CDNetworks Case Studies Reaching into China with Online Tourism and Destination Marketing

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	Reaching into China with Online Tourism and Destination Marketing CDNetworks

Reaching into China with Online Tourism and Destination Marketing

CDNetworks

Technology Category	Networks & Connectivity - Network Management & Analysis Software
Applicable Functions	Sales & Marketing
Use Cases	Traffic Monitoring
Services	Cloud Planning, Design & Implementation Services
Challenge	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. Read More
About Customer	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. Read More
Solution	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. Read More Log in to view content
Contents

Technology Category

Networks & Connectivity - Network Management & Analysis Software

Applicable Functions

Sales & Marketing

Use Cases

Traffic Monitoring

Services

Cloud Planning, Design & Implementation Services

Challenge

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.

About Customer

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.

Solution

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.

Impact #1	Established Chinese website with high availability and high performance
Impact #2	Minimized website load-time latencies between Australia and the rest of the world
Impact #3	Optimized site performance for an award-winning campaign that served millions of Chinese-speaking site visitors

Impact #1

Established Chinese website with high availability and high performance

Impact #2

Minimized website load-time latencies between Australia and the rest of the world

Impact #3

Optimized site performance for an award-winning campaign that served millions of Chinese-speaking site visitors

Benefit #1	100% uptime during the campaign
Benefit #2	Served millions of Chinese-language users to the site

Benefit #1

100% uptime during the campaign

Benefit #2

Served millions of Chinese-language users to the site

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Overview

Reaching into China with Online Tourism and Destination Marketing

Operational Impact

Quantitative Benefit