AGENCY
MMGY Global
Kansas City, MO
CLIENT
European Travel Commission
Brussels, Belgium
SITUATION
The European Travel Commission approached MMGY Global and Interface Tourism Group to rework and revamp the site’s content marketing approach, create engaging online pieces to entice travelers, and translate all content into six languages.
Action
MMGY and Interface partnered with Travel Consul to further understand the motivations for European travel from across the world. After pulling together the research findings, an in-depth content audit, a brand exercise, and recommendations for site architecture, we created a content marketing strategy for the new VisitEurope.com.
Our strategy included the revision of existing static site content as well as the development of new pan-European content pieces. A team of content strategists, art directors, videographers, copywriters, and web developers created over 100 engaging pieces of online content including 12 recommended trips, 15 regionally-focused videos, 36 country pages, 42 articles, and 32 photo galleries. Each piece of pan-European content also equally represents Europe’s 36 partner countries.
After all existing content had been revamped and all new content had been created, partners from Travel Consul translated all culturally relevant content into Mandarin Chinese, Japanese, Portuguese, French, Spanish, and Russian.
Results
VisitEurope.com launched at World Travel Market in London on November 4, 2014. To date, the website has been well received by stakeholders as well as the public. VisitEurope.com is now a place where countries become secondary to experiences, where inspiration takes precedence over transactions, and where storytelling provides momentum for travelers seeking a pan-European experience. Quantitative results will be shared winter 2014.
