Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? In January of 2020, Experience Kissimmee launched the Whelmed Campaign. It centers around the idea that being overwhelmed — or underwhelmed — shouldn’t be the norm during your travels. And that it is possible to find the perfect balance of exciting and relaxing moments in Kissimmee. At the heart of this campaign is Mimi, the Experience Kissimmee chatbot. Feisty and friendly, Mimi provides visitors to the Experience Kissimmee website with a platform that encourages them to move further down the visitor journey. Adding an interactive layer to the Whelmed campaign, Mimi is a trusted resource who acts as a planner, problem solver, and invaluable resource all rolled into one. Our goals for Mimi were to: Drive awareness of Kissimmee as a must-stay vacation destination Act as a vital trip-planning tool that provides relevant information and makes recommendations on the spot Surface partner offerings and increase conversions/sales Create a more human experience and showcase Kissimmee as a destination beyond the theme parks Surprise and delight visitors Collect warm leads to remarket to Shortly after Mimi launched, the COVID-19 Pandemic lockdowns began. When Kissimmee started welcoming guests again, we had to change our approach. Mimi evolved to cater to those who were planning a vacation and those who were looking for important safety information and had questions about what they could expect should they choose to travel to Kissimmee. Today, Mimi is an integral part of the Experience Kissimmee Safety Hub. She provides travelers with the information they need to plan an exciting and unforgettable vacation to Kissimmee during these challenging times.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The Mimi Chatbot has been a successful component of the Whelmed campaign, while also standing on its own as a tool for driving awareness, trip planning, surfacing partners, and collection remarketable leads. Mimi is accessible as a Widget across the Experience Kissimmee website, as well as on her own dedicated landing page. On the landing page, we’ve seen the following results: Pageviews: 316 Avg. Time on Page: 1:22 Bounce Rate: 64.29% On the Widget, we’ve seen the following results: Pageviews: 147,940 Avg. Time on Page: 1:39 Bounce Rate: 73.2% Between January 1, 2020 and March 19, 2020, the Mimi Chatbot was used in 1.4% of all Whelmed sessions. She most often interacted with users who were "Just Exploring" (37.2% of Chatbot events), but by mid-February more users were engaging with her to plan their trip (15.6% of Chatbot events). Of the users who chatted with Mimi, 85% were New Users, and 14.8% were Returning Users. The percentage of users who interacted with Mimi indicated that the longer she was featured on the site, the more frequently she would be used to push conversions. Overall, we’ve: Had 5,333 chats Generated 301 leads 20% of users interacting with Mimi have requested information on “Deals and DIscounts”

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleMeet Mimi - The Experience Kissimmee Chatbot

DivisionDigital Marketing - Digital Marketing Innovation

CategoryDigital Marketing