Driving More Visitors to Gibraltar Through Digital Transformation
Our Challenge
Project Scope
Launch Location
Industry
Target Audience
Our Approach/ Strategy
Our approach was to prioritise quick wins and identify the bigger challenges to tackle first, all aligning with the main KPI. We began by analysing competitors and industry leaders to identify best practices that could be adapted. From there, we collaborated to design a comprehensive style guide to ensure consistency in the brand’s presentation, covering look and feel, typography, and copy communications. Recognising that the homepage—the first touchpoint for customers—and the purchase funnel—the user journey to buy tickets—were the top priorities for optimisation, we focused our first sprint on these areas to maximise impact and deliver results efficiently.
Additionally, we aimed to improve SEO performance by optimising metadata, refining keyword strategies, and enhancing site speed and mobile responsiveness. We also implemented structured data to improve search visibility and worked on creating high-quality, relevant content to attract organic traffic. These efforts remain a focus as part of an ongoing strategy to ensure long-term visibility and performance in search rankings.
The Solution
The partnership between GibraltarPass and Polar London resulted in a modern, intuitive website that significantly enhanced user engagement and conversions. By improving navigation, streamlining the purchasing process, and aligning the site with cohesive branding, we created a digital experience that not only elevated user satisfaction but also clearly communicated the value of the GibraltarPass. The style guide we implemented ensured brand consistency, enabling the client to adapt seamlessly to future changes.
By addressing the homepage, purchase funnel, and SEO, we achieved a meaningful increase in conversions and established a foundation for long-term growth. The project showcases how a collaborative approach can transform challenges into opportunities, delivering substantial and lasting results for our clients.
Buy now process
Conclusion
