Themes
Themes can be used to target tourism experiences and products at specific audiences using interest areas such as lifestyle, activity, season, product speciality and location.
Themes provide powerful, targeted marketing opportunities, enabling destinations to market and present content in ways that appeal to specific market segments and audiences. This can be achieved via themed sections or focussed microsites within your website. Once theme concepts are designed, our powerful content management system will allow you to keep the theme up to date or add additional pages.
A themed section typically includes a special landing page with links to listings to support the theme. The CMS enables destinations to run a search on the data using any kind of thematic criteria and link to the listings. So for a seasonal theme, in November, the destination could identify all firework displays and set up a link to the listings. For more bespoke or high profile campaigns, NVG can work with clients to develop branded sections on microsites that mirror the visual style of a campaign to enhance appeal to targeted visitors. These will typically include several branded pages with a sub-navigation in the main site.
As well as custom designed themes, NVG already provide a number of set themes that can easily be integrated into websites including special offers, downloads, itineraries, walking routes and venues (conferences). Dedicated URLs, site promotions, KPIs and other types of targeted content can also be used to enhance the impact of the campaign.
Key Benefits
- Appeal to niche markets - Design site sections to reflect the interests and content of specific markets.
- Additional listings - Use additional data to provide specific data for special offers, itineraries, routes, downloads and conference venues.
- Target design - Use colour and graphics to enhance the appeal of subsets of data, for example to reflect seasonal promotions.
- Use as campaign driver - Match the branding and messages of a marketing campaign.
- Microsite for special interests - Create a microsite within your site to reflect local interests.
- Enhance SEO - Dedicated landing pages for specific markets improve density of content; this can be further enhanced through page optimisation.
Further Details
Special Offers Special offers can be used with both accommodation listings to provide special prices (e.g. 3 nights for 2, inclusive prices) which may be booked through the website. With non-accommodation, special offers can provide vouchers (e.g. one child free with each adult) which may be redeemed at the venue. Promo codes may be used to limit access to special offers via a marketing campaign. Conference Venues Additional data may be added to describe the room and conference facilities available at each venue. An enhanced theme can include special search pages and additional conference services. This data can also be used to describe the facilities available for weddings and parties. Downloads A downloads section can be used to increase visitor engagement with a site. For example, a monthly wallpaper is a popular way of encouraging regular visitors to a site whilst promoting different aspects of a destination. Itineraries Custom built itineraries encourage visitors to explore a destination and provide examples of the range and variety of experience at a destination. Special pdfs allow the visitor to use the itinerary whilst on holiday and can also be used as leaflets in a TIC. Routes & Tours Additional data may be added to describe walking, cycling and other routes including one day and longer tours. Special search options allow routes to be selected according to distance, difficulty, accessibility and location. Other themes Themes can be created for many purposes including town sections, seasonal promotions, family and other sectors, festivals and major events. In each case listings of relevant attractions, accommodation and events can be included.Interested?
For further information please call us on:
0844 854 3432
