The Royal Highland Agricultural Society for Scotland (RHASS) is a long established Scottish charity with the mission to be the lead national organisation for creatively promoting the interests and priorities of rural communities and the Scottish land based industry.

Much of its charitable remit is through the Royal Highland Education Trust (educating Scotland’s young people about food, farming and the countryside), and operates commercially under the Royal Highland Centre generating income from its event and exhibition space and attracting almost 1 million people every year.

Well known as Scotland’s national showground, the Royal Highland Centre is situated in Ingliston offering over 18,000m² of exhibition space across four halls (Highland, Lowland, Central and the MacRobert Pavilion). With 100 acres of parkland, a main arena, track area, countryside area and parking for up to 20,000 vehicles, the Royal Highland Centre is a truly unique Scottish venue and home to Scotland’s annual farming and countryside showcase: The Royal Highland Show. As such, it needed a digital presence that could effectively express its multi-faceted requirements.

55%

Of visits from mobile and tablets

77%

New visitors

4,000

Unique users in month 1

Royal-Highland-Centre-2

Having worked with the Royal Highland Agricultural Society for Scotland for the last few years, we were invited to tender for this new project - to design and develop a suite of websites for the core organisation and sub-brands. Beating off competition from across the UK, we’re delighted to now unveil The Royal Highland Centre as the second in this suite of sites. Take a look at the Royal Highland Show website we launched back in July this year.

Brief

Following an external review of the online presence of all four sites in the suite, it was determined they were not entirely fit for purpose, outdated and offering little value to users. Each site was built on a separate CMS platform and the RHASS was looking to consolidate the management of all sites into one host and one CMS platform, in order to be easily managed by team members of varying skillsets.

The Royal Highland suite of sites are built with an overarching style that unites them but each is flexible enough to clearly communicate its own unique identity and purpose.

Royal-Highland-Centre-1

Wireframing & UX Design

With a number of key audiences, it was essential for the site to be both visually appealing and meet the needs of every user. Following initial chats, our UX experts worked with the RHC team to map out key user journeys which would then guide the UX design. Focusing on material elements, the site was designed using clean, flat blocks and implementing the bold brand colours to clearly distinguish content.

Output

In the first month of launch, more than 50% of all traffic was from mobile and tablet devices as well as a 77% increase in new visitors. Additionally, there were 4,000 unique users on the site viewing a total of 12,000 pages with almost all traffic coming from organic search. Compared to the month before launch, visitors from organic search, visitors by referral and those who navigated direct to the site are more engaged, particularly those coming from social media channels with 18.71% increase in engagement levels.

The second website to launch in the Royal Highland suite, we’re delighted with the project and can’t wait for the next two sites to join them - keep your eyes peeled.

To find out more about our work with the Royal Highland Show, read our in-depth case study here.