Tourism Flanders, inspire, inform, facilitate and increase loyalty

Tourism Flanders’ overall goal is promote Flanders internationally as a tourism destination and to increase the number of overnight stays in Flanders. Their marketing-
communication strategy focuses on inspiring potential travelers and providing easy access to information about what Flanders offers in the hopes that they book
a flight or stay. Following the traveler’s decision-making process, the main goal of their website is to inspire, inform, facilitate book and create customer loyalty.

Looking for a unified approach

Tomas Vanderplaetse, Online Marketing Manager at Tourism Flanders, says, “Previously, we worked mostly with microsites and external landing pages. Each of the 14 markets all worked with their own web agency and CMS system. This meant that a lot of time and budget went to selecting these agencies and in developing content for each market.”
“We decided to centralize this process through a single system, to reduce costs and to enable all of the markets to work together,” he continues. “We chose SDL Tridion since we knew we wanted a system with a strong central approach that provides the same functionality to all of our sites and the ability to manage languages.

Among the vendors we short-listed, SDL’s BluePrinting capabilities provided the clearest solution to our objectives,” says Vanderplaetse.

Rolling out the site

Following the launch of their US website, Tourism Flanders will launch thirteen sites in nine languages to service their regional markets.
“We have been very happy with the implementation of SDL Tridion by SDL partner, Amplexor. They clearly know the system very well and were able to capture our requirements in the implementation,” concludes Vanderplaetse.