Destination Marketing

Promote Shetland

35% uplift in the number of first time visits
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Project

This single site brings together a family of previous sites, to promote the diverse attractions of Shetland.

“Clever ideas are pointless without clever people who can make them reality. NB Communication has consistently delivered a high quality service.”Andy StevenDestination Manager, Promote Shetland

How we got there

Background

Our work with Promote Shetland started back in 2009, when the organisation was formed to market Shetland not only as a place to visit, but an outstanding place to live, work or study.

The consolidation project brought together a ‘family’ of sites that had targeted the needs of visitors or those interested in moving to the isles, with travel and taste sections each hosted on sub-domains. A considerable challenge!

Challenge

This task presented a huge number of challenges to support the vast amount of content and maintain a high level of usability and accessibility for visitors.

Solution

From the outset we worked alongside Promote Shetland to develop a CMS that could bring together the vast amount of content in a way that maintained a high level of usability, clear functionality and accessibility for all users.

We guided the design and development process, introducing a comprehensive menu system that supports easy and intuitive navigation of all site content.

Migrating content from the old sites was a challenge in itself: a process managed by our team to ensure that nothing was lost or diminished in the process.

Inner page templates

1

60North Digital Content Platform

2

Interactive Map

3

Multiple Blogs

4

Results

Under the 60N section, Shetland.org now has a new multimedia offering that combines online TV and radio streaming, the extremely popular Shetland webcams, three blogs and a subscription magazine service.

We configured the CMS for Promote Shetland to make it easy and straightforward to update content, and optimised the site content to ensure a rapid load time that helps boost search engine rankings.

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MORE WORK

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