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Coral Isles Tourism Board
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National Tourism Organization
12 weeks

Coral Isles Tourism Board

Coral Isles is an emerging island destination with 8 major islands and 120 luxury hotels, needing to rapidly build international recognition in the post-pandemic phase.

Client Background

Team spread across Jakarta, Singapore, New York, and Sydney, using different agencies and tools with inconsistent content and no data sharing, affecting efficiency and brand consistency.

Challenge

Needed to build a unified marketing operating system in a short time, serving both brand teams and hotel/attraction partners. - Lacked unified content guidelines and asset center - Creator collaborations were fragmented without performance data - Media budgets dispersed, unable to adjust in real-time - Needed to deliver visualization reports to government level - Simultaneously needed to train internal team to master new tools

Solution

1Built Destination Lab data platform, integrating OTA, social, CRM, and media data
2Deployed AI copywriting, asset scoring, ad recommendations and other tools, supporting multilingual output
3Established global creator library and collaboration workflow, providing content templates and benefits system
4Ran quarterly campaigns: island residency photography, diving season, New Year island-hopping carnival, etc.
5Designed capability training program to ensure internal team can operate independently

Implementation Process

Baseline Assessment

2 weeks
  • Surveyed content, media, and data assets across 4 markets
  • Defined KPIs, data metric standards, and security requirements
  • Mapped partner hotel/attraction assets and benefits

Destination Lab Setup

4 weeks
  • Deployed data platform and AI Studio, integrated 12 data sources
  • Built asset library and multilingual templates
  • Developed creator CRM to track performance and rights

First Campaign Launch

4 weeks
  • Ran '72-Hour Island Stay' theme, inviting 24 creators
  • Multilingual media mix: TikTok, Instagram, TikTok, YouTube, Meta
  • AI deployment console real-time optimized budget and targeting

Training & Handover

2 weeks
  • Designed 6 training sessions covering AI tools, content SOPs, data interpretation
  • Co-created annual event calendar with hotel partners
  • Output governance handbook and KPI dashboard templates

Project Outcomes

Coordination Efficiency

Cross-market content and media launched in same week, saving significant communication costs.

Asset reuse rate
18% → 71%
++53pt
Approval cycle
10 days → 3 days
+-70%
Creator response
7 days → 36 hours
+-78%

Conversion Performance

AI-driven media strategy delivered higher ROI and leads.

Overall ROI
1.8 → 2.56
++42%
Brand inquiries
8.4K → 34K
+4x
Hotel package sales
$1.7M → $2.8M
++62%

Organizational Capability

Team mastered tools and SOPs, capable of running next season independently.

Internal active users
0 → 68
+Full adoption
Training satisfaction
- → 4.8/5
+New metric
Partner hotel participation
25% → 64%
++39pt
“Destination Lab gave us our own marketing operating system. AI tools and creator network brought our global team into the same rhythm.”
Patricia Gomez/VP Marketing · Coral Isles Tourism Board

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