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Titanic Stories

Tourism Ireland aims to capitalise on the huge interest in Titanic around the world. The brief was to make this website the most popular online destination for those seeking information on the Titanic story.

The site was to educate users that Titanic was built in Belfast, and to celebrate the city’s proud maritime history. The website was to be mobile compatible and viewable within the necessary browser restrictions of any smart phone.

The project brief was to develop a new international digital strategy to ensure clear and consistent brand communication throughout the countries around the world. The aim of the website was to drive visitors to experience and feel the official Titanic story through video, imagery and audio content throughout the site.

Setting the scene

Belfast is proud of its shipyards and of their most famous creation, the RMS Titanic. Tourism Ireland aimed to capitalise on the huge interest in Titanic and the 100th year anniversary of its ill fated sinking in 2012. Their overarching objective was to make www.the-titanic.com the most popular online Titanic destination site worldwide, to stimulate and educate the online user and ultimately to bring them to Ireland’s shores.

What we did

Our strategy focused on delivering a very user focused and interactive experience, making clever use of current social media and rating capabilities. Users are encouraged to give honest feedback and to get involved in the growing online Titanic community. A range of educational and informative videos are served from the site and recent work has seen full integration into Northern Ireland Tourist Board’s accommodation and attraction web services. Visitors can now learn about the HMS Titanic and also plan their trip and book their accommodation online.

Working in partnership with Tourism Ireland, rather than simply as a supplier, has ensured that the official Titanic website has become the ultimate one-stop resource for everything Titanic, with significant potential for further development and enhancements for visitors. The interactive website was implemented on the Kentico CMS, which supports easy content editing, message boards/comments and many other interactive and community focused features. We also provide enterprise level hosting, full 24/7, 365 support and ongoing maintenance, plus marketing of the website.

The Result

The site has been a success: not only are visitors engaging with the video and rich site content, but site traffic between November 2010 and March 2011 has increased by 785%.

Our responsibilities

User Experience Analysis, Information Architecture, Usability Engineering, Visual Design, Social Marketing, Templates, Web Development, Kentico CMS Implementation, Custom Build, Web Service Integration, Hosting & Facilities Management, SEO.

Activity

We developed a suite of multi-lingual, centrally managed sites which host a range of content including video, photographic, audio, text, database feeds and user-generated content.

We integrated the existing online partner resources into a single location with seamless linkages to commercial partners for ordering and booking transactions.

i3 Digital implemented an on-going process for scheduled addition of content in diverse formats, including the design and broadcasting of a monthly e-zine to subscribers. We also established an on-going programme of Search Engine Optimisation, and facilitated hosting and technical maintenance.

Our strategy centred on delivering best value and experience to users, focusing on the design and interactivity to create the vital positive first impression, and to encourage visitors to keep returning month after month.

The Titanic website is primarily a visual piece that includes video to enhance the user visual experience when navigating about the website. Photographic materials are essential to the website, and are peppered throughout CMS managed pages. Each image is individually uploaded into the CMS, then given a title and overview to explain relevance, and also for search engine optimisation purposes.

Working in partnership with Tourism Ireland has ensured that following this comprehensive site strategy project, the official Titanic website is the ultimate one-stop resource for just about everything Titanic, with significant potential for further development and enhancement for the visitors.

What We Delivered

The principal goals of the site were to market the site to a global audience and increase visitors and visitor interaction on a month to month basis. Kentico was selected as the CMS to support The Titanic project for its easy content editing, Multi content administrators, and the ability to rapidly develop the requirements of the project within complex programming.
Key Kentico CMS features used in The Titanic project included Messages Boards, Content rating and reviews, Google Map integration, Media Library (Videos and Images), Multi Lingual (French, German, Spanish and Italian), and Document Management.

i3 Digital delivered a hugely successful and globally popular website. The platform not only encourages visitor engagement via intelligent and interactive video and rich site content, but is constantly updated and maintained to reflect developments in Irish tourism offerings and developments in the wider Titanic story.