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May 31 2011

SapientNitro Helps VisitEngland Launch Innovative Online Experience


New digital strategy implemented to inspire visitors with to take a break in England


LONDON, UK – June 1st, 2011 –  SapientNitro, part of Sapient (NASDAQ: SAPE), today announced it has worked with VisitEngland to launch, a new version of the national tourist board’s consumer facing website. SapientNitro worked with VisitEngland to develop a new digital strategy and create the new website to inspire domestic and international visitors to take a break in England. The new is part of a wider marketing initiative to showcase the vast range and diversity of the country’s tourism offering and provide people with inspirational holiday ideas based on their individual needs.


As part of the project, SapientNitro helped to produce a new content strategy for VisitEngland. Information will be aggregated across multiple channels, including mobile devices, and content will be made more personalised, offering destination suggestions and information based on users’ browsing.  Visitors will also be offered a more immersive experience, with more practical information and mapping tools available to help plan trips. The magazine-like tone of voice and use of iconic imagery show a strong sense of personality and Englishness, evoking a holiday feeling. The site was designed around modular and easy to navigate content. The objective was to provide relevant content based on user needs and navigation, guiding people onto other sites for more specific information or to book a holiday.


Innovative tools like the ‘inspirator’ and ‘destination finder’ help holidaymakers to plan their trips. The ‘inspirator’ suggests trip ideas based on season, location and the visitor’s mood or interests, while the ‘destination finder’ maps ideas and practical information such as accommodation, attractions and events.


Tim Holt, senior marketing manager, VisitEngland, says, “Our research showed us that while more people are keen to holiday at home, potential visitors felt there wasn’t enough information to inspire them at the start of the decision making process.  Our new website helps to address this problem with abundant ideas and inspiration. To remain competitive on the world stage we must ensure the quality of our visitor information online, via mobile technology, and in-destination is the best it can be.  This is the start of a modernisation programme that will ensure visitors get the very best out of their trip to England.”


Nigel Vaz, managing director, SapientNitro, adds, “We worked to enrich VisitEngland’s digital experience with more actionable ways for users to improve their holidays in this country. Our understanding that ‘content is king’ has been crucial to help us optimise the brand’s online experience. We have been able to organise the content in a way that facilitates exploration and provides multiple routes to information, so that VisitEngland’s online experience is more personalised to each user and in a tone that is more engaging for someone who is thinking about taking a holiday.”


About SapientNitro
SapientNitroSM, part of Sapient®, is one of the world’s largest integrated marketing and technology services firms.  We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients.  By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.


About VisitEngland
• VisitEngland is the strategic leadership body representing the public and private sector stakeholders of English Tourism.  It works in partnership creating national tourism strategy, optimising marketing investment, and developing the visitor experience across England
• VisitEngland continues to use its Enjoy England consumer brand in the domestic market and markets England under the VisitEngland brand in international markets
• More information can be found on and

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