Refreshing and improving the flagship online portal for the Promote Shetland destination marketing service.

Project Overview

As part of NB's work running the Promote Shetland destination marketing service we identified the need to update and refine the website.

The service's objective is to attract more people to live, work, visit, study and invest in Shetland and NB assessed every aspect of the website to ensure it was delivering. New content has been added, sections updated and refinements made to improve user experience and optimise performance. Our team continues to create a variety of high-quality, multi-media content to keep the site fresh.

Our overhaul of drew on the work NB did on developing the "Islands of Opportunity" brand proposition which highlights Shetland's untapped potential. We ensured is fully brand compliant and tells a compelling story about the islands.



The 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.


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 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.


NB's team of developers and coders conducted a thorough analysis of all aspects of 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.


Islands of Opportunity

NB's team crafted content for dozens of new sections covering all aspects of life in Shetland to ensure the website meets the "Islands of Opportunity" brand objectives.

Live, work, study, visit and invest

A strategic approach was taken to develop all content to meet Promote Shetland's objectives of attracting more people to live, work, visit, study and invest in the islands.

Digital guides

Our design and development teams created interactive elements helping visitors to learn more about Shetland and start planning their trip at


The new brand guidance was used to inform our creative teams in developing new content about all aspects of life in Shetland from culture to sports and leisure activities.


NB created an attractive new video section where existing and engaging new content can all be accessed in one place. Many of the films are created by NB's extended creative team as part of work on the Promote Shetland service.


Specific campaign pages have been developed within the website including a microsite devoted to the "Shetland" television drama, and a section devoted to attract more visitors to the islands during the winter.

Visitor information

NB works closely with local partners in the tourism industry to make sure is populated with clear and accurate information about travelling to, and staying in, Shetland.


NB's innovative approach saw an overhaul of the Current vacancies pages, highlighting all the public sector jobs in Shetland in one place for the first time, as well as directing job hunters to media sites where other roles are advertised.

Talent attraction

NB worked closely with NHS Shetland and Shetland Islands Council to identify strategically important sectors and develop Professions pages to attract people working in those areas. Bespoke content is presented in a series of new pages developed by NB.

10. Accommodation search

The stay.shetland microsite sits within, allowing anyone planning a visit to the islands to find accommodation. Our designers ensured the microsite has its own identity, while meeting brand requirements, and our coders developed functionality allowing people to search a database, select preferences, and send enquiries.