Visit Lanarkshire
Formerly Scotland’s industrial powerhouse, Lanarkshire is steeped in industrial and cultural history offering a unique window into the past, with the jewel in the historical crown undoubtedly New Lanark, a UNESCO World Heritage site.
The Lanarkshire Area Tourism Partnership oversees, implements and evaluates the Lanarkshire Tourism Action Plan. A key component of this plan is the development of www.visitlanarkshire.com, an exemplar tourism destination portal, delivering relevant and innovative information and marketing support for Lanarkshire’s tourism sector. The key objective being to maximise the promotion of the area’s activities, businesses and events to a global audience, engage with and ultimately boost visitor numbers.
As well as designing and developing the website, Radiator integrated an eMarketing strategy which focuses on target visitors, their needs and ongoing engagement. A key component of this eMarketing strategy was Pay per Click to promote the Spring 2009 campaign.
Radiator setup and managed this service which proved very successful; generating more than 10 times the number of clicks from adverts compared to the previous year. The cost per click (to the client) was reduced by a third and the all important conversion rate (a conversion required a visitor to download an events voucher) was well over the industry average (between 0.5 and 5%) at over 14% despite a significant reduction in the client’s advertising budget.
