Styria Tourism

Styria Tourism

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Styria Tourism
Data science
in the tourism
industry

Lucas Schärf
Soraya Khitab
Daniela Simonovic
Daniel Mitterlehner
Julia Ortner
Julia Schuler
Michael Aumair

The Briefing

Styria is an enormously diverse holiday region. With the variety of possible activities, it is often difficult to ideally address the different target groups. Our task was to find an innovative solution for this.

The Solution

Together with the digital agency elements a data science campaign was developed in 3 phases: Firstly, through targeted website analysis and existing booking data relevant topics were identified and then distributed in a research flight. Afterwards the flight was evaluated, and those topics were determined which should be deepened in connection with Styria Tourism. In this way, it became clear which topics Styria Tourism should focus on in its further communication. The desired contents of the readers were packed into articles in the well-known look and feel of Styria Tourism.

The Result

Three holiday stories with the readers’ favourite contents, in the look and feel of Styria Tourism and integrated into the CMS Pimcore by elements, were the result.

Project Insights

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UPLIFT IN READING TIME

Data science in the tourism industry: Creating stories for readers

Wine tasting, hiking with alpacas, conquering ski slopes and more: The online presence of the holiday destination shows just how diverse Styria is.

The accompanying changes in the course of the online age have also left their mark on our website steiermark.com: A vast amount of diverse content for a very broad, heterogeneous target group.

Erich Neuhold, managing director of Styria Tourism

Diversity is good – after all, everyone has their own understanding of what makes them relax in their work-free time. In advertising, on the other hand, a huge variety of topics is a challenge.

We had to find a solution – and we did. It even attracted international attention: The jury of the Golden Award of Montreux has awarded the project of Content Garden, elements and Styria Tourism with gold in the category “Best Use of Digital Media”.

So let us take a closer look at the three steps of the data science project!

Step 1:

Identify relevant topics & create research campaigns

First of all, with a targeted website analysis and the structuring of existing booking data, elements analysed which content focuses are relevant for the readers and Styria vacationers.

Thanks to detailed analyses, we were able to create a conclusive profile regarding domain usage. Tracking down typical reader paths and deriving clear recommendations for action holds a large pool of possibilities which then have to be channelled.

Patrick Edelmayr, elements founder and managing director

 

These topics consequently served as a basis for the further work of our team. Neutral articles such as “Insider tip for wine aficionados” and “Meditation, yoga & Co: How to stay relaxed” were just two of many that we distributed via our premium publisher network to find out which topics attract attention in the relevant target group of Styria Tourism.

Step 2:

Evaluate the research flight

In the evaluation it was important not to equate the interest of the readers in the articles (readable by teaser CTR, dwell time and bounce rate) with the interest of potential Styrian holidaymakers. After all, not everyone who would like to receive tips to make their family holiday more relaxed would automatically want to spend this family holiday in Styria.

Styria as a holiday destination has therefore been integrated into the neutral texts via advertising material (service boxes, picture galleries and text ads at the end of the articles).

In this way we were able to identify whom the chosen theme appealed to and, who had such a strong affinity to Styria that they consequently also interacted with the advertising material. In taking this approach, we were thus able to break down and specify the already selected hero themes once again.

 

Step 3:

Build landing pages the way readers want them to

After these user signals made clear what the readers wanted more of, content was again created for the three topic areas (“nature & movement”, “regeneration & wellness” and “culture & culinary”).

This time, however, in magazine-like formats, which were integrated into the CMS Pimcore used by Styria Tourism and provided by elements.

Once again, we played out the stories via our publisher network fully natively on quality media in the DACH region. A native and optimized integration of landing pages in this form has never been seen before.

Lucas Schärf, CEO of Content Garden

T-Mobile

T-Mobile

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T-Mobile IoT
Informative
Awareness
Push

Lucas Schärf
Soraya Khitab
Stefan Huber
Julia Ortner
Michael Aumair

The Briefing

The Internet of Things offers an enormous variety of possibilities to the industry. And with its range of smart solutions, T-Mobile is the ideal partner to implement them. The aim of the campaign was to communicate these two messages to Austrian companies in a way that was easy to understand and as entertaining as possible.

The Solution

Through the editorial presentation of various innovative use cases, it was possible to create awareness for the great benefits of IoT applications in various industrial work areas. As a provider of a comprehensive network for the Internet of Things, T-Mobile was presented as an expert and first point of contact for the implementation of IoT projects.

The Result

On the one hand, the campaign made it possible to convey a topic that is often perceived as very abstract. On the other hand, the complexity of the entire issue was significantly reduced for the readers and it was made clear that every company has the potential to bring ideas for IoT applications to life.

Content Garden’s technology is perfect for B2B target groups that are already hard to reach. In addition, we can position ourselves optimally with our broad product range and gain valuable insights from the various formats.

Barbara Scheuchel-Lange, Online Marketing Manager T-Mobile Austria

Kytta

Kytta

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KYTTA
Adaptive
Content
Marketing

Rainer Willisits
Soraya Khitab
Daniela Simonovic
Julia Schuler
Julia Ortner
Michael Aumair

The Briefing

For Merck the target group of people with recurrent pain is particularly relevant. For these people, the pain situation is usually new. In addition to a mostly emotional reaction, there is a strong need for information. Classic pharmaceutical marketing has little to offer to this target group.

The Solution

Useful and relevant topics were identified and placed in German and Austrian daily media using online advertorials with the respective look and feel. By analysing the interactions of readers with the content, valuable conclusions could be drawn about their actual needs.

The Result

The entire digital communication was adapted based on the findings. Positive visual language and tonality as well as the general positioning as a consultant for pain patients were the result. The success was particularly evident due to the high acceptance of the new advertising line and the revised website as well as the above-average commitment with these.

Project Results

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BUY NOW-CLICKS ON WEBSITE

 

The campaign provided us with highly relevant insights from the target group and was the catalyst to change our marketing strategy based on direct customer feedback.

Mag. Daniela Hörmannstorfer, Head of Brand Teams Kytta, The Procter & Gamble Company 

Fiat

Fiat

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Fiat 500X
Online
meets
Print

Lucas Schärf
Sonny Damiri
Soraya Khitab
Christian Grünsteidl
Stefan Huber
Julia Schuler
Julia Ortner
Andrej Gaspar
Dusan Joniak

The Briefing

Print advertisements are not cheap and due to a lack of interaction possibilities – unlike online advertising – do not directly show whether the design is popular with the target group or not. So that Fiat could ideally present the Fiat 500X in all advertising formats, we had to find out which form of staging was best received by the users.

The Solution

With the Dynamic Advertorial Check, a campaign was set up in which the target group could find out exactly which product colours, features and sales arguments were of interest to them. This was done using various A/B tests and indicators such as dwell time, click and interaction rates. The comparison with demographic data also allowed the target group to be defined more precisely.

The Result

Through the campaign, the readers demonstrated which aspects of the Fiat 500X were particularly exciting for them. These findings were incorporated into the design of subsequent print advertisements to ensure that the car was literally presented at its best. Based on the campaign insights, it was also possible to select the ideal print media for the advertisements. Online and print – a strong team!

Project Insights

%

HIGHER TEASER CTR

Using Content Garden’s distribution technology, we were able to present the benefits of the Fiat 500X in an editorial environment and test and evaluate the visual language. With these findings, we could extend the campaign in print in a fact-based and targeted manner.
Christian Schneider, Digital and Customer Experience Manager Austria, FCA Austria GmbH

BILLA

BILLA

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BILLA
Delicious Christmas Feature

Esther Murlasits
Soraya Khitab
Stefan Huber
Julia Ortner
Michael Aumair

The Briefing

The aim of this campaign was to achieve two objectives: The first was to familiarise readers with the culinary and recipe platform Frisch Gekocht and the second to position BILLA as the number one for Christmas delicacies and ingredients for Christmas menus.

The Solution

Based on a classic advertorial campaign and linear storytelling, a world full of culinary delights was created, covering all Christmas culinary themes and encouraging readers to become active and creative.

The Result

Many readers who have been dealing with the topic for a long time, who engaged intensively with the Christmas culinary contents and who clicked above average on the recipe platform or the BILLA country page: The emotional and sensual theme was particularly successful in terms of commitment.

Project Insights

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USER ENGAGEMENT

Every year the question occurs: What will we eat on Christmas Eve? While some people stick to traditions, others are adventurous and eager to try something new. Somehow or other: BILLA is the ideal partner for your culinary art on Christmas Eve and the Content-Marketing-Campaign of Content Garden is the best proof for that.

Millad Shahini, Teamlead Digital Advertising, BILLA