A smart solution to a hidden problem
ABOUT VENICE CONNECTS
Conceived and managed by the SAVE Spa Group (Venice, Verona and Treviso airports supervised since 1984), Venice Connects is a totally data-driven product. It is the result of a strategy and depth-oriented approach to traveller behaviour: analysis, behaviour and UXD are the pillars of a project that has lasted more than a year.
UNDERSTANDING THE NOW, PREDICTING THE FUTURE OF FLIGHTS
G-COM’s work began with an extensive multichannel search and assembly of both first-party data (through G-COM’s partner institutions) and second-party data.
The insights developed have become a pillar of further strategic marketing investigation that has led to the definition of a clear value proposition and positioning more generally.
DESIGN APPROACH: DESIGN SPRINT AND AGILE DEVELOPMENT
The large amount of information retrieved allowed us to develop a Design Sprint, during which we were able to define prototypes and wireframes. Copywriters, developers, UXDs and analysts worked with the client to translate data into user behaviour.
STRATEGY IMPACT: UXD AND PROGRAMMATIC ADVERTISING
This strategic work resulted in a site with a precise identity where users can implement consolidated, natural and guided behaviours along a path of choosing and booking destinations that cater to all the buyer personas identified in the strategic phase.
The activated campaigns, all in programmatic mode, reached more than 9 million impressions in just 2 months. This generated data and new information, particularly targeted at the destinations of interest.