Destination Wellington – Connected, collaborative and creative


Compact, connected, collaborative, creative, confident – and if you add coffee and craft beer – you have the Capital.

The business, investment, student and talent attraction activity for Wellington, and the city's unified tourism marketing and visitor attraction campaigns are now all delivered in one site experience – The need to better target, more effectively attract and validate user needs, and more efficiently convert interest into action defined the customer experience approach adopted by DNA.

The challenge was to improve the effect of marketing for the city to a broader base of audiences in order to deliver on economic development objectives. Central to this was understanding the audiences, their needs and the content and engagement requirements of each. Each user journey was distinct, but there were many points of common need for content within those journeys which the site model needed to realise.

In addition, a key business driver was to drive efficiency by integrating the seven existing sites onto one common platform - this would also unify the site experience and engagement with the ‘Wellington story’ for current and new user groups. Throughout development there has been significant rationalisation, optimisation in many of the site's functions and a dedication to more targeted content within the site's over 2000 pages.

11 personas and their core needs were interrogated and their burning questions were mapped – this informed the content, information architecture and design for the site wide experience. With very discreet user needs, the site facilitates specific journeys to deliver highly relevant content and functionality. Content curation is more effective, the 'Wellington Story' is infused across the site and the user experience is more visual and immersive. 

The solution delivers one site, one story and allows many voices, many views and many journeys as visitors and those interested in living, working and studying here connect to the capital through what matters most to them. 

Our team ran discovery, user needs and insight workshops, design and full development and API integration in-house. Building the site on the SilverStripe Content Management System enables easier collaboration between the teams at Positively Wellington Tourism, Grow Wellington and Wellington City Council.