When Miami made it personal, more people Found Miami.
The Challenge
The Greater Miami Convention & Visitors Bureau asked Fuseideas to completely rearchitect and redesign their entire website. They also needed a user-friendly, integrated CRM platform that would create better one-on-one marketing efforts, engage visitors and generate meeting sales. After a thorough in-depth discovery phase, it became clear the agency had to create a mobile-first, visually appealing, site experience that captured the Miami brand. We put on our shades and hit the beach, running.
The Insight
Miami attracts a myriad of visitors with different wants, needs and interests. To appeal to them, Miami had to deliver the most personalized digital experience of any destination website. We got it: making it personal with customized relevant content was paramount.
The Solution
The Fuseideas website development team focused on delivering individualized information. It began with a “personalization engine” that invited users to select different Miami experiences they were looking for. A personalization algorithm filtered all search results and factored in the user’s preferences. Data points were gathered and stored for future custom content. In addition, we built a landing page for each user that displayed upcoming events and offers that were specific to their personalized settings.
Then we created an itinerary builder that allowed favorite experiences to be saved. Plus, we made microsites for meeting planners to share with their attendees for future visits. Finally, we developed a digital brand guide that reflected the stunningly beautiful iconography of Miami. This color palette honored the historically diverse neighborhoods the city offered and was one more visually impressive way we helped bring Miami to life.
The Results
How’d we do? Within the first year, we had more than 5,000 personalized accounts created with hundreds of thousands of data points, on site activity, vacation style and preferences. Despite more aggressive Google search algorithm changes, organic search volume was up an average of 12% year over year. Mobile visitation increased from 57% to 63% from the previous year. Welcome to Miami, indeed.
