In 2018, Visit San Antonio, in partnership with its Agency of Record, The Atkins Group, began the journey of rebuilding the leisure destination website. With that journey came the hard discussions of how to ensure build of a site that can remain one of the most relevant, authentic travel resources out there. Business and market challenges had to be analyzed to determine clear targets for transformation. Visit San Antonio was moving to a membership model and members had to be given value. In addition, Visit San Antonio had recently completed extensive research that identified four primary traveler personas that serve as the key target audiences for all leisure initiatives. This effort led to a new creative campaign launch, and the new site was to be a visual representation of that campaign effort, as well as a platform that would serve relevant content to specific audiences in an intuitive and personal way.
The Visit San Antonio/Atkins Group team aligned on capabilities, trends, and expectations. This process included analyzing dozens of premier national and international destination marketing websites, isolating the most relevant digital marketing trends, and discussing the broader technology landscape. The team then outlined the following primary objectives for the website:
1. Develop relevant, authentic content strategies through various activation concepts and regularly added new content, to establish trust, authority and inspiration to drive user engagement.
2. Improve user engagement through well-defined information architecture and best design practices, while creating methods to further improve our understanding of the potential traveler through conversion optimization and intuitive on-site search.
The budget for this website was $250,000, including software and technologies.