Digital Presence for the Shire Tourist Board

An Enviable Destination, an Underserved Website

The Shire Tourist Board came to us with one of the most charming destinations in Middle-earth and a digital presence that was actively letting it down. Enquiries were arriving by carrier pigeon. Availability was tracked on parchment. The gap between the quality of the destination and the quality of the booking experience was considerable.

What We Found

Our discovery process surfaced three core problems that were costing the Board visitors and revenue:

  • The existing site was not mobile-friendly — a significant issue for visitors arriving on foot from the East
  • Content undersold the destination, failing to capture the warmth and particularity of Shire life
  • There was no way to check availability or book online without dispatching a hobbit to make enquiries in person

Our Approach

We rebuilt from the ground up, prioritising a smooth booking experience above all else:

  1. Discovery workshops with the Board's team to map the full visitor journey
  2. Content strategy and copywriting to capture the character of the Shire
  3. Design and build of a new site with a real-time availability calendar
  4. Integration of a preference questionnaire to recommend accommodation by interest
  5. Training for the Board's small team on managing content independently

See more of our work on the case studies page.

I can't think of a single digital experience that better captures the spirit of the Shire. The booking flow is so smooth even a Took could manage it.
Bilbo Baggins, Honorary President, Shire Tourist Board

Project Highlights

Discovery & Research

We spent two weeks in the Shire conducting stakeholder interviews with hobbits across all four Farthings. Recurring themes: visitors wanted more second breakfast recommendations, clearer walking routes, and a way to book the Party Field in advance.

Design System

The visual identity drew from the Shire’’s own vernacular — hand-lettered wayfinding signs, circular doorways, and the warm ochres and greens of harvest time. Every element was tested with a panel of Hobbits aged between thirty-three and one hundred and eleven.

Launch Results

Within three months of launch, online enquiries increased by 340%. Carrier pigeon traffic dropped to near zero. The Board reported that visitors were arriving better informed, better equipped, and significantly more likely to have pre-booked their second breakfast.

Ongoing Partnership

We continue to work with the Shire Tourist Board on a retained basis, supporting seasonal content updates, the annual Harvest Festival microsite, and a long-term project to digitise Bilbo’’s original maps of the surrounding region.