A small site with big goals
Through discussions with MCB and other key stakeholders, we agreed that a sleek, content-rich microsite was the best approach. This branded piece of digital real-estate had to deliver a simple yet striking visitation experience, seamlessly ingesting and publishing third-party event and operator data about food, drink, festivals, and more.
After years of working in travel and tourism (check our work here, here, and here), we’ve learned delegate boosting requires a considered strategy and marketing program that promotes a destination’s desirability, visitability, and public perception. Executed correctly, delegates are more likely to pay a visit, invite their family members along, and consider extending their trip pre- or post-conference.
Laneway cafes, live music, and world-class sport make Melbourne an exciting place to work and play; not surprisingly, the microsite design had to reflect this same energy, focusing on discovery and exploration.