Situation

Destination Irvine was actively looking for a partner to help develop their web presence on several levels. One of the bureau's specific needs was giving their site's content a consistent voice that embodied their marketing messages.

Solution

Our Content Creation team went to Irvine for an on-site audit of Irvine as a destination. Over the week, we spent time with the DMO's staff and explored the city to learn about the culture and what aspects to highlight on the site. After visiting, we began working in tandem with Destination Irvine to update the site's content and revise the overall branding message to use in all of the DMO's marketing pieces, including traditional visitor guides.

Once content was written, our Search Engine Marketing team worked within the newly established guidelines to emphasize specific keywords throughout the copy to boost traffic and awareness on popular search engines such as Google, Yahoo! and Bing. This includes developing pay-per-click advertisements for the destination's annual marketing campaigns, including Irvine Restaurant Week.

Results

After having the Simpleview Content Creation team establish a content basis for Destination Irvine, the staff now had information they could use when speaking to visitors, pitching stories to reporters, attracting meeting planners and reaching out to many other audiences. Members and partners continually compliment the DMO on their new web presence, especially how visitors now have clear, concise information about this California destination.

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