I’ve covered what we’re doing with Olympic related websites and how we drive interested people to our websites. To make sure the traffic we receive during the games is maximized we’ve worked for a long time on making the website the best it can be. The next few days are dedicated to it these activities.

Purchase cycle (well, the one we use)

HelloBC typically receives a lot of visitors who already know something about BC. In the purchase cycle, they are beyond the awareness stage and are already considering or intending to take a trip. What we’ve learned over the years is that these people are in planning mode and need information first, inspiration second. That’s why content is a huge priority for us (more about content later this week).

During the games, a lot of people will learn about BC for the first time. We call these people the newly aware. People earlier in the cycle need to learn about the destination and be inspired to visit. Everything related to the Olympics will provide a lot of inspiration and when they visit HelloBC, we’d like to continue to inspire and educate the consumer about everything BC has to offer in the process.

In order to meet the needs of the consumer in the early stages of the planning process, we created a new section for the newly aware. This section is different from the rest of the website. It contains large imagery, videos and is created in a way that encourages exploration. It was designed and created by our technology partner T4G in collaboration with Fjord West and the result is also technically interesting because it high interactivity but contains no Flash thanks to T4G’s HTML/CSS/Javascript wizz Larry.