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bafta2010 British Academy of Film and Television Arts logo

BAFTA delivers digital output to broad spectrum of members, media and the public. We strategically lead all elements of Design, Development and online marketing.

www.bafta.org.uk

Introducing BAFTA

The British Academy of Film and Television Arts (BAFTA) is the 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 branded website, able to engage BAFTA’s two main audiences: the public and BAFTA members. It was crucial that the website had to be easily updated. Users must find the site simple to navigate; giving a platform for rich media content such as video and audio. In 2010 BAFTA began to roll out its programme to bring the different geographically located BAFTA centres together under one digital umbrella. This complex branding and technical integration project is running thorugh to 2011.

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 own CMS, OTHERobjects, gave BAFTA the flexibility to upload video content within minutes of an award being presented. Regular content refreshment has proved successful on the BAFTA site, with higher levels of retention and engagement (28% of people are now returning visitors). It was important to meet the needs of many key stakeholders. This was achieved through carefully planned and delivered project meetings.

The results

Regular content refreshment has proved successful on the BAFTA site, with higher levels of retention and engagement (28% 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