Reaching into China with Online Tourism and Destination Marketing
公司规模
Large Corporate
地区
- Asia
国家
- Australia
- China
产品
- CDNetworks
技术栈
- Content Delivery Network (CDN)
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 网络与连接 - 网络管理和分析软件
适用功能
- 销售与市场营销
用例
- 交通监控
服务
- 云规划/设计/实施服务
关于客户
Tourism Victoria is the Victorian Government’s lead tourism agency. It provides a foundation for economic growth through its ‘Visit Melbourne’ website, which appears in nine languages. The website serves millions of visitors per month with dynamic and engaging content and promotions. The organization's flagship website, VisitMelbourne.com, is seeing considerable traffic increases as the organization expands into strategic growth markets. Among the most important of these markets are China and the millions of Chinese speakers around the world. This represents a massive audience of tourists who hold a positive view of Australia.
挑战
Tourism Victoria, the Victorian Government’s lead tourism agency, was looking to expand its reach into strategic growth markets, particularly China and the millions of Chinese speakers around the world. They planned a two-phase, multi-million dollar online and off-line promotional campaign in China. However, they recognized that site performance and availability issues could arise within mainland China due to the country's variable Internet infrastructure and network peering. Additionally, the cost to host visitmelbourne.com in multiple datacentres in each target market would have been prohibitively expensive. Moreover, Australia’s geographic isolation from the rest of the world can add 100-200 milliseconds of latency between origin servers in Australia and international visitors.
解决方案
Tourism Victoria’s technology team realized they needed a Content Delivery Network (CDN) to serve their high-traffic site and rich media content to users in China and the rest of the world. They established seven core criteria for CDN selection, which included extensive infrastructure within mainland China, a global network of PoPs to serve the multitude of nations targeted by visitmelbourne.com, infrastructure within Australia to serve the domestic market and minimize latency between Australia and the rest of the world, strong performance and availability in objective test results, configurability, control and reporting, affordable data charges, and responsive SLA backed support. After evaluating multiple CDNs against these criteria, Tourism Victoria selected CDNetworks for their ability to meet all seven core requirements.
运营影响
数量效益
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