Case Study: Tourism Australia boosts engagement and leads with Adobe Experience Manager

Tourism authority showcases authentic travel experiences with Livefyre, part of Adobe Experience Manager

Tourism Australia, the national tourism authority, needed to bring its successful social user‑generated content (UGC) strategy into its owned site, Australia.com, while increasing traffic and engagement and improving content and rights management with a small team. To address these challenges they turned to Adobe Experience Manager (Adobe Marketing Cloud) and its Livefyre solution to repurpose and scale UGC across the site.

Adobe Experience Manager’s Livefyre provided a unified platform and automated workflows for discovery, moderation, storage and rights management, enabling Tourism Australia’s small team to run large campaigns and surface a live feed of authentic content on Australia.com. The effort drove a 66% increase in time on site, more than a 30% lift in engagement, a 77% increase in leads, and supported publishing over 1,500 pieces of #SeeAustralia content daily.

Tourism Australia

John Mackenney

GM, Digital Transformation