Destination Door County

Mapping new digital paths with Wisconsin’s most beloved coastal destination

Industry

Travel & Tourism

Platform

Umbraco

Duration

8 Weeks (Fixed timeline)

Deliverables

doorcounty.com

Overview

Considered the "Cape Cod of the Midwest," Door County is known for its coastal living; breathtaking lighthouses, award-winning cherry orchards, local wineries, and an exciting range of outdoor activities. While those who visit hand down their love for this Wisconsin staple generation after generation, Destination Door County wanted to share the beauty of their home with a larger digital audience.

Goals

Fix a broken infrastructure

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

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.

Solutions

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.
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.
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.

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

Sessions in 2020

31%

Increase in organic page visits

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!

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.

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.

Related Insights

read, listen, learn