Visit Kent

Integrated strategy for tourism success

The Situation

Visit Kent’s website was overdue for an overhaul. It had more than 250 pages with no search function and its custom-coded backend made it impossible for the on-staff webmaster to upload content. The site didn’t capture the authenticity of the diverse community. Kent’s economic development team sought a site that was fresh, worked on mobile, showcased the undiscovered and unexpected, and ultimately put visitors first. Hoteliers wanted an easy way for visitors to book their stay.

The Solution

The answer lay in addressing content, platform and usability issues head-on. JayRay wrote custom content and romanced the city’s top attractions and hidden gems with seasonal itineraries and custom photography. We developed a content strategy for launch and an approach for keeping content fresh in the months to come. The WordPress platform supports mobile users and makes managing site content easy. The reimagined navigation system caters to visitors, delivering the destination information they are looking for. The site has a search function and a dynamic social feed. Integrating TripAdvisor’s API serves up hotel listings and reviews, while keeping potential visitors on the site. And we supported the launch, driving people to the site with advertising, media coverage and social media posts.

The Results

VisitKent.com has become the online leisure and lifestyle marketing hub for Visit Kent. Every tactic is carefully measured and reported. Custom blogs, a quarterly travel e-blast, a refreshed social media presence, an influencer marketing strategy, ongoing media relations and digital advertising work hard to drive awareness and have significantly increased site traffic. And, our recent launch of Kent Food Trails immerses visitors in Kent’s local culture, providing more sizzle to the site.

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