The joy of travelling through Te Tai Tokerau Northland is embarking along a road of discovery. It’s a place that rewards the intrepid traveller, those who seek to uncover the stories and places that make the region special.
Core to Northland’s tourism brand is the concept of ‘Journeys’, one we took to heart as we designed a UX around exploration and curiosity. Freshly-built interactive touring maps seamlessly integrate operator listings and storytelling snippets, inspiring both first-time visitors and Northland regulars.
Stunning visuals, smooth navigation and smart filter options allow prospective tourists to browse and choose their own adventure, finding the experiences that best suit their interests, and reinforcing the message that Northland offers something for every traveller.
A palette of blues and greens sets the scene for a virtual journey through Northland’s diverse landscapes, with regional stories interwoven with operator listings to provide crisp and customised holiday planning information.
The colour palette and crisp design highlights attractions and accommodations at their finest – with bold directory listings that incorporate opening hours, location details, contact information and Qualmark badges. Iconography aligned with NorthlandNZ’s campaign branding, UGC galleries and the use of Māori patterns and Te reo translations all help to complement the user experience.
Regional tourism websites are unique beasts – and we’re proud to have delivered a website that is information-rich whilst being fast to load, simple to scroll, and optimised for mobile.
Key aspects of their Destination Management Plan are reflected on the website, and it’s operator-friendly, with listings able to be updated by the business owners themselves. Eventfinda integrations allow locals and visitors to fill their diary with what’s on in the region, and a unique custom-built resource library is a treasure trove of documentation for partners to use. Alongside tourism information, the site is also home to NorthlandNZ’s EDA functions.
Utilising the latest version of Silverstripe and best-in-class tools like ReactJS, we’re chuffed to have built a flash new digital home that represents the broad and diverse region. It’s a digital shopfront that each unique operator can be proud of – as high-quality traffic is driven to their own websites.
Working with RTO’s is always a treat – and to bring Northland’s iconic stories to life through digital has been one of the sweetest. A dedicated website working group and regular WIP’s with the team was a success, proving that we’re stronger when we work together.
We’re excited to see the site make a tangible difference in driving awareness of the rohe and referrals towards the many attractions, accommodation providers and eateries that make a Northland visitor experience so magical.
Already, initial website performance is off to a rocketing start – with a 66% increase in users and 33% increase in page views compared to the equivalent 2019 period, and improved SEO rankings reflected with the proportion of users discovering NorthlandNZ.com via organic search up by 21%.
– Lisa, NorthlandNZ
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