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BBC Radio 3 launches orchestra websites

Digital creative agency Collective has developed six classical music websites for BBC’s Performing Groups, which will enrich the ensembles’ individual digital offerings and maximise the impact of their linear broadcasts.

Collective planned, designed and built the overarching Performing Groups portal and websites for the six full-time professional ensembles comprising five BBC orchestras & the BBC Singers, plus a bilingual version for BBC National Orchestra of Wales.

Collective managed a complex stakeholder structure, working closely with individual ensemble managements. Each group has distinct audiences and so each visual identity showcases their individuality and status as international professional ensembles.

Collective also created a portal that cleverly intertwines each Performing Group’s visual identity together as an overarching ‘Performing Groups’ brand. A new centrally-managed concert diary now enables concert goers to browse upcoming events by date, Performing Group, genre or series.

It also offers cross-promotion of Performing Groups events, backed by content that enables the ensembles to market themselves and their concerts more effectively. The site greatly enhances the user experience by enabling visitors to listen, watch and read up-to-date content about featured ensembles. They can find information about concerts, book tickets, send in reviews and listen again to broadcasts.

The content is delivered through standardised, flexible templates to ensure that the sites form an integral part of the concert-going experience. Each ensemble can now easily update their online information before an event, whilst the reach of the sites has been extended through links to social networks.

The websites include aggregated content from a number of BBC applications to deliver a suite of dynamic sites that require minimal production resource to keep them up-to-date.

Gabriel Gilson, Interactive Editor BBC Radio 3 says: “This was a complex task. The new sites are designed to work as an integrated offering, while allowing each performing group to have their own identity and address their audiences as they need - combining the best of everyone's expertise."

Greg Doone, managing director at Collective, says: “Our aim, working closely with the range of BBC teams, was to bring the BBC’s online portfolio of performance content alive for a broader audience and make the user journey more vibrant, interactive and compelling, as well as increase conversions to ticket bookings.”

AJR
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