The Connecticut Office of Tourism is the state agency responsible for encouraging tourism throughout the state. The office uses a combination of advertising vehicles including print, radio, television, and the Internet.
The Challenge
Redesign their current web presence. The old web site was hard to navigate and included static content. Visitors were frustrated with the lack of current information on the site and traffic was consistent but showed no growth. The state wanted an increase in users and more stickiness for the visitors to the site.
The Solution
In conjunction with their offline advertising agency, Convergence redesigned the new web site from the ground up. Collaborating with all of the state parties involved, Convergence created a new brand for the state with a fresh look and exciting content. Making the navigation extremely intuitive, Convergence encouraged visitors to quickly find information they desired. At the heart of the site lies a complex web of interlinked content that visitors can explore and ultimately create an actual itinerary of their trip to Connecticut. Content includes: events, lodging, recreational activities, weather, and maps.
In order to streamline the content management process, Convergence created web-based templates for state personnel for all updates. All of the updates are stored and served from a Microsoft SQL server platform. Flash technology was also used to create a layered effect on the home page. This Flash area can also be updated through the content management system. Online order forms were also created allowing users to receive state information in a more timely basis. Once orders are placed, the files are exported to the fulfillment house for expedited delivery. |
