Destination Door County

Mapping new digital paths with Wisconsin’s top travel destinations

Industry

Travel & Tourism

Platform

Kentico

Engagement

Ongoing since 2015

Deliverables

doorcounty.com

Overview

Considered the "Cape Cod of the Midwest," Door County is known for its coastal living. While those who visit hand down their love for this Wisconsin staple generation after generation, DDC wanted to share the beauty of their community with a larger digital audience. Unfortunately, they were in a bit of a pickle. Their previous attempts to launch a full-scale marketing site were unsuccessful, they needed to act quickly and save as many assets as possible.

Goals

Fix a broken infrastructure

Let's just say their initial project launch failed immediately. We'll just go ahead fix this for you guys.

Showcase the regional beauty

2,500 acres of cherry orchards, 300 miles of shoreline, 34 islands, 25 parks, 11 golf courses and 7 wineries. No big deal.

Reach and engage travelers

Dramatically increase organic reach and drive subscribers to the website.
Web design on tablet for doorcounty.com
Web design on mobile for doorcounty.com

Solutions

  1. 01.

    Rebuilt the site in 8 weeks

    Because of the promise made to stakeholders, the pressure was on to complete the entire rebuild in less than eight weeks. By leveraging as many existing assets as possible, the site infrastructure was completely rebuilt from scratch.
  2. 02.

    Simplified content management

    After fixing the initial content management system and integrated technologies, we focused on how the team can create and manage new content across multiple platforms, ensuring a seamless user experience for the internal managers and their visitors.
  3. 03.

    Increased marketing reach

    We worked closely with multiple stakeholders to truly be an extension of their marketing team, allowing us to create a robust SEO strategy and email marketing plan.
  4. 04.

    + Recently migrated the site from Umbraco to Kentico

    Over the years, we have worked closely with their in-house marketing and content development team to manage assets and evolve web components. Eventually, migrating the site, its configurators, and data libraries to Kentico Xperience 13.

Services

  • Digital Experiences
  • Digital Marketing
  • Maintenance & Support
  • Ecommerce

Summary

New travelers from all across the US have been finding and discovering the beauty of Door County year over year.

Outcomes

230K
Email subscribers
2M
Sessions in 2021
31%
Increase in organic page visits
65%
Increase in page speed
In the first year since launch

The adventure continues...

When the new site launched, so did our partnership. Together we continue to explore new digital opportunities, adding interactive functionality and managing campaigns. Lightburn is currently providing Destination Door County ongoing support and we continue to create new digital solutions.

Email Marketing

Our team of design and copywriting experts are helping craft and distribute regional content to their massive subscription community. They are such fun topics; one can hardly call it work!
read more about Email Marketing

SEO Services

Due to the ongoing focus of content creation, we continually ensure that materials are reaching the correct audiences using technical and consumable search engine optimization tactics.
read more about SEO Services

Maintenance & Support

For any of those edits, updates, or additions that require technical know-how, we jump right in to make sure the digital experience continues to be seamless and accessible.
read more about Maintenance & Support