Brief

More and more research shows that children play a fundamental role in the decision making process for family travel. Recognizing this trend, Tourism Toronto tasked us to find a way to get this young audience interested and excited about all the kid friendly activities Toronto has to offer as a destination.

Strategy

We built Yo-Toronto, an interactive microsite that invites kids to engage with the destination online through videos, quizzes, jokes and games. This is the first time a tourism bureau has launched a site of this kind for kids to plan their travel and get excited about the destination.

Results

Over the two seasons that the website has been live, pages viewed per visit have increased by +121% and bounce rate (leaving from an entrance page without interaction) has decreased by -31.64%.  In addition, there has been an +11% increase in share of returning visitors, who have increased their average  length on site by +251.6%.  The interactive map on the homepage (measured by clicks/visits) also experienced an increased by +195%. Regular content updates, such as the winterized map, will keep young travellers interested in Toronto as a destination for all seasons.

***Yo Toronto: Period 1 vs. Period 2 (Jun 17 – Sep 30 2016 vs. Oct 1 – Jan 11 2017)