Our new website: Introducing the content team
The editorial side of the website relaunch.
As we near the launch of our new website, I wanted to share some more insights into the work we’ve been doing. You can catch up with earlier blogs in this series on my author page. This time I would like to introduce you to our dedicated digital content team and share with you some of the new features they have been helping us develop.
Ellen and her team are the talented people shaping the Royal Opera House web offer, producing and promoting engaging content for our broad and diverse audience. They prepare emails, produce videos, take photographs, work with external bloggers and nurture our social networks: they are the digital engine behind our online communications. The team has had the massive task of reviewing and restructuring the content from the old website ready for the new. They need to update and prepare around 80 productions for when the site goes live.
We want to make our content easier to find and easier to digest, so we are creating hub pages for each of our productions. There will be no more hunting around for casting on one page and production photos on another – everything on a particular opera and ballet will be in one place. The content, calendar and visitor information will be available all the time with no waiting room getting in the way.
If that is not enough, the team took on a fantastic project to capture a photo of and from every seat in the main auditorium. The Royal Opera House is a very old listed building and its varied types of seat are part of its charm and a cause of tension. Describing bench seats, standing places and restricted views have always been a challenge. So, four long nights and 4,514 photos later we now have a view of and from every seat in the house: customers will be able to see exactly what they are getting before they buy.
Testing has begun on the new website and we are on the home straight. This is the most challenging time but we are confident. All I have left to tell you is that it’s not going to be black and grey anymore…