We were selected as EICC’s digital Partner to redevelop their online presence to accurately reflect their open and innovative approach to their extensive client base. The site would have the dual purpose of highlighting events taking place at the venue while also showcasing the EICC itself as one of Scotland’s premier event spaces.
An image-focused UX was required to resonate with key user groups, providing them with the content they need to make a decision and complete a call to action, leading to higher volumes of quality enquiries. We began by rationalising and simplifying the navigation structure and content, to keep the experience memorable and punchy.
We were aware that the user journey from initial awareness could take a significant amount of time, so it was vital the new website boosts email sign-ups and social media following to keep a potential enquirer engaged through the process.
Interactive Floor Map
The EICC experience extends to the digital exploration of the venue through the use of floorplans. We fully developed an interactive 3D floorplan including information, capacity and availability of specific event spaces. The floorplan is built to be pulled apart and interacted with giving potential clients an in-depth view of the space before they even step foot in the venue.
As well as the development of the main site, we also created a microsite platform. These microsites allow EICC to create slick, on brand and interactive proposals. They have helped EICC pitch for and win global events such as the 2019 TEDSummit, an event which will bring some of the worlds greatest minds and innovators to Edinburgh. Microsites can also act as exclusive invitations to the more prestigious events that take place at the venue.
An integral part of EICC is the Conference Call Magazine. A far cry from the typical news section or media centre, the magazine allows EICC to curate in-depth case studies and articles. These features help illustrate the venues extensive knowledge of events, current affairs and Edinburgh itself, in turn, making them more attractive to speculative event organisers.
As with any client, having an optimised and beautiful site is only the first step. Digital Marketing is crucial to any website going live. For EICC, our Digital Marketing team implement extensive SEO work as well as targeted Google Remarketing and LinkedIn Ads. This combination, which is still ongoing, helps EICC maintain their standing as leaders in the event industry.