Visit California is a nonprofit tasked with developing and maintaining marketing programs to further develop tourism in California. Travelers spent $132 billion in 2017 in California, directly supporting more than 1.1 million California jobs and $10.9 billion in state and local tax revenue.
Visit California’s mission is to make California a place that inspires people to dream, and then to make those dreams come true. To help achieve this mission, the organization wanted to create an interactive experience that suggested road trip routes that would “show off” California and its attractions. The web team opted to develop the Road Trips Content Hub, an optimized, lightweight build that was cross-device accessible and lightning-fast, to help inspire travelers and make certain they felt invested in their holiday.
While the Visit California team had a clear vision for its interactive Road Trips tool, they knew they needed help to make it happen. From defining the marketing and web strategy to delivering digital support and promoting Visit California’s global brand, the Visit California team needed a partner that was capable of providing a superb user experience designed for customer engagement with an international reach.
Approaching the revamped site with a mobile focus was one of the team’s priorities, ensuring that mobile users had a fluid, intuitive experience on the site. Simultaneously, the team worked to integrate key parts of the desktop website—like the interactive map—while optimizing displays of social media photos and other user-generated content, which added to the site’s authenticity, credibility and emotional connection.
The team met the site’s assertive launch deadline, creating an integrated, rich mapping feature that allows users to be inspired, creating itineraries that can be saved and shared with travel agents to then be used on their vacation. Specifically, the Road Trip Content Hub has allowed for additional segmentation for greater personalization. The site has received a 99% (excellent) rating for Google user experience reporting.