A new strategy calls for a new website.
Riverdance took the world by storm in the mid-1990s, dazzling audiences with its hybrid mix of traditional Irish and international dance music and its cast of highly-skilled dancers and musicians. It began as the interval act at the 1994 Eurovision Song Contest in Dublin, and it was soon developed into a full-length stage show that continues to play to sold-out audiences around the world today.
But keeping Riverdance in the spotlight for more than two decades has also been the result of a formidable marketing effort, a core part of which is a website where fans can learn more about the show, search for tour dates, and buy tickets for upcoming performances.
Building a site where all of this could take place, and keeping it up and running in the face of traffic spikes was no easy task. The marketing team at Riverdance built
a WordPress site to streamline these processes, however, they soon found that stretching beyond their day-to-day capabilities would require a partner to help them get
more out of their WordPress digital experience.
“Our website was initially built as an events platform to advertise for upcoming shows, either here in Ireland or abroad,” said Riverdance Marketing Manager Mary O’Donnell. “And for that functionality, it was great.”
But when the producers of Riverdance decided to run an online contest that would choose new dancers for their new international dance show Heartbeat of Home, O’Donnell and her team decided against taking on the potentially high-traffic event all alone.
“We wanted help setting up a site where dancers in the competition could upload videos of their performances, and where visitors could vote on which dancers they liked
the best,” O’Donnell said. “We also needed someone to help us manage the traffic as the contest had huge international interest.”
Since moving to WP Engine, we've seen improvements in our SEO, our speed and uptime, and for our international tours, we've found fans are able to easily find relevant information on and video footage of the show.
— Mary O'Donnell, Marketing Manager at Riverdance