The 2019 Open tournament was making its way to Northern Ireland, so what did Tourism NI do? They created the Ultimate Round of Golf – a user experience like no other, and Made to Engage brought it to life.

A lasting legacy

To create the stage for international golf fans coming to Northern Ireland for The Open 2019, Tourism NI wanted an experience that people could get excited about. Along with a desire to tell the story of NI’s world-class golfing legacy, TNI’s vision was to create a new online product that would inspire visitors to return to NI, collaborating with Made to Engage to design something spectacular. Together, we made The Open 2019 experience as engaging as the tournament itself.



Playful features

Research indicated that golfers’ expectations of courses, the locality and services were high. Our new site was designed to help TNI delight golfers with quality content on our world-class courses and champions while making it easier for them to book their trip. To add interest and fun to the experience, we created the Ultimate Round feature - a round-up of the best golf challenges that got golfers moving around new parts of the country. The result: an engaging experience across devices that fulfilled every golf fan’s needs.



Collaborative culture

Designing and building such an ambitious experience on a short timeline required close collaboration between the Made to Engage and TNI teams. We worked together to deliver a site that was informed by the needs and aspirations of golfers and became the go-to solution for tourists seeking information on The Open 2019. We created a contemporary look that was vibrant as the activities on the green and offered content that built on Northern Ireland unparalleled track record in golf - positioning the country as a prime destination for the golfing audience.

“Featuring innovative and engaging content, this digital hub was a massive hit with golf fans visiting Northern Ireland for The Open 2019; and by employing a customer-centric strategy, we launched this new online experience in less than a year.”

Shaping the future

The new experience launched to high volume traffic before The Open and has since played a significant role in encouraging golf fans to explore NI, remaining in use today. We used the power of Episerver to gather insights on the behaviour of the thousands of tourists engaging with the site which has helped us to identify future business possibilities for TNI. Made to Engage and TNI continue to actively collaborate on new launches planned for 2020.

See something you like?

We've done a wide range of projects with Tourism NI and Discover NI alike; if you've seen or read something you'd like to discuss or have a project on the horizon our work speaks to - then we'd love to hear from you.