Targeting niche short breaks for South West Wales Tourism Partnership
Designate’s client, South West WalesTourism Partnership, exists to help local businesses work together to promote the region. Publicly funded, they were concerned not to duplicate the already considerable web presence and marketing spend of the Tourism Authority and Local Authorities in focusing solely on the destination. Instead they run three separate targeted, niche campaigns based on the main attractions of the region – active breaks, gardens & green spaces and a more loosely defined cultural product.

The three existing websites were ineffective and our first task was to conduct a business review to see where improvements might be made. I was tasked with conducting the review, and once the recommendations were accepted, to implement changes. We rebuilt the three websites from scratch, supplying a bespoke admin system to enable the administering of events and offers by the client and incorporating a data feed from VisitWales to ensure up-to-date accommodation and operator information is displayed.

I worked with the design team to specify the information architecture of the sites and then oversaw the built to completion. I have since implemented a new analytics and reporting regime to demonstrate the business value of the three sites.


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