Since 2005 we’ve helped the Tour of Britain grow online, consistently upping their game and keeping the brand fresh, against tight budgets and timescales.
The Tour site has four key objectives: promotion; provide attendance details; host press and team information; and publish results and photography. As with any event, the site has to be easily updateable on the fly.
The Tour needs to consistently balance complex, evolving technical requirements with strong brand objectives (and limited budgets), giving the site a distinctive identity.
It was clear from the outset, that a full content management system would not only dwarf the Tour’s budget, but also be too inflexible to cope with unpredictable changes. With that in mind, we designed a site benefiting from a combination of bespoke CMS functionality, and manual updates to sections that need room to evolve each year, or rapidly change.
We’ve provided business efficiencies through the event’s file storage system, volunteer form functionality and email comms, enabling the Tour to cut administrative costs and spend their (precious little) time more effectively. The email newsletters act as the primary communication with volunteers, sponsors and visitors. Plus a partner intranet allows the Tour to share files with national stakeholders efficiently and securely.
As the event has grown, we’ve come up against stiff competition for the work. However, we’ve always won through thanks to our understanding of the challenges faced digitally during live events, our service levels and response times, plus our commitment to achieving fantastic results and making them stand them out in their field, whatever the budget.
‘Tour of Britain take a view that our website must dovetail with our business strategies and since our relationship with Positive began in 2005, we have found them highly capable in achieving this goal, as they take the time to understand our business as well as our requirements.
‘Every year they manage the design and technical implementation in a very short time-frame but are able to deliver on time and within budget exactly what was required. Year on year, we are rewarded with a significant increase in users as well as rich content that provides a firm basis for even more growth. We would have no problem in recommending their services to others.’
Kevin Nash, Online Marketing Manager, The Tour of Britain