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A new heritage tourism strategy for Leicester City Council


Stakeholder research and website strategy to inform the city’s heritage tourism online initiative

Leicester City Council are taking a new, creative approach to promoting the city as a destination. For many years Leicester’s heritage took a back seat when promoting the city to potential visitors – that changed however with the discovery of the remains of Richard III and the subsequent coverage of the king’s reinterment.

The city has an important heritage from Roman times, through the industrial revolution and beyond to the present day. Headland on appointment were asked to apply our digital landscape model to the research, planning and specification of a new website presenting Leicester’s rich heritage to potential day visitors, and tourists from the UK and around the world.

Within the programme we engaged with heritage stakeholders from across the city as well as educationalists, English Heritage and the city council’s tourism, arts and museums services to unearth valuable insight. We applied benchmarking, personas and wireframe prototypes to scope out and rate the available opportunities.

Project deliverables included UX, wireframes, a site plan, a full functional specification and content strategy. The programme and recommendations were delivered in full on time to a tight timescale in the final quarter of 2016.

Published: 26 January 2017

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