SnowTrax were very clear that this project was to provide the impetus to build existing customer email database and to improve website traffic. This included a range of tactics from ‘book now’ buttons, to e-mail shots with voucher downloads and blogs – all underpinned by clear measurement and use of analytics.

1. DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slideshare.net/DigitalHub
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU

2. Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching aim to:
‘capture change in the adoption and use of digital technologies
and to develop a strong, competitive local tourism economy.
Through increased understanding and use of emerging digital
technologies, visitor economy businesses will be in a position to
increase their marketing and management effectiveness, and
develop new products and services that will provide an
enhanced experience for visitors to their destinations’

3. The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objectives
 Developing the strategy
 Measuring impact
 Reporting outcomes via case studies
All course material can be found at http://www.slideshare.net/DigitalHub
All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/

4. The following presentation is the case study provided by SnowTrax
SnowTrax were very clear that this project was to provide the impetus to build
existing customer email database and to improve website traffic. This included a
range of tactics from ‘book now’ buttons, to e-mail shots with voucher downloads
and blogs – all underpinned by clear measurement and use of analytics.

5. Digital Destinations

6. Alpine activity centre specialising in:
 Skiing and Snowboarding: Recreation and
Lessons
 Activities: ski-bobs, ringos, adventure park
 Bar & Restaurant: inc Functions for Parties and
Corporate
 Retail: Ski and Snowboard Shop
Online|Mobile|In-store
www.snowtrax.eu

7.  Build existing customer email database
 Improve website traffic
www.snowtrax.eu

8. Build Email Database
1.Voucher Downloads
Call to action: Homepage Banner
Download Page for Voucher
www.snowtrax.eu

9. 2. Added ‘Book Now’ Button
Call to action: ‘Book Now’ button on info pages
Pop-up inquiry form with pre-filled
option to subscribe to database
www.snowtrax.eu

10. Downloads Results
Began: 31st Jan – 63 downloads
Current: 1st June – 889 downloads
Total number of email subscribers = 1,359 (increased from 538)
www.snowtrax.eu

11. Increase Web Traffic
1. Blog Posts
Email Shot to Database Drive comments on Blog
www.snowtrax.eu

12. 2. Fresh Content
Keep content updated with the latest events, activities and offers
www.snowtrax.eu

13. Year-on-Year Traffic Comparison (Feb – May)
www.snowtrax.eu

14.  Online Booking System
 Improve customer experience for booking lessons
and sessions
 More data capture and profiling
 ‘How to...’ Videos
 Develop a series of Ski and Snowboard instructor
videos with small snippets of improver tips
 Video provides good SEO value
 Increase Online Marketing Activity
 Move budgets from offline to online across both
areas of the business.
 Increased accountability for spend

15. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU