How do you unify 35 distinct national voices into one cohesive European travel brand? Discover how Brainsum combined content strategy, Drupal's robust architecture, and generative AI to transform VisitEurope.com from a legacy site into a lightning-fast, unified editorial platform.

Prerequisite

A basic familiarity with Drupal migrations, or editorial workflows will help, but no advanced technical or AI background is required.

Target Audience

This session is ideal for Drupal site owners, digital content leads, content strategists, marketers, editors, product owners, and agency/client teams who manage large, multi-source websites and need to improve consistency, governance, and publishing efficiency without losing editorial control.

Outline

VisitEurope.com, The Official Travel Portal of Europe, is managed by the European Travel Commission (ETC), which brings together 35 national tourism organisations across Europe.

The Challenge: By 2025, the platform had severely outgrown its legacy WordPress setup. It suffered from poor mobile responsiveness, 600+ redundant interest tags, and load times frequently exceeding 10 seconds. More critically, it had to manage over 2000 pages fed by a constant stream of heterogeneous content from 35 different national agencies, each using its own voice.

The Solution: We started with a comprehensive content strategy analysis - defining tone of voice, editorial principles, and content hierarchy. This strategic foundation made AI genuinely useful inside Drupal. Instead of manual rewrites, Drupal AI now aligns and standardizes incoming content from all 35 heterogeneous sources to perfectly match the VisitEurope brand voice before publication.

The Results: Beyond a unified brand tone, the technical gains were massive. Following the Drupal migration, load times dropped from over 10s to under 200ms, and zero pages now fail Core Web Vitals.

Learning Objectives

- Learn how to leverage a foundational content strategy to make AI tools genuinely effective and safe within Drupal.
- Discover automated editorial workflows that standardize multi-source, heterogeneous content into a single, cohesive brand voice at scale.
- See the architectural and strategic choices that drove a massive performance boost (from 10-second load times to under 200ms).

Experience level
Intermediate