Destination Management

Web Mobile Architecture

eDMO helps
authorities or
hoteliers build
administer and
promote their
destination

DESTINATION MARKETING ORGANIZATION PLATFORM

We provide an integrated platform that aims to help authorities perform optimal destination marketing
campaigns and traveler engagement by serving georeferenced content to both web and mobile.

eDMO platform aims to be the first and
most complete destination marketing tool
in the market. Our ambition is to provide
a turn-key solution that will act as an
added value generation tool targeted to
local tourism authorities. The scope of the application client.
functionalities offered by eDMO is not
only limited to content information
distribution and administration, but takes
the concept one step ahead by targeting
marketing activities online and offline.
The main objective of the platform is to
help destination management authorities
to apply integrated and strategic
marketing and communication solutions
through a fully configurable platform that
provides targeted information to strategic
and niche tourism markets.
The system can handle packages,
content information about travel related
POI’s, reviews, experience sharing and
tour guides, targeting both the web and
mobile, via our white labeled mobile
All the aforementioned functionality has
resulted to proven visibility increase,
based on targeted advertisement using
specific vacation packages, SEO, SEM,
link building, affiliated posts, online
competitions and ad campaigns both on
Facebook and the web. This awareness eDMO and mDMO in Action
Our two principal products eDMO
growth, as it is proven by the analytics,
and mDMO are under evaluation
for the destination is monetized via from two of the major
various channels that eDMO provides destinations in Greece. Ancient
such as dynamic packaging, online Olympia and Kefalonia. Local
authorities say that eDMO is
booking, reviewing and rating for local the product that suit best
businesses, loyalty programs and more. their needs for strategic and
integrated tourism marketing.

[1]
 TARGETED
EGESTA MARKETING
QUIS SET
Ancient Olympia Case Study
Detour successfully

AND MULTIPART presented the strategic

AHMET LOREM
marketing campaign for
sustainable tourism

COOPERATION BUILDS TO growth with emphasis on

green development and

SUCCESS CASES
period extension with
focus on mega-conference
organization and free
stay campaigns through
facebook and twitter

Tourism Strategic Marketing

State of the art, targeted tourism strategic marketing them to modify their choices and incorporating past activity to
services are provided in a central level to each
destination authority by eDMO. Segmentation
becomes essential on delivering relevant
communications, targeting each traveler in a create the
unique way by taking into account his special destination you want
needs. In addition, eDMO also defines all and communicate it
appropriate formats to diverse groups at various to the world
points in the purchase process. This translates
into understanding and offering individual
prospects, different communications options, allowing
personalize their trip experience. This implies the need
for more sophisticated data collection.
eDMO’s methodology is primarily based on it’s
responsible for extensive statistical onsite
research in order to obtain each traveler profile
and quota. These data after they are collected
they are statistically analyzed in order to provide
the basis of the targeted marketing plan
development.

DO YOU USE DMO ? QUERY PROCESS TARGET MONITOR

Questionnaire Statistical Create targeted Gather

analytics and processing packages and and process
targeted answers and campaigns for traveler reviews
surveys for creating the tourism and behaviors for
travelers for traveler strategic your tourism
your profile for marketing product and apply
destination. the aiming to data mining
destination. specific techniques to spot
traveler quota. trends and niches.

[2]

ADVANCED
MAPPING
SERVICES
eDmo web mashup has integrated
POI clustering to achieve the most of
the map viewing services. Therefore
facilitating our asynchronous web
technologies, travelers can post and
share their experiences (images, videos,
review) via their mobile client
applications and share in real other
travelers experiences in the same area.
Web Mashup and experience
sharing
Google maps mashups for
aggregation of georeferences images,
videos and reviews. This particular view
provides to travelers the following
information.
• Display georeferenced images
from mobile sharing or aggregation
from other online data sources like
panoramio and flickr.
• Display of georeferenced tweets in
an integrated experience timeline.
• Aggregate photos that have been
tagged with the destination profile on
Facebook.
[3]
• Display of POI’s and detailed
business directories of the local travel
industry professionals.
• Street map view functionality and
augmented reality view. These views
are associated with specific point of
interest like museums and urban
installations. The system automatically
integrates with Microsoft photosynch
API to generate augmented reality
views of all the surroundings and
virtual travels from all web
clients.
•Events and festivals.
•Natural sights of interest,
archaeological sites, point of
interest, mountains, trekking
routes, shelters.
•Data integration from GPS
devices and route sharing.
Travelers can either upload data
from their mobile phone and
share their root with air image
tagging.
• View for all trips and excursion
routes. Altitude, distance, images of the
route, metadata of the route, places
visited and reviews for these places.
Bookings, Dynamic Packaging Business
Directories
eDMO provides the following functionality
to local authorities and travel agencies for
centralized destination administration.
• Rich Content
• Georeferenced multimedia
assets like videos, images and
audio.
• Integration with social media
(Facebook, Flickr, Youtube,
Blogger, Picasa, Panoramio, etc)
• Out of self mobile web
portal optimized for
FB
Photo Geo
tagging and
Sharing
the
majority of modern devices.
• Integration with booking system.
Reverse publication to major
GDS.
• Dynamic packaging features.
• B2C (business to client) and
loyalty models to travelers
• B2B (business to business) for
hoteliers
• B2D (business to distributor) for
distributors, tour operators,
travel agencies.
• group testing is
Enabled and optimized to
support all kinds of internet
marketing campaigns.
• Web exposure and marketing
through dedicated microsites to
each business owner.
• Geolocated ads with location
aware mobile clients. Hyperlocal
and context aware travel
information distribution.
• QR codes generation and
associating them to each
content page. Integration of
online and offline marketing via
code distribution.
• Virtual tours with augmented
reality functionality in muse
•Trip planning and trip
packaging
• eTicketing service for
museums, transportations
and points of interest
• Pre-composed vacation
packages targeted to niche
travel profiles.
• eShop for traditional products
and small gifts.
•Travel insurance policies.
•Complain office
•Added services to disabled
people.
•Fully WAI compatible design.
•Local cuisine suggestions and
recipes.
• Facebook application for
automated image tagging,
georeferencing and experience
sharing
• Association between images and
rich content with mobile
microsites that help the content Advanced User Interfaces
to be delivered even in older
eDMO uses clean and
mobile devices. intuitive designs, build
on top of proven to work
UI patterns. During
development process, focus
incorporated to provide
the optimal results.
Microsites for each venue
either it is hotel,
restaurant or museum a
personalized page is
associated with it.
[4]
 Personalized Trip Creation
Allows travelers to plan organize
and download their trip to their
smartphone or print a trip guide
directly

Give your visitors what they need to plan the perfect trip:
location, information and rich content.
It is generally agreed that the involvement of private
sector in destination management, particularly in strategic
planning and decision making, is a fundamental requirement
for good governance and there are several forms through
which private stakeholders may contribute to the operational
efficiency and performance of a DMO.

The respondents were asked to indicate the types of

partnerships and cooperation schemes in which the
private sector has been involved. The participation of the
private stakeholders in the advisory boards of 50,7% of (CVBs)
and in the joint management units of 30,5% (DMOs) in urban
destinations reflect that the tourism industry is significantly
involved in decision making. Furthermore, it seems that the
level of collaboration with the private sector is considerably
strong for many (DMOs) in urban and coastal areas, with
38,4% of them establishing corporate partnerships, 19,2%
setting up sectoral liaison groups and 21,9% outsourcing or
Google Bing subcontracting private companies for the execution of multiple
Google
Yahoo Bing tasks. Furthermore, membership schemes and periodical
Google
Yahoo Bing registration served as a platform for the private sector to get
GeoAPI
Yahoo
GeoAPI involved in the operational processes of 46,6% and 20,5% of
GeoAPI (CVBs) respectively. Finally, the tendency of the private sector
to provide qualitative tourism services and integrated products
indicates that the ultimate objective of the governance in
almost 52% of urban destinations is visitors’ satisfaction.

[5]
MARKETING Online Marketing
eDMO provides a very distinct
module for online and targeted marketing
campaigns to niche and strategic traveler
groups. Some of these premium services
include:
• Acquiring links by exchanging links
with other websites in the specific
niche.
• Submitting the sites to travel
directories and guides.
• Using article marketing and writing
articles for article directories.
• Using videos that help the visitors
discover each area’s beautiful
attractions.
• Utilizing social media to gain
branding and additional exposure.
eDMO should enable you to easily
integrate with Facebook (and Facebook
Connect) as well as Twitter. This
includes enabling you to automatically
post items to your accounts on the
Social Networks including shortening
URLs (e.g., using a tool such as bit.ly).
Also throughout your eDMO portal, it
should be easy for users to send your
articles, photos, etc. to the major social
tools (Digg, StumbleUpon).
• Email and newsletter campaigns
with 100% guarantee deliverability.
On page factors
Besides all off pages
factors internet marketing
needs to be build on
simple and proven to work
practices to generate
maximum conversion rates.
Web page design with
pyramid structure to
distribute wide the link
juice is on of the best
practice adopted by eDMO
[6]
Don't forget e-mail is still the most
popular way to share an article. "Send
to a Friend" is baked into the system by
default.
• Creating an ideal internal structure,
helping the content rank better in the
search engines.
• Acquiring advertising space from
niche and targeted portals
• Community Generated Content: It
should be very easy for members of
your travel community to contribute
review, pictures, video, classifieds,
reviews, etc. eDMO gives you the
ability to determine whether a specific
user is able to post directly to the site
or whether the contribution should go
into a publication queue for review/
approval. It should also allow your
traveler community to send in articles
via an e-mail interface.
• Events: A community-powered
Events Calendar is a great way to
connect with your travelers
community. eDMO allows for plotting of
the events on a map and have the
basics of an Events Calendar such as
support for recurring (i.e., multi-day)
events and integration with calendar
formats like iCal and google calendar.
Migrating your Business to the Mobile

Modern smartphone devices are taking a great

percentage of the mobile platform distribution pie.
Their main owner target groups are young people,
that tend to be very active consumers and business
professionals that see in modern the smartphone a
tool for accessing broadband internet anytime
anywhere.
Latest AdMod statistics indicate a clear trend ,
suggesting that the total percentage of smartphone
and old mobile phones based on symbian models
will go through a phase shift in the early 2010. In
practice we have:
1. During 2010 total smartphone user will out-
stand traditional symbian users in the United
States in absolute numbers raising the total
number of smartphone owners to the amount of
150M people. These people can be reached with
extremely targeted mobile campaigns such as
the one proposed in this document.
2. A continuous rise to the number of people
connecting to the internet via their smartphone
making use of fast data packages with 3G or
broadband WiFI connections
3. The united States is the country, worldwide,
with the maximum smartphone penetration
numbers, therefore top business can see their
return on investment for mobile application
campaigns maximized in opposed to other
European and Asia countries.

[7]
Location Aware Applications
eDMO platform provides an
integrated back office environment
from now on refered as Reality Advert
capable of administrating and creating
campaign layers. Reality Advert can
handle 3D objects, scale them and
optimize them for mobile display.
In addition data import is a
straightforward procedure since Reality
Advert can accept every kind of
proprietary or open format on the
industry like
• shapefiles
• KML, KMZ
• WMS, CSV
In general the hosting server will
provide Spatial Database functionality
and WebGIS features that allow the
campaign administrators to create
administer and review conversion and
impression statistics. Reality Advert
provides
Location-aware architecture
1D Data
• A graphical interface for
campaign administration with goal
setting and monitoring
• A 3D object administration
system that campaign
administrators can edit viewing
angle elevation and location
• Associate different adds to each
location point
• Group association and
distribution of adds to many points
of interest
• Export of data to KML, csv, xls
pivot files and SPSS files.
• Reverse geocoding for
importing existing data from
proprietary systems
• Free hosting and geoanalytics
• Support for 3D objects and
multiple distribution channels to
mobile and web mashups.
[8]
 Augmented Reality View
mDMO application is available on the
iphone and android devices and
distributed through the apple store and
the android market. Niobium labs will be
responsible of developing and delivering
the following
1. develop augmented reality layers
and make sure to upload it on the
Layar publication server under
Niobium Labs account.
2. Specific user interface
components that will differentiate the
layer from others will be designed
using our psd layer thematic that is
available on Layar development
toolbox and will be provided to you
upon request.
3. Create intends for each POI that
corresponds to a eDMO place. Call
Place, SMS place to friend, Visit
Microsite for each Place, See which
QRCODE TRAVELER
ENGAGEMENT
MOBILE TOURING
of my friends are there, Check In in
the place, Distribute checkin to
gowalla, foursquare and yelp.
4. eDMO Layer share mini
campaign where each user post on
twitter or Facebook. eDMO layer
with specific directives about the
voucher campaigns.
5. Navigate to eDMO from your
current location. Get annotations and
push notifications whenever you are
close to a eDMO or it is lunch time
6. Listen to audio and watch videos
with ads at the beginning or the end
of the streaming.
7. keyword optimization for
searches through layar application.
8. Capture moments and share
them back to the eDMO server.
Tag your data and your
client sight of interest
with QRCodes and
retrieve information
about them just by
pointing your mobile to
them. Ideal for venue
checking , restaurants,
hotels and tourism Mobile Application
businesses
Search, navigate, route
and find your nearest
point of interest or
venue, take screenshots,
check in and share your
experiences with your
friends and your community
in twitter, gowalla,
foursquare and yelp.
[9]
 API INTEGRATION

mDMO Social Space is a single point of integration between services.

Integration between all location aware
applications. Engagement is achieved with
a branded application that manages to
inform each user about their friends activity.
Community building is achieved with two
complementary and reenforcing ways.
1. Facebook, twitter, gmail and phone
contacts friends automated import.
2. Activities and events posting on
every social channel end users are
members. Therefore we can achieve
budget free advertisement of the mDMO
and the mobile application.
3. Group Voucher where customers
can send vouchers that can be
consumed with their friends with deep
discount to all the venues from eDMO’s
product catalog.
4. time campaigns with time limits to
redeem the voucher.
5. notification voucher for customers
outside mDMO stores with vicinity alerts
and treasure hunt game for points
collection to maximize customer
engagement.
6. mDMO Catalog view with nutrition
values on each product.
7. Online purchase and redirection to
your local store for distribution. Loyalty
model enhancement.
8. QRCodes for scanning and emulate
checking with ghost presence.
9. POI rich content information
triggered from push notification services.

SMARTPHONE SCREEN CAMERA GPS GESTURES

ADVANTAGES

Smartphones in general Included 3MP camera Connectivity Multi-Touch

COUPON are equipped with a with Autofocus protocols UMTS/ technology in
ADVANTAGES wide 3.5’ screen, having functionality to HSDPA (850, screen
480x320-pixel analysis facilitate QRCode and 1900, 2100 MHz), resolution.
and supports 163 ppi. barcode. VGA Video Wi-Fi (802.11b/g) , Advanced
DriveIn addition
traffic the
Add value to Direct
recording up to 30 fps Bluetooth 2.1 +
Leverage the
capabilities for
application
to stores and supportsa purchase
with sound. Automatic
discountEDR,
toAssisted
the distribution
UI integration
and targeted
multiple simultaneous images geolocation GPS,Digital channels
via gestures
serviceslanguages and distribution
consumer
functionality and compass,Wi-Fi and AR
localizations. sharing to social interfaces.
networks.

[10]

GEOANALYTICS
Geographical Statistics
For the targeted audience users
can integrate with end customers and
obtain their position on each data
request. Therefore georeferences
impressions can be generated on the
fly. In addition campaign administrators
can define their own GIS polygons
based on socioeconomic criteria and
therefore applying advanced data
mining to the aggregated results.
Advances Geostatistics and Geoanalytics
Niobium Labs Analytics Server provides
integrated WEB-GIS which is currently the
most sophisticated tool for integrated
multimodal and multichannel location
aware campaigns. The analytics section is
developed with similar technologies as
Google Analytics, namely GWT and
provides the following options
• Impression and conversion statistics
Geographics request distribution and
customer tracking to reveal habits and
trends (user defined conversion states,
for instance a conversion can vary from a
micropage view to product purchase,
coupon redemption or a visit to a eDMO
venue)
• Spatial density and impression maps.
Impression and customers absolute
numbers, conversions and accurate
budget distribution on each voucher
campaign.
• Define your own polygons with
socioeconomic criteria. This way
campaign administrators can define
[11]
radius searches or buffer queries to get
spatially aggregated analytics
• personalized statistics about your
customer activity and profiles (geo
customer management system
management)
• Added value and fast ROI since
geoanalytics server can act as business
strategy decision management tool.
• User behavior and trend spotting via
advanced data mining techniques
• No destination flyers so reduces printed
material and less paper to be disposed.
• Attract mega events and conferences
with focus on business travelers and
therefore season expansion
• Sustainable growth and attraction of
new investments
• Advanced routing capabilities for
navigation and routing, therefore eDMO
analytics can provide added value to
tourism investments in the area.
PRODUCT TABLES our issue tracking server. In addition we troubleshooting with remote support
Furthermore we provide you with the provide additional feature supports that programs like teamviewer or logmein.
financial sections of the proposal. We does not surpass 8 days per year. We Remote Installation and support is
indicate that the basic support package provide remote user support to our clients included in the main support free and is
includes bug fixing and tickets issued in b o t h f o r l e a r n i n g a n d i s s u e provided at 120 hours max per year.

FUNCTIONAL ANALYSIS COST

Strategic Marketing Analysis. Includes questionnaire,

statistical analysis, travelers target groups, targeted vacation
1
package creation, conventional media marketing campaigns and
affiliate marketing.

Content management, georeferenced business catalogs, media files

2 association (videos, images,audio), QRCode administration back
office.

Internet Marketing campaigns that will integrate, link building,

competition research, niche and targeted marketing, facebook
3
campaigns with applications and targeted demographics ad
serving.

Web portal for content serving.

4
Call center for unique information number. IVR, line queuing

Mobile application with the following features:

1. QRCOde reader for venue checking verification.
2. point system for travelers loyalty models.
5
3. experience sharing with photos, reviews and ratings.
4. POI maps with suggestions and vicinity points.
5. Trip planning and downloading the route to the mobile.

Support and administration for the online platform. eDMO can

have custom support contracts that involve new content
6
administration, new campaign design and execution and call
center support.

FIND OUT MORE IN OUT VIRTUAL MASHUP PLAYGROUND

Navigate to Niobium Labs “laboratory”, an interactive mashup site to see real examples in action using your QRCode reader iphone or android app.
Just point your mobile the the code and ask from your favorite barcode reader to scan it, them select the url with your mobile browser.