The North Yorkshire Moors Railway runs 24 miles through the heart of the North York Moors National Park. It is one of the UK's largest and most-loved heritage railways. NYMR must cater for a wide variety of visitors, from families on a day out to lifelong enthusiasts.
The LOOP site had to be relevant and engaging to all of them, bringing the experience to life and showcasing the best of what NYMR has to offer.
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"The Semantic team have been a pleasure to work with: understanding, flexible and informative, and always willing to help when needed. Dan in particular has been incredibly helpful, guiding us through everything CMS-related and making sure we always have the information we need. Nothing has ever been too much trouble, and their support has been invaluable."
- Peter Fisher, NYMR Marketing Team (Google Review)
Balancing commerce and passion, in a mobile-first world
Heritage railways carry a weight of enthusiasm that few attractions can match. Get the tone wrong and you lose the core audience. Focus too hard on the enthusiasts and you miss the families... LOOP gave NYMR a flexible platform that holds both, without having to build everything from scratch. From the outset, they could focus on creating amazing content, videos and photography, knowing that all the core website features were already covered. Things like our timetable and interactive maps for new visitors, or listings and blogs to add more in-depth heritage content.
The North Yorkshire Moors Railway is visually spectacular, and their world class photography and video really shines in the LOOP CMS, across mobiles, tablets and desktops.
The bigger picture
NYMR came to LOOP with a clear commercial ambition alongside its heritage mission. The new site surfaces events, dining, memberships, group bookings, and the volunteer programme clearly, without burying the things that make the railway special.
- Timetable and journey planning structured to serve both newcomers and returning visitors
- Booking links via Merac surfaced throughout the visitor journey
- Exceptional use of video, photography, and brand to bring the railway to life on mobile
- Multiple distinct audiences served within one coherent site structure
- Events, dining, group bookings, membership, and volunteering all clearly signposted
- Increased commercial visibility without compromising the heritage experience
We are pleased to welcome NYMR as our second heritage railway client, and have recently been approved to join the Heritage Railways Association... so look out for us at there events and conferences throughout the year!
