Before the pandemic struck, Visit Victoria knew their Visitor Servicing Strategy needed an overhaul. They approached Komosion to do this work from the ground up, starting with reviewing and documenting a broad swathe of existing research, trends and best practice and finishing with a state-wide, “blended engagement” Visitor Servicing Strategy Policy Paper.
Strategy and Consulting
User research and experience design
Tourism, Hospitality and Travel
The toolkit was applauded, with the copies disappearing within seconds.
Head of Regional Tourism Planning and Development
Our research began at grass-roots.
Audit Victorian regions to identify all key product segments.
Identify and prioritise product segments, looking at those with the biggest impact first.
Conduct visitor research by prioritised product segments.
Review findings and complete servicing checklists alongside industry and stakeholders.
We produced a new segmentation structure, communications and marketing recommendations to drive Visitor Servicing Policy.
Visitor Services is a continuation of the promises made via destination marketing, but the two functions are usually disconnected. Visitor Servicing is not just about in-destination visitor information provision from a fixed location – we must intercept visitors at multiple points in their journey.
The primary role of digital channels in marketing and visitor servicing is no longer in question, although Visitor Servicing has a long way to go to utilise these channels. Visitor Servicing needs to go digital, and face-to-face engagement needs mobility to go to where people are as well as letting them come to us.
The policy paper was used to drive the Victorian Government’s 2018 Regional Tourism Review.
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Advisory Board Member
Advisory Board Member
Business Analyst and Communication Co-ordinator
Financial Accounting Manager
UX/UI Lead and Client Relations Manager
As Komosion’s lead UX designer, Joe creates clean and modern designs which build from a thorough research process and speak directly to the user’s needs.
He has 15 years’ experience as a creative professional in the fields of UX Design, architecture and photography and previously worked as a UX Designer for Givvable and an Architect for Peter Jay Associates and Custance Associates. He is also a part time wedding photographer.
Joe holds a Bachelor of Architecture, from the University of Sheffield and is a graduate of the UX Immersive Program, General Assembly, in Sydney.
General Manager and Principal Consultant
Kate is an outstanding digital strategist with global expertise in digital publishing, having run research, product management and marketing functions across digital and print for one of the world’s biggest educational publishers, Pearson PLC, at its London headquarters.
Kate is highly proficient in user research and ecommerce systems, product management, pricing and distribution across B2B and B2C channels and digital communications. She has overseen change management programs within multi-departmental matrix organisations as well as startups.
Kate holds a BA/BComm from the University of Melbourne and a MA in Electronic Comms and Publishing from University College London.
Principal & Senior Strategy Consultant
John O’Neill founded Komosion in 2009 and has worked in small businesses for over 10 years. He is a former MD of Destination NSW, is a Chairman and Non Executive Director and Advisor on Digital Transformation to the National Museum of Australia. He was the Communications Manager for the $640 million Ticket Marketing Program for the Sydney 2000 Olympic Games.
John holds a Masters in Management from ANU. John has led and managed change through highly complex government, corporate and not-for-profit environments.