Case Study

Tourism Ireland

 

Strata3 put the user at the heart of all design decisions, to ensure we met the needs of the globally dispersed user base.

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The challenge

Tourism Ireland is the all-Ireland organisation tasked with marketing the Island of Ireland as a holiday destination to global markets.  Tourism Ireland selected Strata3 as its digital strategy and delivery partner to build a unified design framework and technology approach for multiple sites, servicing a range of different audiences under its brand.

Visit Tourism Ireland Media

The team are a pleasure to deal with, very strong on planning, creativity and execution.  No wonder they added the Digital Strategy Partner Tech Excellence awards to their list of accolades.

Margaret O’Reilly, Head of Corporate & Industry Communications at Tourism Ireland

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The strategy

As part of our research and discovery phase, Strata3 worked with senior Tourism Ireland stakeholders to:

  • Identify short and long-term goals for each site,

  • Understand the various user goals and 

  • Agree on the platform to consolidate and standardise the technology. 

Tourism Ireland’s  main goal was to successfully promote Ireland in a competitive international tourism marketplace.  Strata3 set out  to support the marketing campaigns and create a tailored analytics implementation to help inform these activities.

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The implementation

Strata3 completed the responsive redesign of the initial Tourism Ireland corporate website by developing a fresh, modern and engaging website on the Kentico WCMS platform.  Through multiple user-journey reviews, analytics and a stakeholder workshop we improved the information architecture, especially in terms of the marketing highlights and the markets sections. 

This project was followed by Industry Opportunities, a site dedicated to supporting individual tourism businesses promote themselves internationally.   Subsequent sites launched include:

  • Media Room

  • Trade 

  • Ireland Specialists
     

The results

  •  Returning users for Tourism Ireland Corporate has increased by 7.5% year on year

  • Page Views has increased by 3.16% year on year

  • Average session duration has increased to 16.77% and mobile has increased by 6.34%.

  • Media Room site features a vast and searchable central database of assets for the industry.

  • Trade Travel is a one-stop-shop for news, events, market and industry contacts specific to the Travel sector. 

  • Ireland Specialists is the latest site launched in the Kentico 10 WCMS.

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