We were approached by the Rottnest Island Authority to help strategise and realise an entirely new digital presence for one of Western Australia’s most iconic destinations.
Promoting a major tourist attraction, the Rottnest Island website attracts wide audiences with massively varied interests. The previous website needed a major overhaul to ensure key audience groups were directed quickly to their area of interest, with a great user experience on any device.
While the previous website had regarded all of Rottnest Island's diverse stakeholders as a whole, this new strategy proposed two core websites to allow for better target audience segmentation. Both sites would offer each segment a broad range of engaging content and utilities for enacting a variety of tasks, from planning and booking a holiday to submitting an application form.
The primary destination site promotes the island's attractions to holiday makers and recreational day visitors. Maintaining a highly engaging and usable web experience across all devices would ensure easy access to information and booking options, and give a favourable impression ahead of a Rottnest visit.
The supporting Rottnest Authority site serves a more informational purpose, providing key details and services to an audience looking for corporate and public interest content.
The final result is a refreshed web presence for Rottnest Island, fully geared to serve a diverse set of audience needs across two sites. It builds on previous marketing efforts to usher in a vibrant and exciting new era for this Western Australian treasure.