New Supplier Opportunity: Visit Portobello Website

Website Strategy and Implementation

Portobello Road is home to one of the most famous, historical street markets in the world, and from that, a rich and diverse community and culture which offers a truly unique and special visit every time. Visitors come to purchase unique items, explore, people-watch, find a bargain and grab a bite to eat with friends and family.

Visit Portobello is a partnership between Westway Trust and the Royal Borough of Kensington and Chelsea to promote Portobello Market as a vibrant, welcoming destination that aims to increase visitor and local footfall, support local businesses and build a strong brand relationship with the community.

We’re currently seeking a dynamic agency partner to lead the next phase of our digital evolution. We have identified significant opportunities to transition our website from a purely informational platform to a high-performing, monetised digital asset. Our goal is to leverage our unique position as a hub for one of the world’s most famous markets to create sustainable revenue that supports funds for the continued promotion of the market, while enhancing the overall visitor experience and protecting our brand.

Please note: this is not a website redesign contract. This project focuses on optimising our current digital presence. We will keep the core design intact, making only the necessary refinements to ensure the success of this specific initiative.

Objectives

The selected partner will be responsible for transforming our current digital presence into a revenue-generating ecosystem. Key objectives include:

Revenue Generation: Implementing an “Owned and Operated” advertising model to maximise income while maintaining the site’s aesthetic, editorial integrity, and visitor trust.
Audience Engagement: Developing an email marketing strategy that encourages repeat visits and deeper engagement with the website and our social channels.
Collaboration: Working with our team, including an external social media agency, to deliver coordinated campaigns that drives traffic to the website.

Scope of Work & Deliverables

The appointed agency will be expected to manage and deliver the following areas of work:

Monetisation Strategy

Design and execution of a direct ad sales model, including homepage banners, “What’s On” placements and offer-based inclusions.
Creation of sales materials, including sales decks and outreach to a database of local businesses and other relevant leads to secure advertising spend.
Development of commercial partnerships that exist in harmony with the street market traders. All activity must align with our ethical framework and brand values to ensure sponsors and advertisers complement the market’s heritage, values and community.

Content and Marketing

Ongoing updating and management of website content, including:
- Creation of editorial highlights and “Top Picks” style guides.
- Management of a “What’s On” submission process for local traders, including automation where appropriate.
Implementation of time-specific lead magnets and segmented email marketing activity to support both audience growth and monetisation.
Collaboration with the social media team to support the development of content that directs audiences to the website.