About the Client

The challenge: to create an anytime, anywhere digital destination to provide consumers and CVB members with an engaging experience as vibrant and diverse as Atlanta, itself. We designed and developed an entirely new, state-of-the art website that showcases thousands of members, venues and events through any digital device. The site is designed to deliver expansive content and relevant/timely messaging to engage users. The UXIA strategy employed interactive persona and pathway analysis to create dozens of diverse visitor profiles, define the most relevant content for each, and identify the most likely and desirable avenues of access. We created nearly 3,000 new pages of content, then loaded it into an industry-leading CMS that interfaces with multiple databases to continually generate fresh, relevant content AND allow ACVB to act as its own digital publisher. We designed a unique, modular architecture and functionality that populates site “zones” with contextually relevant, timely, easy-to-digest content. By incorporating programmatic market intelligence technology, we turned Atlanta.net into a sophisticated advertising platform, allowing ACVB to model, target, re-target and reach key consumers with customized, dynamic content. We also created a fully responsive mobile experience that is device-agnostic, giving every user what they want, when and where they want it. As of the April 2014 launch, leisure visitor response has been overwhelmingly positive and key metrics indicate a definite growth track. ACVB is well on its way to securing a position of leadership in the travel industry.

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The Team

  • EVP, Atlanta CVB: Andrew Wilson
  • Mgr. Digital Marketing, Atlanta CVB: Lily Leiva
  • Sr. Program Manager, USDM: John Powell
  • VP UX Strategy/Design, USDM: Michael Tinglin
  • CCO, USDM: Clifford Ward
  • Mgr. Web Dev., USDM: Jason Hays
  • VP Technology, USDM: Loren Reis
  • Mgr. Research & SEO, USDM: Stacy Giles
  • Mgr. Analytics, USDM: Carrie Heitzenrater
  • Director, Content & Creative Atlanta CVB: Sheretha Bell
  • Mgr. Content & Creative Atlanta CVB: Ashley O'Dell