Destination Melbourne is a leading independent tourism body for Melbourne, which works with operators to capitalise on opportunities to improve the experience and service offering to visitors.
Destination Melbourne approached us to develop an updated website that reflected Melbourne as a destination — vibrant, creative and fresh — and showcased the new brand style and direction.
The previous website fell short of being the key communication tool for businesses that Destination Melbourne aspired for it to be, and their audience did not visit the site on a regular basis as content was not often changed or refreshed, partially due to limitations of how information is displayed. The CMS did not allow for the flexibility to upload content and imagery in an engaging way.
The website needed to highlight the experience of Destination Melbourne and expertise to prospective members/operators, with considered UX, clear branding, and product offering — with regularly updated events at the forefront.
With new events being added regularly, the website needed to be easily updated by an internal team and offer a flexible range of content modules within the CMS. Without always having access to high-quality images, the design needed to be able to work just as well with images as without.