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Case StudiesCase Study
Tourism Australia
Tourism Australia is the Australian statutory authority responsible for increasing tourism to and within Australia. While much of its effort is spent building consumer led demand, B2C marketing to corporate clients - whereby companies send groups of employees overseas as an incentive or for team building - is a growing segment. Tourism Australia approached Ion Global to provide e-mail marketing services including design, tracking, copywriting, translations and database management.

Ion Global provided Tourism Australia with a branded version of its tntmail e-mail marketing platform for database management, campaign management and multi-lingual WYSIWYG editing of B2C, B2B and media e-mail campaigns. Continuous monitoring of the success of the campaigns enables Tourism Australia to increase the relevance of each issue of its newsletters in Korean, Thai, Simplified Chinese, Traditional Chinese and English, and ultimately attract more visitors to Australia.

Project Team
  • Project manager
  • 2 designers
  • 2 programmers
  • Copywriter
Timing
September - November 2004

Results
  • The Ion Global built email marketing platform allows Tourism Australia staff to schedule and deploy e-marketing campaigns in a cost-effective way.
  • Reduction in coordination and post-campaign evaluation efforts.
  • Performance of campaigns can be monitored in real time.
Services involved

The media newsletter provides a rich brand experience in addition to no-nonsense press releases.
The WYSIWYG e-mail template editor handles all languages intuitively and quickly. Images can be stored for reuse in other markets.
The Business Tourism newsletter for corporate incentive decision makers is intentionally more lightweight and factual.