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Illinois Department of Tourism builds on mobile strategy via Android app

The Illinois Department of Tourism has expanded its mobile strategy with an Android application after releasing an iPhone app two months ago.

The Android app is part of an overall digital push the Illinois Department of Tourism is executing to help guide travelers throughout the state. The company partnered with app developer SIM Partners on this initiative.

?We want to reach as many visitors as possible, so we are expanding to the Android platform with our app,? said Jan Kostner, deputy director at the Illinois Office of Tourism, Chicago.

?Android makes up a significant part of the smartphone market and the app is a matter of shear expansion for us,? she said.

Tourism tool
By using mobile, The Illinois Department of Tourism is driving state revenue by pointing visitors to nearby events and places.

Using the Enjoy Illinois Android app, users can take a virtual tour of Illinois.

Consumers can search by interest or region on the app to find more than 10,000 Illinois attractions.

The app also uses GPS to find nearby things to do for travelers.

Once users tap on a place or event, they are taken to a page to learn more about it.

The app features click-to-call functions and consumers can create itineraries and save locations.

Additionally, consumers can access maps and directions while on-the-go.

Users can also share their finds via Facebook, Twitter or email and find nearby deals and offers on the app.

Travelers can search for attractions by region, interest or location via the app

The Illinois Department of Tourism is promoting the app through the organization?s Web site and on banner advertisements via travel Web sites.

Information cards with QR codes are also being used at ten information sites across the site.

Quick companion
The Enjoy Illinois Android app comes on the heels of the organization?s launch into mobile with an iPhone app.

Earlier this year, The Illinois Department of Tourism decided to take its resources to mobile to target travelers on the road (see story).

The Illinois Department of Tourism is not the only state organization using mobile to leverage its resources.

Most recently, the California State Parks Foundation rolled out an iPhone app that walked users through the state?s parks and beaches (see story).

Mobile makes a natural extension for a travel and tourism organization because when travelers are on the go, they need access to quick information.

Mobile also has the possibility to reach more consumers and make traditional marketing tactics, such as paper brochures, more accessible.

?We have to be able to attract our services to everyone and market it in a way that reaches consumers in a way that they want information given to them,? Ms. Kostner said.

?The tourism industry is quickly adapting to a mind shift in the way travelers get information and mobile has to be part of the plan,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York