With the migration to digital, and the unquestionable statistics that abound regarding online reader engagement, Cape Town Tourism were keen for an online Annual Report in 2014.
Keen to track whether stakeholders are engaging with the company’s report, Cape Town Tourism knew that by going digital, they would be able to gather some key statistics regarding their target audience through analytics.
A large percentage of their target audience and members are not desk-bound, so it made sense to align the annual report with their greater 3-year digital strategy and create a mobile-friendly-first version. Launched at their 2014 AGM through a QR code, the annual report is fully responsive and optimized for mobile and tablet use, whilst still functioning beautifully on any desktop.
Short, punchy and colourful, the signature Cape Town Tourism brand shines through without overpowering the content. With snappy video links, click-throughs to key content and infographics, the annual report makes for a very easy and interactive read.
With analytics, we have been able to track the reading behaviour of those who are engaging with it. With an average of 5,25 minutes spent per page and a high percentage of unique page views, we’ve discovered it has a relatively low bounce rate.