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Case Study

Destination Bloomington

In 2008 the Bloomington Convention Visitor Bureau decided it was time to completely overhaul its web site and create a new site that:

  • Catered to the specific needs of its key target audiences
    – Leisure travelers
    – Business travelers
    – Group/Meeting Planners

  • Engaged these audiences in a way that reinforced the value proposition of Bloomington as a premier destination.

  • Offered a unique online experience by following best practices in user centered design.

  • Offered publishing tools to make the site content more relevant and less costly to maintain.

Visitor Goal

Create an improved online experience for site visitors to help them make an informed decision about traveling to Bloomington.

  • 492% increase in email sign-ups/site registrations

  • 12% increase in site visits

  • 18% increase in organic site search (due to improved site content)

Business Goal

To drive room night sales into Bloomington hotels.

Results:

  • 492% increase in email sign-ups/site registrations

  • 12% increase in site visits

  • 18% increase in organic site search (due to improved site content)

Destination Bloomington 1

Home page features Flash animation that presents multiple messages to site visitors.

Destination Bloomington 2

Home page features the Mall of America.

Destination Bloomington 3

Home page features great deals in Bloomington.

Destination Bloomington 4

Home page features timely promotions.

Destination Bloomington 5

Site offers a dedicated sections for target audiences such as meeting planners.

Destination Bloomington 6

Site offers a dedicated section for business travelers.

Destination Bloomington 7

Site offers a dedicated section for leisure travelers.

Destination Bloomington 8

Site offers a dedicated section for International travelers.

Destination Bloomington 9

Site offers a dedicated section for wedding planners.

Destination Bloomington 10

Site offers a dedicated section for sport event planners.

Destination Bloomington 11

Site offers a variety of information about why Bloomington is such a great destination.

Destination Bloomington 12

Site offers extensive information about the Mall of America.

Destination Bloomington 13

Sample itineraries help visitors make the most of their stay in Bloomington.

Destination Bloomington 14

An interactive guide allows visitors to search activities and attractions by type and location.

Destination Bloomington 15

An interactive guide allows visitors to search nightlife by type and location.

Destination Bloomington 16

An interactive guide allows visitors to search restaurants by type and location.

Destination Bloomington 17

A Deals and Getaways section helps visitors find the best deals in town.

Destination Bloomington 18

An Events section makes sure that visitors know what’s happening to make the most of their visit.

Destination Bloomington 19

Maps and Transportation.

Destination Bloomington 20

The Hotels section allows visitors to search and compare hotels easily from one page.

Destination Bloomington 21

Hotels also be compared based on location on a map.

Destination Bloomington 22

Visitors can research individual properties in detail to find the best choice for their travel needs.

Destination Bloomington 23

Visitors can also view photos of hotels to help them choose the hotel that is best for them.

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