Communicating heritage
DXP platform as the central axis of the strategy
Integration with ticketing platform
Online advertising campaigns
Analytical monitoring and maintenance
Infinitum Digital transforms the communication of Catalan heritage with a comprehensive and innovative digital strategy.
Infinitum Digital innovates the communication of Catalan cultural heritage with an online strategy that stands out for its organized and accessible content architecture on all devices. The proposal includes a multichannel platform Ibexa DXP, a centralized website portal, marketing campaigns on Google Ads to increase visibility and sales, and optimal compliance with accessibility, security, and analytics standards.
The customer
The Catalan Agency for Cultural Heritage It is a public body attached to the Department of Culture of the Government of Catalonia. Its main mission is the protection, conservation, management, and dissemination of Catalan cultural heritage, both material and intangible. Through the agency, actions are coordinated for the preservation of monuments, archaeological sites, museums, and other cultural assets in the region. In addition, it promotes cultural tourism and facilitates access to heritage through educational activities, exhibitions, and digital resources.
The objectives
To highlight and promote Catalan cultural heritage, the Catalan Agency of Cultural Heritage commissioned Infinitum Digital to conceptualize and implement a Comprehensive Digital Strategy to promote the knowledge and appreciation of the Monuments under its care, providing easy access to detailed and updated information about the history, architecture, and heritage value of different monuments distributed throughout the Catalan region. The platform offers specific information about the monuments, routes, visits, activities, and educational resources to promote cultural tourism by optimizing the visitor experience, and integrates various channels to increase and maintain the audience, as well as analytics and marketing strategies to enhance the visibility of the monuments and the activities and events they carry out.
The project
Multichannel platform and online campaigns, prioritizing accessibility and security.
Concept and definition of online strategy
Infinitum Digital has analyzed the communication needs of the cultural heritage managed by the Catalan Agency of Cultural Heritage, prioritizing information about monuments and their activities. A new information architecture has been developed to strategically organize the contents, segmenting access and creating clear taxonomies to facilitate navigation. Alternative routes for cross-navigation will also be implemented, and the site has been designed to be scalable and accessible on all devices. The process includes prototypes with Responsive Web Design, wireframes, and a functional technical document detailing the migration and functionalities of the project.
The platform as the central axis
Infinitum Digital proposes to optimize the user experience through a multichannel platform Ibexa DXP, which centralizes and distributes content across various digital channels. This system includes a web portal as the central axis of the digital strategy of the Catalan Agency of Cultural Heritage, where all information is gathered in a single repository, avoiding duplications. Each monument displays its specific content in its exclusive space, but events and activities are also presented in a unified and cross-cutting manner.
Online marketing campaigns
Infinitum Digital's strategy includes the creation and management of advertising campaigns on Google Ads to promote the historical monuments of Catalonia and their activities, with the aim of increasing visibility and online sales. These services include keyword research, account setup, and campaigns focused on promoting monuments, online sales, and activities on key dates, ad creation, and continuous optimization. It also includes constant monitoring and quarterly review of results.
High-capacity and high-availability accommodation
Infinitum Digital's strategy includes hosting the Ibexa DXP platform in a specialized cloud environment, with high storage capacity for web content and maximum availability. Daily backups of content, updates, and maintenance of hardware and associated services are performed. In addition, appropriate security measures are implemented, along with monitoring for intrusion attempts.
Multichannel digital strategy: enhanced accessibility, visibility, and experience.
Infinitum Digital has developed an online strategy for the Catalan Agency of Cultural Heritage, prioritizing information about monuments and activities with an organized and accessible content architecture on all devices. They also implement marketing campaigns on Google Ads to increase visibility and sales. All of this is done in compliance with accessibility and security standards, integrating analytics tools and hosting the platform in a cloud environment to ensure high capacity, availability, and security.
Conceptualization
- Definition of objectives
- Strategic analysis (SEO/Analytics)
- Description of users
- Information architecture
- Wireframing conceptual
- Wireframing prototyping
Design
- Graphical views
- HTML layout
Development
- Ibexa DXP platform configuration
- Template programming
- Functionality programming
- Testing and deployment
Accommodation and maintenance
- Accommodation in the Cloud environment of the Ibexa DXP platform that supports the website of the Monuments of Catalonia.
- Maintenance of the Ibexa DXP platform: production environment and beta/pre-production environment (including hosting)
- Incidental maintenance
- Evolutionary maintenance
- Update of the Ibexa DXP platform
Marketing and analytics
- Creation and maintenance of advertising campaigns on Google Ads.
- Conversion tracking setup in Google Tag Manager
- Monitoring of results and proactive analysis
