AN ICONIC UK DESTINATION WITH BOLD AMBITIONS.
An ambitious client, with clear and focused goals.
The Problem
To help Visit Peak District & Derbyshire work towards their goal of an award-winning website we created five clear objectives.
(1) Create functionality which is focused on the needs of the user and surfaces content based on personal preferences. Encouraging users to uncover content they might not otherwise have found.
(2) Capture the unique personality of the area through aspirational and attractive design inspired by a ‘coffee table book’ appeal which makes the most of the natural beauty of the area.
(3) Being listed on the website should feel like a necessity for every business in the region because it provides a demonstrable ROI regardless of size or objective.
(4) Create a cohesive and holistic content strategy which delivers a consistent narrative across the digital estate and adapts according to seasonality.
(5) Provide content editors with an easy-to-use Content Management System, which allows them to create, edit, and preview content consistently across all device types. Delivery of the agreed content strategy should feel easy and intuitive.
The Solution
A WEALTH OF CONTENT DISCOVER FEATURES
Increasing user engagement to aid visitor conversion was a key objective in the brief, so we introduced a host of content discovery tools allowing users to drive their very own personalised experiences. These included:
- Our global categories feature which groups together content from across the site into thematic interests.
- An accessibility and sustainability planning tool which allows users to filter the content they see during their web visit to match their own specific accessibility or sustainability needs.
- An interactive mapping tool so users can search for any keyword across businesses, events and trails.
- An itinerary section which provides users with a searchable database of pre-built itineraries to help inspire their visit.
- Our trails feature which offers website visitors a searchable database of the best Visit Peak District & Derbyshire recommended walking, cycling and bridleway trails.
- Our Location Categories feature which provides landing pages for each of the key locations in the region. Showcasing the businesses, events, offers, blogs, itineraries, and trails in the specific geographical area.
GIVING MEMBERS CONTROL OF THEIR OWN CONTENT
- The client has over 600 members. Our business login feature provides each member with a password protected login where they can submit updates to their profile pages as well as special offers and events related to their business for inclusion on the website.
MULTI-SITE CAPABILITIES
- Using the mutli-site capabilities available in the DestinationCore Enterprise package, in addition to the visit site, we helped the client create an industry site and a meet site, with all three websites controlled via one centralised DCMS.
ACCOMMODATION AVAILABILITY SEARCH
- The Visit Peak District & Derbyshire team had several industry specific technology integration requirements when they first came to us. They were looking to increase automation and avoid duplication.
- Their primary concern was the ability for users to perform a site wide availability search for accommodation and experiences. We solved this problem using our Accommodation Availability Search product.
Modules installed include
-
![]()
Sustainability Categories
-
![]()
Accessibility Categories
-
![]()
Interactive Destination Map
-
![]()
Location Categories
-
![]()
Integration - Cookie Consent (Cookiebot)
-
![]()
Accommodation Availability Search
-
![]()
B2B Website
-
![]()
Itinerary Section
-
![]()
Business Login
-
![]()
Tiered Membership Structure
-
![]()
Multi-site CMS
-
![]()
Global Categories
-
![]()
Advertising
-
![]()
Public Submissions
The Results
The new multi-site CMS launched in November '22 and has delivered encouraging results which include:
- Increased % of visitors making an outbound enquiry to businesses listed on the site.
- Increased on-site engagement, with more users viewing a wider variety of content.
- Increased engagement with member and partners on-site ads, with many demonstrating a 4% + click through rate.
- The site outperforms the average in six of eight industry specific metrics we track.
- Out of all DestinationCore clients the site is one of the best performing for engagement with events content, with a monthly average of over 35% of website visitors viewing what’s on content.
- The site is in the top three best performing websites for blog engagement, with a monthly average of just under 10% of visitors viewing a blog article.
- Increased engagement with member and partners on-site ads, with many demonstrating a 4% + click through rate.
OVERALL IMPACT: Web traffic in 2024 vs 2023 is up by 31%, with the peak month of August '24 achieving 484,318 pages views. Across all months in 2024 the site has achieved over 230,000 page every month.
"I’D BE VERY HAPPY TO HIGHLY RECOMMEND DESTINATIONCORE TO ANY DMOS LOOKING FOR A NEW WEBSITE AND WANTING TO WORK WITH A DEDICATED, KNOWLEDGEABLE, AND HIGHLY PROFESSIONAL TEAM OF DESTINATION EXPERTS. THE CMS IS EASY TO USE, THE CUSTOMER SERVICE HAS BEEN OUTSTANDING, AND OVERALL WE’RE VERY PLEASED WITH OUR NEW WEBSITE."
Lindsay Rae, Deputy Director, Marketing Peak District & Derbyshire
Similar case studies
Newcastle & Gateshead
TRANSFORMING THE ONLINE PRESENCE FOR AN HISTORIC CITY.
View Case StudyVisit York
A WEBSITE TO CHAMPION A DYNAMIC NORTHERN CITY.
View Case Study
