CT Consults

Coventry UK City of Culture 2021

Stained glass detail of fish with decorative coloured shapes around it - Coventry UK City of Culture 2021

The challenge

How can a city’s position as a cultural tourism destination be strengthened in the lead up to 2021, and in the process equip its main partners (21 in this case) with the skills, knowledge, experience, and confidence they will need to deliver integrated digital engagement strategies for culture and tourism?

Sculpture of angel with wings, composed of knives

Our response

Following a preliminary survey of digital assets (that we also conducted), we delivered an extensive training programme. The programme delivered an online resource – guidelines for best practice – informed by local conditions and owned by partner team members. We needed to address a big shopping list of key areas: privacy, security, and data protection; measurement & reporting (focus on Google Analytics); email & social communications; paid search engine marketing; organic search engine optimisation; online PR;  on-site discovery (guides); accessibility; and e-commerce.

Kickstarting a new approach

The process was phased to allow assessment and adjustment to best serve capacity and skills development, through a series of practical training workshops, resource provision (including online and remote) and facilitated exercises and pilot activity.

This has allowed for particular issues to be highlighted and focused on, whether that was Google Ad Grants eligibility, creating ‘search engine friendly’ websites, using Google Search Console to identify issues with crawling/indexing content, or how to monitor and optimise the performance of campaigns.

More like this

Courtyard within three storey building, walkway on every storey around building supported by classical columns with railings around. Church spire in background. the Piece Hall, Halifax - a cultural destination.

Happy Valley

Transforming collaborative digital marketing

Find out more
Man covered in plaster, wiping hands on large sculpture and crowd watching in background. Stoke's heritage and tourism organisations come together.

It’s not all about ceramics

City-wide collaborative digital marketing campaign

Find out more
Foot bridge over river, with buildings on banks

Northern cities assemble

Five cities come together to develop international cultural tourism markets.

Find out more
Stained glass detail of fish with decorative coloured shapes around it - Coventry UK City of Culture 2021

Coventry UK City of Culture 2021

Digital readiness for the biggest cultural celebration.

Find out more
Closeup detail of old wooden cello

National online distribution strategy for visitor experiences

Finding and exploiting the opportunities to promote visitor experiences on a national scale.

Find out more

Do you think we can help?

Then get in touch

We’re serious about protecting your privacy and won’t share your details with anyone, ever. (read our privacy policy)

    Sign up to our newsletter

     

    Keep in touch to see our latest projects, thoughts and news. We promise we’ll only send you interesting content.