London's South Bank is set to introduce a revamped website later this year that will act as a live hub of content for both visitors and residents, to drive better awareness of the events and destinations in the area.
South Bank last week appointed digital agency e3creative to carry out the work on the new site, which will lean heavily on content and work closely with the entertainment area's partners including the Imperial War Museum and Sea Life London Aquarium.
Speaking to The Drum e3creative managing director Jake Welsh said that the new platform will act as a "revolution" rather than an evolution of the current offering which is more list-based.
"The current offering is understated... if you want to visit the Eye there is a little bit of information. We want to create great content around their partners so when you land on the London Eye its got a Trip Advisor account, it’s got great photography, imagery, reviews and social media. It’s a hub that is hopefully going to encourage people to visit."
The platform will be "massively visual" with photography set to play a large role. The look and feel will be completely different and new typography will be introduced.
"It will be a real experience-led platform and when people land on it they will stay there for a long time, browse the content and see what is going on in the area," added Welsh. "I suppose we want it to be on the pulse, if there is an event you want to know about it and you want to go there and that’s the purpose of the platform really."
Launch date is set for December when South Bank will run localised display ads and physically onsite. Meanwhile e3creative will create PR and advertising around the relaunch and continue to work with South Bank to develop strategy and ensure the content is resonating with users.