Key Impacts
- Able to consistently serve highest quality IP-based video streaming
- Cost-effective delivery of rich media
- Minimized infrastructure requirements—saving money and time
- Instant and global scalability
- Increase usability and use of Web site as an integrated marketing tool
- Satisfy advertisers’ desire for information
- Draw more tourists to California—boosting tourism income
- Actionable insight into Web traffic patterns
California has always been a place where innovation and creativity are prized commodities. So it’s only natural that the California Travel and Tourism Commission would think outside the box to keep visitors entertained and interested in everything the state has to offer. Part of their strategy has focused on integrating the power of television with the reach and functionality of the Web. So in addition to www.visitcalifornia.com, the state’s official tourism site, the CTTC decided to launch www.bestofcaliforniatv.com in conjunction with the award winning Best of California syndicated TV series. To succeed, the site would have to mirror the TV show in terms of image/video quality, speed, and production value, building on the show’s message and offering travel tips and planning tools for prospective visitors.
After an extensive RFP process, the CTTC identified Akamai as the only provider with a globally distributed network that would help the CTTC to minimize their own Web infrastructure requirements while enabling instant and global scalability. Equally important was Akamai's extensive server deployment in California and its ability to stream video in all major formats. During the 2003 season, each Best of California TV show was watched by about 500,000 viewers; www.bestofcaliforniatv.com received 33,000 unique visitors per month, with more 50-60% visiting the site after watching the TV show. Up to 8,000 high-quality video streams were delivered each month to more than 50 countries. According to a site survey, some 70% of visitors watch the videos. Of those, over 90% find the videos useful in planning their travel. The result? Increased tourism, an innovative marketing strategy brought to life, and a lasting partnership between CTTC and Akamai.
"The number of videos being viewed on The Best of California Web site has far exceeded our expectations. Thanks to Akamai’s on demand computing platform, we are able to offer our site visitors the valuable, interactive experience they expect, while providing a catalyst for increased California tourism."
—Caroline Beteta, Executive Director, CTTC and Deputy Secretary, CA Division of Tourism
