Showing the stylish side of Wales

Wales in Style homepage

A not-for-profit organisation part-funded by VisitWales, Wales in Style promotes Wales as a luxury break destination. An online pure-play, the organisation is entirely reliant on the website to produce leads for local partners. Designate won the business at pitch and I was tasked to lead the build. We identified two main types of user behaviour to which we wanted to appeal – the first being those who are visiting a specific place and want to find accommodation nearby, and the second those who are planning a luxury break in the UK but are not yet aware of Wales as a possible destination. The site provides both a search and a browse route to cater for both sets with users being encouraged to package accommodation with a restaurant booking and activities through the use of relational data on all product pages.
Fundamental to the success of the project is the ability to report – as it is this that will secure long term commitment not only from VisitWales but also from the local partners featured on the site. To this end I put together a comprehensive analytics plan and have overseen the training of developers in implementation and account handlers in reporting through the WebSideStory (HitBox) system.


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