At Noble Studios, we believe in the power of personalized experiences. At the Destinations International 2019 Annual Convention, Noble Studios CEO Jarrod Lopiccolo presented this deck on a web app developed for our client, Visit Newport Beach, which functions as a digitial concierge for in-market travelers.

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To App or Not to App?
Creating the Destination Digital Concierge
of the Future
Destination International Annual Conference · July 23, 2019

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• The Problem
• What is a Digital Concierge?
• Our Approach
• Promotion and Results
Agenda

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Jarrod Lopiccolo
CEO / Co-Founder
Noble Studios
Doug McClain, CDME
Sr. Vice President / Chief Marketing Officer
Visit Newport Beach

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Let’s take a trip.

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How do DMOs differentiate themselves in a
world of excess information?
The Problem:

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Over 1 in 3
travelers are interested
in using digital
assistants to research
or book travel.
36 days
is the average time the
accommodation
purchase journey lasts,
with 45 touch points
across multiple
devices & websites.
53% of visits
are abandoned if a
mobile site takes
longer than three
seconds to load.

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The Inspiration
Ask MarinaConsumer
Behavior
Differentiation
and
Relevance
Technology
Enablement

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Create and implement a new highly personalized, mobile-based platform to
match the right customer with the right destination experience at the right
moment and right time. This highly customized mobile experience (mobile
concierge) serves up destination content and messaging in precise and exact
ways that match the customer's needs, wants and desires with destination
attributes, features and benefits that fit that unique and specific customer.

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What is a Digital Concierge?
The Solution:

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According to Think by Google, “people are
at least twice as likely to use search than
other online or offline sources … Not only is
search the most used resource, it’s the
resource 87% of people turn to first.”
This means we have to create value beyond
what Google can offer.

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Our Approach
The Solution:

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You can move the needle with wildly creative thinking.
You can achieve great success by applying smart performance-driven strategies.
Eventually, though, results will plateau without applying both.
So, we constantly iterate with a creative digital performance process we call Think/Make/Market/Measure.

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Newport Beach Brand Platform

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The Challenge

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Wireframes

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AskMarina Brand

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Design

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Promotion and Results
Ask Marina:

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Results
50/50
Both men and women
are using the
experience equally
25-54
Average age of people
using the experience
88% Increase
In time spent on
VisitNewportBeach.com
compared to average
visit to website
Over 20%
People accessing the
app in Newport
1 in 3
Visitors accessing the
app after 4pm
7% of visitors
Engage with one of our
listed stakeholders

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The Future

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