Georgia tourism gets a CRM boost

Share this content:
The Georgia Department of Economic Development (GDEcD) has equipped its tourism Web site with OpenTravel CRM.

OpenTravel, designed specifically for the travel industry, offers visitor profile, contact management, automated brochure fulfillment, workflow automation and marketing capabilities. The GDEcD will use the system largely to enhance its brochure fulfillment, with the goal of trimming two to three days off of the fulfillment process.

“OpenTravel helps us create a great environment for consumers to do online fulfillment,” said Fred Huff, director of marketing for the GDEcD. “It gives us immediate e-mail notification and lead generation for our partners across the state, it allows us to take inventory through multiple locations, and the big thing is that is going to allow us to manage our inventory of travel guides better. We have tourism partners across the state, and this allows us to support their efforts as well.”

The addition of OpenTravel, Engauge Digital, which replaces GDEcD's old proprietary database, is part of a bigger upgrade to the state's tourism efforts. The new site, ExploreGeorgia.org just launched in April and is now moving into its second phase. Part of the strategy is to sell Georgia experiences — including activities, lodging and other travel aspects — rather than individual travel deals. Engauge, GDEcD's digital AOR, played a major role in bringing ExploreGeorgia.org into its second phase.

“Longer engagement is really key, so we're introducing video, user-generated content and enhancements to the richness of the content we have,” said Al Skelton, account manager at Engauge. “Phase two [of the site revamp] is really about enriching that experience, having longer more meaningful engagements and solidifying the site as a go-to resource for vacation-planners.”

Women age 38 to 54 with children at home are the target demographic for the site.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above