Website and marketing for a
unique tourist destination
Lancaster and Morecambe Bay Tourism
The challenge
With its historic city, iconic seaside resort, and miles of unspoilt coastline and countryside, Lancaster and Morecambe has a visitor proposition full of untapped potential. The growing popularity of staycations—alongside a rise in international tourism—presented a timely opportunity to reposition the region for future growth.
As part of a bold new tourism and place strategy, we were appointed by Lancaster City Council to design and develop a new destination website that promotes both tourism and inward investment. The site is designed to be user-friendly, accessible, and engaging—helping visitors explore local highlights, plan their trips, and make the most of their stay through intuitive navigation and interactive tools.
The strategy
We collaborated closely with the Lancaster City Council tourism team, undertaking a thorough research and discovery process to ensure the new website aligned with their wider tourism and place strategy.
To create an experience that truly resonates with visitors, we introduced people-focused photography, a bold new colour palette, immersive video, and brand-led illustrations—all working together to bring the character and charm of Lancaster and Morecambe Bay to life online.
The deliverables
Strategy & Planning
A collaborative and insight-led approach to align with the region’s tourism and place strategy.
Stakeholder Survey
Gathered input from key partners and stakeholders to shape the direction and functionality of the site.
Customer User Journey Mapping
Mapped out user behaviours and needs to design intuitive and effective pathways through the site.
UX/UI Design
Crafted a bold, accessible, and visually engaging interface that reflects the vibrancy of the region.
Figma Prototyping
Developed interactive prototypes in Figma to test and refine the user experience.
Statamic CMS
Implemented a flexible and user-friendly content management system to empower the client team.
API Integration
Seamlessly connected third-party services and tools to enhance functionality and data flow.
Hosting
Provided reliable and scalable hosting to ensure optimal performance.
Canva Brand Templates
Created a suite of Canva templates to support ongoing marketing and content creation by the client team.
Good news!
“The new website is packed full of information on attractions, places to stay and things to do, to tempt both day visitors and those looking to stay for longer. I am confident that it will generate even greater interest in the area and see the value of our visitor economy increase even further.”
Councillor Catherine Potter, Cabinet Member with responsibility for Visitor Economy, Lancaster City Council
