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Introduction

Edinburgh is the world’s Festival City – home to 12 festivals and thousands of performances in over 300 venues. 'Edinburghfestivals.co.uk' was part of a joint-marketing initiative to promote the Edinburgh Festivals as a single, yet diverse, entity.

Brief

A key issue is that there is so much going on in Edinburgh that finding events of interest can be very difficult. The aim of the website was to present information about Edinburgh Festivals in a digestible and personalised way, using technology to recommend things that people would likely be interested in, based on their profile.

It was imperative that tickets could be booked through the site, and that it was a holistic experience, with the site also covering food, drinks and accommodation as well as what’s on. The site also had to cater for sponsorship to create an additional revenue stream.

Solution

Numiko developed an easy to use and robust content management system so 'Edinburgh Festivals' can keep events details and content up to date and interesting to visitors. Clever cookies and individual accounts ensure content is personalised for each user, and the itinerary planner keeps track of the events that you fancy, providing directions and things to do between events.

Results

Results for this year’s peak season show a 27% increase in visits year on year, with a 42% increase in page views.

Specific changes made prior to this year’s Festivals have accounted for a 177% year-on-year increase in use of the itinerary planner; and a 38% increase in visits to the registration page with an 8.6% increase in registration conversion rate which equated to 54% more registrations this year.

Testimonial

"We brought Numiko in for their technical prowess and because they really seemed to have an insight into the cultural audiences. This is just the start for this ambitious project and we are very pleased to have Numiko with us as we progress."

Martin Reynolds, Head of Marketing, Festivals Edinburgh

Awards

'Edinburgh Festivals' wins in the ‘Leisure & Travel’ at Revolution Awards 2010, beating stiff competition from companies such as Bigmouthmedia and Iris digital. Numiko had always seen the Revolution Awards as some of the toughest in the industry, so winning felt like a real achievement.