Bath agency designs city’s new destination marketing website in break with industry tradition

VisitBath, the city’s destination marketing body, has gone against tourist industry norms by using a local agency to design its new website.

The organisation brought in small independent Bath agency Touchpoint Design to build the site, pictured below, rather than, as previously, use a large national outfit. 

Touchpoint, which collaborated with VisitBath last year on its new brand identity, pictured bottom, was chosen over Liverpool-based New Mind TellUs, an agency widely-used by destination management organisations as it specialises in tourism websites and destination management systems.

VisitBath said it was confident the local agency would create a website that would better fit the needs of visitors and members while successfully integrating its branding into the digital design.

The website overhaul was the most significant digital work completed by VisitBath in five years.

During the year-long design project, Touchpoint drew on feedback from user focus groups and VisitBath members. As a result, the site – – has been updated with a more modern look and feel and a more intuitive user journey.

VisitBath said users could now experience simple navigation and a sophisticated search function to make finding relevant information easier.

Integrated reviews and a linked accommodation booking system provided by the impartial TripAdvisor API also make it easier for visitors to the site to plan their stay in Bath.

The new website is fully mobile responsive and, being full-width, better showcases stunning imagery of Bath, highlighting its beauty and the many things visitors can do during their visit.

VisitBath member businesses and organisations also have more prominence across the site and fuller control of their listings with built-in editing and uploading options.

The members’ area also allows VisitBath to communicate the latest news and updates directly to members as well as being a valuable source of industry information.

VisitBath said it expects a significant increase in traffic, page views and conversions as the new site has been designed with both a Google-friendly structure and intuitive user journey.

VisitBath chief executive David James said: “This new website has been a year in the making and we are really pleased with the design and functionality. Bath is a creative hub and at VisitBath we are striving to promote the city’s vibrant and contemporary culture as well as the rich history and heritage it is renowned for.

“We are delighted to have been able to launch a new website which more closely reflects the city we work to promote.”

VisitBath markets the city and the surrounding area to leisure and business travellers, coordinates PR activity to attract the nation’s top travel writers and runs the recently-relocated Visitor Information Centre.

Touchpoint’s branding for VisitBath, which includes the strapline ‘A World Heritage Spa City’, replaced one used since 2009.


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