VisitBritain & VisitEngland: a content-led digital transformation
Simplifying 12 sites and thousands of pages into a content-led estate, designed to inspire. VisitBritain came to us for a full digital transformation project.
Talk to an expert- Websites & social profiles
- 120+
- Increase in engagement rate
- 24%
- Increase in session duration
- 36%
- More quality visits
- 40%
The Brief
VisitBritain / VisitEngland came to us for a full digital transformation: simplifying 12 separate sites and many thousands of pages into a single, content-led estate designed to inspire travel to Britain.
Their estate had grown tangled and inconsistent over time, making it hard for content editors around the world to work efficiently — and harder still for visitors to find what they needed. The brief was clear: simplify and overhaul the estate, improve internal editorial practices for content teams across the globe, and curate content that positions VisitBritain as the definitive authority on UK tourism.
The Solution
We ran an eight-month engagement from discovery through to design and Alpha. Discovery covered a full digital estate audit, stakeholder engagement across the organisation, data analysis and tree testing, user journey mapping, and CRO and opportunity analysis — all feeding a clear digital content strategy.
From there we moved into delivery: website development through Alpha and MVP, DAM integration, multilingual functionality for a global audience, hosting, and an ongoing programme of support and continual enhancement.
The result consolidated a sprawling estate of 12 sites into 3, giving editors a far simpler platform to manage and visitors a coherent, inspiring experience — with measurable gains in engagement, session duration and quality visits.
"I always really appreciate how open CTI Digital are to working so closely with the VisitBritain team and our other partners. It feels really good to see all of the months of planning finally come to fruition and the work out there in the world!"