Nestled in West Yorkshire, covering Halifax, Hebden Bridge, Todmorden, Rippenden and Brighouse, it’s a region rich in cultural heritage but perhaps overshadowed by its bigger urban neighbours of Manchester and Leeds.
Like other Arts Council England funded Cultural Destinations, Calderdale needed to raise the profile of its cultural offer and position culture as a driver to grow its visitor economy.
Following a comprehensive digital audit comprising numerous culture, heritage and tourism partners, we created a bespoke digital optimisation programme for the consortia. The programme focused on Data, Insights, Actions and Learnings with a practical step by step approach for all partners to improve their digital marketing campaigns with measurable results. We delivered training including Paid Search and Ad Grants, Analytics and Search Engine Optimisation.
Creating new ways of collaborative marketing to engage more audiences and visitors in the wider Calderdale offer.
“Our knowledge of analytics and paid advertising has increased greatly thanks to Cultural Destinations training, we now have paid search set up and have a much better understanding of our online audiences and the usefulness of analytics.”
Halifax's extraordinary Piece Hall reopened after a major capital transformation with a live events programme, retail and hospitality offer and the adjoining Square Chapel Arts Centre also reopened following capital investment. By working together the consortia was in a stronger position to maximise profile and generate local and visitor engagement.
Due to the success of the consortia partnership, they have been able to secure further investment to continue collaborative marketing.
Calderdale's cultural partners significantly increased their online reach as a result of Cultural Destinations activity, including the digital optimisation/skills programme. Traffic to partner websites increased by 19% (or 500,000 website visits) in a single year, while email subscriptions to partner mailing lists and social media accounts rose by 44-47% in the same timeframe.
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