With Yulsn Marketing Cloud, VisitAarhus has gained the ability to process and utilize content from various sources across channels, both automatically and manually.
VisitAarhus is the official tourism organization for the Aarhus region, covering the city of Aarhus and the surrounding towns and areas of Djursland, Favrskov, Silkeborg, Randers, and Viborg.
VisitAarhus has 45 specialized employees whose task is to help develop tourism, market the seven municipalities as destinations for leisure and business tourists, and contribute to ensuring that tourism in the area delivers results locally, regionally, and nationally.
Among the 45 employees, there is one person responsible for email marketing targeted at private individuals.
With over 3,000 "products" in the region that need to be marketed, numerous ongoing events, over 400 partner companies, and 2,000 volunteers, there is plenty to communicate about.
It's also worth mentioning that communication is currently in Danish, English, and German.
When VisitAarhus decided to switch to Yulsn Marketing Cloud, the collaboration began with three specific projects:
- Development of a new dynamic campaign site, which can recommend relevant experiences in the region to tourists by answering just a few questions.
- Establishment of an automated weekly newsletter to promote current events in the region.
- Reconstruction and relaunch of five English email flows, with over 50 individual emails, where both content and rules need to be more dynamic.
The foundation for all three solutions is that all content for both the campaign site and emails is gathered in the relational database that comes with a Yulsn Marketing Cloud solution.
With this solution, it is possible to process the content and use the processed and aggregated content across both emails, the campaign site, and later other channels as well.
Discover - dynamic campaign site targeting foreign tourists
When VisitAarhus runs online campaigns, one of the key metrics for measuring the campaigns' effectiveness is the time visitors from the campaigns spend on the website.
The dynamic campaign site has proven highly effective in achieving high engagement from visitors. On the site, visitors answer a few questions about their specific preferences and are then shown the experiences that best match their desires.
To do this in a way that provides relevant results for the visitor while also meeting the desires and needs of the various stakeholders throughout the region, an additional layer of metadata has been added to the information already used on the website.
The new metadata relates partly to prioritizing experiences from different parts of the region and partly to simplifying the categorization, so some categories from the website have been combined into new categories, making it easier for the visitor to choose.
As part of the design and development, user tests were conducted, contributing to the final form and the categories visitors can choose from. The site was designed and developed by Heyday in Aarhus, in close collaboration with the staff from VisitAarhus. Yulsn Marketing Cloud is the backend for all content and user data collection.
The solution is hosted on VisitAarhus' account in Yulsn Marketing Cloud, and behavioral data is collected using server-side tracking via Matomo, which is also hosted together with the account in Yulsn.
You can see and try the site yourself at discover.visitaarhus.com.
Right now, the site is only used as a targeted campaign site in English, but more languages and functionalities can easily be added, and more use cases are already in the planning stages.
Weekly newsletter with current events
The foundation for the automated newsletter is that event data from VisitAarhus (GuideDanmark) and data from Kultunaut are matched, creating a data foundation consisting of unique events in the region.
This includes a set of rules for:
- Personalized subject lines
- Which events are highlighted in each email, ensuring events from across the region are represented.
- How many events are shown in each category, depending on selected interests.
- Timing and prioritization of when events are shown in relation to when they are current, including events that run over longer periods.
- Avoiding the same event being sent to the same recipient several weeks in a row.
Finally, great attention has been paid to the visual details by showing dates and city names as part of the image associated with each event in the email itself.
You can sign up and experience the newsletter here
(currently only in Danish).
Rebuilding of 5 English email flows with more dynamic content, and cross-mail reuse
The first priority for VisitAarhus was to improve the timeliness of all emails, while also minimizing the effort needed to maintain the content for the different emails.
Again, the foundation for this project was that all content from VisitAarhus (GuideDanmark) is automatically updated in VisitAarhus' relational database in Yulsn Marketing Cloud.
In addition, extra tables with email-specific content and metadata, further categorization, and prioritization were added.
New email templates have been set up to automatically display the content as desired in the defined modules of the email.
In the previous solution, each person could only belong to one lifestyle segment, which created some communication limitations. The new solution is designed so that each person can have cross-interest profiles, allowing for more relevant communication.
There is extensive reuse of content across the different flows, which greatly eases the maintenance workload, as the content now only needs to be updated in one place.
You can sign up and see the English emails via pop-ups on visitaarhus.com.
These three specific projects are just the beginning of a whole new, more efficient way for VisitAarhus to work with their content.
Leveraging AI to process and adapt content for different target groups and situations is something high on the list for VisitAarhus - and can easily be implemented in their setup with Yulsn, with direct integration to the desired AI models.
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