Cardiff International White Water

Home to the UK’s very first on-demand Olympic standard White Water Rafting and Indoor Wave facility

The Client

Cardiff International White Water (CIWW) offers a wide range of on and off-site activities all year round for families, thrill seekers or adventure lovers. Located in the heart of the International Sports Village in Cardiff, CIWW is home to the UK’s very first on-demand Olympic standard White-Water Rafting and Indoor Wave Facility. CWIW houses a range of facilities, from a 250m white water course for rafts, canoes and kayaks, to an indoor wave simulator and water rescue training activities.

The Brief

We built the first CWIW website in 2011 and since then we’ve been working with them to deliver ongoing online marketing services to support content creation and social media advertising. When CWIW decided to invest in an updated website, they asked Spindogs to design a site that better showcased the array of courses and activities they offer. The site had outgrown its original purpose, and as a result had cluttered menus and was difficult to navigate.

The original CWIW site served both recreational and professional audiences, but CWIW and Spindogs felt the time had come to split the two to allow the content and design to resonate with the two very distinctly different audiences they attract.

The Solution

We worked with CWIW to incorporate the key functionalities they requested. For example, CWIW wanted to keep the recent online gift voucher sales module they introduced as well as bring the new designs sitewide. 

Seeking a more dynamic, visual portrayal of their business on a mobile responsive site, CIWW wanted to appeal to all ages and levels of experience. We edited their wealth of video footage to construct an energetic video header and featured it on every activity page. Activities and courses were tagged with all the relevant attributes that were easy to find through a new intuitive search function. The professional water safety site was separated via a sub-domain and was given a different colour palate, so that it was obvious that it was a different entity to the recreational site.

 

The new site was launched a few weeks before the busy Christmas period when gift voucher sales are a key revenue stream. As a result of the new website gift voucher income increased nearly 600%.