Case Study: Zètema Progetto Cultura - Crafting the Digital Gateway to Rome's Heritage

Operational Status: Active

Duration: The insights presented derive from client engagements spanning January 2022 to April 2022.

Client Background

Zètema Progetto Cultura stands as the vanguard of Rome's cultural promotion, fully owned by Roma Capitale (Rome City Hall). Entrusted with managing the city's museums, tourist cards, events, and overall image as a destination, Zètema is pivotal in Rome’s touristic appeal.

The Challenge

In the digital age, Zètema sought to amplify its online presence to match the grandeur of Rome itself. The objectives were twofold: to revamp the Roma Pass website for enhanced attractiveness and navigation, securing top SERP placement, and to augment the functionality and user engagement of the Tourist Info Point. Both platforms required strategic overhauls to represent Rome's cultural wealth adequately.

The Solution

TAW Group approached this with a multi-layered strategy:

  • Market Analysis: Conducted in-depth research on attractive, user-friendly websites to set benchmarks for the Roma Pass redesign.

  • Competitor Analysis: Assessed industry peers and non-direct competitors to position Roma Pass distinctively within the market.

  • Market Segmentation: Defined the TAM, SAM, and SOM to sharpen the focus of the communication strategy.

  • Target Customer Analysis: Created buyer personas and mapped customer journeys for varied segments to personalize the user experience.

  • Communication Strategy Design: Crafted a new strategy to elevate Roma Pass's web appeal and SERP ranking through content, SEO, and user journey optimization.

The Impact

Roma Pass website transformation led to improved user engagement and increased visibility in search engine results.

The benchmark and competitor analysis insights were integrated into a modernized, intuitive website layout and content strategy.

The Tourist Info Point became more interactive, providing comprehensive services seamlessly online.

Significant Insights

The project underscored the need for a digital platform that not only informs but also enchants, much like the city of Rome itself. A tailored user experience, leveraging modern SEO and content strategies, is essential to capture the essence of Rome's rich heritage and make it accessible worldwide.

Final Insights

Collaborating with Zètema Progetto Cultura highlighted the intricacies of aligning a city's historical grandeur with the latest digital standards. TAW Group's comprehensive approach ensured that both the past and future coalesce, inviting global audiences to experience Rome's timeless allure digitally.