Expressing Wellington as connected, collaborative and creative at heart.

Destination Wellington

Digital Platform to Drive Growth in Economic Development and Attraction

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To support the growth  economic development strategy for Wellington city and region, Destination Wellington is a single site for talent, investment, business, student and visitor attraction. 

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. 

 

Snapshot:

> Integration and rationalisation – one site where common content and modular functionality served to each user base

> Cost to serve – new workflow, modular components and streamlined templates lower maintenance and publishing overhead

> Extensibility – platform readily extendable for new business units and campaigns

> Improved performance – speed to market, and tailored campaigns and initiatives better supported

> Meet user needs – Empathy presented validated prototype for site and content models.

 

Effect:

> 17% Increase in content viewed Pages views off 2.6M visits 

> 7.3m page views off 2.6m visits

> Increased bookings (accommodation, events or sights and activities).

> Improved speed to market for campaigns

>  Structure now caters for breadth of content and audience diversity.

The Challenge

Creating a platform that promotes Wellington for all it’s worth.

WellingtonNZ is the digital experience that positions Wellington as the most vibrant, prosperous and livable region in Australalasia. The role of the site is to attract visitors, students, business and investment to the region through a range of smart, accessible and compelling interactions. The platform has grown, and we have contunually improved and optimised the performance of the site and its ability to delivered tailored and unique experiences.

The Solution

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 in Wellington connect to the capital through what motivates them most. 

Clear definition of user journeys and burning questions for each persona informed design, content, multi-stakeholder engagement.

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