Case Study: Brisbane Marketing achieves the number-one digital destination and boosts engagement with Sitecore

How Brisbane Marketing created the number one digital destination for tourists and business users

Brisbane Marketing, the city promotion arm of Brisbane City Council, needed to modernize and consolidate a fragmented online presence of roughly 25 independent sites into two focused destinations—Visit Brisbane (tourism) and Choose Brisbane (business)—while making content more relevant to diverse audiences. They selected Sitecore and the Sitecore Experience Platform to enable better content management and personalised experiences that reflect Brisbane’s vibrant identity.

Using Sitecore, Brisbane Marketing and their digital partner consolidated content (five sites into Visitbrisbane.com.au and three into Choosebrisbane.com.au), implemented personalization, language fallback and advanced search, and rebuilt the UX. The Sitecore-powered sites drove measurable gains: a 21% increase in session duration, 22% more pages per session, significantly reduced bounce rates and an average 88% uplift in mobile traffic, positioning the sites as the city’s leading digital destinations.

Brisbane Marketing

Belinda Reilly

Digital Marketing Manager