BORROMEAN ISLANDS
YEAR
2016-2017
SERVICE
- Experience Design
- Platforms
TAG
- E-Commerce
- Orchestra
- Social Engagement
- Social Media Strategy
Between Physical and Digital, a new Tourism Experience
Brief and goals
Of the many tourists who visited the Borromean Islands and the Rocca di Angera, few used to maintain a relationship with the brand after the end of the visit. Once left the Islands, the experience stopped immediately, without continuing on digital and social channels.
For the Borromeo brand it was necessary to implement a strategy able to reconcile physical and digital experience, designing an ecosystem in which visitors could be contacted, profiled and oriented towards digital properties to finalize a purchase on the e-commerce or possibly buy tickets for another Borromeo property.
WiFi Analytics to know, profile and keep in touch
Since 2016, there have been a series of Orchestra Free Wi-Fi access points on the Islands. Orchestra is the Internet Of Things platform that allows you to collect and analyze WiFi Analytics in locations and “put them to work” to improve the Customer Experience and open a direct communication channel with customers and prospects. Through a simple social login, the visitor’s experience is reconciled and continues on digital channels.
DISCOVER ORCHESTRA
The centrality of
the Customer Journey
The redesign of the Borromee tourist experience involved the physical (Free WiFi installation) and digital touchpoints, with the creation of new assets for the brand: e-commerce and social channels.
FREE WIFI
With a simple social login to Orchestra Free WiFi, in addition to surfing for free, visitors can discover the POI and exclusive promos dedicated to gastronomy and shopping offered by the Islands directly from a brand portal.
E-COMMERCE
A new online sales channel to promote the brand and fine local handcrafts products.
SOCIAL MEDIA
Set up of Facebook, Instagram and Pinterest channels, to create Community Building, increase Consumer Engagement and Brand Reputation.
META DATA DRIVEN
The data collected in locations have been structured and integrated into DMP (Data Management Platform), creating socio-demo clusters to send targeted and predictive communication with the aim of bringing traffic and conversions to e-commerce.
+20
Fan growth
4,58
Engagement Rate (E.R.)
60
Average time visit to E-commerce
