The strategic body for inbound tourism to Britain, Visit Britain wanted to make sure its online annual review packed the right punch – telling the story of its performance, activity and expertise in a way that would connect with its readers.
Working closely with VisitBritain’s appointed design agency we devised a content concept and structure that would make the complex detail of VisitBritain’s annual review easy to navigate and engaging to read.
We then suggested editorial devices and tools to break each page’s content down further, offering the reader at-a-glance summaries, valuable box outs, stand-out pull quotes and visual representations of information to augment the copy.
Drawing on the wealth on knowledge in the VisitBritain team, along with reams of official documents, reports and case studies, we started to filter the information we had to work with, distilling each page down to its most essential elements. We introduced an open, accessible and professional tone, created punchy standfirsts to draw the reader in and found the hook to keep them there – while still maintaining the corporate edge and eye on detail that VisitBritain’s annual review readers expect.
From building a buzz about Britain around the world, to supporting businesses here in attracting international travellers, from joining the digital dots across VisitBritain’s online platforms to simply inspiring people to come, we found and told the stories that showcased how VisitBritain added value in every way for inbound tourism in 2013/14.
Once the content was completed, we concentrated on the finishing touches – advising on the homepage structure, writing the navigation tabs, producing copy for infographics and proofing content before final upload.
The final annual review site went live in October 2014 and VisitBritain was happy with the result.