower users to indicate the type of content they need.
It revolutionized how every visitor interacted with the site, allowing them to embark on personalized journeys curated to their interests. This strategic implementation used the power of machine learning to enrich the entire user experience, so relevant content was delivered through out the entire website journey.
A New Connected and Dynamic Industry Hub
The COVID-19 pandemic posed unprecedented challenges to the tourism industry in Saskatchewan, leading to a significant downturn in visitor spending. In response, Tourism Saskatchewan partnered with Fishtank to revitalize the industry and support in their recovery by providing targeted assistance to businesses and tourism operators affected by the pandemic.
Out of this our team created a dynamic Industry Support Hub. This website was a separate experience to the consumer site, but took the same approach. The digital platform acted as an ecosystem of information for tourism operators and businesses looking for specific information to their goals. It offered an arsenal of tools designed to elevate their competitive edge and foster sustainable growth.
Redefined Content Strategy to Lead the Tourism Industry
Fishtank's collaboration with Tourism Saskatchewan led to the creation of a groundbreaking digital support hub and a personalized content strategy that significantly propelled the province's tourism industry forward during the challenging times of the COVID-19 pandemic.
By developing a comprehensive one-stop resource center, we provided invaluable support to local businesses, offering tools and resources designed to enhance competitiveness and sustainability.
Moreover, the integration of Coveo's advanced machine learning engine transformed the Tourism Saskatchewan website into a dynamic platform, where visitors could receive customized content recommendations through an intuitive dropdown menu, perfectly aligning with their interests.
This innovative approach not only revitalized visitor engagement but also established a solid foundation for sustainable growth and recovery in Saskatchewan's tourism sector, marking a significant milestone in the industry's digital transformation journey.