Visit West Zealand is a relatively young Danish company that already achieved success with a marketing campaign: The World's Most Relaxing Film. The campaign generated worldwide publicity, and the film reached more than 2 million views. The World's Most Relaxing Film generated also a lot of traffic on their online platforms, but when people reach the website, the expectations of the viewer were not met. The bounce rate was very high and the fact that most of the pages that were reached were similar to most users, showed a problem with the structure.
The client goal was to develop a content strategy for Visit Vest Zealand, to attract more new tourist, within the given target group, before may 2016, by optimizing and implementing the new strategy into the website.
The strategy below was created in november 2015 as part of a mandatory project during the education at KEA Digital Concept Development program.
Different tools and methods were used during the insight stage. The starting point was performing usability tests, Tows, Swot, Social Media analysis, Benchmarking and continuing with defining which where the inward and forward paths, core content and analising the trends. The conclusion reached was that both the structure and the content needed to be differently approached in order to reduce the bounce rate and increase the interest in the website and in the area of West Zealand as a consequence.
The solution delivered to the client was a very different alternative to what they had until then.
By creating a weblike organizational structure an new free flow of ideas was created, where users follow their interest in a heuristic and idiosyncratic pattern (Lynch and Horton, 1997).
As well, the idea was that it should work as inspiration for what to do when being a tourist in West Zealand and should be coherent with the campaign film’s vibe and the expectations of the user. A redesigned and simplified website was the solution chosen, targeting the “good life” (relax) segment and the “fun and games” segment with three overall categories.
The business strategy, which was a section that was strongly interfering with the rest of the content has been removed from the website and became outsourced to a specialised company. A different strategy was created in order simplify and make more efficient the use of their social media platforms, but also makes sure these are being updated and used in the advantage of the business.
The budget was approximated at 264 000 DKK, including the social media strategy for which a new employe was suggested in order to ensure a positive outcome and a flowing communication with the users.