Visit Madeira: inspiring content for a destination with history
Webtexto was challenged to collaborate with the Madeira Promotion Bureau (APM) as part of the unification and renewal of Madeira’s digital presence, through the merger of the Visit Madeira and Madeira All Year websites. The aim was to contribute to the development of a new tourism portal that was more creative, dynamic, and user-centred, with a strong focus on inspirational, SEO-optimised content.
Categories: Content Production, Editorial Strategy
Client: Madeira Promotion Bureau
Link: visitmadeira.com
Start of collaboration: 2021-2022
Areas of expertise: Content Production, Editorial SEO, Style Guide
Overview and challenges
APM faced the challenge of integrating two separate websites — Visit Madeira, with a 15-year history and strong organic positioning, and Madeira All Year, with a more promotional approach and strong performance in digital campaigns. The need for renewal involved not only merging these channels, but also developing a new website that was more modern, user-friendly, responsive, and optimised for search engines.
The project required a solid editorial approach, capable of conveying Madeira’s identity as a tourist destination, while ensuring consistency and effective communication across hundreds of pages.
Solution and results
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Editorial content production: development of around 400 pages of original content, written in an inspirational tone, presenting places, experiences, events, and useful information.
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SEO and editorial review: all content was reviewed in line with on-page SEO best practices, ensuring alignment with the structure of the new website and consistency in the use of keywords.
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Editorial style guide: creation of a reference document to ensure consistency and uniformity in language, content structure, use of upper and lower case, job titles, monetary units, and other essential rules for writing and subsequent translation into several languages. The guide also includes guidelines for different types of pages (blog, members, social media, etc.).
Through this collaboration, Webtexto contributed to the creation of a new digital content ecosystem that strengthens Madeira’s positioning as a leading tourist destination, with an engaging, structured narrative optimised for different audiences and platforms.
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