BAFTA’s new website had to be responsive and interactive: allowing the Academy to post content straight after an event.
Introducing BAFTA
The British Academy of Film and Television Arts (BAFTA) is a well known organisation, which supports, develops and promotes the art forms of the moving image. Together with its high profile Film, Television and Video Game Awards, BAFTA also runs regular events to inspire practitioners and the public.
The challenge
In 2007 BAFTA began moving in a new digital direction, with the redesign of their website laying the foundations for exciting future developments. the OTHER media was tasked with creating an on-brand website, able to engage BAFTA’s two main audiences: the public and BAFTA members. The website also had to be easy to update and navigate; acting as a platform for rich media content like video.
What we did
We positioned the BAFTA brand at the heart of the new site: engendering trust with visitors through an exceptional user experience. Time was spent analysing user personas and behaviour; streamlining the information architecture; creating a content strategy and a robust user-friendly interface. User testing before launch further refined the on-site experience, while our CMS OTHERobjects gave BAFTA the flexibility to upload video content within minutes of an award being presented.
The results
Regular content refreshment has proved successful on the BAFTA site, with higher levels of retention and engagement (28 per cent of people are now returning visitors). On the day that the BAFTA Film Award nominations were announced, over 21,000 visitors came to the new site. Internally the website has also been well received.
“The website has become a lively tool for communicating the Academy’s exciting, year round programme of awards and events and for delivering our educational and charitable remit to a much bigger audience.”
Ruth Grenville, Head of Publishing at BAFTA
