Sparkive: Le Tour De Yorkshire website that race-tracked and made money.
3.5 billion tuned in to watch the 2014 Grand Départ “Le Tour de Yorkshire,” which was to contribute £100 million to Yorkshire’s economy.
Spark worked with Welcome to Yorkshire to provide an engaging digital experience before, during, and after the event, maximizing revenue opportunities for the brand.
Client: Welcome to Yorkshire
Brief: Web experience
Year: 2014
MEDIA-FUNDED STRATEGY.
The initial challenge from Welcome to Yorkshire to us was:
“How can we create an all-singing, all-dancing website for all of our users on a low budget?”
Our response: Let’s make it pay for itself.
Careful consideration of different user journeys created the opportunity to develop a mobile-friendly interactive map. Local businesses and attractions could buy a pin to promote themselves to visitors while helping fund the program.
BUILDING A RESILIENT PLATFORM.
We developed a sturdy Grand Départ website in Umbraco that could handle high traffic volumes and maintain a continuous user experience, even in areas with low reception.
It processed race data in real-time while providing a community platform for users to discover new places and engage with like-minded people.
INTERACTIVE MAPPING.
An interactive map enabled users to follow the stages, gradients, and places of interest along Le Tour de Yorkshire.
Users could switch between a photographic and social media view via a real-time Instagram feed.
The site also allowed users to find helpful information like:
- How to avoid traffic
- Where to park
- Nearby amenities
THE VISITORS ARRIVED.
3,255,788 page views from 1,204,805 visitors from launch.
157,000 users viewed the fully interactive map on launch day.
22,000 users visited the page daily.
THE IMPACT.
Together, Spark and Welcome to Yorkshire built an online experience that went beyond the original brief by generating the funding to make a bigger vision a reality.
We even won a Travel Marketing Award for it!
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