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

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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