The Western Australian Tourism Commission, trading as Tourism Western Australia (Tourism WA) is a statutory authority within the Department of Jobs, Tourism, Science and Innovation portfolio and is governed by a Board of Commissioners.

Tourism WA is responsible for promoting Western Australia as an extraordinary holiday destination. It delivers marketing activity domestically and internationally, through its headquarters in Perth and in-market offices.

Tourism WA is undertaking a Digital Transformation Project and as part of this process, has developed a Digital Ecosystem Enablement Plan to enable new marketing technologies to meet consumer needs through personalization, one to one marketing, and the advanced application of data for segmentation and targeting. The Digital Ecosystem Enablement Plan identified the following three activity phases:

1. Consolidate data management;
2. Develop a more effective future digital experience; and
3. Enable one to one messaging across all digital consumer touch points.

Tourism WA has achieved the first phase through the acquisition of a Data Management Platform (DMP) (Adobe Audience Manager), and is working to introduce a headless Content Management System (CMS) this year.

Tourism WA is now seeking to achieve the second phase of its Digital Ecosystem Enablement Plan, which involves the development of a new Digital Strategy to improve more tailored communications, increase marketing efficiency, and enable a more powerful use of data across Tourism WA’s platforms and partners to drive increased visitation to Western Australia.

Tourism WA requires a Contractor to develop the new Digital Strategy comprising the following:

• Project Management and Governance Project Framework;
• Consumer Digital Behaviours Report across Tourism WA’s Key Markets;
• Current-State Customer Experience Map;
• Global Digital Experience Strategy; and
• Future-State Service Design Blueprint.

The final phase of the Digital Ecosystem Enablement Plan will utilise the results of the first and second phases to inform a change from rules-based one-to-many communications, to more orchestrated and automated one-to-one digital marketing.