Local tourism promotion body Destination Queenstown has spent $120,000 remodelling its website.
“It wasn’t up to standard in terms of imagery or functionality,” DQ marketing boss Graham Budd concedes.
“And in terms of our social media engagement we were behind quite a number of regional tourism organisations (RTOs).
“What we’re now launching is, I think, a leading website in terms of RTOs in New Zealand.”
Budd explains the website, queenstownnz.co.nz, serves two purposes – “to inspire, motivate and inform visitors arriving on it, and to deliver business to our members”.
The website had to be rich in imagery and videos, he says.
Facebook and Twitter feeds were brought forward to the home page.
“Another key part of the strategy was to get website visitors – about 60,000 a month – to individual business listings as quickly as possible,” Budd says.
“We could have chosen to put a booking engine in the site where we took commission from.
“But we’ve chosen not to, given all our members contribute anyway to our funding.
“Events listings are also more prominent – you can sort it by types of event, month of event or alphabetical.”
DQ has added simplified Chinese translations to the site’s top layer, and retained German, Japanese and Spanish translations.
Budd says the website strategy and implementation has taken 10 months, in association with Christchurch web development company, Cabbage Tree Creative.
“The website was driven by consumer testing,” he adds.
DQ has also created an online marketing executive’s role.
“We’d love feedback from the community,” Budd says.