WellingtonNZ.com

Making the coolest

(not so little) capital website

even cooler

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

2.6 million visitors

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

• Visit

• Live

• Work

• Study

• Do business

• Invest

WellingtonNZ.com

Destination Wellington

2012programme approved by

Wellington City Council

WellingtonNZ.com

Destination Wellington

WellingtonNZ.com

• 4 distinct brands

• 7 websites

• 11 supporting sites

WellingtonNZ.com

• Users make decisions based on a variety of

motivations

• Often these motivations overlap

WellingtonNZ.com

• Users make decisions based on a variety of

motivations

• Often these motivations overlap

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

What have we learned

along the way?

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

Research shows that we’re innately drawn

to information broken into discrete

categories

WellingtonNZ.com

0

5,000

10,000

15,000

20,000

25,000

Pageviews

Top 10 must dos Best things to do for free Daily dining & drink deals

Popular content

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

Previous year+ 283%

Previous period + 123%

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

• Small team of web editors

• 1000s of pages of content

WellingtonNZ.com

• Small team of web editors

• 1000s of pages of content

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

WellingtonNZ.com

Accurate

Up-to-date

Rich

Relevant

WellingtonNZ.com

• Location details

• Opening hours

• Menus

• Reviews

WellingtonNZ.com

WellingtonNZ.com

• Personality

• Atmosphere

• Food styling

WellingtonNZ.com

WellingtonNZ.com

?

Design should help, not hinder, users in

completing tasks

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

On-site bookings

WellingtonNZ.com

We aim to complement, rather than

compete with the major booking sites

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

On-site bookings

WellingtonNZ.com

Tweak

Test Refine

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

2. Be well proud!

WellingtonNZ.com

and Tourism Awards 2015 finalist.

Bronze

Best Awards

2015

Bronze

Best Awards

2014

WellingtonNZ.com

1. Embrace the listicles

2. Let others be the experts

3. Stand out, but know when to

step in line

1. Eliminate the debate

2. Be well proud!

WellingtonNZ.com

Cheers

!