www.figarodigital.co.uk
CLIENT CASE STUDIES
we were going to get that going behind the site. We also made sure early on in the project that we sat down with real customers and worked with them face to face to make sure we’d got that taxonomy right.” The new platform and database was built by Nameless in Open Source using Drupal 7, which meant there was no need and SEO-friendly. The relaunch wasn’t just about smart new tech and enhanced usability, however. Brand new dynamic, (‘digital postcards’) were created promoting different aspects of Cornish life, from Rick Stein chatting about food to the
“ Unless destination and Tourist Board websites
start to think about the future and what customers really need, eventually they’ll become irrelevant ”
organisers of the boutique Leopallooza festival – a house party
The new dynamic content was pushed out through email and
the site’s social media channels. Video footage could also be embedded elsewhere, enabling users to extend the site’s reach. Another key feature within the site’s new content strategy were maps, which have been integrated with mobile geo- technology. There’s a blog and, as you’d expect, the new site has been designed reactively, so that it’ll display on mobile and tablet as well as PC screens. Bold and ambitious though the relaunch has been, success in this sector is measured in its usefulness – and in the numbers. So what sorts of results have Visit Cornwall seen? “In terms of our overall performance on the year,” says
Hogan, “we’re 15 per cent up. And that’s taking into account July and August 2012, when all of online retail was down because of the Olympics and one of the wettest Julys on record. In November 2012 we were 38 per cent up on
digital marketers working in the travel and leisure sector, this is a pointer to the sort of site users now demand: one that understands what they want, and puts that at the heart of the project.
visitcornwall.com Article by Jon Fortgang
nameless.co.uk
assessment of the site. As of December 2012, Visit Cornwall’s work with Nameless has won Best Visitor Guide Website in the British Travel Awards, picked up Best Tourist Board at the TravelMole Website Awards, been shortlisted for the 2012 BIMAs and racked up three nominations in the CIM Marketing Excellence Awards. “Our strategy for the site was to show the breadth of
November the previous year, so it’s really starting to kick in, in terms of unique visits.” a month in advance. What, though, has been the role of the site’s all-important customisation facility in this? “Use of the tool is at about 20 per cent,” says Hogan. “We
ourselves were quite nervous about making the tool the main focus, but it’s really being used and we’re getting the feedback that it’s valuable. Our next step will be to make it more a part of the user journey.” The rest of the digital industry agrees with Hogan’s
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