The Bermuda Tourism Authority (BTA) initiated campaign with rollout focused around the release of their new, conversion focused, web platform. The new website needed to capture not only the look and feel of the new brand, but also find unique and novel ways to engage website users and allow them to sample bite size pieces of the Bermy lifestyle.
When looking at rebuilding the gotobermuda.com platform, we wanted to ensure that we focused on highlighting the unique Bermuda vacation experiences that can’t be replicated at any other warm weather destination. While the website needed to be beautiful, engaging and a representation of the unique Bermuda experience, it also had to be functional and conversion focused. Rooted in website best practices, informed information architecture and strategic user experience, the website had to be functional for the user and mindful of the overall business objectives of the Bermuda Tourism Authority. Being a destination marketing organization, the BTA wanted to ensure their partners were served well by the new platform and could see that through the results.
The website focused on showcasing the best hidden gems Bermuda has to offer, in a way that was cognizant of the various stages of decision making for our potential travellers. The overall information architecture presents all of the necessary facts and details potential travelers need to make a decision in an easy and digestible manner. But more importantly, for those earlier in the process, the site presents those same details within stories and itineraries that allow those potential travelers to dream and build anticipation.
In the first two months following the launch of the new platform, sessions on the website were up 14% year over year and users were up 20%. The BTA partners saw a bump in referrals to their respective websites with an increase of 17% year over year for partner referrals.