The purpose of the Durham Tourism Monthly E-Newsletter is to promote not only visits to Durham Region for those outside the Region, but to also to enhance placemaking for those in the local community. The e-newsletter was created in 2008 and has been sent out monthly for 11 years, but it was time for a redesign for a more modern and progressive look. Considering accessibility for users of all different abilities, the new e-newsletter uses white space and bold colours to add cohesion to our two streams of Tourism: visitor tourism and sport tourism. In meeting the needs of the two similar yet diverse target demographic, residents and visitors, the clean lines of the e-newsletter allow for a seamless transition between topics to provide visual appeal. In having content that appeals not just to visitors but residents too, such as events, feature establishments and sporting events, the e-newsletter is a one-stop publication that drives interest in getting out and about in Durham Region. Mirroring the design of the new durhamtourism.ca, the e-newsletter was cross-promoted across all of Durham Tourism’s social channels to drive subscriptions and increase the reach. From its inception to it’s redesign in late 2018, the e-newsletter has grown to a monthly reach of 8,548 subscribers, an average open rate of 35.4% and a click rate of 16.9% each month. Mobile friendly, the e-newsletter has a subscriber base who accesses the e-newsletter via desktop (54.3%) and mobile (45.7%).
Challenges involved in this redesign were meeting strict accessibility guidelines like contrast rules and alternative text requirements for images while blending together the different branding styles of Durham Tourism and Sport Durham.
Produced in-house, the e-newsletter is content driven based on the local community, taking time to support businesses from all eight local tier municipalities in Durham Region. It is a great tool not only for tourism, but also workforce and talent attraction. In promoting the depth and breadth of entertainment and cultural events in Durham Region, the e-newsletter serves as a tool to show that there is always something going on in Durham Region.
April 2019 – https://conta.cc/2UijHZ6
May 2019 – https://conta.cc/2SSTZq3
June 2019 – https://conta.cc/2Mm7ZsM