Background
The Shetland.org website is the flagship online portal of the Promote Shetland destination marketing service, which has been run by NB Communication since 2017.
As the contract provider, NB's team carried out a rigorous assessment of the website, analysing its performance, content and identity. Following that work, we devised a plan for developing the site and bringing it into line with the new "Islands of Opportunity" brand which was developed by NB in 2020.
NB Communication continues to operate the Promote Shetland service and has added new sections, campaign pages, and a library of compelling content to the site.
Challenge
The Promote Shetland service has a broad remit in marketing the islands as an attractive place to live, work, study, visit and invest – all of which must be reflected on the Shetland.org website.
The existing website had not been updated for many years and needed modernising to improve performance, refresh the content and bring the online portal into line with new brand guidelines developed by NB. Our ongoing work ensures the engaging content created by the NB team is showcased in an attractive way on a site that is easy to navigate.
Solution
NB's team of developers and coders conducted a thorough analysis of all aspects of Shetland.org to assess its performance and usability. Our designers were involved in overhauling the appearance of the site and ensuring it matched the "Islands of Opportunity" brand guidelines.
Since the relaunch NB's content team has created a wide variety of material ranging from blog posts to videos and ongoing campaigns to ensure the website delivers on its objective of promoting Shetland as an attractive place to live, work, study, visit and invest.
